Page 48 - Smart tourism: A path to more secure and resilient destinations

In addition to the solutions outlined above, tourism specific Key Performance Indicators (KPIs) for
the destination management:

1. Demand

a. Number of visitors (overall and overnight ones)

b. Spending (overall and per arrival/trip)

c. Distribution between national and international demand
d. Seasonality / Dispersal of demand in time

e. Geospatial dispersal

f. Diversification of source markets (i.e., limit the dependence on a certain number of source
markets)

2. Employment (level, quality, and gender balance)

3. Environmental KPIs (waste and water management, sewage management, climate change)
4. Local Satisfaction

5. Economic benefits / Leakages

6. Accessibility

4.4.4.1 Visitor segmentation and profiling

4�4�4�1�1 Description

Capturing and analysing visitor data to
segment tourist profiles and create new
personalized experiences by categorizing
digital interactions, comments on social
networks, tourist service chats, incident
channels, blogs, mobile applications, among
others, and synthesizing the data.

4�4�4�1�2 Main characteristics
• Qualitative analysis of the feedback provided by tourists before, during and after their visit to the
destination, through mobile data and Wi-Fi antennas and their interaction with the destination's
different marketing channels.
• Generation of configurable reports with data matrices of the visitors under study segmented
by age range, nationality, gender, origin, average stay, overnight stays, and so on.

38 Smart tourism: A path to more secure and resilient destinations