Please use this identifier to cite or link to this item: https://doi.org/10.1108/IJCHM-08-2022-1006
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dc.titleA critical reflection on analytics and artificial intelligence based analytics in hospitality and tourism management research
dc.contributor.authorMariani, Marcello
dc.contributor.authorWirtz, Jochen
dc.date.accessioned2023-10-09T04:36:34Z
dc.date.available2023-10-09T04:36:34Z
dc.date.issued2023-07-17
dc.identifier.citationMariani, Marcello, Wirtz, Jochen (2023-07-17). A critical reflection on analytics and artificial intelligence based analytics in hospitality and tourism management research. INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT 35 (8) : 2929-2943. ScholarBank@NUS Repository. https://doi.org/10.1108/IJCHM-08-2022-1006
dc.identifier.issn0959-6119
dc.identifier.issn1757-1049
dc.identifier.urihttps://scholarbank.nus.edu.sg/handle/10635/245198
dc.description.abstractPurpose: This work consists of a critical reflection on the extent to which hospitality and tourism management scholars have accurately used the term “analytics” and its five types (i.e. descriptive, exploratory, predictive, prescriptive and cognitive analytics) in their research. Only cognitive analytics, the latest and most advanced type, is based on artificial intelligence (AI) and requires machine learning (ML). As cognitive analytics constitutes the cutting edge in industry application, this study aims to examine in depth the extent cognitive analytics has been covered in the literature. Design/methodology/approach: This study is based on a systematic literature review (SLR) of the hospitality and tourism literature on the topic of “analytics”. The SLR findings were complemented by the results of an additional search query based on “machine learning” and “deep learning” that was used as a robustness check. Moreover, the SLR findings were triangulated with recent literature reviews on related topics (e.g. big data and AI) to generate additional insights. Findings: The findings of this study show that: there is a growing and accelerating body of research on analytics; the literature lacks a consistent use of terminology and definitions related to analytics. Specifically, publications rarely use scientific definitions of analytics and their different types; although AI and ML are key enabling technologies for cognitive analytics, hospitality and tourism management research did not explicitly link these terms to analytics and did not distinguish cognitive analytics from other forms of analytics that do not rely on ML. In fact, the term “cognitive analytics” is apparently missing in the hospitality and tourism management literature. Research limitations/implications: This study generates a set of eight theoretical and three practical implications and advance theoretical and methodological recommendations for further research. Originality/value: To the best of the authors’ knowledge, this is the first study that explicitly and critically examines the use of analytics in general, and cognitive analytics in particular, in the hospitality and tourism management literature.
dc.language.isoen
dc.publisherEMERALD GROUP PUBLISHING LTD
dc.sourceElements
dc.subjectSocial Sciences
dc.subjectHospitality, Leisure, Sport & Tourism
dc.subjectManagement
dc.subjectSocial Sciences - Other Topics
dc.subjectBusiness & Economics
dc.subjectAnalytics
dc.subjectCognitive analytics
dc.subjectArtificial intelligence
dc.subjectBig data
dc.subjectHospitality
dc.subjectTourism
dc.subjectBIG DATA
dc.typeArticle
dc.date.updated2023-10-08T16:49:37Z
dc.contributor.departmentDEAN'S OFFICE (BIZ)
dc.description.doi10.1108/IJCHM-08-2022-1006
dc.description.sourcetitleINTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
dc.description.volume35
dc.description.issue8
dc.description.page2929-2943
dc.published.statePublished
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