Page - 196 - in Intelligent Environments 2019 - Workshop Proceedings of the 15th International Conference on Intelligent Environments

In the following pages we will analyze the challenges that, from the perspective of administrative intervention, smart tourism is posing, especially in terms of privacy and security. II.- INTELLIGENT TOURISM AND DATA In the tourism sector, the data revolution is particularly intense and important. Intense because statistics reveal that more than 95% of travelers use digital resources during their travels, visiting an average of 19 web pages on each trip [1]; The mobile channel has become an important means of sale in the sector, reaching 12.5% of all online reservations [2]. And important because in general terms the digital revolution has an impact of 1'25 trillion euros in the main world economies [3] , and in particular because tourism data have a strategic value of first order in that they allow predicting future behavior and anticipate with offers competitive Additionally, in tourism, more than in any other field, the flow of data may be national, but also cross-border, which complicates, in a way, the legal relations of hiring and challenge in the judicial area and, as far as concerns here, administrative control. The macro data technique combines the treatment of a greater volume of information, at a higher speed, from a variety of data and from different sources, achieving greater accuracy in the treatment of information [4]. Indeed, an intelligent analysis of the data allows to detect behaviors and trends, to know the client and the development of the product, to optimize processes, attract and retain clients, and ultimately make decisions proactively and quickly. All this in a sector that moves in Spain 137.020 million euros per year and that constitutes 11'7% of GDP [5]. Moreover, this massification of tourist data is inserted in a context of open government and transparency, so that the legal system requires publication of relevant information available to Public Administrations, making possible the reuse of data through the use of standards technological and mass information treatments. In this context, the administrative perspective can not go unnoticed, because - taking into account that all levels of Administration participate in tourism as a matter of competence - it must be admitted that Public Administrations are one of the main data creators, whose treatment and processing allows making public decisions, assessing the effectiveness of standards and facilitating citizen participation. Additionally, this data revolution create a brand new concept of tourist, who pays attention to the data he finds at the net [6]. III.- ADMINISTRATIVE INTERVENTION AND INTELLIGENT TOURISM Either because the Administration is an active agent in the generation and reuse of tourist data, or because it has to ensure that access to data and use made by the private F.J.BauzáMartorell / IntelligenceTourismandPublicAdministration196