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MOBILE POSITIONING DATA AGAINST TOURISM STATISTICS: THE CASE OF TARTU
Abstract
Rapid developments in information and communication technologies have improved all sort of services, including tourism services. At the same time new technologies can also be used to measure and monitore tourism activities. As tourism generates directly and indirectly an increase in economic activity through consumpting goods and services in the places visited it is important for destination managers to have a clear understanding of the number of visitors as well as their activity, spendings and duration of the visits. An assessment of the number of visitors to a destination and the value of these visits to the economy is the most basic but significant piece of information required for an area and local policy makers. This paper compares the applicability of passive mobile positioning data with most commonly used tourism statistics. We use database of the locations of roaming (foreign phones) call activities in Network cells: the location, Radom ID, time and country of origin of the signaled phone. Using example of Tartu we analyzed the potentiality of mobile positioning data and compared it with accommodation statistics. The results proved that although there is a strong correlation between these two, real picture of the visitors and their activity is totally different from statistical base. The results proved that mobile positioning data has valuable applications for local policy makers as well as tourism enterpreneuers.
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