Impact of big data and analytics on quality management in rural tourism in southern Africa - Zimbabwe: A systematic literature review
Article Sidebar
Main Article Content
Abstract
Big data and analytics have assumed a significant role in the technological advancement that is shaping the world's travel industry today, posing both significant challenges and opportunities for rural tourism in southern Africa. Big data and analytics provide useful information to all tourism businesses, allowing them to estimate visitor need, optimize decision-making, knowledge exchanges and relationships with consumers, and deliver the best service in a more productive and effective way, thereby managing quality. The focus of this research is to investigate the problems and opportunities that may arise from the use of big data and analytics in rural tourism, its management, and the sector's future. The research content was obtained from popular web sources including articles indexed in Google Scholar, institutional repositories, dissertations and Scopus. Thirty-one peer reviewed articles published between 2012 and 2022 were considered for review. A thread of the problems and opportunities faced by use of big data and analytics was drawn inferring to rural tourism in Zimbabwe, a country in southern part of Africa. Despite widespread privacy and security issues, big data and analytics are widely thought to be advantageous for tourist and hospitality firms as founded in literature. In addition, big data and analytics is offering fresh viewpoints on the quality management discussion to both the tourist and hospitality industries. This study is useful for both scholars and practitioners interested in the utilization of big data and analytics.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Abrahams, N. (2020). A study to determine the perception of people analytics tools to improve people management practices in selected departments within the public sector in the Western Cape.
Adityaji, R., Djati, S. P., Oktadiana, H., Kaihatu, T. S., & Oktavio, A. (2023). The Motivation of Tour Guide in Using “Guidemu”: A Mobile Application-Based Tour Guide Service. Proceedings of the International Conference on Economic, Management, Business and Accounting (ICEMBA), 310.
Alaimo, Cristina, & Jannis Kallinikos. (2017). “Computing the Everyday: Social Media as Data Platforms.” Information Society 33 (4): 175–91.
Ardito, L., Cerchione, R., Del Vecchio, P., & Raguseo, E. (2019). Big data in smart tourism: challenges, issues and opportunities. Current Issues in Tourism, 22(15), 1805-1809.
Armerding, T. (2018). The 17 Biggest data breaches of the 21st century. CSO Online, 20.
Avraham, E. (2016). Destination marketing and image repair during tourism crises: The case of Egypt. Journal of Hospitality and Tourism Management, 28, 41-48.
Bavik, A.; Bavik, Y.L.; Tang, P.M. (2017) Servant leadership, employee job crafting, and citizenship behaviors: A cross-level investigation. Cornell Hospitality. Quarterly, 58, 364-373.
Belhadi, A., Kamble, S., Jabbour, C. J. C., Gunasekaran, A., Ndubisi, N. O., & Venkatesh, M. (2021). Manufacturing and service supply chain resilience to the COVID-19 outbreak: Lessons learned from the automobile and airline industries. Technological Forecasting and Social Change, 163, 120447.
Belias, D., Malik, S., Rossidis, I., & Mantas, C. (2021). The use of Big data in tourism: Current trends and directions for future research. Academic Journal of Interdisciplinary Studies, 10(5), 357.
Blakesley, I. R., & Yallop, A. C. (2019). What do you know about me? Digital privacy and online data sharing in the UK insurance sector. Journal of Information, Communication and Ethics in Society.
Boone, T., Ganeshan, R., Jain, A., & Sanders, N. R. (2019). Forecasting sales in the supply chain: Consumer analytics in the Big data era. International Journal of Forecasting, 35(1), 170-180.
Boumphrey, S. (2019), “Megatrends: disruptors – what does it take to disrupt a market?”, Euromonitor International, available at: www.portal.euromonitor.com (accessed 23 October 2019).
Bouranta, N., Psomas, E. L., & Pantouvakis, A. (2017). Identifying the critical determinants of TQM and their impact on company performance: Evidence from the hotel industry of Greece. The TQM Journal.
Bremmer, C. (2019). The voice of the industry: travel. Euromonitor International, Available at: Www. Portal. Euromonitor. Com (Accessed 23 October 2019).
Castanho, R. A., Couto, G., & Santos, R. (2021). Introductory Chapter: Rural Tourism as a Catalyst for Sustainable Regional Development of Peripheral Territories. In Peripheral Territories, Tourism, and Regional Development. London, UK: IntechOpen
Centobelli, P., & Ndou, V. (2019). Managing customer knowledge through the use of big data analytics in tourism research. Current Issues Tourism, 22, 1862–1882.
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: From Big data to Big impact. MIS quarterly, 1165-1188.
Ciolacu, M. I., Binder, L., Svasta, P., Tache, I., & Stoichescu, D. (2019). Education 4.0–jump to innovation with IoT in higher education. 2019 IEEE 25th International Symposium for Design and Technology in Electronic Packaging (SIITME), 135–141.
