A Location Analytics Method for the Utilisation of Geotagged Photos in Travel Marketing Decision-Making

Shah Jahan Miah (), Huy Quan Vu () and John G. Gammack ()
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Shah Jahan Miah: College of Business, Victoria University, Footscray Park Campus, Melbourne, Australia
Huy Quan Vu: School of Engineering and Technology, Central Queensland University, Melbourne, VIC 3000, Australia
John G. Gammack: College of Technological Innovation, Zayed University, Dubai, UAE

Journal of Information & Knowledge Management (JIKM), 2019, vol. 18, issue 01, 1-29

Abstract: Location analytics offers statistical analysis of any geo- or spatial data concerning user location. Such analytics can produce useful insights into the attractions of interest to travellers or visitation patterns of a demographic group. Based on these insights, strategic decision-making by travel marketing agents, such as travel package design, may be improved. In this paper, we develop and evaluate an original method of location analytics to analyse travellers’ social media data for improving managerial decision support. The method proposes an architectural framework that combines emerging pattern data mining techniques with image processing to identify and process appropriate data content. The design artefact is evaluated through a focus group and a detailed case study of Australian outbound travellers. The proposed method is generic, and can be applied to other specific locations or demographics to provide analytical outcomes useful for strategic decision support.

Keywords: Travel agency; travel marketing; social media; geotagged data; location analytics (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1142/S0219649219500047

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