Abstract
Big data is a revolutionary and disruptive technology that is used to identify behavioural patterns and track customer preferences. It has several advantages for the hospitality industry, where customer loyalty is integral for brand performance. However, big data is greatly underutilised. Therefore, a study was conducted to look at the use of social media big data within South African hotels and lodges The aim of this study was to focus on the general understanding of big data and the link it shares with social media. There was a further focus on the analytical tools that hotels and lodges make use of, as well as the benefits and challenges which social media big data elucidates for these sectors. This information provides an overall image of how South African hotels and lodges are wielding this technology, giving a future viewpoint on the progression and improvements that need to be undertaken. A comparison concerning the key similarities and differences between the lodge and hotel sector was also provided. This gave an overall picture on how South African hotels and lodges are using this technology, thus giving a future outlook on the progression and improvements that need to be taken into consideration. In order to fully grasp and appreciate big data, a literature review was provided in order to understand the relationship big data has with social media, and the impact it has within the hospitality industry, playing closer attention to hotels and lodges. The methodological approach of the study focused on the qualitative research method, where ten participants in total were interviewed - five being marketing managers in hotels and five marketing managers in lodges. The key findings of the study revealed that the South African hospitality industry is presently only at the genesis when it comes to the use of social media big data. This was revealed through the marketing manager’s generic understanding of the phenomenon. Furthermore, the data predominantly illustrated that only basic analytical tools were used, which indicates that there is a shortage of internal specialists who are capable of handling more advanced tools to further their findings. However, the benefits established were primarily related to the identification of behavioural patterns and preferences of both future and current customers, as well as the marketability of certain promotions that are placed on various platforms. In summary, the data is essentially used to enhance the guests experience through targeting their likes and dislikes. The primary challenges within both sectors of the industry emphasised areas such as education and training, the lack of advanced technology, and the security and privacy concerns pertaining to guest data. ..
M.Com. (Tourism and Hospitality Management)