Chapter 8: Big Data and Its Impact on Tourism and Entrepreneurship

The progressive increase in the size of datasets has given life to the so-called big data that provides researchers with the opportunity to extract a greater amount of useful information in many sectors, especially in the tourism industry.

The chapter aims to demonstrate that sustainable tourism (ST) could be particularly favored by using big data and a data-driven approach. Furthermore, as ST appears in line with a new type of responsible entrepreneurship, called Humane Entrepreneurship (HumEnt), this chapter investigates the link between ST and HumEnt and the impact of big data and data-oriented approaches on ST and HumEnt.

The research adopts a qualitative approach, applying the case study technique. The authors conducted ten semi-structured interviews with key informants from a specific form of hospitality: Albergo Diffuso. Findings show the advantages of the data-driven approach to tourism and entrepreneurship highlighting how using data creates new opportunities for decision making in ST and HumEnt.