Big Data Analysis as a Tool for Predictive Intelligence
and Experience Personalization in Tourism
Big Data Analysis as a Tool for Predictive Intelligence
and Experience Personalization in Tourism
Author(s): Magdalena KachniewskaSubject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, Socio-Economic Research, Transport / Logistics
Published by: Społeczna Akademia Nauk
Keywords: big data analysis; e-tourism; hospitality; tourism marketing; travel research; predictive marketing
Summary/Abstract: The main purpose of the paper is to identify the potential of Big Data Analysis(BDA) as a source of competitive advantage in the tourism market. A review of literature was adapted in order to define and estimate the significance of BDA. Some examples of BD application in travel and tourism were identified (e.g. the creation of tourism experience, relationship management, tourists’ involvement and co-creation, personalization of value proposal, effectiveness improvement, promotion enhancement). The results are to be used as an indication for tourism market entities and the new technology industry supporting the tourism market.
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 20/2019
- Issue No: 2.2
- Page Range: 39-52
- Page Count: 14
- Language: English
