Keynote: Modeling tourism: integrating big data and thick data to transform decision making and public service
09:15 - 10:00
Increasing worldwide evidence on unsustainable tourism practices challenges tourism research methods as well as urban planning and destination management procedures. The seminar addresses methodological issues in the treatment of data of different nature and scope. Big data holds the potential to improving public decision-making processes, but they are not a solution. Having little utility if the data are “thin”—that is, they lack meaning for users or fail to capture issues that matter most, is one of the main concerns. By yielding insights into what citizens really care about and how they consume services, thick data can inform both the collection and analysis of big data. This seminar introduces the concept of “mixed analytics,” integrating big data and thick data to transform decision making and public services delivery.