The use of Big data analytics in the Tourism sector


Use of Big data analytics is considered overall to improve organizational performance in incremental steps or change of policies. Nevertheless, the role of big data analytics needs to better comprehended to explore how information (data) can create value, increase agility, and eventually improve the overall performance derived from predictive data analysis. The tourism sector is an exception in the current use of data in analyzing, assessing, and evaluation of trends based on vast amounts of information collected from various reliable sources. In a quest to drive tourism numbers upwards, The Kenya Tourism Board (KTB) use predictive data sourced from major vital partners to provide tourism data pertinent to strategically positioning of brand Kenya as a competitive and emerging tourist destination in Africa and the world.

Who are our key partners?

Tourism Research Institute (TRI) key stakeholders and partners
Tourism Research Institute (TRI) is one among other vital partners that KTB rely on in data analytics and decision making. TRI has an objective and purpose documented under Tourism Act No. 26 of 2011. This Act reflects that Tourism Research Institute (TRI) will partake and co-ordinate tourism research and analysis according to its provisions. As a significant partner, it guarantees that existing gaps and knowledge in the tourism sector are sufficiently addressed and conforming to the mandate of the institute. Thus, it is a primary reference point for generating data and research information to inform decision making by government and private sector on tourism matters.

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Kenya National Bureau of Statistics (KNBS)

The Kenya National Bureau of Statistics (KNBS) is a significant partner in designing and sustaining Tourism business model in Kenya. As an agency under government authority, it is mandated to collect, compile, analyze, publish, and disseminate official statistics for public use. Also, it coordinates, monitors, and supervises National Statistical System (NSS). With the scope of its capability, Kenya Tourism Board considers it as an essential source of data that can be utilized to make decisions, modify its operations, or restructure its activities judging by the trends derived from the statistics projected.
Who are our Key Suppliers?

Hotel and Hospitality facilities

Tourism industry entails a collection of small industry groups. Hotel and hospitality section dictates primary operations that facilitate tourism activities. The hospitality industry includes accommodation, food and beverages, recreation and entertainment, and so forth. These subgroups under tourism generate a considerable quantity of data useful for strengthening and strategizing tourism goals and objectives. For predictive analysis of tourism trends, Kenya Tourism Board sources its crucial information from the hospitality industry and converts the data as a useful tool in decision making.
Travel Agencies
Travel agencies act as intermediaries between travelers and the travel industry. Their primary role is always to market prepackage travel tours to potential tourists. The purpose of agencies overlaps into a broker function between travelers and hotels, tour companies, and car rentals. Having extensive information on tourist activities, it is a significant supply of predictive tourism data necessary for restructuring and acting based on projected numbers (statistics).
Tours operators
Tours operators package most of the components of an offered trip then sells them to travelers. Their boxes can also be sold via travel agencies, and they work closely with tourist hotels and transportation providers. They are thus an essential supplier of information considering that they record massive sums of data that is crucial for marketing and adjusting tourism standards that position the board to anticipate changes suitable for organization performance and competitive edge better.

Which Key Resources are we acquiring from our partners?
Tourism industry flourishes on information as a helpful resource. Big data as resources acquired from partners such as KNBS and TRI deliver up-to-date and immensely informed insinuations (inferences) regarding human activities and behavior that enhances the tourism industry. This information is a crucial and critical resource in the tourism sector.
Trends and patterns in the Tourism industry as a resource when subjected to an analytical tool. A large amount of data available in the tourism market is useless without an analytic tool that can convert or transform the data into meaningful information. The partners, therefore, act as an “analytic tool.” Without the partners, the Tourism business model would be unable to transform this information into results.
Reliable information that is free from bias. Research and analytics take into account the validity and reliability of information for a survey to institute sound decisions. Data (Information) can be misleading if sourced from unreliable sources. KNBS and TRI are sources of information that are validated, tested, and confirmed beyond a reasonable doubt. These partners are thus a source of validated information free from misleads and errors.

Which key activities do partners perform?
Kenya National Bureau of Statistics
• Collecting, compiling, analyzing, and disseminating statistics critical for tourism performance.
• Establishing standards and promoting the use of best practices and methods in production and dissemination of statistical information.
Policy research, planning, development of statistical methods and standards
Tourism Research Institute (TRI)
• Collect and analyze information for the sector and other clients in the private and public sectors.
• Assess strategies and techniques for product development and marketing.
• Undertake market intelligence
• Assess information which is the basis of integrated tourism development area plans
• Publish, annually, research findings and communicate recommendations to the relevant lead agencies, institutions, and other stakeholders in the tourism sector.

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