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Tourism statistics, indicators and big data: a perspective article

Tourism Review

ISSN : 1660-5373

Article publication date: 7 January 2020

Issue publication date: 20 February 2020

This paper aims to discuss the evolution of tourism data and critically debates future perspective for producers and users of tourism data.

Design/methodology/approach

This paper provides a perspective on tourism data based on selected literature.

Industry developments, technological changes and novel methodologies have influenced tourism data sources. Closer attention to new data collection methods and novel analytics is required.

Research limitations/implications

A considerate and integrated system of tourism data (statistics, indicators, and big data) shall remain a priority for scholars and practitioners alike.

Practical implications

The thoughtful merging of tourists’ digital traces with industry data, the competences of data analysts and the theoretical strengths of tourism scholars will result in a redesign of the tourism data landscape.

Social implications

This perspective article provides a brief overview of the development and challenges related to the future use of tourism statistics, indicators and big data.

Originality/value

The paper offers a novel vision of tourism data by combining three different but complementary aspects of tourism data.

• Tourism statistics
• Data sources
• Tourism measurement

Volo, S. (2020), "Tourism statistics, indicators and big data: a perspective article", Tourism Review , Vol. 75 No. 1, pp. 304-309. https://doi.org/10.1108/TR-06-2019-0262

Emerald Publishing Limited

Copyright © 2019, Serena Volo.

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

Discussing the evolution of tourism data sources spanning from the traditional collection of tourism supply and demand statistics to the exploitation of big data; and

Presenting and debating future perspective for producers and users of tourism data.

Past perspective: 75 years of developments (1946-2020)

governments’ evaluation of tourism dimension and its significance to the national economy;

destinations’ forecasts of tourism arrivals; and

industry’s decision-makers use for strategic marketing purposes ( Wöber, 2000 ; Massieu, 2001 ; Volo, 2004 ).

the deficiencies in systematically collect the necessary elementary data; and

the difficulties in accounting for the complex nature of tourism which requires suitable operationalization and measurements of the investigated constructs ( Mazanec et al. , 2007 ; Volo, 2015 ; Mendola and Volo, 2017 ).

Thus, despite the recent developments, the contribution of composite indicators to comprehensive theoretical frameworks and the actual usage – by tourism stakeholders and operators – of the derived rankings remain often unclear and undocumented ( Volo, 2018 ).

Future perspective: 75 years of outlook (2020-2095)

exploit these powerful data as measurements of tourist flows in space and time ( Hallo et al. , 2012 ; Scaglione et al. , 2016 );

predict tourism demand (Bangwayo-Skeete and Skeete, 2015 ; Song and Liu, 2017 ); and

assess their validity as data sources ( Mariani and Borghi, 2018 ; Mariani et al. , 2019 ).

Along the same lines, a Eurostat task force has investigated the use of big data in complementing official statistics, including tourism statistics ( Eurostat, 2014 ). The full potential of big data is under investigation, clearly the potential to induce real-time marketing actions (Buhalis and Sinarta, 2019 ) is appealing to tourism stakeholders, while scholars acknowledge the need for proper data mining and ad hoc algorithms to enable accurate use of these digital traces ( Scaglione et al. , 2016 ; Mariani et al. , 2018 ).

Fast raising opportunities to use novel data sources impose few basic considerations for their successful integration as tourism data, as evident in Figure 1 .

A basic system of tourism statistics is lacking in several countries – mostly the underdeveloped – thus significant work is needed, as these countries are receiving an increasing share of international tourism. The recent developments in the creation of composite indicator for tourism will continue but will need further strengthening and integration between traditional statistics and big data. Creating shared databases and replicable methods will allow scholars across countries to apply indicators to destinations of different magnitude enabling policymakers to easily access and soundly use these indicators. Meanwhile, tourists traces have become an invaluable source of data, and the emerging smart disruptive innovations in tourism will allow even more gathering of tourism-related big data and thus the need for reciprocity and fairness in data and information exchanges will be paramount ( Buhalis et al. , 2019 ). Legal and ethical exploitation of these novel data sources ought to be investigated, and pathways for mutual beneficial usage of scholars and businesses shall be designed. The challenges of data sharing, data extraction and data analytics have been explored albeit in an incomplete and fragmented way; thus, conceptual frameworks ought to be developed to ensure theory building and enhance customization and intelligent service supply ( Mariani et al. , 2018 ). Improved data analytics will enable using big data for not only tourism online marketing, design and recommendations but also demand prediction, precaution and emergency studies ( Li et al. , 2018 ). At the twilight of traditional measurements, tourism private and public stakeholders should foresee the enormous opportunity to combine, in real-time, information obtained by tourists’ digital traces with that of tourism companies’ databases and information systems. An exciting time to come for the tourism industry.

