AN ASSIGNMENT ON

"Ethics in Information & Technology (IT)" & "Predicting

Tourist Demand Using Big Data"&

"Article: Use of Technology to Facilitate Decision Making" Subject:

Management Information System

MBA SEM-2

CLASS: A1

S.R. LUTHRA INSTITUE OF MANAGEMENT

GUJARAT TECHNOLOGICAL UNIVERSITY

Group no: 03

Re-Submission Date: 28th April, 2020

Submitted to,

Ms. Esha Pandya

(Assistant Professor)

Submitted By,

Dipak Ashra Enrolment no : 197500592008

Mayuri Kalra Enrolment no: 197500592067

Nidhi Bhattad Enrolment no: 197500592076

Mit Mehta Enrolment no: 197500592069

Ayushi Agarwal Enrolment no: 197500592004

1|Page
Topic NO. Topic Name Page
no.
1 Evaluate the critical managerial and
ethical issues in using business
analytics. 3-5
 Ethics in Business Analytics
 Principle of Big Data Analytics
2 Predicting Tourist Demand Using Big
Data
6-10
 Understanding Big Data
 Application of Business Analytics in
Tourism Industry
3 Article: Use of Technology to Facilitate
Decision Making.

 How does technology helps in decision 11-12

making?
 How can technology help in employee’s
sentiment analysis and positively
influence a welfare-based environment?

4 ANNEXURE 12-17

5 Bibliography 18
 Evaluate the critical managerial and ethical issues in using
business analytics.

Ethics in Business Analytics

Firms utilizing Big Data combine information from diverse sources to create knowledge,
make better predictions, and tailor services. Yet Big Data has also been criticized as a breach
of privacy, as potentially discriminatory, and as just creepy. Part of the ambiguity in
examining Big Data is choosing what to analyze: Big Data has been framed as an ability, a
process, a tactic, and an asset. Here, I analyze Big Data as the Big Data Industry (BDI) to
examine the systemic risks in current business practices. Such an approach situates Big Data
within a larger system of firms, organizations, processes, and norms for the analysis of the
information supply chains and industry standards. The Big Data industry is at a critical
tipping point where industry leaders – with intimate knowledge of the systemic risks as well
as the power from a unique position – could enact meaningful change. Remedies for these
potential issues are examined with the goal of fostering a sustainable Big Data industry.

Data is now one of our world’s most precious resources, and over the last few years,
businesses have been learning how to use it to become more successful and profitable. Big
data, a term that is used to refer to the use of analyzing large datasets to provide useful
insights, isn’t just available to huge corporations with big budgets. Companies of all sizes are
getting in on the action to improve their marketing, cut costs, and become more efficient. As
a result, ethical challenges of big data have begun to surface.

3|Page
 An example of an ethical decision:
A manager of a BI system that chooses to use cheaper data in his/her data mining activities to
save money. The data he/she chooses to implement involves personal credit score reports.
The cheaper data sets have a 20% possibility of being incorrect. The manager did not see it as
being an unethical decision when it was made, just a way to continue to generate close-to-
accurate reports and save money.

The impacting decision on 20% of the company’s customers may have different results as
more people are turned down for credit because inaccurate reports. It is not a crime to have
implemented the inaccurate data sets but it may seem as an unethical practice to others.

While it is important for managers to be able to make their own decisions, this example
decision being made should have involved more managers since it affected the whole
business.

The manager’s choice could bankrupt the company as user start to leave their business for
more accurate competitive companies. As the example points out, sometimes there is no
really clear answer to wither an issue involves an ethical or legal choice and each situation
can be different. Trying to make decisions based on individuals’ beliefs when dealing with a
company can amount to intellectual stalls and trying to come to a decision can be expensive
and time consuming.

“Computing professionals have a responsibility to share technical knowledge with the

public by encouraging understanding of computing, including the impacts of computer
systems and their limitations. This imperative implies an obligation to counter any false
views related to computing” (ACM, 1992, Para. 3).

Big data analytics raises a number of ethical issues, especially as companies begin monetizing
their data externally for purposes different from those for which the data was initially
collected. The scale and ease with which analytics can be conducted today completely
changes the ethical framework. We can now do things that were impossible a few years ago,
and existing ethical and legal frameworks cannot prescribe what we should do. While there is
still no black or white, experts agree on a few principles:

1. Private customer data and identity should remain private: Privacy does not mean
secrecy, as private data might need to be audited based on legal requirements, but that
private data obtained from a person with their consent should not be exposed for use by
other businesses or individuals with any traces to their identity.

