Big data and analytics in tourism and hospitality: opportunities and risks

Abstract

Purpose The purpose of this paper is to examine and provide insights into one of the most influential technologies impacting the tourism and hospitality industry over the next five years, i.e. big data and analytics. It reflects on both opportunities and risks that such technological advances create for both consumers and tourism organisations, highlighting the importance of data governance and processes for effective and ethical data management in both tourism and hospitality. Design/methodology/approach This paper is based on a review of academic and industry literature and access to trends data and information from a series of academic and industry databases and reports to examine how big data and analytics shape the future of the industry and the associated risks and opportunities. Findings This paper identifies and examines key opportunities and risks posed by the rising technological trend of big data and analytics in tourism and hospitality. While big data is generally regarded as beneficial to tourism and hospitality organisations, there are extensively held ethical, privacy and security concerns about it. Therefore, the paper is making the case for more research on data governance and data ethics in tourism and hospitality and posits that to successfully use data for competitive advantage, tourism and hospitality organisations need to solely expand compliance-based data governance frameworks to frameworks that include more effective privacy and ethics data solutions. Originality/value This paper provides useful insights into the use of big data and analytics for both researchers and practitioners and offers new perspectives on the debate on data governance and ethical data management in both tourism and hospitality. Because forecasts from the UNWTO indicate a significant increase in international tourist arrivals (1.8 billion tourist arrivals by 2030), the ways tourism and hospitality organisations manage customers’ data become important.

Devising scientific and methodological tools to strengthen the economic security of a region through the improvement of technologies for marketing support of tourism

“…The proof of this thesis is the substantiation of a set of principles that can intensify quantitative and qualitative indicators of tourist activity through the implementation of public-private partnership programs [37]. These mechanisms are predominantly administrative in nature and belong to the sphere of activity of regional authorities, but they also require the participation of business itself in these processes, since the implementation of public-private partnerships requires the generation, use, and storage of relevant information, which depends on the participants of tourist activities [38][39][40]. They will be implemented primarily at the regional and national levels.…”

The Positive Impact of Implementation Business Intelligence and Big Data in Hospitality and Tourism Sector

“…By identifying industry-specific options so that the collection process yields information in sufficient quantity and quality [10]. Ideally, with a storage system in business intelligence, a hospitality and tourism management team could consolidate a company's hotel and tourism business benchmark index, which captures data from thousands of properties to see where their business stands against competitors [16].…”

Akıllı Turizmde Büyük Veri Kullanımı: Sistematik Bir Derleme

“…Big data about users obtained through websites and social media is important for tourism businesses as well as businesses operating in different industries today. Yallop and Seraphin (2020) state that big data is one of the most important tools used in personalized service delivery in the tourism industry. Liu et al (2019) state that there is also big data on the internet about businesses and destinations in the tourism industry.…”

“…Web siteleri ve sosyal medya aracılığıyla kullanıcılar hakkında elde edilen büyük veriler, günümüzde farklı endüstrilerde faaliyet gösteren işletmeler için olduğu gibi turizm işletmeleri için de önem taşımaktadır. Yallop ve Seraphin (2020), büyük verinin turizm endüstrisinde kişiye özel hizmet sunumlarında kullanılan en önemli araçlardan biri olduğunu belirtmektedirler. Liu, Zou, Liu ve Cheng (2019), turizm endüstrisinde çevrimiçi ortamda işletmeler ve destinasyonlar hakkında da büyük verilerin bulunduğunu ifade etmektedirler.…”