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| REPRESENTATION OF BIG DATA IN TOURISM RESEARCH: PERSPECTIVES AND TOPICS |
| ZHANG Da-zhao, ZHAO Zhen-bin, GAO Yang |
| School of Geography and Tourism, Shaanxi Normal University, Xi'an 710119, China |
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Abstract Big data has become a new data source and analysis method for understanding tourism phenomena, bringing new opportunities to tourism research. The existing tourism big data research mainly focuses on providing basic data support for tourism management innovation, exploring tourist behavior patterns,and tourism experiences and so on. These research on big data in tourism, however, sees big data only as a collection of objective, value-neutral data, which separates data from complex social life and neglects the social situation, the psychology of consumption, and the process of cultural production generated. This article attempts to reflect on the application of the methods and interpretation of research findings in the study of big data in tourism, introducing the social representation perspective of big data, seeing big data as outcome of people's representational practice, sorting out new tourist phenomena and theoretical expansion from a social representation perspective, and highlight the tourism development opportunities and directions brought by big data. The article highlights that information and communication technologies and big data have transformed the whole tourism phenomenon, and tourism big data research should focus on social representation of the interaction between the subject and the place, and between the subjects, in order to reveal the meaning, emotion, identity, and value of data. On the one hand, the article discusses the relationship between tourists' social representation and place. On the other hand, it examines the relationship between subjects, such as the impact of social representation of tourists on tourism behavior and tourism experience. In addition, the rapid development and dynamic characteristics of technology mean that most tourism theories have not considered the new tourism culture phenomenon under the background of big data, and the theoretical explanatory power and applicability need to be re-examined under the new technology conditions.
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Received: 20 May 2022
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