Integrating big data and marketing concepts into tourism, hospitality operations and strategy development

Chih-Hsing Liu (), Jeou-Shyan Horng (), Sheng-Fang Chou (), Tai-Yi Yu (), Yung-Chuan Huang () and Jun-You Lin ()
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Chih-Hsing Liu: National Open University
Jeou-Shyan Horng: National Open University
Sheng-Fang Chou: National Open University
Tai-Yi Yu: National Open University
Yung-Chuan Huang: National Open University
Jun-You Lin: National Open University

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 2, No 43, 1905-1922

Abstract: Abstract Big data (BD) research articles are on new issues, this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. Content analysis was conducted to gather materials from the particular studies. For each study, the content analysis included the title, abstract, journal, type of sample, exploration design, statistical and analytical techniques, data collection process and keywords was also conducted to confirm the main results of the criteria. The research shows that big data adds value to marketing strategies by using social media to collect information from consumers, which is complemented with appropriate evidence relevant to predicting their needs and behaviors.

Keywords: Big data; Marketing strategy; Technology analytic; Online review (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11135-022-01426-5

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