Mobile Data Collection in Tourism: Transformative Case Studies Shaping the Industry

Key Takeaways

 

1. Tourism is a dynamic and rapidly growing sector, employing millions and contributing significantly to the economies of many countries.
2. The sector supports multiple industries like hospitality, ecotourism, aviation, and leisure travel, creating a ripple effect across different sectors.
3. Despite the rapid growth, the sector still grapples with challenges such as overtourism at popular destinations and a sharp difficulty in understanding real-time customer preferences.
4. Mobile tools and other data collection methods such as GIS technology and drones provide valuable insights into visitor behavior, enabling better crowd management and personalized experiences.
5. This article explores how mobile data collection and other tools have been used to improve both efficiency and customer satisfaction in the tourism sector.

 

 

Also read: Mobile Data Collection in Forest Conservation: Global Case Studies in Environmental Protection

 

 

What is Mobile Data Collection?

Mobile data collection refers to the technology that facilitates the real-time capture, storage, and management of data through mobile devices, including smartphones and tablets.

While the technology has been popularized in key economic sectors like agriculture and health, it is also widely used in the tourism sector to collect real-time data about tourist behaviors, preferences, and movements.

Through mobile data collection, hotels, nature trails, and parks can better understand visitor patterns, improve service offerings, and optimize visitors’ experience.

 

 

Overtourism: Cruise ship passengers crowd a street in Venice, Italy. Picture/Courtesy

 

Mobile devices and data collection Apps are popular for their unmatched efficiency, ensuring the swift collection and transmission of data even in remote areas without network connectivity.

Although it typically takes time to master mobile data collection, stakeholders in the tourism sector can attend self-paced courses and in-person training to sharpen their digital data collection skills more quickly.

 

 

How Does Mobile Data Collection Work?

The following is a breakdown of how mobile data collection works. We have also included some of the tools used at each stage:

 

1. Form Design: Creating Flexible and Dynamic Digital Forms

Survey authoring tools enable tourism researchers to create custom data collection forms that can handle various data types, such as text, GPS coordinates, barcodes, images, and voice recordings. These tools help design, test, and deploy digital forms.

Some mobile tools used in form design include:

 

1. XLSForms – Excel-based form design standard used by ODK, KoboToolbox, and CommCare.
2. ODK Build – Drag-and-drop form designer for ODK users.
3. Kobo Form Builder – Simplified visual form creator for KoboToolbox.
4. SurveyCTO Designer – Enterprise-grade form-building with conditional logic.
5. Google Forms – Basic web-based form creation tool.

 

 

Magpi Forms – Mobile-friendly form designer for surveys and data collection.

 

 

Researchers use survey tools to create forms for diverse data collection including customer satisfaction. Picture/Courtesy

 

 

2. Data Collection Using Mobile Devices

 

Many mobile data collection tools support multiple functionalities such as barcode scanning, GPS tracking, image capture, voice-to-text input, digital signatures, and many other functionalities.

Mobile data collection tools also offer offline functionality, allowing users to capture data without an internet connection and synchronize it later when connectivity is restored.

Some of the tools used to collect data using mobile devices include:

 

 

1. ODK Collect – An open-source mobile app for mobile data collection using ODK. ODK Collect can collect data offline.
2. KoboCollect – A Mobile app for data collection using KoboToolbox.
3. SurveyCTO Collect – Secure, offline-first data collection platform.
4. Survey123 by Esri – GIS-enabled app for geospatial data collection.
5. CommCare – Mobile case management tool used in health and humanitarian projects.
6. TaroWorks – Salesforce-integrated data collection tool.
7. Magpi+ – Supports multimedia data input.

Dimagi CommCare – Supports longitudinal tracking and case management.

 

3. Offline Data Collection in Areas With Limited Internet

Mobile data collection tools allow uninterrupted work, even without internet access, by storing data offline and automatically syncing it when a connection is available.

