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Article

Marcello Mariani

This study aims to discuss the evolution of Big Data (BD) and Analytics in the tourism and hospitality field. It analyses the important role that BD has played so far in…

Abstract

Purpose

This study aims to discuss the evolution of Big Data (BD) and Analytics in the tourism and hospitality field. It analyses the important role that BD has played so far in tourism and hospitality research and delineates how it might evolve in the future.

Design/methodology/approach

In line with the Platinum Jubilee Special Issue of Tourism Review, this work consists of a critical and conceptual analysis including a mini literature review of recent work in the area at the intersection of BD and tourism and hospitality research.

Findings

Findings suggest that tourism and hospitality scholars are increasingly aware of and adopting BD approaches to retrieve, collect, analyse, report and visualise their data. However, a number of avenues for improvement in the use and interpretation of BD and BD analytics as both sets of methods and technology need to be developed. Moreover, BD analytics promise to enhance a number of digital technologies in tourism and hospitality such as AI and IoT that heavily rely on data. As such, the authors envision that a new digital entrepreneurship field might be shaped within the tourism and hospitality literature. Research pathways for future inquiry at the intersection of BD and tourism and hospitality are outlined.

Originality/value

While thinking retrospectively about research revolving around BD and its role in the tourism and hospitality research field so far, this study also addresses the challenges pertaining to how BD research will be conducted in the next seven decades within tourism and hospitality.

Details

Tourism Review, vol. 75 no. 1
Type: Research Article
ISSN: 1660-5373

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Article

Marcello Mariani and Matteo Borghi

Based on more than 2.7 million online reviews (ORs) collected with big data analytical techniques from Booking.com and TripAdvisor.com, this paper aims to explore if and…

Abstract

Purpose

Based on more than 2.7 million online reviews (ORs) collected with big data analytical techniques from Booking.com and TripAdvisor.com, this paper aims to explore if and to what extent environmental discourse embedded in ORs has an impact on electronic word-of-mouth (e-WOM) helpfulness across eight major destination cities in North America and Europe.

Design/methodology/approach

This study gathered, by means of Big Data techniques, 2.7 million ORs hosted on Booking.com and TripAdvisor, and covering hospitality services in eight different destinations cities in North America (New York City, Miami, Orlando and Las Vegas) and Europe (Barcelona, London, Paris and Rome) over the period 2017–2018. The ORs were analysed by means of ad hoc content analytic dictionaries to identify the presence and depth of the environmental discourse included in each OR. A negative binomial regression analysis was used to measure the impact of the presence/depth of online environmental discourse in ORs on e-WOM helpfulness.

Findings

The findings indicate that the environmental discourse presence and depth influence positively e-WOM helpfulness. More specifically those travelers who write explicitly about environmental topics in their ORs are more likely to produce ORs that are voted as helpful by other consumers.

Research limitations/implications

Implications highlight that both hotel managers and platform developers/managers should become increasingly aware of the importance that customer attach to environmental practices and initiatives and therefore engage more assiduously in environmental initiatives, if their objective is to improve online review helpfulness for other customers reading the focal reviews. Future studies might include more destinations and other operationalizations of environmental discourse.

Originality/value

This study constitutes the first attempt to capture how the presence and depth of hospitality services consumers’ environmental discourse influence e-WOM helpfulness on multiple digital platforms, by means of a big data analysis on a large sample of online reviews across multiple countries and destinations. As such it makes a relevant contribution to the area at the intersection between big data analytics, e-WOM and sustainable tourism research.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Marcello Mariani, Stefano Bresciani and Giovanni Battista Dagnino

The purpose of this study is twofold. First, this study elaborates an integrative conceptual framework of tourism destination competitive productivity (TDCP) by blending…

Abstract

Purpose

The purpose of this study is twofold. First, this study elaborates an integrative conceptual framework of tourism destination competitive productivity (TDCP) by blending established destination competitiveness frameworks, the competitive productivity (CP) framework and studies pertaining to big data and big data analytics (BDA) within destination management information systems and smart tourism destinations. Second, this study examines the drivers of TDCP in the context of the ongoing 4th industrial revolution by conceptualizing the destination business intelligence unit (DBIU) as a platform able to create sustained destination business intelligence under the guise of BDA, useful to support destination managers to achieve the tourism destination’s economic objectives.

