Efforts to aggregate data comprehensively have prompted a crisis of analysis. Such a crisis presents itself when big data use within the tourism industry increasingly treats individuals and their subjective practices as mere objects. Heightened recognition of tourism as a series of distinctive and creative human actions is counterbalanced by an exuberance for impersonal mass quantification. A crisis of analysis is identified through a qualitative study of tourism-focused trade journal articles that address big data. This type of crisis reflects the rise of a positivistic, business-driven way of knowing that creates tensions within the tourism industry. The position and power of individuals – tourists and practitioners – is steadily undermined and capital accumulation becomes threatened due to big data use.

全面汇总数据的努力引发了分析危机。当旅游业中使用大数据越来越多地将个人及其主观行为视为对象时，就会出现这种危机。对旅游业作为一系列独特和创造性的人类行为的高度认可，被非个人化的大规模量化的繁荣所抵消。通过对以旅游业为重点的贸易期刊文章的定性研究，可以解决分析危机，这些文章涉及大数据。这种类型的危机反映出一种积极的，以业务为导向的了解方式的兴起，这在旅游业内部造成了紧张关系。个人（游客和从业者）的地位和力量不断受到破坏，由于大数据的使用，资本积累受到威胁。