Fonte: ROTUR. Revista de Ocio y Turismo; Vol. 18 No. 2 (2024); 72-88
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Resumo: 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.
