Online course in Business & Management

Understanding Data in the Tourism Industry

How can you benefit from using data in your tourism business? Learn the opportunities of tourism data with this online course.

  • Duration 5 weeks
  • Weekly study 3 hours
  • Learn Free
  • Extra benefits From $59 Find out more

Discover how data can be used to drive business decisions

Data gives businesses in the travel and tourism industry the foundation it needs to make innovative decisions. From accommodation to tour company providers, there’s potential for small and medium enterprises (SMEs) to grow and improve productivity if they understand the value of data.

On this course, you’ll explore how data can be used to address business concerns. You’ll learn what data can reveal about customer behaviour and how this can help your business’ success. The course will introduce simple tools and technical support to help you introduce data practices in your own business.

What topics will you cover?

Week 1: The importance of data to your business

Week 2: Using data to make your business more robust

Week 3: How to improve business productivity through data

Week 4: Tools to help you make the most of your data

Week 5: Data beyond your own business - data collaboration

When would you like to start?

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more

  • Available now
    This course started 11 Nov 2019

What will you achieve?

By the end of the course, you'll be able to...

  • Understand value and impact of data in the tourism sector and how similar businesses are making effective use of data to drive business decisions
  • Consider what data can reveal about customer behaviour and how it can be applied to promote and deliver services and increase productivity
  • Identify business problems and how data could be used to address them, mindful of costs and benefits
  • Create opportunities for ‘data in tourism’ community engagement

Who is the course for?

This course is designed for small and medium enterprises in the tourism industry, such as tour companies, transport providers, and B&Bs.

Who will you learn with?

Ross Tinsley

Ross Tinsley

Academic with research interests in festival and events, small tourism businesses and destination development. Lectures in destination marketing/management and tourism, society and visual culture.

Jane Ali-knight

Jane Ali-knight

Professor of Festival and Event Management. A recognised academic, published widely and extensive teaching experience at U/G; P/G & professional level with a love of tourism and all things Festivals!

Who developed the course?

Edinburgh Napier University is an innovative university inspired by and deeply connected to the world around it.

Scottish Enterprise is Scotland’s national economic development agency & a non-departmental public body of the Scottish Government. They work with partners in the public & private sectors to identify & exploit opportunities for the Scottish economy

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