Cleveland, M., Laroche, M., & Takahashi, I. (2015). The intersection of global consumer culture and national identity and the effect on Japanese consumer behavior. Journal of International Consumer Marketing, 27(5), 364-387.
Côrte-Real, N., Ruivo, P., & Oliveira, T. (2020). Leveraging internet of things and Big data analytics initiatives in European and American firms: Is data quality a way to extract business value. Information & Management, 57(1), 103141.
Davenport, T.H. (2013) Process Innovation: Reengineering Work through Information Technology. Harvard Business Press.
De Mauro, A., Greco, M., & Grimaldi, M. (2015). What is Big data? A consensual definition and a review of key research topics. AIP Conference Proceedings, 1644(1), 97–104.
Del Vecchio, P., Mele, G., Ndou, V., & Secundo, G. (2018). Creating value from social Big data: Implications for smart tourism destinations. Information Processing & Management, 54(5), 847-860.
Duft, G., & Durana, P. (2020). Artificial intelligence-based decision-making algorithms, automated production systems, and Big data-driven innovation in sustainable industry 4.0. Economics, Management and Financial Markets, 15(4), 9-18.
Emani S, Peters E, Desai S, et al. (2018) Perceptions of adopters versus non-adopters of a patient portal: an application of diffusion of innovation theory. Journal of Innovation in Health Informatics 25: 149–157.
Emmer, F., & Holešinská, A. (2020). Big data: a Source of Mobility Behaviour and a Strategic Tool for Destination Management. Czech Journal of Tourism, 8(2), 85–102.
Errichiello, L., & Marasco, A. (2017). Tourism innovation-oriented public-private partnerships for smart destination development. In Knowledge Transfer to and within Tourism. Emerald Publishing Limited.
Eurostat, (2017). Tourism statistics: Early adopters of big data? European Union, Luxembourg.
Evans, N. (2015). Strategic management for tourism, hospitality and events. Routledge.
Evans, N. (2020), Strategic Management for Tourism, Hospitality and Events, 3rd ed., Routledge, Abingdon.
Fan, S., Lau, R. Y. K., & Zhao, J. L. (2015). Demystifying Big data analytics for business intelligence through the lens of marketing mix. Big Data Research, 2(1), 28–32.
Filimonau, V., & De Coteau, D. (2020). Tourism resilience in the context of integrated destination and disaster management (DM2). International Journal of Tourism Research, 22(2), 202-222.
Fitzgerald, C., McCarthy, S., Carton, F., O’Connor, Y.O., Lynch, L. and Adam, F. (2016), “Citizen participation in decision-making: can one make a difference?”, Journal of Decision Systems, Vol. 25 No. 1, pp. 248-260.
Foresti, R., Rossi, S., Magnani, M., Bianco, C. G. L., & Delmonte, N. (2020). Smart society and artificial intelligence: Big data scheduling and the global standard method applied to smart maintenance. Engineering, 6(7), 835-846.
Franks, B. (2014). The analytics revolution: How to improve your business by making analytics operational in the Big data era. John Wiley & Sons.
Fuchs, M., Höpken, W., & Lexhagen, M. (2014). Big data analytics for knowledge generation in tourism destinations–A case from Sweden. Journal of Destination Marketing & Management, 3(4), 198–209.
Fuchs, M., Höpken, W., & Lexhagen, M. (2015). Applying business intelligence for knowledge generation in tourism destinations–A case study from Sweden. In Tourism and leisure (pp. 161–174). Springer.
Gandomi, A., & Haider, M. (2015). Beyond the hype: Big data concepts, methods, and analytics. International Journal of Information Management, 35(2), 137–144.
Goloshchapova, I., Poon, S. H., Pritchard, M., & Reed, P. (2019). Corporate social responsibility reports: topic analysis and Big data approach. The European Journal of Finance, 25(17), 1637-1654.
Gutierrez, A., Kothari, A., Mazuera, C., & Schoenherr, T. (2020). Taking supplier collaboration to the next level. McKinsey & Company, July, 7.
Guttentag, D. (2019). Transformative experiences via Airbnb: Is it the guests or the host communities that will be transformed? Journal of Tourism Futures.
Hammer, C., Kostroch, M. D. C., & Quiros, M. G. (2017). Big data: Potential, challenges and statistical implications. International Monetary Fund.
Hariri, R.H., Fredericks, E.M. & Bowers, K.M. Uncertainty in big data analytics: survey, opportunities, and challenges. J Big Data 6, 44 (2019). https://doi.org/10.1186/s40537-019-0206-3
Herschel, R., & Miori, V. M. (2017). Ethics & Big data. Technology in Society, 49, 31–36.
Holloway, J. C., & Humphreys, C. (2022). The business of tourism. Sage.
