Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary

Zoltán Kovács, György Vida, Ábel Elekes and Tamás Kovalcsik
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Zoltán Kovács: Department of Economic and Social Geography, University of Szeged, H-6720 Szeged, Hungary
György Vida: Department of Economic and Social Geography, University of Szeged, H-6720 Szeged, Hungary
Ábel Elekes: Hungarian Tourism Agency, H-1027 Budapest, Hungary
Tamás Kovalcsik: Department of Economic and Social Geography, University of Szeged, H-6720 Szeged, Hungary

Sustainability, 2021, vol. 13, issue 5, 1-15

Abstract: Despite the growing importance of mobile tracking technology in urban planning and traffic forecasting, its utilization in the understanding of the basic laws governing tourist flows remains limited. Knowledge regarding the motivations and spatial behavior of tourists has great potential in sustainable tourism studies. In this paper, we combine social media (Twitter) and mobile positioning data (MPD) in the analysis of international tourism flows in Szeged, a secondary urban center in Hungary. First, the content of geotagged and non-geotagged Twitter messages referring to Szeged in a six-month period of 2018 was analyzed. In this way specific events attracting foreign tourists were identified. Then, using MPD data of foreign SIM cards, visitor peaks in the investigated period were defined. With the joint application of the social media and mobile positioning analytical tools, we were able to identify those attractions (festivals, sport and cultural events, etc.) that generated significant tourism arrivals in the city. Furthermore, using the mixed-method approach we were also able to analyze the movements of foreign visitors during one large-scale tourism event and evaluate its hinterland. Overall, this study supports the idea that social media data should be combined with other real-time data sources, such as MPD, in order to gain a more precise understanding of the behavior of tourists. The proposed analytical tool can contribute to methodological and conceptual development in the field, and information gained by its application can positively influence not only tourism management and planning but also tourism marketing and placemaking.

Keywords: social media; Twitter; mobile phone; cellular data; tourist behavior; tourism planning; placemaking (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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