Big Data: a Source of Mobility Behaviour and a Strategic Tool for Destination Management

The abundant use of the Internet and mobile technologies while traveling leaves a digital footprint in the form of big data that can be tracked. Big data bring information about spatial visitor behaviour that is valuable for strategic destination management. Big data enrich not only scientific fields (e. g. management, marketing, or geography) with their knowledge, but also represent the invention of new tools for their actual processing. Generally, big data are considered as a strategic tool enhancing the competitiveness of a destination. The paper presents the basic characteristics of big data and reviews research focused on big data in tourism. Moreover, it identifies its potential for tourism from both the theoretical and methodological point of view. The final part deals with current trends in using the big data in tourism and its application in destination management. The future trends of big data in the context of destination management are implied as well.