Can we use big data analytics to leverage tourism in rural tourism destinations?

Cunha, Carlos R.; Morais, Elisabete Paulo; Martins, Catarina Antónia

http://hdl.handle.net/10198/19192

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Authors

Cunha, Carlos R.

Morais, Elisabete Paulo

Martins, Catarina Antónia

Abstract(s)

Tourism is an increasingly important global economic activity. The proliferation of technology-based mechanisms applied to this activity, has been prompted by a growing number of more demanding consumers, well informed and receptive to new tools to access information and also by the fact that tourism is an information-intensive activity. However, in what concerns peripheral rural tourism destinations, which are to a large extend made up of micro and small enterprises, there is a lack of evidence that the maturity of data that is captured, processed and maintained, by tourism organizations, has a sufficient level of maturity to support the application of Big Data Analytics techniques. This paper, which intends to examine peripheral and mainly rural tourism destinations, analyses the key issues about technology on tourism and proposes a matrix so that we can gauge if the data currently available, and its maturity level, are sufficient to support the use of Big Data Analytics, with all the inherent benefits that rural tourism destinations could arise from its use.

Keywords

Data Big Data Tourism Rural tourism destinations Matrix

URI

http://hdl.handle.net/10198/19192

Citation

Cunha, Carlos R.; Morais, Elisabete Paulo; Martins, Catarina (2018). Can we use big data analytics to leverage tourism in rural tourism destinations? In 32nd International Business Information Management Association Conference, IBIMA 2018. Seville. p. 145-156. ISBN 978-099985511-9