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Millions of ratings and reviews about products are available on the Internet for free, and they are used by academic researchers in the tourism sector. Data from websites like TripAdvisor are replacing or complementing traditional questionnaires and interviews. The authors are proposing a methodology to estimate the percentage accounted for by the sample of self-interviewed individuals over the total study population, in order to calculate the reliability of the results obtained. Average percentages obtained for hotels cannot be easily generalized due to the high dispersion in participation rates among hotels, even in the same city. Participation levels for tourist attractions are substantially lower than those for hotels and are likely biased, due to the fact that some tourists evaluate places without actually visiting them, merely after viewing them from the outside.

This chapter analyzes the pricing policy of hybrid P2P lodgings versus traditional hotels in relation to seasonality. A quantitative comparative analysis of room prices in Airbnb and hotel lodgings in the city of Barcelona was conducted across four different pairs or dates (peak versus low season) in one year. Overall, the study shows that Airbnb prices are significantly lower than those of hotels and that the former’s prices fluctuate very little, whereas hotels use yield or revenue management techniques to adjust prices in high and low seasons. This implies that relevant purchase behavioral changes may occur in terms of customers waiting until the last minute to book.

In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability, consumer benefits and experiences, and networking among entrepreneurs and associated opportunities. It is argued that addition to tourism intelligence often lies in improving communication, building trusted connections, and affirming local networks. A focus on the need for trust, the use of tools for insights, the value of identifying new trends, and understanding target markets, together with the usefulness of training and an appreciation of time, help smooth the journey along the long and winding road from analysis to action.