A Location Analytics Method for the Utilisation of Geotagged Photos in Travel Marketing Decision-Making

Document Type

Article

Source of Publication

Journal of Information and Knowledge Management

Publication Date

3-1-2019

Abstract

© 2019 World Scientific Publishing Co. Location analytics offers statistical analysis of any geo-or spatial data concerning user location. Such analytics can produce useful insights into the attractions of interest to travellers or visitation patterns of a demographic group. Based on these insights, strategic decision-making by travel marketing agents, such as travel package design, may be improved. In this paper, we develop and evaluate an original method of location analytics to analyse travellers' social media data for improving managerial decision support. The method proposes an architectural framework that combines emerging pattern data mining techniques with image processing to identify and process appropriate data content. The design artefact is evaluated through a focus group and a detailed case study of Australian outbound travellers. The proposed method is generic, and can be applied to other specific locations or demographics to provide analytical outcomes useful for strategic decision support.

ISSN

0219-6492

Publisher

World Scientific Publishing Co. Pte Ltd

Volume

18

Issue

1

First Page

1950004

Disciplines

Business | Computer Sciences | Tourism and Travel

Keywords

geotagged data, location analytics, social media, Travel agency, travel marketing

Scopus ID

85060387678

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Green: A manuscript of this publication is openly available in a repository

Link to Full Text

Share

COinS