Portal de Periódicos da CAPES

PERSPECTIVES AND PROBLEMS OF BIG DATA ANALYSIS & ANALYTICS FOR EFFECTIVE MARKETING OF TOURISM INDUSTRY

2024; Issue: 4(32) Linguagem: Inglês

10.52058/2786-6025-2024-4(32)-833-857

2786-6025

Максим Краснюк, Дмитро Елішис,

Business and Economic Development

For years, all individuals and legal entities generate, register and store (in databases, repositories and data showcases) huge volumes of heterogeneous structured and semi-structured information (quantitative, qualitative, text, hypertext, transactional, geo-information, multimedia, meta-information, etc.) regarding all aspects of their business, technological and management activity.In addition, the rapid development and spread of Big Data, Web 4.0 and Web 5.0, IOT, augmented reality, blockchaine in recent years caused an additional avalanche-like increase in stored data.This big data contains a significant potential for finding and formalizing hidden new regularities (knowledge, patterns), which are the basis for making optimal and effective managerial and technological decisions, including and in the field of marketing.From these regularities and patterns (after their verification and interpretation), the corporate knowledge base is mainly formed, including and for expert systems and classic artificial intelligence systems, which should become an integral part of the innovative marketing management system of any company or enterprise.In the modern conditions of the development of the global economy, and in connection with the emergence of new branches of economic activity in the field of informatization [1], the application of innovative technologies for the preparation, processing, analysis and analytics of extremely large arrays of heterogeneous data leads to the obtaining of additional competitive advantages by users at the state, 834 regional, branch and corporate levels levels of management, which is especially relevant in times of crisis [2-3].In the modern tourism industry, Big Data technologies are an important technology of innovative competitive tourism management.The first component of the mentioned technology is targeted, efficient and productive configuration of automated search and ETL of relevant big data in structured (in particular web logs, geospatial data), semi-structured (text comments and replays from social networks and social media) and unstructured format (in particular packet/streaming data from virtual reality, augmented and mixed reality) in particular, with the involvement of relevant data from specialized and verified pages of social networks, web booking platforms and web platforms for customer reviews.The second key technology of innovative competitive tourism management is the use (after appropriate data orchestration and processing) of the above collected big data for their analysis and analytics, in particular in the 24/7/365 mode.An important further component of the stage of analysis and analytics of big data of the tourism industry is the further functioning of the anomaly detection option in such data [4].In this way, travel companies can receive effective and detailed analytics results about specific preferences, possible behavior patterns and general trends among travel consumers in a timely manner, which allows to automatically generate the most personalized and flexible targeted marketing tactics&strategies to increase conversion and customer satisfaction.The article presents the scientific and practical results of the authors' preliminary research on the features, trends and barriers to the systematic application of analytics and analysis of big data in marketing.The proposed solutions should be taken into account when reengineering marketing management systems not only for companies and enterprises of Ukraine [5].After all, the obtained results are relevant and effective not only for local companies, but also for private companies and corporations in other developing markets, in the context of global and regional macroeconomic crisis phenomena.