2. Shared private information should be treated confidentially: Third party companies

share sensitive data — medical, financial or locational — and need to have restrictions on
whether and how that information can be shared further.

3. Customers should have a transparent view of how our data is being used or sold, and
the ability to manage the flow of their private information across massive, third-party
analytical systems.

4|Page
4. Big Data should not interfere with human will: Big data analytics can moderate and
even determine who we are before we make up our own minds. Companies need to begin
to think about the kind of predictions and inferences that should be allowed and the ones
that should not.

5. Big data should not institutionalize unfair biases like racism or sexism. Machine
learning algorithms can absorb unconscious biases in a population and amplify them via
training samples.

There are certainly more principles we need to develop as more powerful technology become
available. Data scientists, data engineers, database administrators and anyone involved in
handling big data should have a voice in the ethical discussion about the way data is used.
Companies should openly discuss about these dilemmas in formal and informal forums. When
people do not see ethics playing in their organization, people in the long run go away.
 Predicting Tourist Demand Using Big Data
 Understanding Big Data
Big Data is a term used to refer to large data sets that are too big to be processed through
more traditional processing methods. This kind of data can originate from internal and
external sources, and is typically associated with customer views, habits and behaviour.It can
also aid the hospitality department. Hotel chains are already using Big Data insights to
create customized and relevant discount packages, add-on services and incentive coupons
based on a customers’ travel patterns, airline operators use analytics to not only understand a
passengers’ purchasing and travel patterns but also aggregated behaviour insights about
particular demographics. It can reflect on customers’ choice of travel destinations and times.
Techniques like web scraping and social media listening can help us analyse the electronic
Word-of-Mouth (eWOM) of various services and products in the industry.

Due to the huge amounts of data that are now collected by businesses of all kinds, big data
has become a top priority for many, and this is especially true in the travel industry. While its
uses are varied, it can be especially helpful for tourism companies, because it can enable
predictive and behavioral analysis to be carried out.

 Application of Business Analytics in Tourism Industry

Reputation Management:

Important use for big data within the tourism industry is in connection with reputation
management. In the internet age, customers can leave reviews on a wide range of different
platforms, including social media sites, search engines and dedicated review websites,
sharing their opinions and experiences. Moreover, customers are increasingly checking these
reviews and comparing different hotels before they make a booking.

This data, combined with feedback acquired internally, can be used to spot the most
significant strengths and weaknesses, and where customers are impressed or disappointed.
Once this information has been gathered, hotels can use it to inform their training efforts, in
order to make improvements and ensure future reviews are positive, further this will lead to
positive brand building, will increase the number of check- in and customer satisfaction.
Hotels and other businesses in the travel and tourism industry have a vast array of
interactions with customers, and each of these interactions can provide valuable data, which
can be used to improve the overall customer experience. This data can include everything
from social media conversations and online reviews, to service usage data.

Used effectively, this information can reveal which services customers use most, which they
do not use at all, and which they are most likely to request or talk about. Through this data,
companies can make more informed, data-driven decisions about the services they currently
provide, the services they no longer need to provide, the services they want to introduce, and
the new technology they choose to invest in.
Strategic Marketing:

Within the travel industry, marketing can be difficult to get right, because potential customers
are so varied in who they are, where they come from, and what they are looking for.
However, big data can help tourism companies to adopt a more strategic approach to their
marketing efforts, targeting the right people in the right way.

More specifically, big data can help businesses to identify the main trends that exist among
their customers, where the similarities are, and what the best marketing opportunities are. It
can also help businesses to understand where those people are and when marketing is most
relevant to them. This can enable marketing messages to be sent, based on time, location and
other data, allowing more targeted promotional content to be delivered.

For instance India being a diverse country, people from different region celebrate different
occasions and have different holiday period which becomes opportunity for tourism industry
to tap the market according to their holiday period. And thus business a nalysis helps in
analyzing the sentiments of consumer and then comes up with the offers related to the data
obtained.

