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This comprehensive Handbook serves as a key reference for Big Data theorization and implementation that will drive the next generation of marketing and management in tourism and hospitality. It explores the need for systemizing knowledge around using Big Data in decision-making and how the service industries are heavily influenced by data-driven sciences and their relevant applications.Chapters demonstrate that tourism is at the forefront of Big Data mining, analysis, and implementation, looking ahead to how this technology offers new opportunities for more personalized intelligence that further increases organizational capabilities in decision-making, marketing, innovation, business models, and service management. Presenting new theoretical insights and practical case studies, this Handbook provides a cutting-edge perspective on the conceptual and managerial aspects of Industry 4.0 apps and particularly those of Big Data for the tourism and hospitality industries. The contributing authors set out the importance of developing the next generation of Big Data analytics and the necessary supporting mechanisms for Generative Artificial Intelligence to achieve greater effectiveness and applicability.This book is an essential read for scholars and students of hospitality and tourism, particularly those with a focus on marketing and management, as well as managers and organizations within these sectors.
Edited by Nikolaos Stylos, Associate Professor in Marketing and Digital Innovation, University of Bristol Business School, University of Bristol and Jeremy Zwiegelaar, Senior Lecturer in Enterprise and Business, Oxford Brookes Business School, Oxford Brookes University, UK
ContentsPreface xiiiIntroduction to the Handbook on Big Data Marketing and Management inTourism and Hospitality 1Nikolaos Stylos and Jeremy Zwiegelaar1 Adoption and assimilation of Big Data in tourism organizations 12Nikolaos Stylos and Jeremy Zwiegelaar2 Using Big Data to gain insights into customer emotions after atourist experience 22Enrique Bigné, Carmen Perez-Cabañero, Carla Ruiz andAntonio Cuenca3 Big data denial and transformative possibilities: exploring themeaning of big data in Corfu’s SMEs 39Julia Fallon and Nicola Williams-Burnett4 Unveiling the motivations: a text-mining analysis of touristmotivations in the heart of Europe 56Ana Luiza Beck, Ricardo Godinho Bilro and Sandra MariaCorreia Loureiro5 Has COVID-19 altered consumers’ green brand image of hotels? 75Estefania Ballester Chirica, Carla Ruiz Mafé and NataliaRubio Benito6 Value creation framework of voluntarily provided geographicinformation in smart destinations 111Zhihao Chen7 Issues and opportunities for tourism SME businesses: how is BigData changing business models? 129Jeremy Zwiegelaar and Nikolaos Stylos8 Google Maps data for tourism real-time monitoring and analytics:the case of Cultural Tourism, Sweden 145Matthias Fuchs, Tobias Eberle and Wolfram Höpken9 Shaping the online destination image of Venice: comparativeperspectives of international and domestic tourists 167Eleonora Pantano and Nikolaos Stylos10 Internet of Things and big data in the hospitality industry: currentstate and future prospects 193Mengyun Hu11 Creating value with big data tourist analytics 212Isabella Nocella, Eleonora Pantano and Saverino Verteramo12 Ethical challenges of big data in tourism 231Sahil Sharma13 Big Data Sustainability Network: marketing intelligence foractivating sustainability in the tourism industry 249Nikolaos Stylos and Peter Robinson14 Digital technologies in reputation management: a conceptualframework of smart green perception for the tourism industry 278Faheem Uddin Syed15 Conceptualising the impact of blockchain for promotingsustainable practices in the UK hospitality sector 308Mohammed Ali Albakri, Aniekan Essien and Oyegoke Teslim Bukoye16 Big data in marketing services and products: impacts ofmarketing and ethics 330Jeremy Zwiegelaar and Nikolaos Stylos17 Big Data as a propeller for the tourism sector: presentopportunities and future perspectives 344Nikolaos Stylos and Jeremy Zwiegelaar
‘The Handbook on Big Data Marketing and Management in Tourism and Hospitality is a vital resource for both professionals and scholars in our field. This comprehensive volume curates a collection of cutting-edge research, insightful case studies, and best practices that illuminate the transformative impact of Big Data. I wholeheartedly endorse this Handbook as a pivotal source that will empower its readers to navigate the complexities of Big Data marketing and management within our industry. Congratulations to the editors on assembling such a timely and invaluable resource.’
