Big data in tourism marketing: past research and future opportunities

HIGHLIGHTS

SUMMARY

    Work has concentrated on three key areas in isolation: tourism (Hall, 2011; Köseoglu et_al, 2015, 2016), BD in tourism (Li et_al, 2018; Mariani and Baggio, 2021; Samara et_al, 2020) and tourism experience (Kim and So, 2022). Emergent themes: "neural_networks" and "tourism and hospitality." The theme "neural_networks" is associated with predicting trends in "tourism demand" through the use of BD. Specifically, it links to how BD can improve models used in econometric forecasting (Witt and Witt, 1995) through the use of artificial neural_networks and so enable the development of improved tourism demand models (Palmer . . .

     

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