Revenue Management:
One of the most effective uses of big data within the travel industry is linked to revenue
management. To maximize financial results, hotels and other tourism companies need to be
able to sell the right product, to the right customer, at the right moment, for the right price,
via the right channel, and big data can be invaluable for this.

In particular, internal data like past occupancy rates, room revenue and current bookings can
be combined with external data, such as information about local events, flights and school
holidays, in order to more accurately predict and anticipate demand. As a result of this, hotels
are then better able to manage prices and room rates, increasing them at times of high
demand, in order to maximise the revenue that is generated.

Competitive Market Research:

Those in the travel and tourism industry can also use big data to compile and analyse
information about their main competitors, in order to gain a clearer understanding of what
other hotels or businesses are offering customers. Again, this data can be acquired from a
variety of sources, as there is no shortage of places where customers go to share their
opinions on hotels and travel companies, especially online.

Ultimately, the data can be used to pinpoint the strengths, weaknesses and overall reputation
of rival companies. This can be extremely valuable, as it can help business leaders to spot
potential gaps in the market, or opportunities to deliver in ways that rivals are failing to. This
can, in turn, lead to greater demand and higher revenue.

Big data can benefit those in the travel industry in a number of important ways, allowing
them to make more evidence-driven decisions. These include the ability to anticipate future
demand more accurately, optimize pricing strategies, target marketing more precisely and
improve the customer experience.
 Personalized Pricing Management:

With the help of advanced analytics at scale in the travel sector, it is easier to practices
dynamic pricing now in industry standard. It is expected that with the help of advance
business analytics one can improve the ability to optimize pricing through more accurate
analyses and predictions based on market demand signals, local room availability, and a deep
understanding of the individual customer’s willingness to pay. This trend toward personalized
pricing can feel jarring at first, but at the same time, advances in predictive analytics will
drive improvements in forecasting. Right now, companies throughout the value chain, from
global hotel brands to technology start-ups, are using self- learning algorithms that incorporate
historical data on millions of searches to predict future price movements based on multiple
factors, including seasonal trends, demand growth, and limited-time special offers, as well as
consumer preferences and purchase patterns. As demand forecasts become more accurate,
pricing and yield strategies can become more sophisticated to capture greater value.

Understanding natural-language processing:

Several companies across the Tourism value chain from intermediaries to global brands to
individual properties are exploring opportunities to streamline service throughout the
customer journey by introducing Chabot’s—messaging platforms powered by AI or AI-plus-
humans. This Industry is an area being heavily automated by machine learning algorithms.
Intelligent programs (bots) are trained to perform certain tasks on users’ requests. Instant
messaging platforms like Whatsapp are also becoming very popular for customer service they
are widely adopted by some prominent brands as a great way to reach out to the clients and
build better customer relations.

As natural language processing technology continues to improve, chatbots will get better at
conversing with users and handling all the steps in the travel journey from research to
booking to stay. Chatbots with artificial intelligence capabilities should be able to learn a
user’s travel preferences based on past bookings, reviews, even social media activity, then
use this data to extrapolate and make valuable suggestions on destinations, lodging options,
restaurants, events, and anything else that might hold special appeal for the user.

They can be further used as mobile travel companions, solving several problems on the go,
such as

 What’s the baggage allowance for my flight?

 Where is the nearest business lounge?
 What’s my boarding gate number?
 How long will it take to get to the airport?
Extending travel experience through virtual assistants:

Travel companies are beginning to equip rooms with voice-activated devices that are
connected to the Internet. In December 2016, Wynn Las Vegas announced it would be
equipping nearly 5,000 hotel rooms with Amazon’s Echo speaker to give guests the ability to
control their hotel-room features via the Alexa virtual assistant. Similarly, Bloomberg
reported this year that Marriott is testing both Alexa and Siri at its Aloft hotel in Boston’s
seaport district to see which virtual assistant will do a better job at letting guests control smart
room functions via voice command.

Further with the recent advances in technology, it has also become possible to predict the
needs and requirement of customer this is where Real- Time Analytics plays a vital role. The
opportunity for data science here lies in predicting based on available information from the
voice activated devices, weather, current delays, and other service data. Thus, an algorithm is
trained to monitor this data can send out timely notifications, alerting the users and their
travel an upcoming disruptions, and automatically put a contingency plan into action.

