Quality data on tourist behaviour is essential for destination management organisations, the promoters of smart destination cards (SDC). The different configurations of SDC stem from the relative importance attributed to their goals and entail different levels of quality of the data they collect. SDC are not only big data generators, but also marketing tools and the outcome of the cooperative games between the included attractions, with a trade ‑off between these features. Consequently, strong sample selection, price distortion effects, and collection of limited personal details on card users often characterize SDC data. We propose a checklist for assessing the potential of SDC as big data generators, whose items are: large coverage of diverse attractions; same discount for all included attractions; low card price; stability of features over time; collection of personal data at issue. We exemplify its use by applying it to the SDC of Trentino, an Italian mountain destination.

Smart destination cards as big data generators. A proposal for a checklist and its application to Trentino Guest Card

Scuderi, Raffaele
2024-01-01

Abstract

Quality data on tourist behaviour is essential for destination management organisations, the promoters of smart destination cards (SDC). The different configurations of SDC stem from the relative importance attributed to their goals and entail different levels of quality of the data they collect. SDC are not only big data generators, but also marketing tools and the outcome of the cooperative games between the included attractions, with a trade ‑off between these features. Consequently, strong sample selection, price distortion effects, and collection of limited personal details on card users often characterize SDC data. We propose a checklist for assessing the potential of SDC as big data generators, whose items are: large coverage of diverse attractions; same discount for all included attractions; low card price; stability of features over time; collection of personal data at issue. We exemplify its use by applying it to the SDC of Trentino, an Italian mountain destination.
2024
Los datos sobre el comportamiento de los turistas son esenciales para las organizaciones de gestión de destinos, que son los promotores de las tarjetas turisticas smart (SDC). Las diferentes configuraciones de las SDC derivan de la importancia relativa atribuida a sus objetivos y conllevan diferentes niveles de calidad de los datos que recopilan. Las SDC no son solo generadores de big data, sino también elementos del marketing y el resultado de un juego cooperativo entre las atracciones, con un compromiso entre estas características. En consecuencia, los datos de las SDC se caracterizan a menudo por una fuerte autoselección, hay efectos de distorsión de precios y la recopilación de datos de los utilizadores puede ser limitada. Destacamos las características deseables de una SDC como generadores de big data a través de una lista de verificación: gran cobertura de diversas atracciones; mismo descuento para todas las atracciones incluidas; precio de tarjeta bajo; caracteristicas estables a lo largo del tiempo; recopilación de muchos datos personales. Aplicamos la lista a la tarjeta de un destino de montaña italiano: Trentino.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11387/178505
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