Iden, J., Methlie, L. B., & Christensen, G. E. (2017). The nature of strategic foresight research: A systematic literature review. Technological Forecasting and Social Change, 116, 87-97.
Irudeen, R., & Samaraweera, S. (2013). Big data solution for Sri Lankan development: A case study from travel and tourism. 2013 International Conference on Advances in ICT for Emerging Regions (ICTer), 207–216.
Kache, F., & Seuring, S. (2017). Challenges and opportunities of digital information at the intersection of Big Data Analytics and supply chain management. International journal of operations & production management.
Kashyap, R., & Piersson, A. D. (2018). Big data challenges and solutions in the medical industries. In Handbook of Research on Pattern Engineering System Development for Big Data Analytics (pp. 1-24). IGI Global.
Kolajo, T., Daramola, O., & Adebiyi, A. (2019). Big data stream analysis: a systematic literature review. J Big Data 6, 47.
Kusumawidjaya, E., Wijaya, V., & Oktavio, A. (2021). Impulsive buying behavior in mobile apps Online Travel Agent (OTA) users: The role of apps browsing and sales promotion. Procedia Business and Financial Technology, 1.
Lee, M., Cai, Y. M., DeFranco, A., & Lee, J. (2020). Exploring influential factors affecting guest satisfaction: Big data and business analytics in consumer-generated reviews. Journal of Hospitality and Tourism Technology.
Li, C., Chen, Y., & Shang, Y. (2021). A review of industrial Big data for decision making in intelligent manufacturing. Engineering Science and Technology, an International Journal.
Li, H., Hu, M., & Li, G. (2020). Forecasting tourism demand with multisource Big data. Annals of Tourism Research, 83, 102912.
Li, J., Xu, L., Tang, L., Wang, S., & Li, L. (2018). Big data in tourism research: A literature review. Tourism Management, 68, 301–323.
Linda, N., & Nzama, A. T. (2020). Tourism crime, safety and security issues: The case of a local South African municipality. African Journal of Hospitality, Tourism and Leisure, 9(3), 372-381.
Lykou, G., Anagnostopoulou, A., & Gritzalis, D. (2018). Smart airport cybersecurity: Threat mitigation and cyber resilience controls. Sensors, 19(1), 19.
Mandal, S. (2018). Exploring the influence of big data analytics management capabilities on sustainable tourism supply chain performance: the moderating role of technology orientation. J. Travel Tour. Mark. 35, 1104–1118.
Mariani, M. M., & Baggio, R. (2021). Big data and analytics in hospitality and tourism: a systematic literature review. International Journal of Contemporary Hospitality Management. ISSN 0959-6119
Marine-Roig, E., & Clavé, S. A. (2015). Tourism analytics with massive user-generated content: A case study of Barcelona. Journal of Destination Marketing & Management, 4(3), 162–172.
Mayer-Schönberger, V., & Cukier, K. (2013). Big data: A revolution that will transform how we live, work, and think. Houghton Mifflin Harcourt.
McKinsey Global Institute. (2013). Big data: The next frontier for innovation, competition, and productivity. McKinsey & Company, London
Miah, S. J., Vu, H. Q., Gammack, J., & McGrath, M. (2017). A Big data analytics method for tourist behaviour analysis. Information & Management, 54(6), 771–785.
Micro Strategy. (2018). 2018 Global State of Enterprise Analytics Report. Micro strategy, New York.
Milwood, P. A., & Crick, A. P. (2021). Culinary tourism and post-pandemic travel: Ecosystem responses to an external shock. Journal of Tourism, Heritage & Services Marketing, 7(1), 23-32.
Mitra, A. (2016). Fundamentals of quality control and improvement. John Wiley & Sons.
Mizuno, S. (2020). Management for quality improvement: The seven new QC tools. Productivity press.
Musasa, G., & Mago, S. (2014). Challenges of rural tourism development in Zimbabwe: A case of the Great Zimbabwe-Masvingo district. African Journal of Hospitality, Tourism and Leisure, 3(2), 1-12.
Ngwenya, B., Sibanda, V., & Matunzeni, T. (2016). Challenges and benefits of total quality management (TQM) implementation in manufacturing companies: a case study of delta beverages, in Zimbabwe. International Journal of Business Research, 2(6).
Nižetić, S., Šolić, P., González-de, D. L. D. I., & Patrono, L. (2020). Internet of Things (IoT): Opportunities, issues and challenges towards a smart and sustainable future. Journal of Cleaner Production, 274, 122877.
Nyambwa, I. S. (2017). An assessment of the challenges faced by manufacturing industries in the implementation of ISO 9001 Quality Management Systems. A case of Harare, Zimbabwe. Bindura: Bindura University of Science Education.
Okech, R., Haghiri, M., & George, B. P. (2015). Rural tourism as a sustainable development alternative: An analysis with special reference to Luanda, Kenya. CULTUR-Revista de Cultura e Turismo, 6(3), 36-54.