Some of the mobile tools for offline data collection include:

 

1. ODK Collect – Stores responses offline and syncs later to a cloud server.
2. KoboCollect – Stores responses offline and syncs later to a cloud server.
3. Magpi+ – Designed for low-bandwidth regions.
4. TaroWorks – Works offline and syncs with Salesforce CRM.
5. CommCare – Enables offline case tracking for healthcare and NGOs.
6. Surveys on Tab – Offline-first solution for market and corporate surveys.

 

 

Mobile data collection tools allow uninterrupted work, even without internet access, by storing data offline and automatically syncing it when a connection is available. Picture/Courtesy

 

 

4. Data Synchronization: Uploading & Syncing to the Cloud

Mobile data collection tools automatically upload recorded data to a centralized cloud or physical servers for processing as soon as an internet connection is established.

Some of the mobile tools for data synchronization include:

 

1. ODK Central – Stores and manages synchronized data.
2. ODK Aggregate – Stores and manages synchronized data.
3. KoboToolbox Servers – Stores and manages synchronized data.
4. Google Sheets API – Auto-syncs data to spreadsheets for easy access.
5. RedCap – Secure data management for research and healthcare projects.
6. ODK Cloud, Microsoft Azure, AWS S3, Digital Ocean, Google Cloud – Secure cloud-based data storage solutions.

 

5. Data Management: Cleaning, Processing, and Storage

Once collected, the data needs to be cleaned, processed, and organized to facilitate analysis and informed decision-making.

Some of the tools for data management include:

 

1. Microsoft Excel & Google Sheets – Used for basic data cleaning and filtering.
2. Power BI – Dashboard creation and business intelligence reporting.
3. Python & R – Advanced data processing and analytics.
4. Tableau – Data visualization and storytelling.
5. QGIS – GIS software for geospatial data mapping.
6. Google BigQuery – Cloud-based big data warehousing.

 

 

The tourism sector leverages real-time data insights to anticipate trends, personalize offers, and mitigate potential disruptions. Picture/Courtesy

 

 

6. Reporting & Action: Analyzing Data for Decision-Making

With processed data in hand, organizations create reports, visualize key insights, and drive informed decisions.

Some of the tools for reporting & action include:

 

 

1. Microsoft Power BI – Interactive data visualization and reporting.
2. Google Data Studio – a Cloud-based business intelligence platform.
3. Tableau – Advanced analytics and visualization.
4. SPSS & Stata – Statistical tools for complex data analysis.
5. QGIS – GIS mapping and spatial analytics.
6. Looker (Google Cloud) – Data-driven business intelligence platform.

 

 

Mobile data collection has improved both efficiency and customer satisfaction in the tourism sector in the following ways: 

 

1. Mobile data collection enables instant collection of tourist feedback during their travels, allowing businesses to promptly address any concerns.
2. Mobile data collection has helped in delivering personalized experiences by collecting data on tourists’ preferences, behaviors, and past activities.
3. Mobile data collection tools allow tourism businesses to track customer requests, orders, or service requirements in real-time.
4. Mobile data collection tools allow businesses to predict peak seasons, identify popular activities, and anticipate demand.
5. Tourism businesses and destinations can monitor visitor flows in real-time, helping to identify overcrowded areas and peak times.

 

A female tourist boards a plane on her way to vacation. Picture/Courtesy

Real-World Examples of Mobile Data Collection Transforming Tourism

Mobile data collection tools like KoBoToolBox have driven sustained success in global tourism, providing unmatched insights and efficiency.

The following are real-world examples to demonstrate the transformative impact of mobile data collection in tourism:

 

1. Using KoBoToolBox to Study Promotional Tourism Marketing Strategies in Bhaktapur, Nepal

Nepal, officially the Federal Democratic Republic of Nepal, is a landlocked country in South Asia.

The country is famous for its mountainous terrain, hosting Mt. Everest, the highest point on earth at 8,848 meters/29,029 feet.

