Title: Big data analytics on location-based social networks for knowledge generation in tourism - the case of Crete Island

Authors: Konstantinos Vassakis; Emmanuel Petrakis; Ioannis Kopanakis; John Makridis

Addresses: Department of Management Science and Technology, Hellenic Mediterranean University, Agios Nikolaos, Crete, Greece ' Department of Economics, University of Crete, Rethymno, Crete, Greece ' Department of Management Science and Technology, Hellenic Mediterranean University, Agios Nikolaos, Crete, Greece ' Department of Management Science and Technology, Hellenic Mediterranean University, Agios Nikolaos, Crete, Greece

Abstract: Despite the massive volumes of data tourists generate during their visit to a destination, there is little knowledge of their spatial activity and perceptions. An innovative approach that integrates both text and photo data with location-based information is demonstrated using a case study from Crete. Integration of big data techniques, location intelligence, and social networks transforming tourist experiences into valuable assets (new knowledge extraction) for more efficient strategic decision-making. The findings demonstrate how this novel approach of location and big data analytics can provide new and valuable knowledge in contrast to traditional tourist surveys and conventional spatio-temporal data. Implications arising from this study are significant assets for tourism small and medium enterprises (SMEs), destination management organisations (DMOs), and other tourism stakeholders searching for innovative marketing strategies.

Keywords: big data analytics; location-based social networks; LBSNs; knowledge; tourism; social networks; big data; management.

DOI: 10.1504/IJTMKT.2023.127350

International Journal of Technology Marketing, 2023 Vol.17 No.1, pp.99 - 123

Received: 09 May 2021
Accepted: 24 May 2022
Published online: 30 Nov 2022 *

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