This study reveals that big data analytics capabilities enhance performance in tourism firms, suggesting a need for a focus on managerial skills and data-driven culture.
This study investigates the impact of various big data analytics capabilities on firm performance, through big data analytics capability (BDAC) (a combined set of capabilities) in Saudi Arabia’s tourism sector. BDAC is modeled as a second-order construct formed by five capabilities: data-driven culture, technology, technical skills, managerial skills, and data-driven decision-making. The study basically examines the mediating role of BDAC. Data were collected through a structured questionnaire, resulting in 471 valid responses from professionals in tourism firms. Structural Equation Modeling (PLS-SEM) was used to analyze the data. The results show that managerial skills, technical skills, and a data-driven culture significantly improve performance both directly and indirectly through BDAC. However, data and technology capabilities had no significant impact on performance, either directly or through BDAC. These findings highlight the importance of human and cultural elements over technical infrastructure alone. The study contributes to theory by confirming that BDAC is a multidimensional construct and plays a partial mediating role. Practical implications suggest that tourism firms should invest in developing managerial talent and fostering a data-driven culture to maximize performance outcomes.
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Sultan et al. (2025) studied this question.
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