Abstract
It is often asserted that big data can potentially help firms make data-oriented decisions. The rise of big data completely revolutionized the tourism industry, explaining partly why this research intends to explore the relationship between big data applied in online tourism and online tourists’ behavior. This study will tackle the question in relation to big data’s perception based on gender, age and usage’s interaction, factors identified throughout the literature as important. It is found that both advantages and disadvantages of big data positively impact online consumer behavior. Although surprising, this result is justified in the fact that consumers always consider the trade-off between advantages and disadvantages which explains their willingness to still use online services. It is also found that usage is a determinant factor influencing big data’s perception. One major take away is that disadvantages of big data do not necessarily translate into a negative behavior. Moreover, online tourism website designers can tailor their products in a way to appeal to light users of online tourism services, considering heavy users are likely to buy in no matter what.
Highlights
Tourism is an industry that heavily relies on availability of information for its survival and growth
Based on previously stated results found in the literature, we proposed the following hypothesis as well as the research model in Figure 1 where gender, age and usage are used as control variables and their differences will be assessed in order to analyze their effect on big data applied in online tourism: H3-1: the interaction effect between gender, age and usage influences the perception of big data advantages used in online tourism
The inquiry was to know if gender, age and usage are important factors when it comes to the perception of big data applied in online tourism
Summary
Tourism is an industry that heavily relies on availability of information for its survival and growth. All actors of the industry need reliable information to reach decision-making stages. Progress in information and communication technologies over the last three decades saw the birth and rise of internet technologies, social media as well as mobile technologies. Impacts of these technologies on the tourism industry are well documented. With these technology improvements, increasing and enormous amounts of data are streamed from various sources and devices into contemporary businesses and organizations. The daily and continuous flow of information and data being streamed led to the appearance of big data and big data analytics
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