Panetta, K. (2018), “Gartner top 10 strategic technology trends for 2019”, available at: www.gartner.com/smarterwithgartner/gartner-top-10-strategic-technology-trends-for-2019/ (accessed 24 October 2019).
Pawleke, A., Cañares, M., Hernandez, K., & Prieto Martin, P. (2017). Data for Development: What’s Next? Concepts, Trends and Recommendations for German Development Cooperation.
Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455-476.
Pereira, C.S.; Durao, N.; Moreira, F.; Veloso, B. (2022). The Importance of Digital Transformation in International Business. Sustainability, 14, 834.
Preko, A., & Anyigba, H. (2022). The tourism and hospitality career progression pathway. International Hospitality Review, (ahead-of-print).
Richards, N. M., & King, J. H. (2014). Big data ethics, Wake For. Law Rev, 49(393), e432.
Roberts, L., Hall, D., & Morag, M. (2017). New directions in rural tourism. Routledge, London.
Ross, J. E. (2017). Total quality management: Text, cases, and readings. Routledge.
Sakas, Damianos P., Dimitrios P. Reklitis, Marina C. Terzi, and Costas Vassilakis. 2022. "Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry" Journal of Theoretical and Applied Electronic Commerce Research 17, no. 4: 1383-1408
Sharma, G. D., Thomas, A., & Paul, J. (2021). Reviving tourism industry post-COVID-19: A resilience-based framework. Tourism management perspectives, 37, 100786.
Sivarajah, U., Kamal, M. M., Irani, Z., & Weerakkody, V. (2017). Critical analysis of Big Data challenges and analytical methods. Journal of business research, 70, 263-286.
Sotiriadis, M. (2015). Improving marketing effectiveness: advances in tourism, travel, hospitality and leisure marketing. In Anatolia (Vol. 26, Issue 1, pp. 1–4). Taylor & Francis.
Strong, C. (2013). Beyond Big data: how Big data needs consumer insights in order to realise its full potential. The Proceedings of ESOMAR, 3D Digital Dimensions, Boston, June.
Stylos, N., Zwiegelaar, J., & Buhalis, D. (2021). Big data empowered agility for dynamic, volatile, and time-sensitive service industries: the case of tourism sector. International Journal of Contemporary Hospitality Management.
Titu, M. A., Raulea, A. S., & Ţîţu, Ş. (2016). RETRACTED: Measuring Service Quality in Tourism Industry.
Towerdata, (2018), “Making Big Data Work for You: Lessons from British Airways”, http://www.towerdata.com/blog/bid/205316/Making-Big-Data-Work-for-YouLessons-from-British-Airways [accessed 21/3/2023].
Ubaldi, B. (2013). Open government data: Towards empirical analysis of open government data initiatives.
Urquhart, E. (2019), “Technological mediation in the future of experiential tourism”, Journal of Tourism Futures, Vol. 5 No. 2, pp. 120-126.
UNWTO. (2021). Ruralr Tourism. https://www.unwto.org/rural-tourism. Accessed 29/03/23
Varelas, S., Kopanaki, E., & Georgopoulos, N. (2020). A strategic tourism knowledge base for socio-economic and environmental data analytics: The role of Big Data analysis. Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie, 45(1), 69–76.
Venkatram, K., & Geetha, M. A. (2017). Review on Big data & analytics–concepts, philosophy, process and applications. Cybernetics and Information Technologies, 17(2), 3-27.
Vu, H. Q., Law, R., & Li, G. (2019). Breach of traveller privacy in location-based social media. Current Issues in Tourism, 22(15), 1825-1840.
Williamson, B. (2017). Big data in education: The digital future of learning, policy and practice. Sage.
World Travel and Tourism Council, (2014), Big Data - Th e Impact on Travel & Tourism, http://www.wttc.org/-/media/files/reports/special-and-periodicreports/wttc_big_data_report_final.pdf [accessed 22/03/2023].
Xu, F., & Han, F. (2022). Tourist Attraction Recommendation Method and Data Management Based on Big Data Analysis. Mobile Information Systems, 2022.
Yallop, A., & Seraphin, H. (2020). Big data and analytics in tourism and hospitality: opportunities and risks. Journal of Tourism Futures.
Yang, L., Li, H., Campbell, J. F., & Sweeney, D. C. (2017). Integrated multi-period dynamic inventory classification and control. International Journal of Production Economics, 189, 86-96.
Yeoman, I., & McMahon-Beattie, U. (2018), “The future of luxury: mega drivers, new faces and scenarios”, Journal of Revenue and Pricing Management, Vol. 17 No. 4, pp. 204-217.
Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists’ behaviors and perceptions in a tourism destination by analyzing photos’ visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595–608.