Smart Data Analysis and Prediction of Responsible Customer Behaviour in Tourism

Abstract

This research seeks to analyze how the use of smart data analytics solutions by tourism stakeholders can promote the prediction of responsible customer behavior. After a theoretical and conceptual framework, the theoretical study is based on an exploratory literature review. It revealed the adoption of a range of smart data analytics solutions by businesses and tourist destinations in order to better predict attitudes and concrete responsible actions reflecting the eco-responsible behavior of tourists. Despite the inherent limitations of the approach, the results show multiple good practices that can be adopted by industry players to better understand, anticipate, and even guide the responsible behavior of their customers and prospects.