Harnessing Big Data Analytics for Sustainable Innovation in Green Guesthouses

The hospitality industry is increasingly embracing sustainability practices to meet the growing demand for eco-friendly accommodations. Green guesthouses, which prioritise environmental sustainability, are becoming a significant segment in the tourism sector. This study explores the strategic management of green guesthouses in the Eastern Cape, South Africa, with a focus on leveraging big data analytics as a disruptive technology to enhance business sustainability among these accommodation establishments, through the use of the Resource-Based View (RBV) theory. This theory provides information on how big data capabilities, as strategic assets, can be used to enhance service quality and create a sustainable competitive advantage in eco-friendly lodging environments. The SERVQUAL model is also used to look at the quality of service in green guesthouses. This model combines traditional service dimensions with indicators that focus on sustainability. The model further gives us a strong framework for looking into how green guesthouses in the Eastern Cape can use data-driven strategies to improve guest experiences and business performance. The research examines the current state of green guesthouses, the role of big data analytics in strategic decision-making, and the potential benefits and challenges of integrating this technology into their operations. The study adopts a qualitative, exploratory approach utilising semi-structured interviews. Participants consisted of seven guesthouse managers in East London, each with two to seven years of experience. Purposive sampling was employed as the technique, continuing until data saturation was achieved after six interviews. Data collection involved recording the interviews, transcribing them, and analysing the content using thematic analysis (Braun & Clarke, 2006). Findings reveal that while green guesthouses are adopting sustainable practices, the adoption of big data analytics remains limited due to financial constraints, lack of expertise, and data privacy concerns. As a result, the study highlights the transformative potential of big data analytics in optimising resource usage, improving customer experiences, and driving long-term sustainability. Recommendations are provided for stakeholders, including guesthouse managers, policymakers, and industry associations, to foster the adoption of data-driven strategies. Stakeholders benefit from improved decision-making, operational efficiency, and guest satisfaction. For policymakers, informed planning and regulation are essential for sustainable tourism development, fostering inclusivity and minimising environmental impact. This research contributes to the growing body of knowledge on sustainable tourism and offers practical insights for enhancing the sustainability of green guesthouses through innovative technologies.