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Revolutionizing Tourism Marketing: Big Data Analytics and Machine Learning for Predictive Accuracy

In: Innovation and Creativity in Tourism, Business and Social Sciences

Author

Listed:
  • Leonidas Theodorakopoulos

    (University of Patras)

  • Alexandra Theodoropoulou

    (University of Patras)

  • Ioanna Kalliampakou

    (University of Patras)

  • Panagiotis Velissaris

    (University of Patras)

  • Constantinos Halkiopoulos

    (University of Patras)

Abstract

In the digital age, the integration of big data analytics and machine learning into marketing strategies signifies a profound transformation toward more predictive and personalized marketing, especially in the tourism industry. This paper investigates how these advanced technologies enhance digital marketing by enabling in-depth analysis of vast consumer data to identify patterns and forecast future behaviors. By employing machine learning algorithms, regression analysis, and clustering methods, tourism marketers can create highly targeted campaigns that predict customer needs and preferences with exceptional accuracy. The findings demonstrate the potential of predictive marketing to not only respond to but also anticipate tourist demands, thereby enhancing engagement, customer satisfaction, and bookings. Through extensive case studies and data analysis, this research highlights the transformative impact of these technologies on digital marketing and e-commerce in the tourism sector, proposing a future where data-driven and predictive approaches dominate marketing strategy development.

Suggested Citation

  • Leonidas Theodorakopoulos & Alexandra Theodoropoulou & Ioanna Kalliampakou & Panagiotis Velissaris & Constantinos Halkiopoulos, 2025. "Revolutionizing Tourism Marketing: Big Data Analytics and Machine Learning for Predictive Accuracy," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Carlos Costa (ed.), Innovation and Creativity in Tourism, Business and Social Sciences, pages 321-349, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-78471-2_13
    DOI: 10.1007/978-3-031-78471-2_13
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    More about this item

    Keywords

    Big data analytics; Machine learning; Digital marketing; Predictive marketing; e-Commerce;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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