EXAMINING THE INFLUENCE OF VARIOUS BIG DATA CAPABILITIES ON TOURISM FIRMS IN SAUDI ARABIA

Purpose: This current paper investigates how important big data capabilities influence Business Performance (PF) in the Saudi tourism sector, in line with Saudi Vision 2030's digital transformation evolution efforts and initiatives. Objectives: The key-objective is thus to analyze/examine the impact of Data-Driven Culture (DDC), Technology Capabilities (TECH), Technical Skills (TSKL), and Managerial Skills (MSKL) on firm performance and identifying among them is the most impactful. Theoretical Framework: The study draws on Resource-Based Theory (RBT) and Social Materialism Theories to explore /scrutinize the strategic role of big data analytics capabilities in boosting competitiveness and driving growth within a rapidly evolving industry. Method: The methodology involved a self-administered questionnaire with variable measurements derived from previously published studies. A total of 695 responses were collected, out of which 471 were valid after accounting for 220 incomplete and four outlier responses. Results and Discussion: Analysis indicates that Technical Skills (TSKL), Managerial Skills (MSKL), and Data-Driven Culture (DDC) have a statistically significant positive impact on firm performance. Conversely, Data-Driven and Technology Capabilities did not directly enhance performance, possibly due to issues related to maturity levels or implementation quality. Hypotheses (H3), (H4), and (H5) are accepted, confirming the positive impact of (TSKL), (MSKL), and (DDC). Hypotheses (H1) and (H2) related to (DD) and (TECH) are rejected. Research Implications: The findings highlight the necessity for organizations in the Saudi tourism industry to implement a maturity model that fosters gradual development and integration of analytics capabilities to fully leverage their potential. Originality/Value: This study fills a gap in the existing literature by providing real valuable empirical evidence on the impact of big data analytics capabilities on firm performance in Saudi Arabia's tourism sector. It underscores the importance of contextual factors like organizational culture and analytics maturity, which could influence the efficacy of these capabilities.