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Data collaboration

Introducing the final week with a focus on collaboration and sharing
© Edinburgh Napier University

The digital economy has caused tourism to become a truly global activity where destinations compete with other destinations worldwide. The accelerated growth through new technologies has transformed tourism businesses and consumer behaviour by bringing supply and demand closer.

With much more information available for consumers to make travel decisions, there has been a shift in power to the consumers, forcing stakeholders to adapt their strategies. The changing decision-making behaviour of tourists means that one-size-fits-all strategies are no longer as effective. Making data-driven decisions has become essential for destinations’ sustainability and growth in an uncertain environment.

To overcome the challenges of new technologies and increased volumes of data, destinations need to come together and collaborate in a network to build knowledge ecosystems with increased inter-dependencies among all stakeholders.

This week we will be looking at a range of examples, case studies and experiences regarding data collaboration as well as allowing for reflection on your own possibilities for data collaboration. You may be studying online with others from your own region so use this as an opportunity to discuss potential ideas and opportunities with them and others. As there are a range of participants potentially from around many parts of the world, it is also a good opportunity to share and learn from existing experiences and challenges around data collaboration in different destinations.

© Edinburgh Napier University
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Understanding Data in the Tourism Industry

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