Creating value from Social Big Data: Implications for Smart Tourism Destinations |
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| Authors: | Pasquale Del Vecchio Gioconda Mele Valentina Ndou Giustina Secundo |
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| Institution: | Researcher and Lecturer in Business Management Dipartimento di Ingegneria dell''Innovazione, Università del Salento, Ed. IBIL - Aldo Romano, Campus Ecotekne, Via per Monteroni sn - 73100 - Lecce, Italy |
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| Abstract: | This paper aims to demonstrate how the huge amount of Social Big Data available from tourists can nurture the value creation process for a Smart Tourism Destination. Applying a multiple-case study analysis, the paper explores a set of regional tourist experiences related to a Southern European region and destination, to derive patterns and opportunities of value creation generated by Big Data in tourism. Findings present and discuss evidence in terms of improving decision-making, creating marketing strategies with more personalized offerings, transparency and trust in dialogue with customers and stakeholders, and emergence of new business models. Finally, implications are presented for researchers and practitioners interested in the managerial exploitation of Big Data in the context of information-intensive industries and mainly in Tourism. |
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| Keywords: | Big Data Business analytics Decision making Smart tourism destination Value creation Social media measurement |
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