Page - 63 - in Digital Entrepreneurship - Impact on Business and Society

chapter. The ordinary channels such as the destinationmanagementwebsitemove into the background. The focus is on the content or data, which is structured by schema.org and made freely available in the sense of open data. This not only benefits the powerful platformproviders likeGoogle, but as the hackathon showed all participants in themarket canuse thedata and, basedon this, develop their own business ideas, including individual creatives andstart-ups.Nevertheless, theDMO uses thepowerofGoogle andFacebookand their channels tobring their content to the guest. The visibility of the DMO increases compared to the current situation, and theDMOcan influence the quality of the data. The strategic realignment is radical and entails a change in the classic tasks of a DMO.TheDMOitselfbecomesasmartdataplatformandmust thereforealsoadapt its processes and structures in order to achieve efficiency and effectiveness advantages. Future research work can actively accompany these developments. Action researchmethods inwhich researchers andpractitioners cooperatewouldbe suitable. It would also be interesting to examine the effects on other market par- ticipants. Is ahackathonsuitable to stimulate the formationof startup teams thatuse the available data for own business ideas, or to pursue projects in the company in the sense of intrapreneurship?Will DMOs develop their own applications in the future although they do not currently see their tasks in the area of customer applications? These and other questions need to be answered as part of the new opportunities and challenges. The potential of hackathons and other open innova- tive approaches in tourism is far from being exhausted, in fact it is only just beginning, and it can be expected that itwill be used to an increasing extent in the future. The aspects of cost and time savings throughopen innovationwith constant Fig. 1 Eight steps for implementing hackathons in DMO’s. Learning’s from the ThüCAThon case study Digital Entrepreneurship andAgileMethods… 65