FORECASTING TOURISM FLOWS USING ONLINE ANALYTICS TOOLS
Keywords:
Tourism forecasting, online analytics, Google Trends, digital tourism, big data, predictive analysis, tourism demand, Uzbekistan, digital tools, smart tourism.Abstract
This paper explores the use of online analytics tools to forecast tourism flows and enhance decision-making in the tourism sector. In an era where digital footprints and user behavior generate vast amounts of data, tourism authorities and businesses can now access real-time insights through tools such as Google Trends, web traffic analysis, social media metrics, and booking platform data. The study examines how these digital tools help predict tourist demand, understand seasonality, monitor trends, and improve marketing strategies. Special attention is given to how such tools can be applied in the context of Uzbekistan to support evidence-based planning and optimize tourism management. The paper also discusses the challenges of data accuracy, privacy concerns, and the need for digital literacy among tourism professionals.
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