DESTINATION BRAND GNOSIS (DBGNOSIS): AN INNOVATIVE TOOL FOR TOURISM RESEARCH

Abstract

The present study addresses the case of Destination Brand Gnosis (DBGnosis), a purpose developed software for analysis of Big Data related to tourism destinations, especially to destination image studies. DB Gnosis was purposefully developed to carry out the research tasks of the Tower of Babel project, which analyses destination image formation through a global, multilingual, qualitative survey. In the present study, the program’s potential is discussed, and its operation is minutely described. DB Gnosis is a free to use software, with intuitive controls, that allows for both quantitative and semantic Big Data analysis. It is also being constantly improved due to inputs and contributions from researchers, software engineers, and statisticians, and offers extremely fast data processing. It is a brand-new program that was purpose developed to fill a noticed gap in the realm of data analysis software packages, and this study is the first piece of academic literature to address it.