Big Data and Innovation in Tourism, Travel, and Hospitality

Аннотация

This book brings together multidisciplinary research and practical evidence addressing the questions about the opportunities, affordances but also the challenges brought forward by big data in driving and supporting innovation in tourism. The book chapters investigate and reveal the role and application of big data in innovating and transforming tourism practices at various levels: (1) a micro-firm level and macro-destination level; and (2) strategic and operational level by showing the implementation of big data in transforming firms’ business models but also value chain operations (e.g., marketing, operations, sales, supply chain, human resource management, crisis management, smart services, smart destinations, customer experiences). The book conceptualizes big data implementation in an input–process–outcome framework. Big data provide the inputs for transforming practices and strategies such as data sets, data sources, technological tools and devices, organizational resources, skills, and capabilities. Big data provide both the tools to support processes (e.g., big data analytics and techniques such as netnography, semantic analyses), but they also enable and foster new processes, such as: the managerial approaches (e.g., crowdsourcing, open innovation); the business operations, such as marketing, operations, supply chain, customer service, and new service development. Big data exploitation should lead to benefits to various stakeholders: customers (e.g., service, personalization); firms (e.g., performance, agility–flexibility); and societies (e.g., well-being, social value, entrepreneurship). Finally, as big data implementation happens within a broader context (PESTEL environment), big data are influenced by the context (e.g. competition, societal changes) but they also form and shape a new context (e.g. new privacy legislation, new security and intellectual property policies).