The process-based evaluation approach used in this case study brings together all the needs and expectations of external and internal stakeholders by linking them to processes supported by the IOIS (answer to specific research question #2). The process-based approach was found to be the most likely to reflect the mechanisms by which the IOIS could affect the performance of the DMO: the exploitation of the IOIS in the operational processes of the DMO produces automational, informational and transformational effects which, in turn, affect the performance indicators at the level of the operational processes used by the stakeholders. These processes performance indicators have an influence on the overall DMO performance.
In the face of conflicts that may exist between competing tourism enterprises within the same destination, the DMO has a critical role to play through its IOIS: that of consolidator, leader and coordinator in order to reconcile divergences and present a global image of the destination [
1]. Previous studies [
13,
34] found that stakeholders held different perceptions about the role of IOISs and the metrics that need to be used. This case study integrates those different perspectives into a single framework taking into account the vision of its multiple stakeholders. This was made possible using a process-based rather than a variance-based evaluation approach, since a process-based evaluation allows to measure the effects of the IOIS at the level of intermediate processes and functionalities. Furthermore, this evaluation approach offers a framework for DMOs to nurture a collaborative culture [
13]: each stakeholder may express his expectations regarding the processes he is using, following which the DMO will request a contribution from those stakeholders. While the IOIS effects and performance indicators are highly contextualized, this process-based evaluation approach is replicable to any IOIS. This approach confirms previous literature in focusing attention on the need to evaluate all the IOIS functionalities with a holistic approach [
5,
13,
14]. This approach is in line with Sigala recommendations for future research [
13]: (1) to include the view of stakeholders in the private sector; (2) to consider attitudes through the dimensions
satisfaction and
contribution as well as the expected benefits with the dimension
expectations regarding the IOIS. As previous research suggests, a high-level integration between stakeholders and interoperable systems is a requisite to a better performance [
1,
5,
17]. This case study confirms previous findings showing that the primary goal of the DMO IOIS is still to provide information and to market the destination to potential visitors, and that less attention is given to their internal leadership role of coordination [
35]. For example, Tourisme Montréal utilizes its IOIS neither to support the product development role of the destination nor to provide any B2B information to potential investors. It was found that Tourisme Montréal follows the trend identified in the literature in disengaging from the transactional functionalities as a way to give access to suppliers’ own booking engines [
5,
13]. As a consequence, this DMO will need to access third parties’ big data to become an adopter of business intelligence and data science [
1,
36]. In order to position this IOIS evaluation approach within the business intelligence literature, the following BI definition will be used. “Business intelligence (BI) is a combination of processes, policies, culture, and technologies for gathering, manipulating, storing, and analyzing data collected from internal and external sources, in order to communicate information, create knowledge, and inform decision making. BI helps report business performance, uncover new business opportunities, and make better business decision regarding competitors, suppliers, customers, financial issues, strategic issues, products and services” [
37]. As the resource based-view theory of the firm was mobilized in the theoretical framework, and as this evaluation approach already involves internal and external stakeholders and is process-based, this evaluation approach offers an evaluation framework usable in the context of BI implementation. However, the adoption of BI initiatives requires more than an integrative IOIS performance evaluation approach; indeed, it requires a complete business model shift to place a greater emphasis on building a collaborative knowledge creation environment [
1,
36] and, above all, a significant investment in the technologies that will allow DMOs to access and analyze relevant data on a timely basis.