Big data denial and transformative possibilities: Exploring the meaning of big data in Corfu’s SMEs

Taking the specific example of the Ionian island of Corfu (in Western Greece) for the purposes of this investigation, the relevance of big data to tourism suppliers is studied, as well as discussing its fit with governance. To make this possible, a mixed-method research approach was used and, whilst the resulting findings are limited, they highlight a range of issues worthy of further scrutiny, especially considering the increased interest in the subsidiarity issues of islands. The objectives of this chapter are summarised as: (a) to explore the relevance of big data for small businesses; (b) to evaluate the relationship between governance and small busine ss development; (c) to illustrate Corfu’s small tourism businesses’ perceptions; and (d) to propose the role of DMOs in supporting data usage for SMEs. This chapter is an exploration of how big data and the supposition of its value to organisations matches reality in terms of macroeconomic figures and the continuing growth of the tourism sector.