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Purpose Big data analytics allows researchers and industry practitioners to extract hidden patterns or discover new information and knowledge from big data. Although artificial intelligence (AI) is one of the emerging big data analytics techniques, hospitality and tourism literature has shown minimal efforts to process and analyze big hospitality data through AI. Thus, this study aims to develop and compare prediction models for review helpfulness using machine learning (ML) algorithms to analyze big restaurant data. Design/methodology/approach The study analyzed 1,483,858 restaurant reviews collected from Yelp.com. After a thorough literature review, the study identified and added to the prediction model 4 attributes containing 11 key determinants of review helpfulness. Four ML algorithms, namely, multivariate linear regression, random forest, support vector machine regression and extreme gradient boosting (XGBoost), were used to find a better prediction model for customer decision-making. Findings By comparing the performance metrics, the current study found that XGBoost was the best model to predict review helpfulness among selected popular ML algorithms. Results revealed that attributes regarding a reviewer’s credibility were fundamental factors determining a review’s helpfulness. Review helpfulness even valued credibility over ratings or linguistic contents such as sentiment and subjectivity. Practical implications The current study helps restaurant operators to attract customers by predicting review helpfulness through ML-based predictive modeling and presenting potential helpful reviews based on critical attributes including review, reviewer, restaurant and linguistic content. Using AI, online review platforms and restaurant websites can enhance customers’ attitude and purchase decision-making by reducing information overload and search cost and highlighting the most crucial review helpfulness features and user-friendly automated search results. Originality/value To the best of the authors’ knowledge, the current study is the first to develop a prediction model of review helpfulness and reveal essential factors for helpful reviews. Furthermore, the study presents a state-of-the-art ML model that surpasses the conventional models’ prediction accuracy. The findings will improve practitioners’ marketing strategies by focusing on factors that influence customers’ decision-making.

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Purpose This study aims to provide an understanding of the concept of service innovation resulting from emerging technologies and suggest areas for future hospitality and tourism research. By thoroughly reviewing previous literature, this study provides the basis for improving customer service with service innovation. Design/methodology/approach This study examines the existing body of knowledge from leading hospitality, tourism and business journals by performing content analysis. Findings This study reveals the multifaceted aspects of service innovation practices using emerging technologies. Findings provide an evidence base to future studies by highlighting the role of technology in hospitality and tourism service innovation. Originality/value The major contribution of this study is the demonstration of an approach for both academic researchers and service providers how they can use the technology to improve customers’ perceived value, experience and engagement.

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