The Current State of Big Data Research in Tourism: Results of a Systematic Literature Analysis

The use of large and diverse data in real time (called Big Data) affects many business processes and models. The tourism industry, characterized by manifold sub-sectors and players, provides a variety of starting points for Big Data usage. Examples are the optimization of transport offers using transaction data or a comprehensive analysis of destination trends based on social media posts. Big Data is a trending topic, however, the general discourse centres around potential ideas but fewer practical solutions. Based on a systematic literature analysis of initially 148 peer-reviewed journal articles, this article evaluates the current state of Big Data research within tourism. For this purpose, research articles centering around tourism-related Big Data were investigated according to the actual state of implementation of an IT solution, whether they truly grasp or represent Big Data in technological terms, and which added value they create for the tourism industry and research community. One key finding is that traditional data analysis is often wrongfully subsumed under the Big Data label. Further, the scientific literature predominantly discusses ideas or theoretical considerations, fewer tangible Big Data implementations, and fails to address and/or meet all requirements to be classified as Big Data. Only a minority of the presented solutions processes data in real time, whereas many rely on only one data source or structured data. Furthermore, most articles revolve around post-trip data analyses and are set to a destination context. In contrast, other tourism sectors as well as data interpretation and usage in pre-trip and on-trip phases are less represented. Lastly, this literature analysis provides an overview of true Big Data solutions already in operation and enables researchers to validly classify their own research activities in order to plan initiatives more specifically.