Autori: Valentina Cillo, Riccardo Rialti, Manlio Del Giudice, Antonio Usai
Editore: Taylor & Francis Group
Tipologia Prodotto: Articolo in rivista
DOI: 10.1080/13683500.2019.1608918
Titolo della Rivista: Current Issues in Tourism
Numero prima e ultima pagina: 1 – 15
Anno di Pubblicazione: 2019
Link: https://www.tandfonline.com/doi/abs/10.1080/13683500.2019.1608918
Abstract:
This research investigates the importance for niche tourism destinations of investing in big data analytics (BDA) to improve their online reputation management (ORM) and increase their competitiveness. Specifically, it explores how BDA may allow niche tourism destination managers to better monitor their reputation and, in turn, increase the capability of such destinations to attract new tourists. BDA can in fact allow niche tourism destination managers to collect, store and analyze online tourists’ data; thus, BDA may be useful in preventing online reputational damage. Consequently, such systems may increase the competitiveness of niche tourism destinations. In order to explore the aforementioned phenomenon, a multiple case studies approach has been selected. A framework observing how BDA can improve ORM and competitiveness was then developed. Implications for practitioners (i.e. niche tourism destination managers) are also presented.
Keywords: Big data, niche tourism destinations, online reputation management, tourism management, tourism destination competitiveness