Knowledge-based network participation in destination and event marketing: A hospitality scenario analysis perspective

This paper examines how enterprises may decide to bring about effective network collaboration even though present mediation forms have proven inadequate. One of the main problems of these enterprises is that they lack a clear picture of the potential future “modular business”. The Dutch hospitality sector faced such dilemma and commissioned a scenario study, a tool that can aid the interactive process of future image formation, in the midst of uncertainty, and support decision-making. The findings indicate that modern ICT may offer support to establishing hospitality networks that shape a physical and virtual environment for the delivery of services to developing client demands. These findings enable entrepreneurs to participate in efforts to enhance their ICT capabilities and moderation of effective knowledge sharing within a destination and event marketing platform. The resulting understanding should lead stakeholders to ‘re-create’ the past view of hospitality towards emerging, strategic options for hospitality enterprises.