Developing Coastal Eco-tourism in Developing Countries through Big Data

Accuracy of information and timeliness are essential in tourism management. This study explores the role of big data in supporting coastal ecotourism performance, which in this mixed mode study involves two expert discussion groups. We derived the themes for discussion and analysis from relevant literature. A total of 485 questionnaires were distributed and analysed using SAS Contextual Analysis 15.1. the results show that Big Data has the potential to benefit both tourists and stakeholders by providing quick and accurate access to information. However, the management, storage, and retrieval of big data pose challenges due to its vast and continuously expanding volume. Dealing with such massive amounts of data can be arduous. Big data can be used by both government and tour operators to manage and develop coastal ecotourism activities with minimal environmental impact. Tourists can access trend data on coastal tourism. This includes both general and ecotourism' -based information to plan visits and businesses that meet market demand. This study identifies the factors that contribute to creating value from big data and explores their impact on positive service encounter in marketing intelligence within business ecosystems.