Big Data Analytics Capability and Firm Performance in the Tourism and Hospitality Industry: A Conceptual Paper

Norzalita Abd AZIZ, Fei LONG and Muhamad Luqman KHALIL

Abstract:

The paper reviews the extant literature on BDAC and firm performance. It is indicated that research on BDAC remains at an ‘infancy’ stage in the tourism and hospitality industry. Therefore, future research directions are discussed, including BDAC conceptualization issue and possible moderators towards the relationship between BDAC and firm performance.