Ristova, Cvetanka (2019) Digitalization in hospitality: Big data, trend that transformed the hotel industry. International Scientific Journal CENTRUM, 12. pp. 49-63. ISSN 1857-8640
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Abstract
We live in the era of Internet of things (IoT), artificial intelligence
(AI) and machine learning algorithms where the concept of big data is
inevitable to become a staple part of the scene. Big data is the driving
force behind the development and expansion of these advancements and
technologies. The number of inexpensive and numerous information
measuring devices, such as IoT devices, mobile devices, public and
private cameras, online transactions, etc. is growing rapidly and they
generate a significant amount of data every day and hour. This rapid
growth of data collection creates a huge amount of data that they use
big data technologies.
Hospitality uses the big data accumulated in their systems to improve
operations, provide better guest service, create personalized
marketing campaigns based on specific customer preferences and,
ultimately, increase profitability. Hospitality that utilize big data hold a
potential competitive advantage over those that don't since they're able to make faster and more informed business decisions, provided they use
the data effectively. Big data can provide hotels even with valuable
insights into their guests that can be used to refine marketing campaigns
and techniques in order to increase guest engagement and conversion
rates.
| Item Type: | Article |
|---|---|
| Impact Factor Value: | 1.919 |
| Subjects: | Social Sciences > Other social sciences |
| Divisions: | Faculty of Tourism and Business Logistics |
| Depositing User: | Cvetanka Ristova |
| Date Deposited: | 15 Jan 2020 10:59 |
| Last Modified: | 15 Jan 2020 10:59 |
| URI: | https://eprints.ugd.edu.mk/id/eprint/23274 |
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