The role of Wi-Fi networks to understand visitor behaviour

In recent years, we have seen an increasing use of mobile devices to access the Internet, allowing individuals access to tourist platforms at all stages of their trip. The European Union and Turismo de Portugal are aware of changes in consumer behaviour and have encouraged local authorities to implement or expand free Wi-Fi networks in areas of high tourist interest. Data from Wi-Fi access points in tourist areas allow for understanding how tourists navigate and utilize spaces, identify popular attractions, and detect peak times of visitation. This information can help in optimizing resource allocation, improving visitor experiences, and managing visitor flow. The objective of this study is twofold: to analyze the use of Wi-Fi networks in tourism and to understand the intermunicipal strategy regarding this issue, as well as to assess the perception and experience of municipalities on the use and usefulness of free Wi-Fi for understanding visitor behaviour at the local level. A mixed research methodology was used, involving the application of questionnaires to Portuguese tourists over three different years and conducting interviews with the Intermunicipal Community and three municipalities of Alto Alentejo. This study has practical implications for tourism organizations, allowing them to understand the user profile of the Wi-Fi network and its usefulness for visitors in enjoying tourism at a given destination, as well as understanding the practices of data usage to support decision-making by local governments.