Embracing user generated content within destination management organizations to gain a competitive insight into visitors' profiles

Purpose - The purpose of this paper is to highlight the importance of incorporating user generated content (UGC) in the e-marketing strategies and activities of destination management organizations (DMOs) and debate the possibilities that UGC offers in terms of market research and aiming at improved consumer profile and segmentation to increase destinations' competitive advantages.Design methodology approach - The paper analyzes good practice examples of the integration UGC in the e-marketing strategies of destination DMOs at national and local level and highlights the limited number of DMOs which develop market research using UGC.Findings - An increasing number of DMOs have incorporated UGC in their e-marketing strategies. Most DMOs now actively display in their web sites spaces dedicated to text and video UGC. Nonetheless, very few are using content analysis to better understand and profile the visitors' to their destinations and the enormous value of such information in terms of profiling and segmenting visitors' has not yet been integrated in the market research activities of DMOs.Originality value - The paper highlights the potential that UGC has to better understand the profile and satisfaction of the various segments of visitors to a destination.