Customized on-property product recommendations:

In hospitality, companies are beginning to link predictive analytics with geo- location data to
deliver effective recommendations on-property and in real time through mobile apps. For
instance, one hotel company is piloting a program to drive ancillary revenues through the use
of next-product-to-buy algorithms. These algorithms can analyze historical data to determine
beyond promotions and coupons. Consider the opportunity to dispatch a pre-ordered room-
service dinner as the guest enters the lobby, or alert housekeeping that a room is available for
cleaning as soon as a guest has departed. Over time, leaders in the sector could use relocation
data to deliver more sophisticated offers and services in all areas of the on-property
experience and enable more efficient service operations.

Recommendation Engines:

As personalized content suggestions based on neural networks online travel booking

providers often provide tailored suggestions, based on your recent searches and bookings,
when searching on Make My Trip or Expedia for flights to London, you will be offered
several accommodation options for your trip. Similarly, Booking.com offers alternative
destinations you might like for your next trip.
Automated recommendations based on customer data works well to inc rease sales, up sell,
and keep loyal customers coming back for more.

Price Forecasting:

Prices are ever-changing and vary greatly depending on the provider. No one has time to
track all those changes manually. Thus, smart tools which monitor and send out timely alerts
with hot deals are currently in high demand in the travel industry. It saves users time, money,
and anxiety in their quest to book the perfect trip by offering travelers recommendations and
alerts based on highly accurate pricing predictions.
For instance the innovative fare predictor tool by Fareboom.com, which accesses and
collects historical data about millions of fare searches going back several years. The app also
leverages machine learning to uncover price drops and exclusive deals for a personalized
search and booking experience on mobile devices. With such rich data and machine learning
algorithms, the platform predicts the future price movements based on a number of factors,
such as seasonal trends, demand growth, airlines special offers, and deals.

Predicting and Analyzing Social Media:

The use of social media is increasing rapidly according to Amadeus, 90% of US

travelers with a smart phone share their experiences and photos in social media and reviews
services. Trip Advisor has 390 million unique visitors and 435 million reviews. Every
minute, about 280 traveler reviews are submitted to the site.

This is a large pool of valuable data that brands can analyze to improve their services. While
conventional statistical analysis of reviews subsets is possible, the computing power and
underlying machine learning techniques allow for analyzing all brand-related reviews.

This can help you identify issues and resolve them to improve customer goodwill. Using
Supervised learning and natural language recognition, data tools can tap into the great
wilderness of social media conversation to identify opportunities for intervention.

10 | P a g
 “Use of Technology to facilitate Decision Making”
The next emerging trend in 2020 will see a concerted approach towards the
creation of asset and IP in areas such as augmented intelligence, visual
commerce, edge analytics, computer vision, NLP, connected operation, and
autonomous service execution.
In the year gone by, organizations across several parts of the world were faced with economic
headwinds and geopolitical uncertainties putting pressure on operational efficiencies. At the
same time, emerging competitive forces and customer choices meant large scale disruptions
continued the momentum to create a differentiated customer journey and outperform market
forces.
These factors resulted in several technological evolutions in 2019 with interesting new
innovations emerging during the year. Some of the significant ones included:

 Adoption of artificial intelligence (AI) and machine learning with newer breakthroughs and
areas of application especially in biology, medicine, research, including many services and
manufacturing sectors like banking, consumer electronics, automobiles, etc.

 5G being brought into the spotlight by technology vendors and media albeit a few
implementation challenges concerning infrastructure, security and adoption.

 An emerging new wave of industrial automation being enabled by AIoT.

Culture informed by data:

Algorithmic metrics that measure/approximate the degree of employee engagement, and
retention have been closer to reality than ever before. Technology enables capabilities to
understand sentiment like pulse surveys. These technology interventions have enabled the
measurement of the response of employees to culture stimuli in real- time.

Changing the Way Businesses Communicate:

Access to easier, faster and more intuitive means of connecting via the usage of personal
devices like mobile phones and tablets has reduced the communication lag. With technology
enabled virtual presence, the employees can now work from alternate locations and still stay
connected.

Reward and Recognize Employees:

Performance recognition management platforms are an indispensable tool for managing
employee productivity by continuously monitoring and measuring key productivity metrics
while ensuring that the employees are recognized for their contribution. This fosters a
positive culture in the organization.
 How does technology helps in decision making?

