BIG DATA AND TOURISM: OPPORTUNITIES AND APLICATIONS IN TOURISM DESTINATION MANAGEMENT

W ITH THE ADVANCEMENT OF TECHNOLOGY , THE USE OF MOBILE DEVICES AND THE RAPID GENERATION OF DATA BY ELECTRONIC DEVICES , IT HAS BECOME INCREASINGLY STRATEGIC FOR MANAGERS TO USE TOOLS CAPABLE OF CAPTURING AND ANALYZING THE DATA GENERATED , IN ORDER TO TURN IT INTO USEFUL INFORMATION . T HIS ARTICLE ADDRESSES A TOOL KNOWN AS B IG D ATA FOR DATA ANALYSIS AND THE PROVISION OF RELEVANT INFORMATION THAT CAN CONTRIBUTE TO DECISION - MAKING BY AGENTS INVOLVED WITH THE TOURISM SECTOR . I T AIMS TO DEMONSTRATE THE APPLICATION OF THIS METHOD AND THE OPPORTUNITIES FOR DATA ANALYSIS USING B IG D ATA , EXPLORING ASPECTS RELATED TO THE ADOPTION OF THIS TOOL . A QUALITATIVE DESCRIPTIVE RESEARCH WAS USED , WITH A LITERATURE REVIEW AS THE MAIN DATA COLLECTION INSTRUMENT , FOCUSING ON THE USE OF ADVANCED TECHNOLOGIES . T HE DATA WERE INTERPRETED IN LIGHT OF THE TECHNOLOGICAL AND COMPETITIVE DEMANDS OF TOURISM SERVICES . T HIS STUDY ADDRESSES SOME WAYS OF USING THIS TOOL , AND THE IMPORTANCE OF USING INNOVATIVE AND UP - TO - DATE TECHNIQUES TO UNDERSTAND THE TRENDS AND TRANSFORMATIONS IN TOURISM FLOWS AND IMPROVE THE CARE OF CONSUMERS IN THE GROWING TOURISM MARKET . I T EXEMPLIFIES THROUGH TWO CASES ; THE S TATE OF E SPÍRITO S ANTO , B RAZIL , AND THE CITY OF B UENOS A IRES , A RGENTINA - DESTINATIONS THAT ALREADY USE B IG D ATA TO ASSIST IN DECISION - MAKING .


INTRODUCTION
The tourism has expanded its actions in the international market in recent years, and now is one of the biggest economic sectors in the world. According to The World Travel & Tourism Council -WTTC, in 2018, the tourism industry grew by 3.9%, corresponding to 10.4% of the world's GDP, outperforming the global economic expansion (3.2%) during the same period.
In Brazil, the contribution of tourism to GDP increased by 3.1%, generating 6.9 million jobs in 2018.
With this exponential growth, planning in the sector is essential for the development and competitiveness of tourist destinations that increasingly seek to stand out in the market.
To gain a better understanding of the transformations in the tourism sector, it is essential to carry out studies and analyses that support decision-making.
However, with the technological advances, the high number of electronic devices connected on the internet, and rapid generation of data, it is necessary to use a tool capable of capturing, storing and interpreting the existing data and then providing useful information for policy-making that will optimize the industry.
In this context of a need for innovation for tourism planning, marked by the computer era, entities around the world are investing in technological innovations for large-scale data collection and analysis. In this article, we present a tool that enables information management to assist in efficient decisionmaking; Big Data. This tool is capable of collecting, storing and interpreting large volumes of data that cannot be handled by conventional software, and providing the results in a cost-efficient, rapid and flexible way, for public managers and private sector agents related to the tourism market. For a better understanding of this tool, we conducted a survey of the different ways in which it is applied in tourism.
It is hypothesized that this tool is used by public and private entities for the efficient management of data applied to tourism planning worldwide. We therefore sought to demonstrate the application of this tool, and the opportunities of using data analysis through Big Data, exploring relevant facts for its adoption in tourism. For this analysis, a descriptive qualitative study was used, with a literature review as the main data collection instrument, focusing on the use of advanced technologies. The data were interpreted in light of the technological and competitive demands of tourism services. We also conducted a survey of Internet pages of specialized entities that use this tool and provide data on the subject. This article is divided into four section. The first section addresses theoretical and contextual questions about tourism and data analysis; the second focuses on the characteristics of Big Data; the third gives a survey of the use of Big Data in tourism; and finally, the fourth section outlines some experiences and perspectives on the use of this tool in the sector. The text therefore brings timely opportunities, and some of the contributions that data analysis by Big Data can provide for the management of tourist destinations. Two cases where this method is used are describd.

