Big data in smart tourism: challenges, issues and opportunities

In the era of digital transformation, Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry. All these companies can get valuable information on Big Data for predicting tourist demand, enabling better decision-making, managing knowledge flows and interaction with customers, and providing the best service in a more efficient and effective way. This can result in improved productivity, increased customer satisfaction, personalized marketing campaigns, and more efficient operations. However, open research issues about the role of Big Data in the tourism industry can be still recognized. With these premises, this Editorial aims to present the articles included in the special issue of Current Issues in Tourism titled ‘Big data in smart tourism: challenges, issues and opportunities’, which has called for research contributing to the recent debates on the implications and challenges of the adoption of Big Data to improve the competitiveness of tourism destinations and companies. Main topics considered by the accepted articles include a literature review proposing a novel theoretical investigative frameworks, metrics and critical dimensions, and empirical investigations of the use of Big Data in different tourism contexts.