Abstract
ABSTRACT The current study investigates and prioritizes 17 determinants of big data adoption (BDA) and establishes causality between these determinants’ and firms’ performance in the tourism and hospitality sector using technology, organisation & environment (TOE) framework. Semi-structured interviews and multi-criteria decision-making (MCDM) were utilized to gather data from 28 industry experts. “Big data quality” ranked as the most influential determinant, while “trading partner pressure” ranked as the least influential determinant. This study’s findings highlight the need for governments across the globe to propose and implement policies to reduce the digital divide and enhance standardization.
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