Design/methodology/approach

In this work, the authors leverage both extant literature (under the guise of research on CP, tourism destination competitiveness [TDC] and destination management information systems) and empirical work (in the form of interviews and field work involving destination managers and chief executive officers of destination management organizations and convention bureaus, as well as secondary data) to elaborate, develop and present an integrative conceptual framework of TDCP.

Findings

The integrative conceptual framework of TDCP elaborated has been found helpful by a number of destination managers trying to understand how to effectively and efficiently manage and market a tourism destination in today’s fast-paced, digital and hypercompetitive environment. While DBIUs are at different stages of implementation, often as part of broader smart destination initiatives, it appears that they are increasingly fulfilling the purpose of creating sustained destination business intelligence by means of BDA to help tourism destinations achieve their economic goals.

Research limitations/implications

This work bears several practical implications for tourism policymakers, destination managers and marketers, technology developers, as well as tourism and hospitality firms and practitioners. Tourism policymakers could embed TDCP into tourism and economic policies, and destination managers and marketers might build and make use of platforms such as the proposed DBIU. Technology developers need to understand that designing destination management information systems in general and more specifically DBIUs requires an in-depth analysis of the stakeholders that are going to contribute, share, control and use BDA.

Originality/value

To the best of the authors’ knowledge, this study constitutes the first attempt to integrate the CP, TDC and destination management information systems research streams to elaborate an integrative conceptual framework of TDCP. Second, the authors contribute to the Industry 4.0 research stream by examining the drivers of tourism destination CP in the context of the ongoing 4th industrial revolution. Third, the authors contribute to the destination management information systems research stream by introducing and conceptualizing the DBIU and the related sustained destination business intelligence.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Marcello Mariani and Rodolfo Baggio

Taking stock of extant hospitality and tourism research using social network analysis approaches, this study highlights why using either quantitative or qualitative…

Abstract

Purpose

Taking stock of extant hospitality and tourism research using social network analysis approaches, this study highlights why using either quantitative or qualitative approaches to examine social networks can be misleading and generate potentially biased findings. Indeed, purely qualitative and purely quantitative studies display limitations. The purpose of this study is to provide methodological insights by suggesting that mixed methods can be suitably used, depending on the specific research questions.

Design/methodology/approach

The study consists of an analysis and critical discussion of the methods used in a number of papers leveraging social network approaches to study social networks in tourism and hospitality. The authors describe the benefits and limitations of each method studies considered are examined based on a number of aspects.

Findings

More than half of the studies classified as network studies adopt quantitative designs and quantitative methods including statistical analyses and observational data. Mixed methods study is a minority and they are almost never labeled as mixed methods. A relevant portion of qualitative studies increasingly embeds a number of rudimentary statistical analyses. With an example, the authors also discuss that purely quantitative or purely qualitative methods can lead to discrepant results, and thus, the authors encourage scholars to embrace mixed method research designs such as explanatory or exploratory sequential designs. Advanced researchers might attempt in the future to embrace transformative, embedded or multiphase mixed methods.

Research limitations/implications

This study is based on academic papers and research published before 2019. A rich research agenda is designed.

Originality/value

This study contributes to explore the way social networks have been dealt with in tourism and hospitality research so far, by advancing a proposal to adopt mixed methods in the form of explanatory or exploratory sequential designs. To the best of the knowledge, it is the first study addressing methodological pitfalls in extant network-based research within the tourism and hospitality domain.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Marcello Mariani, Maria Ek Styven and Julian K. Ayeh

This paper aims to investigate antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip.

Abstract

Purpose

This paper aims to investigate antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip.

Design/methodology/approach

Based on an online survey of 426 young travel consumers from Italy and Sweden, this work applies structural equation modeling and multi-group analysis.

Findings

The study finds support for most of the conventional TAM-related constructs: perceived usefulness, perceived enjoyment and intention, while ease of use is not found relevant in this context.

Research limitations/implications

Results shed light on the antecedents of using non-travel specific social media in two countries. Future research might focus on validating the factors identified and add others that might shape usage in the selected countries. Future studies could further investigate possible differences arising from culture, country of origin and age. The analysis can also be extended to other countries.

