Knowledge Matters: Insights from the COVID-19 Experience in the Tourism Industry in Poland

Abstract

Purpose: Tourism organisations are responsible for destination management and marketing. Given that they
operate within a membership structure, serving as sectoral organisations and communication hubs, their role during crisis
situations becomes particularly significant. The purpose of this study is to examine the types of knowledge and the sources
from which this knowledge was derived during the COVID-19 crisis from the perspective of tourism organisations (i.e.,
Destination Management Organisations). Methodology: This study is based on a qualitative in-depth analysis conducted
through semi-structured interviews with 12 representatives of 6 tourism organisations in Poland. The informants were
selected to represent a range of organisational levels, including managerial and operational roles. Findings: The empirical
evidence indicates that knowledge at three levels was crucial during the pandemic crisis, particularly at the organisational,
governmental and industry level. At the organisational level key knowledge areas included safety, both personal and of the
institution, from a sanitary-epidemiological perspective. The quantitative data concerning tourist traffic held particular
importance for governmental level. For the industry, the following knowledge types were crucial: law-related knowledge,
aid-related knowledge, and education-related knowledge. The findings highlighted that the primary knowledge sources
during the crisis were central and local authorities, collaborating partners, counterpart tourism organisations, and internal
monitoring teams. Research limitations: Due to the qualitative nature of this study and its small sample size, the
generalisability of the findings to a wider context or population is limited. Furthermore, this study was conducted on a group
of tourism organisations in one country, thus it does not provide a comprehensive industry overview and international
applicability. Practical implications: This research provides guidance for managers of tourism organisations regarding the
navigation of knowledge during sudden crises. The findings can be used by decision-makers to develop crisis procedures at
the KM level to build organisational resilience. Originality/value: This study provides valuable insights concerning the
dynamics of knowledge during hazardous events impacting tourism organisations. The findings may trigger researchers
investigating the area of crisis knowledge management to engage in further explanatory studies.