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This comprehensive Handbook serves as a key reference for Big Data theorization and implementation that will drive the next generation of marketing and management in tourism and hospitality. It explores the need for systemizing knowledge around using Big Data in decision-making and how the service industries are heavily influenced by data-driven sciences and their relevant applications.

Chapters demonstrate that tourism is at the forefront of Big Data mining, analysis, and implementation, looking ahead to how this technology offers new opportunities for more personalized intelligence that further increases organizational capabilities in decision-making, marketing, innovation, business models, and service management. Presenting new theoretical insights and practical case studies, this Handbook provides a cutting-edge perspective on the conceptual and managerial aspects of Industry 4.0 apps and particularly those of Big Data for the tourism and hospitality industries. The contributing authors set out the importance of developing the next generation of Big Data analytics and the necessary supporting mechanisms for Generative Artificial Intelligence to achieve greater effectiveness and applicability.

This book is an essential read for scholars and students of hospitality and tourism, particularly those with a focus on marketing and management, as well as managers and organizations within these sectors.