Tourism is a complex, networked phenomenon that often drives economic, social and cultural development. Its constant and rapid evolution highlights the need to understand the dynamics that shape it through a continuous, systematic and data-driven approach. Working with data makes it possible to take informed decisions that can be effective both in the short term and in the medium to long term.
It is possible to identify three macro areas whose understanding is essential for tourism professionals seeking a competitive advantage:
Those working in the sector do not always have the economic capacity, time or resources to launch dedicated studies and research projects. Information and data made available online by public and private bodies are therefore a useful, accessible and often low-cost source that can provide insights for understanding both travellers and context more effectively.
Monitoring this information on an ongoing basis is a simple but essential first step toward a deeper understanding of demand and supply. By doing so, operators become more aware of what is happening and gain the information needed to take more effective decisions.
Tutte le mie ricerche – tra cui il “Rapporto sul Turismo Enogastronomico Italiano” – nascono dall’intento di fornire alle istituzioni e agli operatori del settore uno strumento di supporto nelle decisioni di politica turistica e nello sviluppo di proposte in grado di soddisfare il turista.
Whenever possible, operators should also structure a process for monitoring the data already available to them: first by profiling their own customers, then by monitoring online reputation directly or through dedicated software, in order to collect: