Smart destination cards as big data generators. A proposal for a checklist and its application to Trentino Guest Card

Abstract

Quality data on tourist behaviour is essential for destination management organisations, the promoters of smart destination cards (SDC). The different configurations of SDC stem from the relative importance attributed to their goals and entail different levels of quality of the data they collect. SDC are not only big data generators, but also marketing tools and the outcome of the cooperative games between the included attractions, with a trade‐off between these features. Consequently, strong sample selection, price distortion effects, and collection of limited personal details on card users often characterize SDC data. We propose a checklist for assessing the potential of SDC as big data generators, whose items are: large coverage of diverse attractions; same discount for all included attractions; low card price; stability of features over time; collection of personal data at issue. We exemplify its use by applying it to the SDC of Trentino, an Italian mountain destination.