Exploring the opportunities and challenges of Big data applications in Tourism: Implications for tourism destination competitiveness

The big challenge for tourism destination management organizations today is identifying and utilizing the abundant data available to inform management intelligence and, consequently, positively influence tourists’ destination image and their decision-making processes while planning for vacations. This study attempts to attain a deeper understanding of Big data applications by destination management authorities, as well as relevant trends and opportunities. In doing so, a primary qualitative research scheme was implemented, and a tourism destination insight specialist was interviewed to gain some better understanding of Big data usage by New Zealand’s tourism organization. Findings reveal that Big data may help destination management organizations around the world be more accurate in unraveling tourists’ real behavioral patterns, leading to enhanced tourism intelligence, and, consequently, improved destination competitiveness. Further practical implications for the present and future of tourism destinations are discussed.