Big DataTechnology AdoptionDMO'sDecision Making
Pharos UniversityCairo Higher Institute for Tourism and HotelsMansoura University
The focus of this study is on the application challenges of big data (BD) in tourism for one of the developing countries and how to utilise technology to improve the decision-making process. Specifically, the authors aimed to investigate the adoption barriers of BD applications by the tourism authorities in Egypt, evaluate the extent to which the Egyptian DMO members are familiar with BD techniques and applications, and analyse how the usage of BD applications impacts the quality of their decisions. A qualitative method was used for data analysis, with semistructured interviews to collect data. The findings showed that the adoption of BD is hindered by five key factors: data accessibility, organisational, financial, human, and technological factors. That's why BD applications are not yet effectively exploited by the Egyptian tourism authorities. The study provided important managerial and policy implications for decision-makers in addition to suggesting new horizons for further research.
Tamer M. ElsawyNehal Eltayeb