Conclusions

The slow development of tourism statistics, followed by the methodological scrutiny of those interested in indicators have left space to the disruption of big data. The challenge remains however on shifting the attention from a “big” to a “smart” usage of these data, adding layers of information, facilitating real-time usage and appropriate dissemination of trends. The thoughtful merging of tourists’ digital traces with industry data, the competences of data analysts and the theoretical strengths of tourism scholars will results in a redesign of the tourism data landscape. A considerate and integrated system of tourism data (statistics, indicators and big data) shall remain a priority for scholars and practitioners alike.

Tourism data: future perspectives

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Corresponding author

About the author.

Serena Volo is based at the Faculty of Economics and Management, Free University of Bozen, Brunico, Italy. She is Associate Professor at the Faculty of Economics and Management, Free University of Bozen, Italy. Her research interests include consumer behavior in tourism, tourism statistics and indicators, tourism big data analytics, destination competitiveness and innovation.

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Accommodation

• Premium Statistic Number of hotel and non-hotel accommodation in Italy 2019-2022
• Premium Statistic Number of hotels in Italy 2012-2022, by rating
• Premium Statistic Number of hotels in Italy 2022, by region
• Premium Statistic Revenue of the hotels industry in Italy 2019-2028
• Premium Statistic Leading international hotel chain brands in Italy 2022, by number of hotels
• Premium Statistic Leading domestic hotel chain brands in Italy 2022, by number of hotels
• Premium Statistic Number of bed and breakfasts in Italy 2010-2022
• Premium Statistic Number of agritourism establishments in Italy 2012-2022
• Premium Statistic Distribution of trips made by Italians 2022, by accommodation

Number of hotel and non-hotel accommodation in Italy 2019-2022

Number of hotel and non-hotel accommodation establishments in Italy from 2019 to 2022

Number of hotels in Italy 2012-2022, by rating

Number of hotel establishments in Italy from 2012 to 2022, by rating

Number of hotels in Italy 2022, by region

Number of hotel establishments in Italy in 2022, by region

Revenue of the hotels industry in Italy 2019-2028

Revenue of the hotels market in Italy from 2019 to 2028 (in billion U.S. dollars)

Leading international hotel chain brands in Italy 2022, by number of hotels

Leading international hotel chain brands in Italy in 2022, by number of hotels

Leading domestic hotel chain brands in Italy 2022, by number of hotels

Leading domestic hotel chain brands in Italy in 2022, by number of hotels

Number of bed and breakfasts in Italy 2010-2022

Number of bed and breakfasts in Italy from 2010 to 2022

Number of agritourism establishments in Italy 2012-2022

Number of agritourism establishments in Italy from 2012 to 2022

Distribution of trips made by Italians 2022, by accommodation

Distribution of trips taken by Italians in 2022, by type of accommodation

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Statistics of tourism

• Tourism Statistics Database

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System of Tourism Statistics is embedded in the National Statistical System, providing of reliable, consistent and appropriate statistical information on the socio-economic aspects related to tourism, integrated within the economic and social statistics related to other fields and at different territorial levels.

UN Standards for Measuring Tourism

With the support of the United Nations Statistics Divisio n (UNSD), UN Tourism has launched the initiative  Towards a Statistical Framework for Measuring the Sustainability of Tourism (MST).  The aim is to develop an international statistical framework for measuring tourism’s role in sustainable development, including economic, environmental and social dimensions.

UN Tourism Statistics - UN System

The United Nations Statistical Commission , established in 1947, is the apex entity of the global statistical system. It brings together the Chief Statisticians from member states from around the world.

International Conferences on Tourism Statistics & Other Events

Over the years, UN Tourism’s Statistics Department has coordinated important developments relating to the conceptualization of tourism and its measurement, progressively building consensus amongst the international statistical community.

SELANGOR TOURISM STATISTICS SYSTEM (STSS)

Navigate with insight, harnessing the power of STSS to cultivate sustainable tourism and enrich Selangor’s vibrant tapestry.

