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Title
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Impact of Big Data and Analytics on Quality Management in Rural Tourism in Southern Africa - Zimbabwe:
a Systematic Literature Review
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Creator
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Ranganai, Njodzi
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Basera, Vitalis
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Muwani, Tendai
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Abstract
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Big data and analytics have assumed a significant role in the
technological advancement that is shaping the world's travel
industry today, posing both significant challenges and
opportunities for rural tourism in southern Africa. Big data and
analytics provide useful information to all tourism businesses,
allowing them to estimate visitor need, optimize decisionmaking, knowledge exchanges and relationships with
consumers, and deliver the best service in a more productive
and effective way, thereby managing quality. The focus of this
research is to investigate the problems and opportunities that
may arise from the use of big data and analytics in rural tourism,
its management, and the sector's future. The research content
was obtained from popular web sources including articles
indexed in Google Scholar, institutional repositories,
dissertations and Scopus. Thirty-one peer reviewed articles
published between 2012 and 2022 were considered for review.
A thread of the problems and opportunities faced by use of big
data and analytics was drawn inferring to rural tourism in
Zimbabwe, a country in southern part of Africa. Despite
widespread privacy and security issues, big data and analytics
are widely thought to be advantageous for tourist and hospitality
firms as founded in literature. In addition, big data and analytics
is offering fresh viewpoints on the quality management
discussion to both the tourist and hospitality industries. This
study is useful for both scholars and practitioners interested in
the utilization of big data and analytics.
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Date
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October 2023
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Source
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Journal of Tourism, Culinary,
and Entrepreneurship
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issue
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2
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volume
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3
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pages
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136-158
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issn
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e-ISSN: 2776-0928
