Page - 53 - in Digital Entrepreneurship - Impact on Business and Society

Organisationally, however, a decision has to bemade regarding whowill take care of this “data infrastructure” and how it will be managed. This is the biggest challenge. The goal is to create and provide valuable and readily available data (Sommer 2018, p. 5). The formula is clear: the higher the quality, the greater the valueof thedata is.However, the rapidpaceof this change requires a rapid change in management that not every single tourist information office or every single company or service provider can solve on its own. A central content architecture, managedbyaDMO,canhelp to exploit andbundle thepossibilities of digitisation. A technical embedding and linking of the content are necessary so that the resources and content can be connected. Due to the decentralised content man- agement that still prevails in many destinations, problems often appear, such as duplication of content in different content silos or duplication of tasks and responsibilities, aswell as deviations in content structures betweenorganisations in the respective destination. To avoid this, the interface between thefields of action must be ensured in order to achieve optimal effects (Dwif-Consulting 2017, p. 44). TheDMOs of the federal states inGermany dealwith these developments in very differentways.A federal statewhich deals intensivelywith content architectures is Thuringia. This example is described below. 1.2 OpenData andDigital Content Architectures as anOpportunity in Tourism: The Example of theDestinationManagementOrganisation Thüringer TourismusGmbH (TTG) In Thuringia, the destination management organisation is currently developing a central content architecture for tourism (ThüCAT), which should was completed thisyear andhasbeenavailable as abetaversion since summer2019.Thegoal is to create a database for all tourism-related content in Thuringia. This content should be made available to all the stakeholders in Thuringia including tourist regions, locations, service providers such as hotels and restaurants (Honig 2019). An important goal is that the information can not only be obtained via thewebsite of the respective institution,but it also reaches thecustomeronallotherchannels.This means thatThüCATinformationflows to the traveller at all points and in all phases of the customer journey (“Tourismusnetzwerk Thüringen”, n.d.). This is a project that can only work by collaborating with all the organisations involved in the creation of touristic offers. Technically, this is realised via a graph database,which thenenables thepresenceof thedataondifferent channels,which in turnmeans that the tourist canbeaccompaniedasmentionedonall the stagesofhisorher tour.The semantic labelling and structuring of the data are carried out according to schema. org models, in a format that is universally understandable and machine-readable, which is a basic requirement for processing data by applications that are based on AI.A“knowledgegraph” links awidevarietyof information suchas contact dates, opening times and guided tours in such a way that the guest can get a compre- hensiveand, if possible, targetgroup-specificor evenpersonalisedanswer to anyof his questions (“Tourismusnetzwerk Thüringen”, n.d.). Digital Entrepreneurship andAgileMethods… 55