Big Data and Spanish tourism destination management

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Published: Sep 26, 2024

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Moises Jorge Naranjo
a:1:{s:5:"es_ES";s:10:"Particular";}
Spain
Vol. 18 No. 2 (2024), Articles, pages 72-88
DOI: https://doi.org/10.17979/rotur.2024.18.2.10755
Submitted: May 21, 2024 Accepted: Sep 3, 2024 Published: Sep 26, 2024
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Abstract

Big Data refers to the management and analysis of large, diverse datasets, which, in a tourism context, help to improve personalisation, decision-making and customer satisfaction, among other benefits. The aim of this research is to develop a Big Data analysis model to help improve the tourism sector in Spain. The data for the research were collected using an objective survey of a randomly selected sample of 12 tourism destination agents, and used to establish a series of SMART goals as the basis for the Big Data model. The resulting model consists of four phases: data collection, storage, processing and visualisation. The results of the research highlight the effectiveness of goals-based Big Data solutions, and the role of Big Data analytics in decision-making processes related to destination management at home and abroad.

Keywords:

Big Data, tourism, Spanish tourism, Big Data architecture, Big Data tools, Big Data processes

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