Bridging the Digital Divide

Abstract

In an age marked by an abundance of information, the tourism industry grapples with the task of effectively reaching and engaging potential visitors. This study explores the transformative potential of big data analytics (BDA) in reshaping strategies for marketing touristic destinations, emphasizing a more personalized and efficient approach. It thoroughly examines BDA's pivotal role in revolutionizing destination promotion in the digital era, highlighting the importance of data-driven decision-making for impactful campaigns. The chapter also addresses challenges and ethical considerations associated with utilizing extensive data for tourism promotion. This contribution is significant for industry practitioners, policymakers, and researchers interested in leveraging BDA for sustainable and impactful tourism growth.