Title: Harvesting the power of location data to improve customers' experience and destination attractiveness

Authors: Olga Pachni-Tsitiridou; Konstantinos Fouskas

Addresses: ISeB Lab, Department of Applied Informatics, University of Macedonia, Egnatia 156, 546 36 Thessaloniki, Greece ' ISeB Lab, Department of Applied Informatics, University of Macedonia, Egnatia 156, 546 36 Thessaloniki, Greece

Abstract: Consumers increasingly use mobile applications and devices that is a valuable source of data for organisations. Mobile devices are utilised in every step of the customer's journey, from planning, to sharing their experiences, thus they are considered a valuable source of data for public and private organisations. Data from these sources include location and textual information and can help tourism organisations and destinations improve their offerings, understand customers' preferences and needs. Our field research, based on interviews of 13 organisations in the Greek ecosystem, shows that tourism organisations use insights mainly from social networks and although acknowledging their benefits, do not utilise location data. This paper aims not only to pinpoint the opportunities for organisations and destinations to utilise different location data types and identify the necessary complementary skillsets needed, but to also identify the importance of inter-organisational relationships among key stakeholders to achieve sustainable competitive advantage.

Keywords: location data; customer experience; destination attractiveness; location technologies; digital transformation; interorganisational relations.

DOI: 10.1504/IJIMA.2023.131259

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.4, pp.359 - 388

Received: 19 May 2021
Accepted: 14 Dec 2021
Published online: 02 Jun 2023 *

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