Designing a real-time data streaming technique for enhancing the effectiveness of destination selection

Abstract

The effectiveness of tour destination selection is dependent on pre-visit information sources. As competition increases in the tourism industry, destination organisations need to improve current destination selection processes. Research on current processes indicate that information sources accessed by potential tourists when making travel decisions may not be a true reflection of what the destination is offering. Any negative difference between perceived images during pre-visit and real images during the actual visit may result in poor destination reputation and dissatisfied customers. This research addresses this gap by improving the process of destination selection using a real-time data streaming mediation technique as an additional pre-visit information source. The researcher adopted a social-technologist research paradigm and a design-science approach. The research process was executed in three phases; the first phase focused on gathering knowledge on destination selection and pre-visit information sources. The findings in Phase 1 were used in Phase 2 to develop and test the performance of a prototype. Phase 3 involved the evaluation of the prototype tool in a real-world setting. One of the main outcomes of this research is the development of a destination selection framework using real-time data streaming mediation and a tool (http://www.tourcamportal.com) as proof of concept. This research has shown that real-time images are valuable pre-visit information sources when making travel decisions. Real-time images authenticate destination attractions, provide real-time availability of destinations, reduce speculations on destination attractions, and provide actual representations of destinations. The findings of this study contribute the body of knowledge and practice in the tourism sector and provide new areas for further research.