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الرئيسية > The Behavioural Intenfion of Ad...>الوصف

The Behavioural Intenfion of Adopting Big Data Analytics in the Tourism Sector: An Empirical Investigation in Egypt

المصدر: مجلة المنيا لبحوث السياحة والضيافة
الناشر: جامعة المنيا - كلية السياحة والفنادق
المؤلف الرئيسي: Ragab, Ahmad Muhammad (Author)
المجلد/العدد: مج2, ع2
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2017
الشهر: ديسمبر
الصفحات: 1 - 19
ISSN: 2357-0652
رقم MD: 934336
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: HumanIndex
مواضيع:
النية السلوكية | البيانات الضخمة | المؤسسات السياحية | تحليل البيانات | مصر
كلمات المؤلف المفتاحية:
Big Data | Tourism in Egypt | Decision Making | Behavioural Intention
رابط المحتوى:
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المستخلص: In today’s turbulent competitive business environment, having relevant data and high quality market information is critical for business success. In this sense, big data has climbed to the top of the business agenda transforming the way companies do business. The substantial value added of using big data applications and analytics for business success and growth has been proved in many business sectors including tourism. This study aims to understand the behavioural intention among tourism-related businesses in Egypt with respect to the adoption of big data analytics. Based on the Technology Acceptance Model (TAM), a questionnaire is designed with a measurement scale of 14 .statements plus additional questions to investigate awareness, implementation status, and key challenges for big data adoption. The findings reveal that although the high awareness of big data concept and its applications in the tourism- related business in Egypt, a small number of these businesses is using big data analytics. Also, the results of Pearson’s product moment correlation coefficient confirm the statistically significant strong positive relationship between “perceived ease of use”, “perceived usefulness”, and “attitude toward use” as independent variables and the dependent variable, “behavioural intention”. Besides, through the multiple regression analysis, it is indicated that about 60% of variation in the behavioural intention is explained by these three variables. Furthermore, the findings refer to cost of big data tools and infrastructure, lack of big data and analytics skills, and lack of sponsorship from top management as the key challenges for big data adoption in tourism-related businesses in Egypt. Finally, some recommendations have been presented as well as preparatory steps have been suggested as guidelines for tourism-related businesses in Egypt to help them adopting big data analytics in their business environment.
ISSN: 2357-0652

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