The Roles of Government Support and Competitive Intensity in Big Data Analytics Driven Performance in the Wellness Tourism Sector

Although extensive research acknowledges the potential of big data analytics capabilities (BDACs), there is still a blank map regarding how and to what extent BDACs are understood and used in the field of tourism. This study thus explores how BDACs impact organisational performance with government support and competitive intensity as moderators in the wellness tourism sector. To gather data, this research conducted a questionnaire-based survey and received 139 valid responses from senior executives in large Chinese wellness tourism companies. The data were analysed using partial least squares structural equation modelling (PLS-SEM) to test the hypotheses. The findings confirm that BDACs significantly influence organisational performance, and the direct effect is moderated by government support and competitive intensity. By examining BDACs within the specific context, this study extends existing research concerning how data-intensive capabilities manifest in experience-focused, wellness-oriented service environments. Moreover, the current research integrates dynamic capability theory and contingency theory to develop a more comprehensive framework that explains both the mechanisms by which BDACs enhance organisational outcome and the contextual conditions that strengthen the effect.