Comparative Analysis of Traditional Polling and Profiling Using Big Data Analysis and Geolocalization Data on the Example of Research Among Sports Fans Participating in the 2017 UEFA European Under-21 Championship

Abstract

Purpose. The aim of the paper was multifaceted comparison of two research procedures used to study tourism demand, i.e. classic poll survey and the analysis of smartphone user data using Big Data Analysis (BDA). The aim of the paper was also to review of potential analysis forms that can be performed using data from smartphone users that also contains geolocalization data. Method. The essence of the research study is comparative analysis of two different research methodologies used during the examination of the sports fans of the U21 European Football Championship in Tychy in June 2017. Selected organisational aspects of these studies and the advantages and disadvantages of the research procedures were compared. The study on tourism demand was carried out in two ways. In the first approach, the classic poll method was used in order to survey the tourists at the destination place. The authors conducted a survey with the modified MSSC scale (Motivation Scale for Sport Consumption) on 278 spectators (targeted choice). The results were confronted with the analysis of smartphone users' data (including geolocalization data) using BDA, which was carried out ex-post by an external entity on behalf of AWF Katowice. Findings. The analysis of research procedures brought forward a number of conclusions regarding the advantages and disadvantages of the applied research approaches and allows to estimate the potential of using BDA within the context of tourism demand research. The research analysis gives reasons to revise the classical methodological paradigm on the relatively high costs and difficulties associated with comprehensive research in relation to partial research. There are a number of premises resulting from the smartphoneisation of society, which provide arguments constituting a new paradigm stating that, in the conditions of digitisation of tourist activities, comprehensive research is more and more available and conducting this type of assessment is realistically possible. Research and conclusions limitations. The presented comparative analysis is in fact a case study, which limits the conclusions formulated on its basis. Practical implications. The article may help research teams who plan to or conduct research using data from smartphone users based on BDA, including those who analyse tourist demand research at regional and local levels for public entities. Originality. The novelty of this paper is the attempt to compare research procedures. The work also partially presents the unpublished results of BDA among the fans of the U21 European Football Championships in Tychy in June 2017, which was carried out ex-post by an external entity ordered by AWF Katowice. Type of paper. An article presenting the results of empirical research partly as a case study.