The Research and International Relations Division of the Sri Lanka Tourism Development Authority(SLTDA) is responsible for effective study and statistical collection. In addition, they actively undertake extensive market analysis and surveys, find gaps and tabulate information for the appropriate departments. Visitor arrivals, domestic movements and product and service facilities are also tracked, while regular surveys are performed to collect information relevant to the qualitative and quantitative tourism.
A paper is periodically published on statistical data related to tourism. It explores the effect of the tourism industry on the local economy. The SLTDA regularly publishes a monthly statistical bulletin and an annual statistical report that show Sri Lanka Tourism’s success in terms of tourist arrivals, foreign exchange earnings, job creation opportunities and hotel occupancy rates.
Utilisation of big data
The tourism industry is marked by its unique characteristics of mobility, flow and intangibility which make data collection a very complicated process. Hence, Sri Lankan tourism can benefit from the use of big data in the following.
Identification of new trends
Big data and the extraction of information can identify how behavioural patterns change and thus allow the implementation of trends of tourists. This enhances the capacity of the development of specific tourism market segments and studies. Through this, tourists’ enterprises in Sri Lanka can accumulate information on the needs of tourists, tourists’ concern, spending patterns and channel selections etc. This analysis can lead to the establishment of new and upgraded trends and segments in tourism products, tourism marketing and promotional activities in terms of delivering a more authentic Sri Lankan experience.
Delivering a customized tourism experience
Careful analysis of information gathered through big data can be used as a source of information to identify specific backgrounds of tourists and thus provide them with a more appropriate and customized tourist experience. Data that is derived through social media accounts of tourists allows tourism industries to analyze tourists’ interests, professional academic backgrounds and recreational preferences etc. Thus, marketing and promotional tools can be developed to notify tourists of specific or customized activities that they can engage in during their stay in Sri Lanka.
Development of new products and services
One of the most important benefits of utilizing big data is the development of new products and services. Through effective analysis and appropriate predictions, tourism companies can identify efficient means of responding to emerging needs. Travel companies in Sri Lanka can implement and develop online platforms that allow tourists to determine and identify destinations that best fit their budgets, preferred activities, geographic/climate conditions and cultural interests.
Advancements in internal administration processes
Given the fact that tourism is a service-oriented industry, the concept of big data can be utilized across tourism companies, hotel chains, transportation, public and private tourism entities, airlines, research and education units and in entire hospitality enterprise to streamline their decision-making process in best guiding tourists and delivering authentic Sri Lankan travelling experience.
Strategies for integration innovation
A well-developed tourism data/statistical mechanism can gather, analyze and provide accurate information on macro-, micro- and administration-levels of the industry.
* Macro-level analysis
This includes information on how and why Sri Lanka is chosen as a travel destination, tourists’ mobility across Sri Lanka, main geographical areas of attraction in terms of culture, recreational activities and wildlife etc., accumulation of travel data of National and International tourists, hotel occupancy rates, variations of length of stay and so on. Moreover, these data can be presented and made available in interactive, visual and virtual platforms to be accessed by anyone in and out of the industry.
* Micro-level analysis
Data such as personal information, professional educational backgrounds, income, personal interests and preferences and spending patterns can be gathered and analyzed.
* Administration-level analysis
The digitalization of big data can be used to implement supervision systems in administration levels to monitor the flow of National and integration tourists, overall hospitality evaluations, overall evaluation on the experience gained, reputation evaluations for specific tourist destinations and verified platform for maintaining public opinions and tourists’ feedback.
Big data and integration innovation can benefit Sri Lankan tourism in creating and sustaining a completely new, digitally-advanced tourism model. This big data-driven tourism industry can give accurate and effective information on the overall behaviour of the industry and thus allowing every hospitality entity to make informed decisions and streamline their decision-making process.
Furthermore, big data integration provides the industry with an opportunity to grow, internally and externally, by allowing the tourism industry to cross international borders through accurate, timely and verified information.
