Module 3: Data Analytics

The module introduces learners to the digitalization of sustainable cultural tourism, emphasizing how small and medium enterprises (SMEs) can leverage digital technologies to enhance their businesses. It highlights the importance of innovation and adaptability in the competitive tourism industry and advocates for data-driven decision-making over assumptions. The module delves into the realm of data analytics, explaining its types and applications in tourism, such as understanding consumer trends, improving business strategies, and enhancing sustainability efforts. Additionally, it offers practical tips on utilizing tools like Google Analytics, Excel, and third-party platforms to gather and analyze data effectively. The module emphasizes the significance of maintaining data privacy and security while leveraging data analytics to make informed decisions in the ever-evolving landscape of tourism.