Tourism, Technology & Data research cluster launched at the University of Edinburgh
A new Tourism, Technology & Data research cluster has been launched by the Centre for Data, Culture & Society at the University of Edinburgh. With members from across the College of Arts, Humanities and Social Sciences, the cluster explores the adoption and use of a range of technology tools in the tourism sector. It aims to generate impactful research and actionable, data-driven insights to support businesses in developing sustainable and resilient tourism and has expertise in digital marketing, statistics, big data analytics, artificial intelligence and machine learning.
Recent projects include an initiative to assist Edinburgh-based tourism businesses in their efforts to recover from the impact of the Covid-19 pandemic: researchers developed data-driven insights into key visitor markets that can be used for strategic decision-making and marketing communication activities. Cluster members are also currently collaborating with businesses on a range of technology and data-driven research projects; some research partners include Edinburgh Tourism Action Group and Traveltech for Scotland.