The Handbook on Big Data Marketing and Management in Tourism and Hospitality is a vital resource for both professionals and scholars in our field. This comprehensive volume curates a collection of cutting-edge research, insightful case studies, and best practices that illuminate the transformative impact of Big Data. I wholeheartedly endorse this Handbook as a pivotal source that will empower its readers to navigate the complexities of Big Data marketing and management within our industry. Congratulations to the editors on assembling such a timely and invaluable resource. -- Fevzi Okumus, University of Central Florida, USA The important topic of Big Data, critical as the raw material" for AI, is very well covered, structured, and dissected in this book's content. The rich spectrum of issues discussed ranges from value-creation, reshaped business models, IoT, ethics and sustainability, as well as emerging technologies. The book takes the view that the future of tourism depends not only on preserving the natural and cultural assets that attract visitors but also on ensuring that the industry contributes positively to local communities and global environmental goals. -- Luiz Moutinho, University of Suffolk, UK As a groundbreaking resource for students, scholars, and industry professionals, this book expertly navigates the intersection of Big Data and Industry 4.0. With its robust theoretical foundations and rich case studies, the book charts new horizons for harnessing analytics and machine learning to revolutionize service experiences, sustainability, and business strategy in the digital era. -- Yangyang Jiang, University of Nottingham Ningbo, China
