Big Data Analytics’ Utilization in Egyptian Hotels’ Decision-Making. What are The Challenges of Applying BDA?

Abstract

Big Data Analytics (BDA) helps all kinds of organizations in both the public and private sectors to make better, faster, and more efficient decisions. Therefore, the research aims to explore BDA utilization in Egyptian hotels' decisionmaking. Moreover, to explore the difficulties those face managers of five stars' hotels and chains to apply BDA. This research developed all measurements using scales suggested by previous authors. The current research utilized the quantitative approach represented in a questionnaire. A five-point Likert scale was used to test the attitude of the hotel managers toward research variables. Participators shared in this survey are hotel' managers in hotel chains and five-star hotels in the governorates of Luxor, Aswan, the Red Sea, and Sharm El-Sheikh city. The research found that, hotels need to rationalize costs and create new opportunities, using BDA helps to increase the effectiveness, and making the right decision helps managers to achieve hotel goals. On the other hand, the challenges faced by hotels are the high cost of using BDA applications and the difficulty of security data. Furthermore, senior management should provide full financial support for the BDA application, which is considered beneficial in achieving hotel goals.

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