Big data refers to the huge amounts of information in the structured and unstructured form that cannot be processed using traditional data systems. Big data technology facilitates the utilization of high volumes of external and internal data to create new products, services and improve business operations. In the era of big data, airlines can provide services that are more satisfying to customers and to stay competitive in their fierce marketplace. Airlines can reap many benefits from big data, but many challenges still remain. This study illustrates how airlines successfully adopt big data technology. The paper also explores the opportunities and challenges of big data in the airline industry. Based upon the qualitative approach, 27 semi-structured interviews with employees and experts at airlines in Egypt were conducted. The findings reveal that big data has a great importance in providing broad opportunities for airspace management, enhancing flexibility in dealing with each passenger, boosting problem solving, supporting decision, providing safe flights, boosting predictive maintenance, and improving performance. The findings illustrate a range of challenges that airlines may face when dealing with big data, such as shortage of qualified human resources, absence of data-driven culture, dealing with and processing huge amounts of data, as well as data privacy and security issues. Finally, implications for practice as well as future researches are discussed.

The close relationship between film and tourism industry created a niche tourism trend; film-induced tourism. Destination management organizations (DMOs) are key stakeholders for generating film-induced tourism. The main aim of this study is to explore the current film-induced marketing activities undertaken by DMOs in Egypt. The literature review indicated that DMOs can adopt multiple marketing activities to promote film-induced tourism for their destinations. However, they face challenges when achieving their activities. Based on a purposive sample, the primary data were collected by using semi-structured face to face interviews with key experts in the Egyptian DMOs. The key findings of the practical study revealed that DMOs did not introduce any successful or innovative activities to develop film-induced tourism except producing short publicity and documentary films. The study also provides DMOs with important insights that could aid in encouraging film-induced tourism.

This study is an attempt to identify the most crucial factors that enhance the level of consumer trust in airline websites. Based on a review of selected previous studies, we propose four factors that can influence consumer trust in airline websites; website quality and its dimensions (information quality, design quality, perceived ease of use and perceived usefulness), company reputation, perceive institution assurance and its dimensions (perceived security and perceived privacy), and word of mouth and recommendations. Data was collected through online self-administered questionnaire distributed through convenient sampling method. Pearson correlation and regression analysis were utilized to test the hypothesized variables. The findings revealed a positive relationship between aforementioned factors and consumer trust in airline websites. Consumer trust also influences purchase intentions. Suggestions are also given for managers in airline companies to improve the level of trust at their websites.