TOURISM AND DATA ANALYSIS
According to Mário Beni (2003, 7), although tourism is primarily a human and social science, its economic effects are prevalent, and it is a field that deserves careful study by researchers and entrepreneurs, especially using data and statistical analysis. Data published by On the subject of tourism management and data use, Santos et al. state that: "The impacts generated by tourism activity are manifested basically at regional and local levels. Consequently, the management of resources, infrastructure and equipment must also be managed at these levels. Hence, the importance of monitoring tourism in destinations and creating policies that guide strategic actions based on consistent information" (Santos et al. 2018).
It is understood that the increasing importance of tourism in the market creates a need for tourism destinations to develop processes for collecting and disseminating information about the reality of tourism activity (Brandão;Costa, 2008). National and regional tourism management bodies should be equipped with tools to monitor tourism activity and provide timely and reliable information on its evolution, trends, dynamics and market position (Correia;Dinis;Milheiro, 2011).
Along with the need for information for decision making, it is observed that companies in the area have a lot of data, but these data are dispersed across various sources, making it difficult to analyze and use this information (Contreras;Franch, 2013). Over the years, In this context, new forms of data collection and analysis are emerging. One of the tools that contribute to the planning and elaboration of public policies is Big Data, which has the capacity to store and analyze large amounts of data, allowing a better understanding of the analyzed sector. This phenomenon means that the sheer volume of heterogeneous data produced every second of the day is unquestionably becoming the new bridge to growth and innovation. (Karampatsou, 2018). The tool offers significant advantages, such as more efficient decision making, collabo-rism associations and local tourism authorities (UNWTO, 2018).

According to studies conducted by the World Tourism
Organization, the data collected and stored must be strategically analyzed, for a better planning and management of tourism activity. This required creating favorable conditions for the data to be collected, analyzed and made available in a systematic way, by qualified professionals, using technologies that enable the information to be extracted. statistics In addition, general guidance with respect to data sources and data compilation methods is also provided and will be complemented by a forthcoming compilation guide." (UNWTO, 2008).
Based on the different experiences of the Tourism Observatories around the world, some of which will be outlined during this article, it is clear that in order to list and define the data to be collected and analyzed by the observatories, a management is needed that is open to debate and that plans actions together with tourism agents. Broad participation is required, to generate information that serves the common interests.
Each observatory should be responsible for providing information that meets the needs of its destination.
However, certain data is considered essential knowledge for any manager.
Key areas of research for the generation of data include tourism supply and demand, visitor satisfaction, However, Big Data in its raw form has no real value, as it is simply numerous heterogeneous data spread across the internet. So, to provide real information requires processing and analysis. Thanks to advanced software, it is possible to move from descriptive analysis, which is the examination of data or content, usually performed manually, to answer the question "What happened?" (Or "what is happening?"); for a prescriptive analysis, a form of advanced analysis that examines data or content to answer the question "What will happen?" or "How can we make this happen?" As described in FIGURE 1. rating with improved planning, and fostering the systematic growth of tourism activity.
Understanding the importance of tourism in the international market, and the need for data management for better activity planning, associated with the speed and volume of information generation, we shall now present this tool in more detail.

BIG DATA
Big Data refers to all data sets where the size is larger than the ability to search, capture, store, manage, analyze, transfer, view, or legally protect conventional computer tools. It also includes infrastructures, solutions, and necessary models to extract value from these information groups as economically, quickly, and flexibly as possible for smart decision making. (Invat.tur, 2015). Velocity: how quickly data is created, stored and processed. This growing rate of data requires companies to process information in real time, or near real time, for quick decision making (Minelli et al. 2013).
Variety: the diversity of generation sources and data formats. From messages, updates, photos and videos that are made available on social networks, to GPS. It consists of structured data (tables and records), unstructured data (text and voice records), and semistructured data, which is difficult to classify as its derived from audio, video and other media (Vassakis et al. 2018, p. 5). It is important to point out that software that uses Big Data can quickly interpret large volumes and varied forms of data, but in order to achieve effective results from the use of this tool, the presence of professionals is needed, who are able to operate and analyze the information generated and know how to ask the right questions. Combining technology with managers' perceptions, the authors indicate that it is possible to make diagnoses that help the development of the tourism sector and decision making.

BIG DATA AND TOURISM
The main characteristics of tourism are mobility, flow, and intangibility. Therefore, the collection of sector data has always been a complex problem. Big Data is an innovation that can bring benefits that go beyond the results of other research and data collection, precisely because of the mobility and speed at which tourist activity occurs, and the possibility of real-time analysis afforded by Big Data. The economic impact of Big Data is hard to estimate, especially in a global environment with permanent technological revolution. One of the benefits of the large amount of data is its potential to predict and anticipate behaviors, expectations and needs of a specific group of consumers, making analysis processes smarter and safer, and decisions more efficient and cheaper. (Invat.tur, 2015). Based on the different experiences analyzed, Big Data brings significant contributions to the tourism sector: Identifying trends and behaviors: Big Data enables managers to find behavioral patterns and establish consumer trends that are practically impossible to detect using traditional methods and techniques. This advantage fosters the development of specific market segments and study, by collecting and integrating data from multiple sources (Invat.tur, 2015).   (Invat.tur, 2015).

