Big data A new model of research (for destination management)

Transcription

1 Big data A new model of research (for destination management)

2 1 2 five features of the new research examples in destination mgt.

3 The new model of tourism research Key features: 1. Better understanding of the world 2. New technology, new metrics & new tools 3. Systems thinking 4. Logic of research 5. New paradigms for communicating with and managing travelers

4 #1. Strong theory - Defining experience What is experience? The aggregate and cumulative customer perception created during the process of learning about, acquiring and using a product or service (Carbone & Haeckel 1994)..engage individual customers in a way that creates a memorable event (Pine & Gilmore, 1999) Components of experience Implies acquisition of knowledge and sensations Creates emotional connections Supported by social settings and technology Other Bodily Experience Social Experience Sensory Experience Emotional Experience Cognitive Experience Perceptual Experience

5 1. Strong theory Events, experiences and structure START Choose Vacation spot (L) Choose airline & hotel (L) Make Reservation(L) Go to airport (M) Check in (L) Go to hotel (M) Immigration, Baggage (L) Experience in Flight (M) Check in & Boarding (L) Occupy Room (H) Dine in Restaurant (H) Shopping (H) Check out (L) Go to airport (M) FINISH Go to Home (M) Immigration, Baggage (L) Experience in Flight (M) Check in & Boarding (L)

6 1. Strong theory - A bus trip through Philadelphia Measuring human response to design in real time

7 #1. Strong theory - Key design factors Themes Stories Atmospherics Affordances Co-creation Technology

8 #2. Tools new sensor technology for measuring Emergence of technology, data and tools Blogs, tweets, likes, etc. Networks facebook, 4square Search, logfiles, purchases, surveys Scanner data RFID tags QR codes Mobile devices systems Wearables Cameras Internet of things Data mining capturing tools Data analytics Data storage processing tools

9 #2. Tools - science of data Age of Big Data It s a revolution, says Gary King, director of Harvard s Institute for Quantitative Social Science. We re really just getting under way. But the march of quantification, made possible by enormous new sources of data, will sweep through academia, business and government. There is no area that is going to be untouched.

10 #2. Tools - defining big data Three aspects of Big Data Big numbers Lots of different data It happens often New metrics - New tools Storage and management Analytics Nature of science???,

11 #2. Tools Three eras of analytics - Davenport, 2014 Analytics 1.0 Analytics 2.0 Analytics 3.0 Types of companies Large enterprises Online & start-ups All types the data economy Analytics objectives Internal decisions New products Decisions & products Data type Small, structured Large, unstructured All types combined Creation Approach Long-cycle batch Short cycle, agile Short-cycle Primary technology Software packages Open source Broad portfolio Primary analytics Descriptive Descriptive, prescriptive Prescriptive Business relationship Back office On the ridge Collaborative,

12 #2. Tools Analytics Davenport, 2014 Analytics 3.0 Types of companies Analytics objectives Data type Creation Approach Primary technology Primary analytics All types the data economy Decisions & products All types combined Short-cycle Broad portfolio Prescriptive Business relationship Collaborative,

13 #3. Systems thinking Ecological systems Organism Systems Dynamic Adaptive

14 #3. Systems thinking Ecological systems Organism Systems Dynamic Adaptive

15 #3. Systems thinking Ecological systems Organism Systems Dynamic Adaptive

16 #4. Logic of new research New tourism research is Experience focused Science based New tools metrics Systems oriented Scalable for small to large settings Action oriented focused on creating new things

17 Applications in tourism Range of applications are endless

18 SMART websites & search Responding to a changing world

19 SMART - places Responding to a changing world

20 SMART stadiums/events Building engagement and redefining spectator

21 SMART tourists Building dynamic systems to support travelers at the destination

22 SMART social communities Supporting communities, culture and change

23 SMART - communications Understanding the dynamics of image, branding & reputation

24 SMART - design Optimizing design

25 SMART everyday living Mobile systems wearables for everyday living

26 #5. New way of thinking Designing new systems require Understanding behavior at a deeper level Taking a systems perspective Developing a series of new metrics Becoming much more flexible - dynamic Creating a deep commitment to measurement and strategy within the organization Partnerships

27 Questions - comments???