Big data analytics capabilities and supply chain sustainability: Evidence from the hospitality industry

Big data analytics capabilities have piqued the curiosity of academics and practitioners in recent years. However, there has been little research conducted on the effects of these capabilities on supply chain sustainability, particularly in emerging economies. To address this gap, this article attempted to investigate the impact of big data analytics capabilities on the supply chain sustainability of Jordan's hospitality industry using quantitative data derived from 512 managers in senior and middle levels of hotels listed in Jordan Hotels Association (JHA). Structural Equation Modelling (SEM) was conducted for hypothesis evaluation. The research findings proved that the dimensions of big data analytics capabilities, which were infrastructure flexibility, management capabilities, and personnel capabilities, had a significant positive role in enhancing supply chain sustainability. Therefore, the research provided a series of recommendations for managers in these hotels, the most important of which was allocating significant investments in modern data-collecting technologies to record key changes across the supply chain, including manufacturing, transportation, and distribution.