Optimizing processes and internal operations:
Business managers employ Big Data as a powerful tool to streamline decisions that lead to an improved, customer-focused approach (Karampatsou, 2018). Airlines use these analyzes for routing, crew scheduling and logistical maintenance decisions. Hotels use the data for power system management. Other companies, for example, try to match personality characteristics of frontline employees with the task performed (selling) or the inferred or observed attributes of customers (difficult or annoyed). As tourism is a service-oriented sector, these types of analytical interventions are likely to improve service levels and customer satisfaction (Davenport, 2013).
Revenue Management: This is the process by which a company sets the ideal price for its products and services, making them more attractive to potential customers. Using Big Data, companies can effectively ensure consistent price optimization with analytical models and algorithms that track and analyze competitor prices, enabling them to build a competitive pricing strategy and better revenue management capabilities (Karampatsou, 2018).
Thereby, Big Data can be used in different ways for data management and tourism planning. We therefore sought to study examples of the use of this tool applied to tourist destinations in Brazil and worldwide.
These are outlined below.

EXPERIENCES AND PROSPECTS
In this part of the text, to address historical data on the According to the observatory's website, through this tool, the platform provides data such as: prospective Applied Tourism ISSN: 2448-3524 https://siaiap32.univali.br/seer/index.php/ijth/index information to anticipate the behavior of tourism demand from searches and air reservations to Buenos Aires from around the world; tourist mobility in the city's neighborhoods; the main areas of attraction and flow of national and international tourists by weekdays and months of the year; hotel competitiveness, with data on hotel occupancy rates, room rates, and comparisons with other destinations in the region, and; characteristics of international tourism, such as arrival, origin, length of stay and international tourist spending.
This data is made available in a simple and practical way with dynamic and interactive charts on the observatory web page (as exemplified in FIGURE 2). And they contribute to decision making in public and private bodies.
Since it first began to be used by public agencies, the Tourism Intelligence System has already contributed with some strategic management initiatives such as:  It is important to emphasize that data capture needs to be linked to a previously elaborated question, to ensure an analysis that is useful for public and private sector planning. Because the volume of data is immeasurable and heterogeneous, and because many different ques-

This article raises some of the contributions that Big
Data and Artificial Intelligence can provide, based on the demand of each destination and the need to seek innovative means of decision making. The UNWTO points out that tourist destinations have difficulty adapting to the technological revolution, for reasons such as: • The need to review and update outdated legislation and regulation that supports employment, innovation, entrepreneurship and new business models.
• The low level of awareness and expertise of new technologies and technological trends.
• A lack of funding to invest in new technologies and training for the jobs needed for the present and future.
• The lack of cooperation and communication among relevant stakeholders (UNWTO, 2019).
Due to these difficulties, the use of Big Data is still limited, albeit expanding. However, based on the content presented here, we can see the scope of Big Data, its benefits and usability, and begin to reflect on how it can be applied in a basic and direct way, to a particular destination or tourism company. Big Data is flexible; when a particular need arises, it can be adapted to perform the necessary analyses and achieve positive results.
With research and studies are conducted to understand the tourist flows of a destination, the manager can develop public policies and incentives to improve local infrastructure and visitors' experience in a unique and differentiated way. With Big Data, this can be done very quickly. In our example of Buenos Aires, using Big Data it was possible to promote tax incentive legislation for the hotel sector to promote the construction and remodeling of accommodation facilities; and the Spanish government has invested in Big Data technology to resolve the air traffic problem, using predictive data analysis models that can anticipate potential problems and generate automatic solutions.

FINAL CONSIDERATIONS
Tourism is an economic sector that is growing steadily, therefore research and analysis of the data generated is important for its management. Due to this demand, organizations such as Embratur and the Ministry of Tourism at national level, and the World Tourism Organization at international level, have developed official documents with systematic methods of collecting and interpreting tourism statistical data, to enable the comparison and use of compelling information to support the management and planning of the activity.
With the digital age and the vast amount of information generated by electronic devices and the internet, the search for understanding virtual reality and consumer behavior on social networks have become essential elements for decision making in any commercial market. Software was therefore developed that is capable of analyzing and clarifying people's needs.
Big Data, one of the methods used to analyze large amounts of data, has gained recognition in several are-as, such as health, education, sports and tourism. Although still little known and with low engagement by managers, it has proven to be a very useful tool in the management of tourist destinations around the world.
In tourism, Big Data can be used in all segments, including hotels, travel agencies, transportation and especially, private investment and promotion of public policies. Through the information provided by Big Data, tourism management agencies can identify trends and demand behaviors; develop and deliver innovative and personalized products and services; make decisions quickly; optimize internal processes and operations and; manage revenue in order to lower costs and increase customer satisfaction.
Cases such as the city of Buenos Aires and the state of Espírito Santo are already consolidated destinations in the tourism sector that use Big Data to improve public and private management through the available data.
These two cases have already seen the benefits of using Big Data as a research and analysis tool to provide relevant information for tourism development.
Based on the above, Big Data is already a method of analysis used by some public and private entities for planning national and international tourism activity. It is necessary to search for innovation and to study new ways of adapting to the transformations and competitiveness of the tourist market. Through Tourism Observatories or private actions that use tools that provide concrete information to offer tourists differentiated and quality services, and to promote the development of tourist destinations. There is also a need for further studies on the subject, to increase our understanding of Applied Tourism ISSN: 2448-3524 https://siaiap32.univali.br/seer/index.php/ijth/index