Besides Everest, Nepal has eight of the world’s 14 tallest mountains – the Himalayas- making it a major attraction for trekkers, mountaineers, tourists, and adventure seekers from around the world.

 

Project Details

 

1. Bhaktapur is a historic city in Nepal known for its rich culture, architecture, and heritage.
2. Despite its historical relics, the city has for long struggled with attracting a steady flow of tourists.
3. Its local tourism scene suffered from limited awareness of Bhaktapur’s unique offerings, among other challenges.
4. In 2022, a tourism research project was initiated in collaboration with the Nepal Tourism Board and local stakeholders in Bhaktapur.
5. The project aimed to evaluate the effectiveness of different promotional marketing strategies in boosting tourist arrivals.
6. KoBoToolBox was adopted as the primary data collection tool for conducting surveys and collecting real-time feedback from both domestic and international tourists.

 

 

Mount Everest, standing at 8,848 meters (29,029 feet), is the highest peak in the world, attracting climbers and adventurers from around the globe. Picture/Courtesy

 

 

Challenges Before the Adoption of Mobile Data Collection 

 

 

1. Surveys and feedback were often done manually or with paper-based forms, which were time-consuming and prone to errors.
2. There was no centralized platform for data from multiple sources, making it hard to evaluate the success of marketing campaigns or understand the preferences of different tourists.

 

Key Benefits After the Adoption of Mobile Data Collection

 

1. KoBoToolBox enabled researchers and businesses to collect data through mobile devices in real-time, reducing manual errors and speeding up the data collection process.
2. Surveys could be customized based on tourist profiles, enabling more targeted and relevant questions.
3. The tool provided immediate access to collected data, allowing for dynamic analysis of tourist behaviors and preferences.
4. With detailed data on the effectiveness of various promotional strategies, the tourism board could make data-driven decisions to refine future campaigns.
5. The project saved significant costs in printing, data entry, and time by shifting from paper-based surveys to mobile-based digital tools.

 

Source

Promoting Sustainable Tourist Behavior through Promotional Marketing – Research Gate

 

 

2. Social Media Data Collection in Tourism Satisfaction Studies – Italy

Italy’s tourism sector is a cornerstone of its national economy, drawing millions of visitors annually who travel to experience its rich tapestry of historical landmarks, artistic treasures, and diverse landscapes.

From the ancient ruins of Rome and the romantic canals of Venice to the rolling hills of Tuscany and the pristine coasts of Sicily, Italy offers an unparalleled adventure.

Its ever-increasing potential has inspired numerous studies seeking to improve the sector.

One such study was conducted by Roberta Floris and Michele Campagna from the University of Cagliari, Italy.

 

Project Details

 

 

 

1. The study investigated the relationships between tourist satisfaction, destination resources, and the tourism sector capacity.
2. Researchers Floris and Campagna sought to enrich decision-making and regional tourism planning through adequate data on tourism satisfaction.
3. The researchers used popular social media platforms TripAdvisor.com.com and Booking.com between May 2012 and May 2013 to collect data during the study.
4. A special database was also created to store data collected from the social platforms.
5. The adoption of social media data collection was seen as a more efficient alternative to traditional, expensive, and time-consuming surveys.

 

Challenges Before the Adoption of Social Media Data Collection

 

1. Traditional surveys and data collection methods require substantial financial and human resources.
2. Surveys often took a long time to process, which delayed decision-making and planning.
3. Conventional methods often had limited participation, and results did not necessarily reflect the entire tourist population.

 

 

Social media platforms provided instant feedback from a wide range of tourists on different destinations. Picture/Courtesy

 

 

Key Benefits After the Adoption of Social Media Data Collection

 

 

1. Social media platforms provided instant feedback, enabling quick adjustments to tourism strategies.
2. Studying reviews on Booking.com and TripAdvisor gives a diverse range of tourists, offering insights from different countries and cultures.
3. Social media data collection was far less expensive than traditional survey methods.
4. It allowed for a deeper understanding of tourist preferences, including subjective experiences captured through text reviews.

