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The Role of Big Data Analytics in Enhancing Service Quality in Tourism: A Literature Review
Abstract
Technology, especially big data analytics, is revolutionising the tourist industry, a major contributor to worldwide economies. The literature highlights the significance of big data analytics in improving service quality within the tourism business. Tourism businesses can reduce their environmental impact by analysing ecological data, therefore responding to the growing demand for sustainable travel. BDA aids destination management organisations (DMOs) in crowd management, improving visitor experience, and safeguarding cultural heritage sites. This study consolidates prior studies to clarify how Big Data Analytics improves the quality of tourism services. The assessment illustrates to practitioners and policymakers the utilisation of Big Data analytics for competitive advantage and improved service delivery through a literature analysis. To fully realise the potential of Big Data analytics in tourism transformation, future research must tackle current restrictions, explore upcoming technologies, and promote multidisciplinary methodologies.
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