Harvesting the power of location data to improve customers' experience and destination attractiveness
by Olga Pachni-Tsitiridou; Konstantinos Fouskas
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 18, No. 4, 2023

Abstract: Consumers increasingly use mobile applications and devices that is a valuable source of data for organisations. Mobile devices are utilised in every step of the customer's journey, from planning, to sharing their experiences, thus they are considered a valuable source of data for public and private organisations. Data from these sources include location and textual information and can help tourism organisations and destinations improve their offerings, understand customers' preferences and needs. Our field research, based on interviews of 13 organisations in the Greek ecosystem, shows that tourism organisations use insights mainly from social networks and although acknowledging their benefits, do not utilise location data. This paper aims not only to pinpoint the opportunities for organisations and destinations to utilise different location data types and identify the necessary complementary skillsets needed, but to also identify the importance of inter-organisational relationships among key stakeholders to achieve sustainable competitive advantage.

Online publication date: Fri, 02-Jun-2023

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