Are hospitality/tourism curricula ready for big data?

Abstract

Purpose The purpose of this paper is to establish a conceptual framework on how hospitality and tourism educators could incorporate new technology and big data analytics into program curriculum. Design/methodology/approach The research developed a logic model to visualize the benefits/impact of hospitality and tourism data analyst via a literature review approach. Findings The incorporation of statistics, research and the knowledge of data exploration, analysis and insight into hospitality programs would enhance students’ data analysis competencies. Research limitations/implications This is a literature review paper, based on philosophical perspectives from literature review. It would be nice to conduct an empirical study with regard to data analytics in the hospitality and tourism industry. Practical implications The hospitality and tourism program coordinators and/or directors are urged to inspire more students who are interested in adding statistics and accounting studies to the hospitality and tourism field. Also, the hospitality and tourism data analyst would secure attractive job offers as well as enhance the average salary of hospitality and tourism graduates. Social implications Hospitality and tourism data analytics would secure attractive job offers as well as enhance the average salary of hospitality and tourism graduates. Originality/value The paper explored the impact of big data analytics in the hospitality and tourism industry and made recommendations for hospitality and tourism data analytics curricula.

The impact of perceived benefits and risks on the current and intended levels of big data analytics adoption in hotels

“…It also supports corporate sustainability and operational efficiency (Nadkarni et al, 2020) and provides the sufficient knowledge to develop informed policies and long-term strategies (Mariani et al, 2018;Merhi & Bregu, 2020). Likewise, there are several transactional benefits associated with using BDA, such as increased sales, customized product/service, decreased operating costs, improved performance, and up-to-date pricing (Ogbeide et al, 2021;Peterlin et al, 2021;Yallop & Seraphin, 2020). The informational benefits of BDA include extracting meaningful insights from large and diverse data (Xiang et al, 2015), providing invaluable information about people's opinions, ideas, and behaviors (Mariani et al, 2018), and enabling governance and strategic management of data (Abraham et al, 2019;Yallop & Seraphin, 2020).…”

“…UGC is the primary data source for tourism and hospitality enterprises to explore visitors ' feedback, preferences, behavior, and satisfaction (Peterlin et al, 2021;Zarezadeh et al, 2022). Transactional data includes customers' online bookings and purchases, website visits, and web searches that help to understand consumers' preferences and behaviors and to predict the volume and flow of market demand (Mariani & Borghi, 2020; Ogbeide et https://ijthsx.journals.ekb.eg/ al., 2021;Zarezadeh et al, 2022). Device data comes from various devices such as GPS, Bluetooth data, and mobile roaming, which helps to understand customer behavior over space and time (Mariani, 2020;Mariani & Borghi, 2020;Ogbeide et al, 2021;Zarezadeh et al, 2022).…”

“…For example, BDA can be used in hotel revenue management, by using occupancy statistics, reservation data, and demand forecasts to achieve optimal revenue (Evans, 2015;Yallop & Seraphin, 2020). BDA can also be applied to several hotel marketing activities including: market research through tracking market trends/changes and identifying market opportunities; reputation management through handling social media comments and online reviews; customer relationship management through performing customer segmentation and profiling as well as managing customer experience and satisfaction (Evans, 2015;Lee et al, 2019;Maltby, 2011;Mariani & Baggio, 2022;Ogbeide et al, 2021;Yallop & Seraphin, 2020). Additionally, BDA can also be used to create marketing strategies and influence customer purchasing intentions and behaviors (Mariani & Baggio, 2022;Tao & Kim, 2020).…”

Facing the era of smartness: constructing a framework of required technology competencies for hospitality practitioners

“…Furthermore, other researchers have mentioned that hospitality employees should have technology skills but have not clearly described the issue in a precise way, and they have even assigned technology skills to the lowest ranking of the competence list (Brownell, 2008). Some research has already echoed the trend and raised the role of technology competence in a competence model (Horng et al , 2011); other research has even discussed the importance of smart-related competencies, such as big data (Ogbeide et al , 2020). However, modern hospitality workers who possess only simple computer skills are not able to work with current disruptive technologies.…”

Mining and exploring electronic word-of-mouth from Twitter: case of the Java Jazz Festival

“…This region accounts for a relatively large market share of the global music festival sector (Guo et al , 2017; Nakayama and Wan, 2018; IFPI, 2019). This study is a response to the call by Ogbeide et al (2020) and Brown et al (2019) for more extensive research on big data analytics and tourism, particularly in creative industries. They argued that researchers interested in these fields should be able to integrate the latter with data analytics to understand digital media communication or eWOM on the SM platform and how data analytics can contribute to the music festival sector.…”