 

Source

Social Media Data in Tourism Planning: Analysing Tourists’ Satisfaction in Space and Time – University of Cagliari

 

 

3. GIS in Capturing Potential Sites for Ecotourism in Kwale County, Kenya

 

Kwale County in Kenya’s coastal region offers a diverse tourism experience, blending pristine beaches with rich inland ecosystems.

The county has Diani Beach which is a globally recognized destination, in addition to inland tourist attractions such as the Shimba Hills National Reserve.

Ecotourism holds significant potential to drive natural resource conservation and local development, provided it’s managed effectively.

This has informed several ecotourism studies in Kwale aimed at protecting its vibrant greenery while promoting tourist activity.

The Shimba Hills Game Reserve, Matuga Forest, and Mwaluganje Elephant Sanctuary are some of the destinations that have attracted both tourists and conservationists.

 

Project Details

 

1. Between November 2015 to January 2016, Jomo Kenyatta University of Agriculture and Technology (JKUAT) researchers sought to identify and analyze potential ecotourism sites in Kwale County, Kenya.
2. The study also aimed to understand how these sites enhance the socio-economic status of the Indigenous communities.
3. Geographic Information Systems (GIS) were used alongside other data collection methods to assess natural and cultural attractions, including forests, wildlife areas, and heritage sites.
4. This information was effectively collected through a GPS receiver.
5. A GPS receiver determines its location by analyzing signals from orbiting satellites.
6. It calculates the distance from multiple satellites orbiting the earth to pinpoint its geographic coordinates.
7. This technology is essential for navigation, surveying, and various location-based applications.

 

 

Challenges Before the Adoption of GIS for Ecotourism Studies in Kwale

 

1. Data collection was often done manually, which was time-consuming and prone to errors.
2. Data from different sources were hard to integrate, making comprehensive analysis difficult.
3. Traditional methods were slow and limited in scope, affecting decision-making for ecotourism development.

 

A herd of elephants roaming inside the Shimba Hills National Reserve in Kwale County, Kenya. Picture/Courtesy

 

 

Key Benefits After the Adoption of GIS in Kwale Ecotourism Studies

 

 

1. GIS allowed for the integration of satellite imagery, topographical maps, and field data, offering a comprehensive view of the area.
2. GIS facilitated the analysis of spatial relationships, helping identify optimal ecotourism sites based on criteria like accessibility, terrain, and biodiversity.
3. Stakeholders could quickly assess various sites, prioritize them, and develop sustainable tourism plans.
4. GIS maps made it easier to present the findings to local communities, policymakers, and investors.
5. By identifying ecotourism sites, the local community stood to benefit from increased tourism-related income.
6. Investors and businesses could use the analysis to identify lucrative tourism opportunities.

 

Source

GIS In Analysis of Potential Sites For Ecotourism (A Case Study of Kwale County) – IOSR Journal of Environmental Science, Toxicology and Food Technology (IOSR-JESTFT)

 

4. Use of Drones in Tracking Tourist Behavior in Crowded Spaces – Spain

 

Spain is one of the most highly-frequented tourist hotspots around Europe. Cathedral Square in Girona and the Empúries Ancient Greek site are consistently overcrowded tourist destinations in northeastern Spain.

Authorities and tourism agencies rely on real-time data to manage the crowds of visitors during low and peak seasons.

 

Project Details

 

 

1. In 2019, a team of researchers used drone technology to monitor and study tourist behavior in crowded spaces, with a focus on high-traffic tourist attractions.
2. Drone technology was adopted because of its ability to capture zenith images (aerial views directly overhead) and time-lapse data over extended periods.
3. The drones provided researchers with comprehensive insights into patterns of movement, crowd dynamics, and visitor flow.

 

Challenges Before the Adoption of Drones

 

1. Manual observation from the ground could only capture a small fraction of the overall visitor movement, leading to incomplete data.
2. Other data collection methods, such as installing fixed cameras, required substantial investments in infrastructure, maintenance, and staffing.
3. Manual counting and tracking could lead to errors in accurately identifying behavioral patterns.

