Big Data Analytics and Firm Performance in the Hotel Sector

Big data (BD) analytics play a key role in helping hotel firms gain competitive advantages and achieve superior performance. The purpose of this study was to determine which factors encourage the use big (BDA) by impact BDA on firms’ Understanding impacts sector is important help managers for creating business value increasing A research model developed tested with collected through questionnaire sent European country analysed PLS. results indicate that organisational readiness pressure mediating top management support. findings also can create main dimensions performance: financial performance, customer retention rate, reputation.