Big Data und Tourismus: Die Nutzung von Mobilfunkdaten zur Optimierung digitaler Marketingmaßnahmen am Beispiel einer Destination-Management-Organisation

Abstract

This study examines how mobile data can be used to optimize digital marketing measures in tourism. The starting point is the increasing importance of large amounts of data and especially mobile data for the analysis of mobility and visitor flows. While previous applications were primarily aimed at visitor guidance and frequency measurements, this work is dedicated to the question of how this data can be used specifically for marketing purposes. An explorative study design was chosen to answer the research question: In addition to a comprehensive systematic literature analysis, qualitative expert interviews were conducted and mobile phone data from the destination management organization (DMO) “Pyhrn-Priel – Bad Hall – Steyr and the National Park region” were analyzed as examples. The evaluation and linking of the results of the two empirical studies showed that mobile phone data can provide valuable insights for target group analyses, offer optimizations and locationbased digital marketing. The data analysis confirmed these results and made it possible to draw concrete conclusions about the behavior, length of stay and origin of visitors. Key findings of the work are: Mobile data opens up new potential for data-based targeting and offer development. It also enables marketing campaigns that can be played out to specific target groups. Challenges exist in particular in the interpretation of data and in its limited availability. The use of the data is dependent on the transmission of mobile phone providers, and the price also plays a decisive role in purchasing. Ultimately, the recommendations for action include the development of in-house data skills in tourism associations, the integration of mobile data into ongoing marketing strategies and the development of flexible, data driven measures. The paper concludes that the use of mobile data in digital tourism marketing can offer a decisive competitive advantage – provided that the data is used strategically and the organizations develop the necessary skills.

Date of Award	2025
Original language	German (Austria)
Supervisor	René Riedl (Supervisor)