Can we use big data analytics to leverage tourism in rural tourism destinations?
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abstract
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.
UNIAG, R&D unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education. .
