Understanding Data in the Tourism Industry

Offered By: Edinburgh Napier University via FutureLearn

Course Description

Overview

Discover how data can be used to drive business decisions

Data gives businesses in the travel and tourism industry the foundation it needs to make innovative decisions. From accommodation to tour company providers, there’s potential for small and medium enterprises (SMEs) to grow and improve productivity if they understand the value of data.

On this course, you’ll explore how data can be used to address business concerns. You’ll learn what data can reveal about customer behaviour and how this can help your business’ success. The course will introduce simple tools and technical support to help you introduce data practices in your own business.

This course is designed for small and medium enterprises in the tourism industry, such as tour companies, transport providers, and B&Bs.

Syllabus

The importance of data to your business

Welcome and introduction
Data in action
Types of data: Big Data, Open Data and other key terms
Your data

Using data to make your business more robust

A data mindset
Data and your customers
Problem to solution
Know your data

How to improve business productivity through data

Week 3 Introduction: Data and productivity
Data and your visitors
Data and marketing
Data and your employees
End of week quiz and continue to develop your strategy

Tools to help you make the most of your data

Going digital
Analytics
Social media
Review sites and other agencies
Raw data and more data: Spreadsheets, external data and databases
End of week 4

Tourism destinations and data collaboration

Introducing week 5: Collaboration and sharing
Sharing in action
Overcome challenges through collaboration
End of Week 5, end of course and looking ahead

Taught by

Ross Tinsley