HOTEL TOURIST SURVEY

The hotel survey in Selangor aims to gather feedback to enhance visitor experiences, covering satisfaction, accommodation, services, and suggestions for improvement, with data analysis guiding strategies to upgrade facilities, improve services, and promote local attractions, ensuring ongoing adaptation to visitor needs and boosting Selangor’s tourism appeal.

TOURIST ATTRACTION SURVEY

Seeks to gather feedback to enhance the appeal of attractions in the region. Covering visitor satisfaction, experiences, and suggestions for improvement, the survey utilizes data analysis to inform strategies aimed at upgrading facilities, improving services, and promoting local landmarks. Follow-up surveys ensure ongoing adaptation to visitor preferences, bolstering Selangor’s reputation as a vibrant tourism destination.

TOURIST ARRIVAL PERFORMANCE REPORT

Dive into Selangor’s tourism narrative with comprehensive reports on visitor arrivals. Unveil the dynamic tapestry of tourists, ranging from families to adventure enthusiasts, shaping the region’s flourishing tourism sector. Gain valuable insights into the trends and demographics driving Selangor’s vibrant travel scene.

Tourism Selangor, the official tourism agency of Selangor State, is tasked with boosting tourism by enhancing the state’s profile. They organize events, campaigns, and trade missions, aiming to attract both local and international tourists. Their objective is to foster cultural and emotional connections with Selangor, thereby increasing travel demand. As a government-linked company under Selangor State, they focus on promoting Selangor as a premier holiday and event destination. Their initiatives include marketing the state, attracting major events, and supporting projects to attract visitors. The ‘Splendid Selangor, Take Me Anywhere’ and ‘Pusing Selangor Dulu!’ campaigns target domestic and international markets through various languages and prioritize online platforms for comprehensive travel information.

• ‘Pusing Selangor Dulu!’ become domestic campaign in promoting Tourism in Selangor.

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Our extensive array of experts is tailored to support a multifaceted team, encompassing aspects from integrity and governance to statistics.

Halim bin Hamdan

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Mohd Salleh bin Sajari

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Muhammad Imran bin Saidi

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As it currently stands, MIST is geared towards incorporating mainly economic data for the tourism sector, with some social elements, allowing member countries to monitor arrivals from immigration e/cards. It does not have an environmental component, and does not have the capacity for sharing information between countries, rather, it has been implemented individually in each of sixteen Caribbean countries. However, MIST is a system designed to be used on either "stand alone" PC's or on a network comprising the internet and intranet, through which, in the future, information and information management and maintenance will become available on line.

For MIST to function as a decision-support system for sustainable tourism, it will be necessary to develop it further so that environmental and other socioeconomic data can be incorporated, and to develop a capacity for calculating the environmental and socioeconomic impacts of tourism developments. Currently, MIST is designed to become a comprehensive destination management system. Ideally, MIST would allow for developing scenarios on the socioeconomic and environmental impacts of planning for tourism facilities at determined locations.

NOTE: Based on initial information made available by the CTO. To be updated as more information becomes available.

Also see presentation by Gail Clarke , CTO, at the IDSD Training Workshop, October 27-31st, 2003 .

Information Technology & Tourism

Information Technology & Tourism  is the first interdisciplinary journal focusing on the nature and role of digital technology in tourism, travel and hospitality.

• Addresses issues emerging from the intersections between IT and the field of tourism, travel and hospitality.
• Embraces both technical and social science perspectives.
• Topics include, but are not limited to, development, adoption and use, management and governance of digital technology.
• Supports theory-focused research as well as industry-oriented research.  
• Luisa Mich,
• Zheng Xiang

Latest issue

Volume 26, Issue 1

Latest articles

Digital transformation and innovation in tourism events.

• Irfan Walhidayah

Simulation of recommender systems driven tourism promotion campaigns

• Greta Piliponyte
• David Massimo
• Francesco Ricci

Investigating the impact of autonomy on presence: a comparative analysis on sense of presence and telepresence

“Technology Application in Tourism Fairs, Festivals and Events in Asia”

• M. Silahul Mu’min

Quantifying differences between UGC and DMO’s image content on Instagram using deep learning

• Ángel Díaz-Pacheco
• Rafael Guerrero-Rodríguez
• Ramón Aranda

Journal updates

📢announcement: information technology & tourism has been included in the list of class a-journals of anvur, best paper award, the “viewpoints on it & tourism” series in the journal of information technology & tourism.

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