From BRICS nations, India is the second largest tourism market after China in Asia. Technological revolution has added new dimensions to the way technologies being used in all the sectors. Also, the use of electronic gadgets leaves trail of data, which is very huge in size, this data (Big Data) is exploited by every sector for providing better services and gaining competitive edge. This trend grabbed the attention of researchers and industry for development of more optimized tools and techniques. There are many general frameworks proposed by industry and researchers for implementation of Big Data in industry but, there is no framework proposed for tourism sector. In this paper, the authors propose unified IT infrastructure framework named as tAdvisor for effective data analytics using Big Data Analytics approach for increasing productivity in tourism sector. Various challenges and issues related with the implementation of Big Data Analytics is also discussed in the paper.
Investments in big data analytics and firm performance: an empirical investigation of direct and mediating effects