Being the “oil” of the digital economy, big data represents a huge opportunity in competitiveness and innovation in tourism. After explaining the features and capabilities of big data, the presentation explains how to manage big data as a valuable asset for translating it into business value. Practical implications and guidelines are provided by analysing various examples of tourism companies and destinations that have innovated based on big data. The presentation also discusses the challenges of using big data and it identifies various paths for future research.

About the presenter:
Marianna Sigala is Professor at the University of South Australia and Director of the Centre for Tourism & Leisure Management. She is an international authority in the field of technological advances and applications in tourism with numerous awarded publications, research projects, keynote presentations in international conferences. In 2016, she has been awarded the prestigious EuroCHRIE Presidents’ Award for her lifetime contributions and achievements to tourism and hospitality education.

ALL WELCOME
Any queries please email: luisa.acheson@vuw.ac.nz