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M. Kachniewska
infrastructures and the long-term effectiveness of network security. Not every digital
destination is smart, while every smart destination contains a digital component.
Smart tourism destination could be defined as ‘tourism supported by integrated
efforts at a destination to find innovative ways to collect and aggregate/harness data
derived from physical infrastructure, social connections, government/organisational
sources and human bodies in combination with the use of advanced technologies
to transform that data into business value-propositions with a clear focus on efficiency, sustainability and enriched experiences during the trip’ (Gretzel et al. 2015,
p. 180). At a very basic level, STDs are characterised by their ability to transform
large amounts of data into enhanced tourist experiences and increased destination
competitiveness.
2.2 Big Data Shift in Experience Management
The value of big data in shaping business intelligence in tourism has been expanding
with numerous studies postulating that tourism-related organisations have started
moving from conventional database management to big data (Davenport et al. 2012;
Kachniewska 2014, 2019; Gretzel et al. 2015; Miah et al. 2017). This is crucial
from the point of view of smart tourism development. The premise of big data is
to create a smart, overarching, synergetic framework, where individual data packets
would integrate to an optimised system of tourism business intelligence to enhance
organisations’ decision support systems (Maglio and Spohrer 2008; Miah et al. 2017;
Liu et al. 2017). This is vital for service systems where value co-creation is a product
of various resources, including organisational policies, proprietary technologies and
human resources.
Each device recording the behaviour of tourists (intensity of activity during the
day, scale and range of purchases made, way of spending time and social relations
established during the stay) is a source of invaluable data for researching and forecasting future behaviour, intensity of tourist flows, or overload in certain places.
This provides a basis for the active implementation of solutions that will allow for
the design of new services and new elements of the regional offer. Data collected,
processed and analysed in real time allow for an immediate reaction in case of tourist
traffic overload (disruptions in service fluidity, staff shortages, environmental costs,
shortage of parking spaces, etc.). A data-based management system enables conflict
prevention (the relocation of tourist streams through alternative offerings), which,
in turn, brings both economic efficiency and a better well-being of tourists. Via a
mobile application, tourist decisions can be modified: ‘push’ messages displayed on
a mobile device or sound signals suggest new places to visit or—in case of danger—
force specific desired behaviour. This is especially valuable in remote places where
no personal support is available. Ambient intelligence (IoT, mobile applications,
telecom data, UAV, smart vehicles, traffic data, femtocells and smart buildings) have
formed the basis of fulfilling the delivery of a brand’s/destination’s promise and
M. Kachniewska
infrastructures and the long-term effectiveness of network security. Not every digital
destination is smart, while every smart destination contains a digital component.
Smart tourism destination could be defined as ‘tourism supported by integrated
efforts at a destination to find innovative ways to collect and aggregate/harness data
derived from physical infrastructure, social connections, government/organisational
sources and human bodies in combination with the use of advanced technologies
to transform that data into business value-propositions with a clear focus on efficiency, sustainability and enriched experiences during the trip’ (Gretzel et al. 2015,
p. 180). At a very basic level, STDs are characterised by their ability to transform
large amounts of data into enhanced tourist experiences and increased destination
competitiveness.
2.2 Big Data Shift in Experience Management
The value of big data in shaping business intelligence in tourism has been expanding
with numerous studies postulating that tourism-related organisations have started
moving from conventional database management to big data (Davenport et al. 2012;
Kachniewska 2014, 2019; Gretzel et al. 2015; Miah et al. 2017). This is crucial
from the point of view of smart tourism development. The premise of big data is
to create a smart, overarching, synergetic framework, where individual data packets
would integrate to an optimised system of tourism business intelligence to enhance
organisations’ decision support systems (Maglio and Spohrer 2008; Miah et al. 2017;
Liu et al. 2017). This is vital for service systems where value co-creation is a product
of various resources, including organisational policies, proprietary technologies and
human resources.
Each device recording the behaviour of tourists (intensity of activity during the
day, scale and range of purchases made, way of spending time and social relations
established during the stay) is a source of invaluable data for researching and forecasting future behaviour, intensity of tourist flows, or overload in certain places.
This provides a basis for the active implementation of solutions that will allow for
the design of new services and new elements of the regional offer. Data collected,
processed and analysed in real time allow for an immediate reaction in case of tourist
traffic overload (disruptions in service fluidity, staff shortages, environmental costs,
shortage of parking spaces, etc.). A data-based management system enables conflict
prevention (the relocation of tourist streams through alternative offerings), which,
in turn, brings both economic efficiency and a better well-being of tourists. Via a
mobile application, tourist decisions can be modified: ‘push’ messages displayed on
a mobile device or sound signals suggest new places to visit or—in case of danger—
force specific desired behaviour. This is especially valuable in remote places where
no personal support is available. Ambient intelligence (IoT, mobile applications,
telecom data, UAV, smart vehicles, traffic data, femtocells and smart buildings) have
formed the basis of fulfilling the delivery of a brand’s/destination’s promise and