In this interdisciplinary project with HES-SO, supported by the Canton of Valais, various approaches are being explored to improve the use of data in the tourism sector. UniDistance examined, in particular, the project's compatibility with data protection requirements.
Many types of data can be used in the tourism sector. Our research focused on nine categories of data: online search engine data; road traffic and public transport mobility data; electricity meter consumption data; water meter consumption data; consumption data estimated from waste weight; consumption data derived from sales receipts; customer data from Customer Relationship Management (CRM) systems; tax data based on value-added tax (VAT); and financial data from payment terminals. For each of these data types, our analysis drew on a review of the literature and interviews with practitioners to examine the data available in Switzerland and the Canton of Valais, assess their usefulness, and understand the legal constraints associated with their use. These various applications are described in detail in a White Paper, a comprehensive document of more than one hundred pages.
The White Paper provides key recommendations for the effective management of data in the tourism sector. It highlights the value of new data sources, which can provide in-depth insights into tourists’ behaviour, preferences, and travel patterns, underscoring their undeniable usefulness for tourism stakeholders. At the same time, it points out the limitations of these data: although they are often available in real time and provide an overview at different geographical scales, their quality and accuracy may vary. The challenge of distinguishing tourists from local residents is also identified, posing a significant issue for data analysis.
The White Paper also emphasizes the growing importance of collaboration among data providers, tourism organizations, and researchers. However, it warns against excessive reliance on data, stressing that data should serve as a decision-support tool rather than a standalone solution. The report further notes that tourism, owing to its subjective nature, requires a human and contextual understanding of situations in order to support effective analysis and decision-making.
In conclusion, the White Paper underscores the essential role of data in understanding and managing modern tourism. It envisions a future in which the intelligent integration of big data, alongside technological advances and evolving regulations, could fundamentally transform the sector. When managed appropriately, these data offer an opportunity to improve understanding of tourists’ needs and behaviours, thereby enhancing the overall tourism experience. The White Paper provides a detailed overview of data sources relevant to the tourism sector, including:
- A comprehensive summary table describing the nature, origin, and relevance of a wide range of data sources for tourism. The table assesses their potential, ease of access, and associated legal restrictions, providing a complete and synoptic overview of the data sources available.
- A detailed SWOT analysis for each type of data, included in the appendix. These analyses enable tourism stakeholders to clearly identify the strengths, weaknesses, opportunities, and threats associated with each data source, thereby supporting informed and strategic decision-making regarding their use.
With regard to legal aspects, our research found significant concerns relating to privacy and data confidentiality. The General Data Protection Regulation (GDPR) in Europe, together with Swiss federal and cantonal law, imposes strict restrictions on the collection and processing of data. Depending on the type of data, some uses are possible without overly restrictive limitations (e.g. search engine data or waste data), whereas other data types are more problematic (e.g. CRM customer data). It is essential that tourism stakeholders are trained in the legal implications of data use. Strategic partnerships with experts are crucial for navigating the complex data landscape. Governments must also clarify and adapt regulations to facilitate the use of new data sources in tourism while ensuring privacy and data protection.
The report highlights both the importance and the complexity of new data sources in the tourism sector, emphasizing the opportunities they offer as well as the challenges they present, particularly with regard to data quality, analysis, and legal compliance.
White Paper
Article
- Bruno Pasquier/Samah Posse/Atenas Anderson, Défis juridiques liés aux systèmes de mesure intelligents (smart system), en particulier sous l’angle de la protection des données, Semaine Judiciaire, 2024, 289-310 https://lasemainejudiciaire.ch/
Conference
