Main Article Content
Abstract
The enormous development of social media and consumer generated content on the Internet had inspired the development of the so called Big Data Analytics to understand and solve practical problems this study aims to explore and demonstrate the utility of Big Data Analytics to better understand the consumer behaviour input service and investigates the decision making process of hospitality customers. The study increases the understanding of the complexity of customers’ decisions and how much hedonism behind this decision is and it also demonstrates how marketers appeal to hedonistic characteristics of individual to sell the goods and services. This article finds out what big data is why it has become so important and various ways it can be strengthened for the benefit of hospitality company.