Advanced Visitor Tracking Analysis in Practice: Explorations in the PortAventura Theme Park and Insights for a Future Research Agenda

In this article we discuss the strategic use of visitor tracking data in the good management of visitor attractions and tourist destinations, also highlighting the challenges that could be presented by tracking visitors in different attraction types and sites. Based on the practice and results from a tracking experiment in the PortAventura theme park, an enclosed and controlled environment, we then illustrate the actual and potential uses that attraction managers can do of this information, proposing a number of logistic and technical solutions to enhance the use of tracking data in this specific type of attractions. Finally, the paper present a future research agenda into visitor spatial behaviour using tracking technologies in semi-open and open environments other than theme parks and leisure attractions.

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