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- Title
Integrating big data and marketing concepts into tourism, hospitality operations and strategy development.
- Authors
Liu, Chih-Hsing; Horng, Jeou-Shyan; Chou, Sheng-Fang; Yu, Tai-Yi; Huang, Yung-Chuan; Lin, Jun-You
- 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.
- Subjects
BIG data; VALUE added (Marketing); TOURISM marketing; CONSUMER education; HOSPITALITY; MARKETING strategy
- Publication
Quality & Quantity, 2023, Vol 57, Issue 2, p1905
- ISSN
0033-5177
- Publication type
Article
- DOI
10.1007/s11135-022-01426-5