The IFITTtalk Workshop Big Data & Customer Engagement in Tourism took place on September 8, 2016, in Adelaide, Australia.
Hosted by the University of South Australia, the workshop featured 8 presentations from leading international academics and industry professionals. The event had a great success and it attracted more than 100 participants.
The workshop was designed to provide several practical examples and case studies on how to exploit the new technologies to improve your business. The event focused on the role of Big Data for generating business benefits and the use of social media for building customer engagement. Prof Marianna Sigala (Professor of Tourism, Director of Centre for Tourism and Leisure Management, School of Management, University of South Australia) opened the workshop, together with Prof Marie Wilson (PVC, Business & Law, UniSA Business School, University of South Australia).
“Online customer engagement is critical, since data of online participation show that the majority of travelers are passive instead of active creators, distributors and discussants of online content.” (T. Koumelis, Travel Daily News)