BIG DATA IN TOURISM: ENHANCING CUSTOMER EXPERIENCE AND OPERATIONAL EFFICIENCY

• Dr. Ayesha Khan

  Department of Tourism Management, University of Lahore, Pakistan.

The tourism industry is increasingly adopting Big Data analytics to enhance customer experience and optimize operational efficiency. By analyzing large datasets from customer behavior, booking systems, and social media, tourism businesses can personalize services, improve customer engagement, and streamline operations. This paper explores the role of Big Data in revolutionizing tourism practices, highlighting its applications in customer experience management and operational improvements. The paper discusses the benefits of using Big Data analytics to optimize marketing strategies, resource management, and demand forecasting, as well as the challenges related to data privacy and integration.

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