Envisioning Tourist Demand with Big Data

Tourism professionals are using big data to accurately predict tourist demand.

April 8, 2018
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Big data is merely the most popular and widely used term to explain data availability and exponential growth in the changing modern world. It is a comprehensive term for data-sets that are big or complicated. Big data has challenges regarding search, capture, storage, visualization, analysis and information privacy, and they require innovations to expose the hidden values from expansive data-sets that are complex, diverse and massive in scale.

Big data has evolved to bring new opportunities for modern living. These vast repositories of data sources can provide managers, researchers, and policymakers with the data-driven proof required to make decisions. On the premise of numbers and analysis other than guesswork, anecdotes, intuition or previous experience, this article may guide you to more confident decision-making, accurate analytics and greater operational efficiencies, and risk and cost reductions.

What is big data tourism?

The industry of tourism thrives on information. Big data can deliver up-to-date and immensely informed inferences regarding behavior and human activity that enhances the tourism industry. Tourists leave various digital traces behind when using mobile technologies on the web. Through every tourist, enormous amounts of data are present about everything that is relevant to different stages of travel — before, between and after a voyage. Most information is of an external nature like social networking feeds or in the form of Twitter.

Due to the vast amounts of data availability in the cloud, analytics has become a need to make sense of the information present in the data. If you are a new customer planning for a trip, you probably acquire more sources from the internet when you are buying tickets, researching attractions or reserving accommodations. Members of the tourism industry are slowly turning to big data to find new ways for improving opportunities, decision-making and overall performance, for example, an interconnection of scattered information can be made possible through big data.

Merchants and agencies involved in tourism can find various methods to use a diversity of data resources to interact with potential guests at each stage of a tour and use these big data sources to timely and better understand the increasing visitor statistics. They can also re-market to aim customers who have chosen a particular destination on an agency travel website.

Benefits of big data tourism

Previous studies on tourism have been based mostly on expert’s views and surveys, which possibly mean that they have retrieved samples from the population as a whole and the real data of the tourists are not available. Big data tourism using particular methods have benefits over traditional methodologies, which are discussed below.

New information flows

Tourism big data is typical information produced by travelers themselves. It improves the thought process of tourism businesses by analyzing the customers demand for various services and products.

Reliability

Big data is not based on surveys but users’ real actions. In other words, these actions – not stated queries or intentions — have been examined. Collecting all the data sources together, big data enhances the sample base on which conventional groundwork tends to be established by several orders of magnitude.

We all are living in a period of unprecedented flux in customer beliefs, company business models and consumer response created by technologies that are simultaneously disrupting established institutions and producing new ones. In any case, tourism big data indicate noteworthy changes in the relationship between clients and businesses. We can utilize big data to support experiences and provide superior predictive analytics to enhance customer decisions and expectations.