This paper aims to research, identify and discuss the benefits and overall role of big data and artificial intelligence (BDAI) in the tourism sector, as this is depicted in recent literature.
A systematic literature review was conducted under the McKinsey’s Global Institute (Talwar and Koury, 2017) methodological perspective that identifies the four ways (i.e. project, produce, promote and provide) in which BDAI creates value. The authors enhanced this analysis methodology by depicting relevant challenges as well.
The findings imply that BDAI create value for the tourism sector through appropriately identified disseminations. The benefits of adopting BDAI strategies include increased efficiency, productivity and profitability for tourism suppliers combined with an extremely rich and personalized experience for travellers. The authors conclude that challenges can be bypassed by adopting a BDAI strategy. Such an adoption will stand critical for the competitiveness and resilience of existing established and new players in the tourism sector.
Besides identifying the benefits that BDAI brings in the tourism sector, the research proposes a guidebook to overcome challenges when introducing such new technologies. The exploration of the BDAI literature brings important implication for managers, academicians and consumers. This is the first systematic review in an area and contributes to the broader e-commerce marketing, retailing and e-tourism research.
本论文采用系统综述方式, 在McKinsey’s Global Institute方法论的指导下, 确认BDAI可以在四种方面（预测、产出、提高、以及提供）创造价值。我们也通过阐述相关挑战来增强这个分析方法。
除了指出了旅游业中BDAI带来的优势, 本论文还提出了一个指南, 来指导当新科技被引进时如何克服挑战。本论文通过对BDAI文献的梳理, 其文献综述结果对经理、学者、和消费者都有重要的启示作用。本论文是首篇在BDAI领域的系统综述, 对拓展电子商务营销、零售、和电子旅游科研有着重大贡献。
Samara, D., Magnisalis, I. and Peristeras, V. (2020), "Artificial intelligence and big data in tourism: a systematic literature review", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-12-2018-0118Download as .RIS
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