The tourism ecosystem is currently experiencing a significant upheaval. During this time, knowledge-based management has become one of the most critical areas of the development of activities from the perspective of tourism destinations and organizations. Digitalization and globalization have transformed and continue to transform consumer behavior. The COVID-19 pandemic has contributed to this development. The crisis is reflected in the daily operation of tourism companies as some are making significant investments in product development, while others are struggling with liquidity.
Both tourism destinations and companies are at this very moment in a highly challenging situation as they build future strategies and growth plans. Marketing decision-makers must be able to react quickly to changes in the environment to ensure that the company is in the right place at the right time, engaging the right target audience with the right message. In the current operating environment, decisions can no longer be made on the basis of historical models or the assumptions based on such.
FlowHouse has tackled this challenge and started to develop the knowledge-based management capacities of tourism destinations and companies. This has consisted of the creation of various operating models, the identification of essential sources of data and indicators, and the implementation and systematic utilization of advanced tools. We are the Finnish market leader in the creation of operating models for knowledge-based management in the tourism industry and the implementation of various tools.
From the perspective of tourism destinations and companies, we always begin by producing a picture of the current situation of the tourism destination or company in the tourism and tourism marketing industry. Based on the situational picture, we can predict and decide on the critical measures that are used to prepare for the likely outcome. Occasionally it is also appropriate to take a moment to analyze results from the recent past and to consider what could be learned from them.
We facilitate workshops where the best possible methods of utilizing data for the tourism destination or company are considered. The workshops comprise the specification of business objectives and indicators and the production of solutions for how to communicate those objectives and indicators to different interest groups. We produce joint operating models and solutions for the knowledge-based management of a tourism destination and company. During the projects, we implement dashboard solutions that allow us to quickly access information, thus saving time that can be used for analyzing and interpreting the data. FlowHouse utilizes the knowledge-based management tool BisLenz Travel Experience. BisLenz is a customer experience and knowledge-based management dashboard solution that compiles dozens of sources of data into a single view to enable easy analysis.
Large local organizations in Lapland: Visit Rovaniemi, Visit Levi, Visit Ylläs, and Inari-Saariselkä joined forces to develop knowledge-based management further. During the rapidly completed project, the level of knowledge-based management in the areas was increased significantly.
The project started with an analysis of the current situation, in which the start-off point, the objectives, and the identified challenges were recognized. The BisLenz Travel Experience platform was implemented for each area and used to explore the data produced by digital channels in depth. Understanding of the situation of the digital channels was increased at the same time.
During the creation of the development plan, joint information needs were identified and used for the development of customized reporting solutions for the four areas. The objectives of the solutions included, among other things, enabling a better understanding of the demand focused on the area and how that demand could be better predicted. Here, the areas share information with each other, which provides a more comprehensive set that benefits each individual area; sharing benefits everyone.
The actual operating plan is based on a clearly defined vision, where knowledge-based management has a key role in the operation of the future local organization. In the operating plan, information needs were identified along with methods for utilizing different sources of data. The process model described the measures used to turn utilization of information into daily routine. Systematic utilization comprises continued analysis of new information needs that are assessed critically before they are transferred to the development roadmap.
The local organizations are excited about their new tool and already know that they can utilize information much more effectively than before. The systematic development will be maintained through joint workshops in the future as well.