The tourism and travel industry is not only rich in adventures and experiences, it is also a data-rich industry. This comes to evidence as travelers create digital footprints throughout their journey - from online bookings, reviews, social media posts and credit card transactions, to critical data gathered and managed by governmental entities and tourism-related organizations
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[This article has been reproduced with permission from Knowledge Network, the online thought leadership platform for Thunderbird School of Global Management https://thunderbird.asu.edu/knowledge-network/]