NUEVOS RETOS Y COMPETENCIAS EN LA SOCIOLOGÍA DEL TURISMO.

This paper reflects on the understanding of the tourism phenomenon from social research in the era of big data, analyzing the use of artificial intelligence to identify emotions, social networks on the internet to draw user profiles and scoring systems to compute ratings. New research practices, arising from marketing, may relegate the measurement instruments that social scientists have traditionally used. Conditioned by their business purpose, these innovative techniques contain ethical and methodological problems that, in the field of tourism, are related to attempts to analyze emotions and opinions quantitatively. Problems that can become an object of analysis for the sociology of tourism. [ABSTRACT FROM AUTHOR]