Big Data and Its Supporting Elements: Implications for Tourism and Hospitality Marketing



Big data plays a catalytic role in the determination of consumers’ preferences while achieving meaningful results together by obtaining the right data. Artificial intelligence systems, particularly those powered by machine technology, can achieve significant results through the rapid elimination of large data sets. This leads to determining structural changes both in consumer behaviour models and marketing strategies. With preliminary information about consumers, intelligent system mechanisms, i.e. artificial intelligence and Internet of Things (IoT), have increased the speed of information processing and the analysis of larger volumes of information and have also targeted reaching the right consumer segments, affecting their decision-making preferences before the event. As a result, these types of automations may enable tourism and hospitality businesses to benefit from marketing activities with the help of different algorithmic solutions. Thus, this chapter aims to debate how big data, artificial intelligence and IoT are likely to reshape the traditional structure of tourism and hospitality marketing in the future and introduces new approaches as the key elements in maintaining competitiveness in a new era.


Big data Artificial intelligence Internet of things IoT Decision-making Tourist behaviour Tourism marketing 


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© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Dokuz Eylul UniversityİzmirTurkey

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