|Tourist density and flows calculated by Flikr (app) database.|
However, not all consumers are on board with VGI. While collecting VGI is useful for the companies, many users disapprove and a good deal of mistrust is felt by these consumers. In addition to consumer mistrust, VGI is a problematic and unreliable data as a random population sample: Due to the lack of knowledge about the motives, conditions, contexts and socio-economic characteristics of the users, VGI datasets hardly allow for a reliable interpretation of who and what the analysis represents, let alone a generalization" (Fisher).
Ultimately, there is much to be developed and understood about VGI. Scholars propose that it is important to understand geo-media as a communicative process rather than simply information processing technology.
Fischer, F. (2012, April 1). VGI as Big Data. A New but Delicate Geographic Data-Source. Retrieved February 13, 2017.