How to Improve Organizational Performance Using Big Data in the Hotels

Introduction

The word “Big Data” (BD) was coined as a result of this data explosion. Volume, Variety, and Velocity, or the 3Vs, are three distinct characteristics of data often associated with the concept (Costa et al., 2021). Information being produced over the globe right now is staggering. The ever-changing nature of data generation and storage has piqued the interest of businesses across industries to use BD to solve specific business problems. However, as with the implementation of any new technology in an organization, BD. could pose security risks and challenges (Jin et al., 2015). Organizations that use BD can collect and process vast data, including confidential consumer and employee information, trade secrets, and intellectual property. Due to the centralization of data storage, cybercriminals try to hack (Jagadish, 2015). It demonstrates the importance of BD being adequately secured with the highest degree of protection mechanisms. Otherwise, BD has become “riskier than the Internet” due to evolving features of data treated by companies and boom in IT, saving, and re-utilizing of personal data in business analysis processes (Mukherjee et al., 2022a). As a result, there should be a shift in the way businesses handle and monitor their data (Galetsi et al., 2020; Shahbaz et al., 2019).

Security should be seen from an operational and environmental standpoint, in addition to its technical and infrastructure requirements (Brunswicker et al., 2015). As per prior studies, more study is needed to comprehend the exchange of firm and ecological effects on data security issues (Brunswicker et al., 2015; de Camargo Fiorini et al., 2018; A. Gupta et al., 2018). Even though BD became a mainstream technological choice for industrial segments in 2014, major businesses are still undecided about its acceptance (Yadegaridehkordi et al., 2020). The circumstances reinforce need for further determination of factors that impact extremely difficult adoption process in the BD context (Acharya et al., 2018; S. Gupta et al., 2018). BD has gotten a lot of consideration from researchers so far (Ranjan & Foropon, 2021). Nonetheless, only a few studies have looked into the key factors influencing an organization's decision to implement this advancement (Ghasemaghaei, 2021). BD adoption (BDA) is influenced by technical, organizational, and environmental perspectives, positively impacting firm results.