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Licensed Unlicensed Requires Authentication Published by De Gruyter Oldenbourg September 10, 2021

The Big Data Illusion

Dirk Schmücker and Julian Reif


Big Data analysis has drawn considerable interest both in tourism research and practice. The authors argue that, although the potential impact is promising, implementation often fails due to insufficient access to the data needed: Although Big Data is there, it is often not available for practical application. The authors therefore call to action in generating and using not only big, but open data.

Final remark

The authors whish to thank the editors for helpful comments on an earlier draft.


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Published Online: 2021-09-10
Published in Print: 2021-09-08

© 2021 Walter de Gruyter GmbH, Berlin/Boston

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