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Quality & Quantity
Published in: Quality & Quantity 2/2023

13-06-2022

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

Authors: Chih-Hsing Liu, Jeou-Shyan Horng, Sheng-Fang Chou, Tai-Yi Yu, Yung-Chuan Huang, Jun-You Lin

Published in: Quality & Quantity | Issue 2/2023

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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.
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Metadata
Title
Integrating big data and marketing concepts into tourism, hospitality operations and strategy development
Authors
Chih-Hsing Liu
Jeou-Shyan Horng
Sheng-Fang Chou
Tai-Yi Yu
Yung-Chuan Huang
Jun-You Lin
Publication date
13-06-2022
Publisher
Springer Netherlands
Published in
Quality & Quantity / Issue 2/2023
Print ISSN: 0033-5177
Electronic ISSN: 1573-7845
DOI
https://doi.org/10.1007/s11135-022-01426-5

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