Big data governance and knowledge creation: the role of big data management capabilities in the hotel industry

Purpose This study aims to investigate the big data governance (BDG) (contractual and relational governance) effects on big data management capabilities (at the strategic and operational levels) as well as on knowledge creation through big data in the hotel industry. It also explores the moderating influence of a data-driven culture (DDC) and the mediating roles of big data management capabilities. Design/methodology/approach A time-lagged survey was conducted in two waves (Time 1 and Time 2) with hotel managers in Pakistan. The structural equation modelling (SEM) is used to analyse the collected data via Smart PLS 4 software. Findings The results demonstrate that both contractual and relational governance mechanisms positively influence strategic-level and operational-level big data management capabilities. Operational-level big data management capabilities, in turn, enhance knowledge creation through big data, with a DDC moderating this association. Furthermore, data management capabilities at the strategic and operational levels were found to mediate the relationship between BDG (both relational and contractual governance) and knowledge creation through big data. Practical implications Hotel managers should prioritise developing robust governance structures and enhancing big data management capabilities to facilitate knowledge creation. Emphasising DDC can further amplify the positive effects of big data initiatives. Originality/value Compared to the bulk of literature, which has considered big data management capability as a holistic capability, the study disentangles this capability (into strategic and operational levels) to offer a fine-grained understanding of how Pakistani hotels can leverage their limited resources to generate valuable knowledge from BDG. The study also introduces DDC as a key contextual factor enhancing the effectiveness of operational-level big data management capabilities in the hospitality industry. In so doing, the study provides novel insights from a non-Western context, empirically distinguish the impacts of different forms of big data management capabilities on big data knowledge creation processes, and identify an important boundary condition (i.e. DDC) under which big data management capabilities lead to knowledge creation through big data.