Big Data for Customer Experience in Hospitality & Tourism Sector: A Review

Big data, particularly online reviews, has a major impact on customer experience. User-generated content (UGC) on social media sites significantly influences customer choice and enhances service providers' brand equity, revenue, and service innovations. The main objective of this study is to broaden the body of knowledge by analyzing research that have examined the impact of large data made accessible through UGC that helps to determine how the hospitality and tourism sectors should act in order to meet the expectations of their clients. All available research papers have been critically analyzed for future research. The finding of this paper is based on systematically reviewing 22 recent high-quality research papers using the keyword search method. The study begins by evaluating the importance of using big data and online reviews to meet consumer expectations through service, which serves to shape the hotel industry's decision-making process in relation to visitor happiness. Secondly, it also identifies the area for future research. The results indicate that the primary three components that influencing overall hospitality & tourism customer experience & satisfaction are service, room, and value evaluations. While negative emotions and the brand type have a detrimental impact on how satisfied guests are.