ENHANCING TOURISM DEMAND FORECASTING EFFECTIVENESS WITH GOOGLE TRENDS

Abstract

The rapid development of the Internet has generated an enormous amount of data. Analyzing big data to obtain helpful information has attracted much attention. An interesting recent research direction is "search engine data," where the results of analyzing search data have provided valuable business information. Google Trends is a popular target in search engine data research because it is available and easily accessible. This paper analyzes the forecasting method based on search engine data, including collecting data from Google Trends, exploring how to use the data, and describing how to make forecasts. The paper uses international tourist arrival data from Vietnam to evaluate the effectiveness of a combined approach based on historical data and Google Trends.

Keywords: Tourism demand forecasting; search engine data; Google Trends; Vietnam tourism.