Tourism demand forecasting from the perspective of mobility: a brand-new predictive variable generated from intercity population mobility big data

Abstract

ABSTRACT Few studies have investigated tourism demand forecasting from a mobility perspective. We explore whether population mobility data improve the ability to forecast tourist volumes in scenic spots. We selected Jiuzhaigou and Mount Siguniang in China as study cases and ensured the robustness of the results using single- and multistep rolling evaluation techniques. The findings reveal a significant correlation, long-term cointegration, and two-way Granger causality between intercity population flow and tourist flow. The comparison model with population flow as a variable outperforms the benchmark model. We prove the feasibility of leveraging population flow in tourism demand forecasting and suggest further research.