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Modelling competitive advantage using the concepts of big data and social media to develop a sustainability strategy

Jeou-Shyan Horng (Department of Food and Beverage, Shih Chien University, Taipei, Taiwan)
Chih-Hsing Liu (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Sheng-Fang Chou (Department of Hospitality Management, School of Tourism, Ming Chuan University, Taipei, Taiwan)
Tai-Yi Yu (Department of Risk Management and Insurance, Ming Chuan University, Taipei, Taiwan)
Yen-Ling Ng (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

Tourism Review

ISSN: 1660-5373

Article publication date: 11 August 2022




This study aims to propose an integrated moderated mediation model to examine the process by which hotels obtain competitive advantage from the perspective of hotel managers.


After obtaining the agreement of the participants, a total of 560 candidates, all of whom were hotel managers, completed a survey administered online over a three-month period from November 2020 to January 2021. Ultimately, 257 valid responses were obtained after data screening by research assistants, for a response rate of 45.89%.


By reference to the concepts of big data (BD) and sustainability, the results show that BD management is a foundational attribute with respect to the indirect effects of BD analytics capabilities via proactive market orientation and social media collaboration. Furthermore, sustainability commitments and marketing are found to affect the relationship between such analytics capabilities and competitive advantage. Additionally, information sharing and food services have positive moderating effects that strengthen the changes in critical attributes during the process of obtaining competitive advantage.


To date, despite the proliferation of the concepts of BD, social media and sustainability, there is a lack of adequate empirical evidence and systematic literature reviews to comprehensively synthesize the emerging body of literature in the fields of tourism and hospitality research.


本研究于2020年11月到2021年1月的三个月期间, 在取得560位饭店管理者的同意后, 让他们完成了在线问卷调查。最终, 经过研究助理的数据筛选后, 收集到257份有效问卷, 有效回收率为45.89%。


本研究提出了一个调节式中介模型, 透过酒店管理者的角度来探讨酒店获得竞争优势的过程。


研究结果显示, 大数据管理透过参考大数据和永续的概念, 探讨主动式市场导向和社交媒体协作对大数据分析能力产生间接影响的基本重要归因。此外, 永续承诺和行销会影响分析能力与竞争优势之间的关系。再者, 信息共享和食品服务的关系起着显著的调节作用, 在获得竞争优势的过程中加强了关键属性间的关系。


迄今为止, 尽管大数据、社交媒体和永续的概念逐渐受到重视, 但仍缺乏足够的实证和系统性文献综整来阐逑观光餐旅研究文献缺憾。


Tras obtener el consentimiento de los participantes, un total de 560 candidatos, todos directores de hotel, completaron una encuesta online en un período de tres meses, desde noviembre de 2020 hasta enero de 2021. Finalmente, se obtuvieron 257 respuestas válidas tras un proceso de comprobación por los técnicos de investigación, lo que supone una tasa de respuesta del 45,89%.


Este estudio propone un modelo de mediación moderado integrado para examinar el proceso por el cual los hoteles obtienen ventajas competitivas desde la perspectiva de los directores de hotel.


Haciendo referencia a los conceptos de macrodatos y sostenibilidad, los resultados muestran que la gestión de macrodatos es un atributo fundamental para los efectos indirectos de las capacidades analíticas de macrodatos a través de la orientación proactiva al mercado y la colaboración en los medios sociales. Además, se observa que los compromisos de sostenibilidad y el marketing afectan a la relación entre dichas capacidades analíticas y la ventaja competitiva. Asimismo, el intercambio de información y los servicios de alimentación tienen efectos moderadores positivos que fortalecen los cambios en los atributos críticos durante el proceso de obtención de una ventaja competitiva.


Hasta la fecha, a pesar de la proliferación de los conceptos de macrodatos, medios sociales y sostenibilidad, se carece de evidencia empírica adecuada y de revisiones bibliográficas sistemáticas que sinteticen de forma exhaustiva la literatura emergente en los campos de investigación del turismo y la industria hotelera.



The authors would like to thank anonymous reviewers for useful suggestions and the Ministry of Science and Technology of Taiwan for financial support [Grant number: MOST 109-2511-H-158-004].

Funding: Ministry of Science and Technology, Taiwan (MOST 109-2511-H-158-003).


Horng, J.-S., Liu, C.-H., Chou, S.-F., Yu, T.-Y. and Ng, Y.-L. (2022), "Modelling competitive advantage using the concepts of big data and social media to develop a sustainability strategy", Tourism Review, Vol. ahead-of-print No. ahead-of-print.



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