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TDM Insights

TDM Insights

Tourism Destination Management

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Response to Xin Zhong from Kardien de Werker

This is a response to Xin Zhong’s article: Big Data: Its possibilities for facilitating customised tourism for Chinese tourists

The only way to customize a product is by knowing the (potential) user of the product. Customization does not mean that mass communication will be replaced. What it means, for Singapore Airlines, is that we tailor our products in such a way that the search-time for the user is reduced, thereby increasing the speed of decision making and shortening the decision-making process. Customizing means we take the passengers by the hand and lead them through the process. The only way to do this is by knowing our passengers. And that is why we need big data. At Singapore Airlines we collect data from surveys, we collect data from our passengers, we measure the booking pattern and profile of our passengers, and we measure the search behaviour, etc. In the airline industry in general, booking behaviour is closely monitored and acted upon. The resulting big data is essential to optimize pricing as well as capacity. The challenge is to adapt quickly and smoothly to any change in the passenger profile. Therefore, any findings on behaviour changes are important to us. It will change our approach to the market. Who do we need to talk to? How can we reach the consumer? What kind of media channels should we use? In that sense Vincent discusses an interesting topic: the development of customizing tourism in China – and the usage of big data to monitor these tourists. Where Tourism in China started in groups because of language and visa issues, the new generation wants to be independent. And with a large potential group of travellers in China, big data is inevitable if you want to succeed. We therefore welcome this research and its findings.

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Author

Kardien de Werker
Singapore Airlines
kardien_dewerker@singaporeair.com.sg

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We aim to be a forum for dialogue on issues connected with tourism destination management, so please contact us if you would like to write a response to one of the articles in the journal.

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About TDM Insights

The Master in Tourism Destination Management is proud to present its own online journal “TDM Insights”. The journal is an opportunity for selected programme alumni to present a summary of their master dissertations. BUAS lectureres and other academics and practicioners discuss their work and evaluate their contribution to the tourism literature. Moreover, the editors of TDM Insights invite tourism professionals and experts from other industries to contribute columns on contemporary issues in tourism and destination management.

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  • Editorial – Issue V
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  • From an online journey to a physical presence in a destination: digital strategies for the recovery of the industry post-COVID19. The case of the Van Gogh Sites Foundation
  • Work-Integrated Learning: an approach to facilitate continuous innovation in higher tourism education
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AIDA theory animal welfare awareness changes citizen empowerment community-based community involvement COVID-19 Crisis customer journey decision making Destination Management destination recovery digital dog management programme EIFMeT ethnography feedback Free-roaming dogs Greece greenwashing iceberg model ICT Indonesia investment local context locals management marketing multi-stakeholder overtourism residents Rhodes rural shared space social impacts Sustainability Sustainable tourism technology tourism education tourism growth tourist-animal encounters travel advice travel experience Urban tourism

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