Big data in tourism industry

As an infrastructural and productive industry, tourism is very important in modern economy and includes different scopes and functions. If it is developed appropriately, cultural relations and economic development of countries will be extended and provided. Web development as an applied tool in the internet plays a very determining role in tourism success and proper exploitation of it can pave the way for more development and success of this industry. On the other hand, the amount of data in the current world has been increased and analysis of large sets of data that is referred to as big data has been converted into a strategic approach to enhance competition and establish new methods for development, growth, innovation, and enhancement of the number of customers. Today, big data is one of the important issues of information management in digital age and one of the main opportunities in tourism industry for optimal exploitation of maximum information. Big data can shape experiences of smart travel. Remarkable growth of these data sources has inspired new Strategies to understand the socio-economic phenomenon in different fields. The analytical approach of big data emphasizes the capacity of data collection and analysis with an unprecedented extent, depth and scale for solving the problems of real life and uses it. Indeed, big data analyses open the doors to various opportunities for developing the modern knowledge or changing our understanding of this scope and support decision-making in tourism industry. The purpose of this study is to show helpfulness of big data analysis to discover behavioral patterns in tourism industry and propose a model for employing data in tourism.