404 COMPETITION LAW IN TOURISM destination based on reasonable growth. Thus, advances such as big data, the Internet of Things, cloud computing, Artificial Intelligence or blockchain, just to point out themost important ones, have a determining role in the configuration of intelligent tourist destinations. 3.2.1. BIG DATA AND THE REUSE OF TOURIST INFORMATION We are no longer, in reality, before a novelty, because, for several years, the concept of big data has been used to refer to the phenomenon by means of which enormous amounts of digital information, practically unattainable by the human mind, is captured, managed and treated by automated information systems. The main characteristic of this system, however, lies in the potential capacity to “discover or infer facts and trends hidden in these data”18. Therefore, it becomes an ideal tool to better understand the behaviour of citizens before certain services offered in the market and, in addition, to try to deduce future behaviours, so that we can anticipate possible trends. This is, precisely, the main use that can be given to big data in the tourism sector, that is, to better understand the behaviour of consumers and deduce possible changes in attitude. In short, perform a predictive market analysis and adopt a proactive position in the face of possible changes19. Additionally, taking into account the current state of the art, this possibility is not reserved for large companies and operators in the sector, but it is within reach, at a reasonable price, of any small, medium or micro enterprise, increasing the competitiveness of the same. However, the fact that the data on which these tools act comes from the tourists themselves and the residents of a certain tourist destination, so that, to a large extent, they should obtain some information or advantage from those companies that take advantage of the data and information inferred. Only by reflecting the benefit of that information on the residents and visitors of the tourist destinations, wewill bemoving towards a sustainable tourismdevelopment based on technology. This is an idea that, for now, can only be pointed out, but that can be, without doubt, very interesting. Another intriguing question that arises about big data refers to the use that companies and individuals can make of the data generated by the public administrations with competence in tourism. According to the provisions of Law 19/2013, of 19 November, Transparency, Access to Information and Good 18 GIL, E., Big data, privacidad y protección de datos, Agencia Española de Protección de Datos, 2016, p. 16. 19 Big Data, challenges and opportunities for tourism, op. cit., p. 12.
RkJQdWJsaXNoZXIy MTE4NzM5Nw==