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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Chih-Hsing Liu & Jeou-Shyan Horng & Sheng-Fang Chou & Tai-Yi Yu & Yung-Chuan Huang & Jun-You Lin, 2023. "Integrating big data and marketing concepts into tourism, hospitality operations and strategy development," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(2), pages 1905-1922, April.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:2:d:10.1007_s11135-022-01426-5
    DOI: 10.1007/s11135-022-01426-5
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    References listed on IDEAS

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