Big Data in Tourism: General Issues and Challenges

This paper offers a sympathetic review to the environment and studies of tourism big data, including the general features, types, analytical technics and research progress of tourism big data. It uses the case of TSE model to illustrate the challenges of conducting tourism big data research. In doing so, it argues that the key of using tourism big data is to make good use of heterogenous data structure from multiple sources. This requires sophisticated technics and innovative analytical frameworks that allow us to explore potential mechanisms subsumed in our world but hard to be identified and verified by traditional methods.