Peer-reviewed
Role of big data capabilities in enhancing competitive advantage and performance in the hospitality sector: Knowledge-based dynamic capabilities view
To address the unsolved problem of the mechanism underlying the effect of big data analytics capabilities on competitive advantage and performance, this study combined quantitative and qualitative methods to test the examined framework. The results of 257 questionnaires from hotel marketing managers and 19 semistructured interviews, confirm that big data analytics capabilities develop from big data strategies and knowledge management and enhance competitive advantage and performance through sustainability marketing. Moreover, social media enhance sustainability marketing and competitive advantage and performance. The original findings of the current research contribute to the development of big data, sustainability marketing, and social media
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