Practical implications

The analysis might help managers in the hospitality and tourism sector by providing an understanding of the cognitive factors which determine travelers’ decision to use Facebook for trip planning. Thus, managers should get to know these factors in their effort to influence social media in hospitality and tourism settings.

Originality/value

The findings offer interesting perspectives on the applicability of conventional models to the context of non-travel-specific social media platforms. The exploration of cross-cultural differences also adds to the extant body of knowledge.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 2
Type: Research Article
ISSN: 0959-6119

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Article

Andrea Guizzardi, Marcello Mariani and Girish Prayag

This study aims to examine residents’ perceptions of environmental impacts and certification for the Milan World Expo 2015 as well as their overall attitude toward the mega-event.

Abstract

Purpose

This study aims to examine residents’ perceptions of environmental impacts and certification for the Milan World Expo 2015 as well as their overall attitude toward the mega-event.

Design/methodology/approach

A survey of Milan residents based on a convenience sample led to 221 useable questionnaires.

Findings

Residents perceived that the Expo will have minimal negative and positive environmental impacts. A minority of residents were aware of the environmental certification of the event. The less agreeable residents were with the perceived negative environmental impacts of the event, the more agreeable they were that a certification of event sustainability should limit the damage to the natural environment. Residents’ perceptions of the certification were positively related to their overall attitude toward the event.

Research limitations/implications

The findings cannot be generalized to other mega-events but have several managerial implications in relation to the need for information provision to residents and better communication of the certification by event organizers and planners.

Originality/value

Despite rising concerns about environmental issues related to hosting mega-events, there is no research on perceptions of a certification of event sustainability by residents.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Marcello Mariani and Marina Predvoditeleva

The purpose of this study is to examine the role and influence of online reviewers’ cultural traits and perceived experience on online review ratings of Russian hotels by…

Abstract

Purpose

The purpose of this study is to examine the role and influence of online reviewers’ cultural traits and perceived experience on online review ratings of Russian hotels by taking a direct measurement approach.

Design/methodology/approach

The authors adopt an explanatory sequential research design consisting of two stages. In the first stage, based on a sample of almost 75,000 Booking.com online reviews covering hotels located in Moscow (Russia), this study examines quantitatively to what extent the cultural traits of online reviewers and hotel guests’ perceived experience in online reviewing affect online ratings also using censored regressions. In the second stage, it interprets the results in light of semi-structured interviews conducted with a convenience sample of managers.

Findings

Each of the Hofstede’s cultural dimensions (namely, individualism, masculinity, uncertainty avoidance and power distance) exerts a significantly negative influence on the hotel online ratings. More specifically, the higher the levels of individualism, masculinity, uncertainty avoidance and power distance, the lower the hotel’s online ratings. Reviewers’ perceived experience in online reviewing is negatively related to online ratings.

Research limitations/implications

The study’s findings bear relevant practical implications for hotel managers and online platform managers in countries that are not typically covered by online consumer behavior studies in hospitality such as Russia. From a theoretical viewpoint, this study contributes to cultural studies in hospitality management and marketing with a further development of the nascent research stream taking a direct measurement approach to the study of cultural influences on consumers’ behaviors. Furthermore, this study offers a better and in-depth understanding of the role of cultural traits on electronic word of mouth, as well as international market segmentation theory in online settings.

Originality/value

The conjoint exploration of the effects of cultural differences and perceived experience in online reviewing adds to the nascent research stream taking a direct measurement approach to the study of the Hofstede’s cultural dimensions on online consumers’ behaviors. The authors make multiple theoretical and methodological contributions, highlighting that online hospitality customers cannot be considered as one homogeneous mass. Instead, the application of Hofstede’s cultural dimensions allows identifying distinctively different online behaviors across international online customers: different online customer groups can be clustered into segments, as they display different online behaviors and give different online evaluations.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 12
Type: Research Article
ISSN: 0959-6119

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Article

Marcello Mariani, Rodolfo Baggio, Matthias Fuchs and Wolfram Höepken

This paper aims to examine the extent to which Business Intelligence and Big Data feature within academic research in hospitality and tourism published until 2016, by…

Abstract

Purpose

This paper aims to examine the extent to which Business Intelligence and Big Data feature within academic research in hospitality and tourism published until 2016, by identifying research gaps and future developments and designing an agenda for future research.

