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Big data and innovation in tourism, travel, and hospitality : managerial approaches, techniques, and applications
Sigala M., Rahimi R., Thelwall M., Springer International Publishing, New York, NY, 2019. 223 pp. Type: Book
Date Reviewed: Jan 8 2020

While collecting data has always been an important aspect of the tourism, travel, and hospitality industry, big data has changed the landscape and brought metrics-based strategies to the spotlight. In this book, the editors attempt to bring together an interdisciplinary set of authors to focus on this understudied industry. The book includes research from around the world, but mostly from Europe (Austria, Belgium, Greece, Italy, Portugal, Spain, Turkey, the United Kingdom) and Australia.

The first four chapters emphasize the inputs provided by big data and their use by tourism stakeholders. The first chapter uses Portugal as the destination and analyzes how to exploit combined search terms and Google trends to pinpoint interesting areas about the target destination. Chapter 2 introduces how to apply the Internet of Things (IoT) and smart connectivity to the tourism industry. In chapter 3, the authors show how electronic devices support travel agents, that is, help them provide better customer experience. Chapter 4 concludes the section by surveying related literature and providing two frameworks to support big data users.

The next section focuses on helping tourism organizations use big data. Chapter 5 uses bibliometric analysis of the literature on volunteered geographic information, where consumers provide location data to customize offerings. Chapter 6 uses text mining and image mining to apply sentiment analysis in the tourism area. Chapter 7 turns to the analysis of location-based social network data to measure engagement linked to specific events. Chapter 8 investigates the crowdsourcing of ideas to develop new products in spa tourism. Chapter 9 illustrates how to use search data to monitor responses to crisis events and their effect on destination reputation. Chapter 10 closes the section with the application of sentiment analysis based on customer experience feedback.

The last section focuses on big data practice consequences. Chapter 11 demonstrates how big data changes business intelligence in the tourism area. Chapter 12 shows how big data can strengthen customer loyalty. The last chapter relates big data to the traditional concepts of marketing, that is, its effects on product, promotion, price, and place. Big data could be used as a response to more sophisticated tourism consumers via new or more flexible offerings.

While still in its infancy, the use of big data in tourism, travel, and hospitality will grow in the coming years. The book offers current snapshots of some of the inputs and outcomes of big data in this domain. The editors have assembled a worthy set of applications and views related to the domain. A factual limitation to this project is that the authors and views are academic. How tourism, travel, and hospitality service providers use big data could be slightly different.

Reviewer:  Jean-Pierre Kuilboer Review #: CR146828 (2005-0106)
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