“…For example, user-generated content (UGC) data can be used by both researchers and practitioners to understand tourists', residents' and hospitality service consumers' perceptions and behaviors (e.g., Cheng and Jin, 2019;Ranjbari et al, 2020;Zhang et al, 2019). Moreover, GPS location data, matched with social media data in traveler smartphones, offer tourism firms insights on what travelers like, or on their needs, thus allowing marketers to profile customers (Dursun and Caber, 2016) and create location and context-specific offers based on travelers' preferences, tastes, needs and behaviors (Buhalis and Sinarta, 2019), which are tracked dynamically (Stylos et al, 2021).…”