In an effort to review and synchronize previous big data analytic application in tourism and hospitality management, Dr. Yang Yang worked with Dr. Bing Pan (Associate Professor from College of Charleston) to craft a book chapter proposing a conceptual framework that connects the types of big data with stages of travel. The study reviews literature on the use of big data sources in the tourism industry, including data gathered from search queries, Web analytics, customer reviews, location tracking data, and social media. Most existing studies have focused on building behavioral models and validating correlational relationships between travel behavior and big data. Research on personalization, optimization, and resource allocation is lacking, and studies involving forecasting with big data for specific properties or businesses are also rare. Nonetheless, the combination of multiple data sources possesses a huge potential to dramatically improve the accuracy of forecasting and monitoring.
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