 

An early morning shot of the Girona Cathedral Square in Catalonia, Spain. The site receives crowds of tourists and pilgrims from around the world. Picture/Courtesy

 

 

Key Benefits After the Adoption of Drone Technology

 

1. Drones provided a wide coverage area, allowing researchers to capture entire crowds at once.
2. Drones could collect real-time data, providing up-to-date information that could be immediately analyzed.
3. Aerial images captured by drones were highly accurate, allowing for precise tracking, and identifying hot spots of tourist activity, congestion, and areas of interest.
4. Tourism authorities gained insights into how crowds behave in high-traffic tourist areas, which could help with crowd management, safety protocols, and infrastructure planning.
5. Tour operators could adjust their operations like tour scheduling, and service offerings to enhance the overall visitor experience.

 

Source

Tracking visitors in crowded spaces using zenith images: Drones and time-lapse – ScienceDirect

 

 

Also read: Mobile Data Collection Transforms Agriculture: Industry Case Studies

 

 

5. Online Surveys in Assessing the Impact of Tourist Overcrowding on Local Residents – Amsterdam

Overtourism in Amsterdam has led to measures that manage tourism but indirectly affect residents, often involving financial implications. For instance, restrictions by authorities on Airbnb rentals influence housing availability and costs.

The Dutch capital has continuously seen an overwhelming influx of tourists that strains local infrastructure, disrupts residents’ daily lives, and impacts the city’s cultural and environmental sustainability.

Amsterdam has increased tourist taxes paid by visitors to generate revenue that can be used to manage the negative impacts of tourism, such as overcrowding.

 

Project Details

 

 

1. In 2013, researchers from the Vrije Universiteit conducted a study to assess the impact of tourist overcrowding on residents in Amsterdam.
2. The academics adopted online surveys as a data collection method, then seen as a more efficient and cost-effective means of reaching a larger sample of residents.
3. By focusing on the experiences and perceptions of locals, the researchers better understood how high tourist volumes in popular urban spaces affected the residents.

 

 

Challenges Before the Adoption of Online Surveys

 

 

1. Traditional survey methods like face-to-face interviews and paper surveys were geographically limiting as they required researchers to seek respondents physically.
2. The process of collecting data via paper surveys or face-to-face interviews had significant costs.
3. Traditional methods were slower in data collection and analysis.

 

 

Crowds of tourists spotted at the Amsterdam Central Train Station during the summer. Picture/Courtesy

 

 

Key Benefits After the Adoption of Online Surveys in Amsterdam Tourism Studies

 

 

1. Online surveys allowed the researchers to reach a wider demographic within the local population of Amsterdam.
2. One of the most significant advantages of using online surveys was the reduction in costs.
3. Online surveys allowed for faster data collection.
4. Respondents were able to complete the survey at their convenience, which likely increased the response rate.
5. Policymakers obtained insights into the impact of tourist overcrowding on the residents of Amsterdam. They could use the findings to implement more sustainable tourism strategies.
6. Locals who participated in the survey directly benefited by having their voices heard regarding the issue of overcrowding.

 

Source

Crowding Externalities from Tourist Use of Urban Space – Tinbergen Institute Discussion Paper.

Conclusion

Tourism is about customer satisfaction as it revolves around the experiences and enjoyment of individuals who travel to new places for leisure, business, or other purposes.

 

Providing unique and memorable experiences for travelers is key, as satisfied tourists are more likely to return, share positive feedback, and recommend destinations or services to others.

 

Mobile data collection has significantly transformed the tourism sector by improving the efficiency, accuracy, and responsiveness of data collection and analysis.

 

As demonstrated across various case studies, tools like drones and GIS devices have empowered researchers and industry stakeholders to capture real-time insights from local communities and tourists, addressing challenges such as overcrowding and conservation.

Post Tags:#Mobile data collection