Measuring consumer behavior in hospitality for enhanced decision making

"In the digital environment, suppliers can collect complementary information to consolidate knowledge about the customers, preferences and expectations that will make the visited hotel or place unique. Simultaneously, transform tourist experiences into a memory associated with travel, full of emotions and sensory impressions, contribute to the sustainability of local populations, reduce inequalities, and cooperate to improve the quality of the guest experiences. This book differs from others in the same areas because it aims to place the emphasis on using big data, to obtain more collect more accurate and detailed information to gain a 360 view of customers, considering ICT as the main driver that creates the development environment and enhances the tourist experience in general, making it a more sustainable and intelligent tourist destination The analysis of all the customers' touchpoints, such as browsing history, social media, email, and call centre, enables companies to gain a much more complete and deeper understanding of customer behaviour { what ads attract them, why they buy, how they shop, what they buy together, what they'll buy next, why they switch, how they recommend a product/service in their social network, etc. with the aim to increase customer satisfaction and revenue. Currently, and in a transversal way, the digital transformation is a growing presence in the lives of all the partners that to the tourism system. Hence the relevance of studying this relationship through the development of research in the areas of hospitality, guest intelligence, and customer insights will help to increase the development of the value-added to the tourism experiences in the tourism destinations"--