Big Data Application: An Indispensable Solution for Digital Transformation and Development of Vietnam's Tourism Industry

Big Data is being applied in many areas of the economy, including the tourism industry, which has made impressive changes, helping to increase the efficiency and productivity of businesses. Especially in the last 3 years, the complicated development of the COVID-19 pandemic in many countries around the world, including Vietnam, has promoted the process of digitization and the use of big data in activities of tourism industry development, such as: revenue management; reputation management; marketing strategy; customer experience; market research; Targeted marketing. This study has focused on a number of contents such as: the status of applying big data in tourism development in Vietnam, the benefits that big data can bring to the development and recovery of the tourism industry, as well as pointed out challenges and difficulties in implementation and management. Vietnam, like many other developing countries, is still weak and lacks a number of resources such as investment capital, advanced technologies and specialized skills, etc. On the basis of situation analysis, the study has proposed some recommendations on policies to apply big data for tourism development in Vietnam in the coming time.