How big data applications and digital learning change students’ sustainable behaviours – the moderating roles of hard and soft skills

Abstract

ABSTRACT The current study provides an integrated comprehensive analysis of mediation-moderation models to understand 567 tourism and hospitality students’ viewpoints by exploring multidisciplinary contributions relevant to the big data and new technology application bodies of literature. The results show that self-efficacy was the primary motivation influencing big data allocation and digital learning and changing the students’ attitudes and values towards sustainable behaviours. Further, soft and hard skills may strengthen students’ big data application and digital learning effects in the sustainable behavioural change process. This comparative analysis was the first to provide implications in the fields of tourism and hospitality education.