The impact of big data within the tourism and hospitality industry and influence on business intelligence and strategic decision making in the hotel sector

Mitchell, Christopher ORCID: https://orcid.org/0000-0002-9780-0586 (2020) The impact of big data within the tourism and hospitality industry and influence on business intelligence and strategic decision making in the hotel sector. In: Council for Hospitality Management Education, CHME 2020, 12 May 2021 - 14 May 2021, Sheffield Hallam. (Submitted)

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Abstract

This paper provides the proposal for a PhD research thesis that will evaluate the relationship between big data and strategic decision making in the hotel sector and a critical review of the knowledge and skills needed to analyse big data to support business development within the international tourism and hospitality industry. These skills are linked with an understanding of business intelligence, statistics, data analytics and increasingly, big data. Big data used to be a technical problem, now it is a business opportunity, where businesses look for insights from huge volumes of data from Web traffic, e-mail, social media and other electronic sources. Businesses need to leverage managerial and marketing strategies, tactics and big data tools to achieve and maintain sustained competitive advantage.