Linking Big Data Analytics Capabilities to Business Success Through Content Marketing in Hospitality and Tourism SMEs

Information from the abstract

Although the use of customer data is growing in hospitality and tourism businesses, the role of analytics capabilities in business success through marketing is not clear. This study aimed to investigate the structural relationships among Big Data Analytics Capabilities (BDAC), Content Marketing (CM), and Business Success (BS), as well as to examine the statistical mediating role of Content Marketing. A cross-sectional questionnaire survey was employed to collect 385 usable responses from business owners, executive directors, and managers of hospitality and tourism enterprises in Chumphon Province, Thailand, who possessed relevant knowledge of business operations, customer data management, and digital marketing activities. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). The results indicated significant positive relationships between BDAC and BS (β = 0.341), BDAC and CM (β = 0.416), and CM and BS (β = 0.295). Content marketing also had a significant indirect effect on the relationship between BDAC and BS (β = 0.123), providing support for partial mediation. The model explained 28.7% of the variance in BS. Importance–performance map analysis further identified BDAC as the more influential antecedent of BS in terms of its total effect. From a practical perspective, the findings suggest that hospitality and tourism SMEs operating under resource constraints should prioritise reliable customer data, analytical skills, and the effective conversion of customer insights into relevant marketing content, rather than relying on technology investment alone. The findings supported positive relationships among Big Data Analytics Capabilities, Content Marketing, and Business Success as perceived by the respondents. However, the cross-sectional research design does not establish causal relationships, and this study did not directly measure environmental and social sustainability outcomes.

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Related topics: Big Data and Business Intelligence · Digital Marketing and Social Media · SMEs Development and Digital Marketing