Analysis reveals strong links between big data analytics capability, supply chain performance, and financial outcomes in hotels, suggesting improvement avenues.
The aim of this study was to construct a causal model that investigates the association between big data analytics capability (BDAC), supply chain agility (SCA), supply chain performance (SCP), and financial performance (FP), in the hotel industry. Additionally, it examines the mediator functions of SCA and SCP in the correlation between BDAC and FP. The study collected data from 324 hotel entrepreneurs who participated by completing online surveys. The gathered data were subsequently examined using PLS-SEM. The results demonstrate that BDAC has a direct favorable impact on SCA, SCP, and FP, while SCA also has a positive effect on both SCP and FP. Both SCA and SCP were found to significantly mediate the relationship between BDAC and FP. These findings indicate that hotel owners should utilize customer service data for thorough analysis to determine the most effective operational solutions and improve their BDAC. This method has the potential to enhance SCA, SCP, and eventually, yield superior financial performance. The study enhances our understanding of the function of BDAC in improving performance in hotel businesses. It also offers practical implications for hotel management.
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Meathawiroon et al. (2025) studied this question.