Design/methodology/approach

The study consists of a systematic quantitative literature review of academic articles indexed on the Scopus and Web of Science databases. The articles were reviewed based on the following features: research topic; conceptual and theoretical characterization; sources of data; type of data and size; data collection methods; data analysis techniques; and data reporting and visualization.

Findings

Findings indicate an increase in hospitality and tourism management literature applying analytical techniques to large quantities of data. However, this research field is fairly fragmented in scope and limited in methodologies and displays several gaps. A conceptual framework that helps to identify critical business problems and links the domains of business intelligence and big data to tourism and hospitality management and development is missing. Moreover, epistemological dilemmas and consequences for theory development of big data-driven knowledge are still a terra incognita. Last, despite calls for more integration of management and data science, cross-disciplinary collaborations with computer and data scientists are rather episodic and related to specific types of work and research.

Research limitations/implications

This work is based on academic articles published before 2017; hence, scientific outputs published after the moment of writing have not been included. A rich research agenda is designed.

Originality/value

This study contributes to explore in depth and systematically to what extent hospitality and tourism scholars are aware of and working intendedly on business intelligence and big data. To the best of the authors’ knowledge, it is the first systematic literature review within hospitality and tourism research dealing with business intelligence and big data.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 12
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Mathilda Van Niekerk

This article aims to provide a critical review of the articles included in this special issue and highlight their findings and contribution to events, festivals and…

Abstract

Purpose

This article aims to provide a critical review of the articles included in this special issue and highlight their findings and contribution to events, festivals and destination management research.

Design/methodology/approach

The article critically reviews methodologies, findings, themes and conclusions offered by each article included in this special issue.

Findings

The articles in the special issue identify the latest thematic trends in events, festivals and destination management research and propose conceptual frameworks for event and festival life cycle trajectories. They build on previous research confirming how accessible tourism and a balanced event portfolio can increase the sustainability and competitiveness of the destination. Based on sound methodologies, they offer specific theoretical and practical implication for the successful planning, marketing and management of events, festivals and destinations. They provide suggestions on how event innovation, participatory sport events, mega sport events, food and wine festivals and meetings, incentives, conferences and events (MICE) can assist in the marketing and branding of the tourism destination.

Research limitations/implications

The articles in this special issue lay the foundation for future research in events, festivals and destination management. Articles in this special issue apply various research methods and analysis, indicating the growth of event and festival research. Research methods and analysis techniques used in the special issue include content/theme analysis, case studies, qualitative studies and questionnaires. The research articles and methodologies used in this issue should help both researchers and industry practitioners.

Originality/value

This study highlights key findings, theoretical and practical implications and contributions of the articles included in this special issue. It provides a holistic view of events, festivals and destination management research and suggests areas for future research.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

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Article

Patrizia Battilani and Giuliana Bertagnoni

The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social…

Abstract

Purpose

The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo co-operative, the paper discusses the social network method of marketing as it emerged during the 1950s and 1960s in Italy.

Design/methodology/approach

The research draws on different types of primary sources, including co-operative business records, interviews, publications, newspaper articles and advertisements.

Findings

In the age of mass consumption, the Granarolo co-operative developed an original marketing strategy based on social networks. This strategy can be considered a kind of community brand based on shared values pre-existing to the brand itself and a kind of viral marketing put in place before the electronic revolution.

Research limitations/implications

The research focusses on the Granarolo case study. It can be extended to other co-operative enterprises. However, it is unknown whether the anticipation of viral marketing has also been used by private enterprises.

Practical implications

The marketing strategies analyzed in the paper could be a interesting solution for undertakings strictly connected and rooted in their local community or in their Web community.

Social implications

In today’s world of the Web, this physical constraint no longer exists, and the social method of marketing exceeds the regional and even the national level. In conclusion, this was an innovative method of marketing and advertising that came into being, ahead of its time, about a half a century before modern Web-based social networks were conceived, yet uses the same concepts, hence its extraordinary originality.

Originality/value

This study is the result of an original research which tries to highlight what we could label the Italian way to marketing. Taking into consideration the first two decades of the Granarolo history and focussing on the marketing strategy, our contribution seeks to examine how the social networks approach worked and in what it differs from today brand community and viral marketing.

Details

Journal of Historical Research in Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1755-750X

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