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As the technology has been developed and adapted in tourism industry, the smart tourism ecosystem also has been extended. To understand the extended smart tourism ecosystem, this conceptual paper attempts to understand it with organizational approach. For this aim, this paper suggests to adopt two theories, the organizational ecology and modified balanced scorecard focus on IS circumstances. As the examples of dynamic actors in smart tourism ecosystem, three of online travel agency companies, Booking holdings, Expedia, and TripAdvisor, are analyzed about their own capabilities, resources, and performances with four criteria, which have been suggested by modified balanced scorecard for IS circumstance. Therefore, based on two major organizational theories, organizational ecology and balanced scorecard, this paper suggests the framework and value map in smart tourism ecosystem, which are new proposals about smart tourism ecosystem with macro-level.