Helps in taking corrective measures when any dissatisfaction is found:

Sentiment analysis can help know and evaluate employees’ attitudes towards the company
and take the requisite steps to change policies.

Encourages transparency and open communication:

Sentiment analysis does one part of the job by understanding the opinio ns of the employees
regarding the policies of the organization.

Gives correct picture about the employee opinions:

With the help of sentiment analysis, companies can get a fair idea about the opinions voiced
by their employees and also evaluate whether they are based on false perceptions.

 How can technology help in employee’s sentiment analysis and

positively influence a welfare-based environment?
To begin sentiment analysis, surveys can be seen as the “voice of the employee.”

A sentiment analysis software is an Artificial Intelligence -based tool that can give
organizations an insight into their work processes and issues. Systems use machine language
processing algorithms – a sub-domain of AI. By collecting and analyzing the languages
accumulated over a period of time, the system gauges employee feelings through it. The
company then uses the learning in order to iron out any issues related to employee well-
being, boosting employee engagement.

Digital technology due to its higher reach (on account of being device agnostic) can provide
access to welfare schemes with a high degree of self service options. The employees can
contribute as well as opt for specific areas of interest. Such initiatives bolster the efficacy of a
welfare- focused environment.
ANNEXURE
ARTICLE:1

How CIOs can use data and technology to change organizational culture.
In an interview with ETCIO.com, Arvind Gupta, Partner and Head, Management
Consulting, KPMG in India, talks about how technology helps promote a diversified
organizational culture.

Edited excerpts:

How can technology promote a diversified organizational culture?

Reward and Recognize Employees: Performance recognition management platforms are an

indispensable tool for managing employee productivity by continuously monitoring and
measuring key productivity metrics while ensuring that the employees are recognized for
their contribution. This fosters a positive culture in the organization.
Culture informed by data: Algorithmic metrics that measure/approximate the degree of
employee engagement, and retention have been closer to reality than ever before. Technology
enables capabilities to understand sentiment like pulse surveys. These technology
interventions have enabled the measurement of the response of employees to culture stimuli
in real- time.

Changing the Way Businesses Communicate: Access to easier, faster and more intuitive
means of connecting via the usage of personal devices like mobile phones and tablets has
reduced the communication lag. With technology enabled virtual presence, the employees
can now work from alternate locations and still stay connected.

What are some team-building gamification activities that CIOs can partake in or plan?

Digitally enabled gamification: Gamification has proven to be an effective tool in

increasing the productivity of an employee. With the advent of enterprise mobility, healthy
competition can be bolstered using leader boards, innovative rewards and recognition.

These techniques can be used extensively for remote-only teams as well. In- line with the in-
person interactions, even the virtually connected teams find it easier to engage in work-
related interactions.
How can technology help in employee’s sentiment analysis and positively influence a
welfare-based environment?

To begin sentiment analysis, surveys can be seen as the “voice of the employee.” A sentiment
analysis software is an Artificial Intelligence -based tool that can give organizations an
insight into their work processes and issues. Systems use machine language processing
algorithms – a sub-domain of AI. By collecting and analyzing the languages accumulated
over a period of time, the system gauges employee feelings through it. The company then
uses the learning in order to iron out any issues related to employee well-being, boosting
employee engagement.

Digital technology due to its higher reach (on account of being device agnostic) can provide
access to welfare schemes with a high degree of self service options. The employees can
contribute as well as opt for specific areas of interest. Such initiatives bolster the efficacy of a
welfare- focused environment.

So how does change occur in an organization environment due to sentiment analysis?

Let’s deep dive.

Helps in taking corrective measures when any dissatisfaction is found: Sentiment analysis
can help know and evaluate employees’ attitudes towards the company and take the requisite
steps to change policies.
Encourages transparency and open communication: Sentiment analysis does one part of
the job by understanding the opinions of the employees regarding the policies of the
organization.

Gives correct picture about the employee opinions: With the help of sentiment analysis,
companies can get a fair idea about the opinions voiced by their employees and also evaluate
whether they are based on false perceptions.
ARTICLE 2:
Tech trends 2020: Accelerated convergence of emerging technologies.
In the year gone by, organisations across several parts of the world were faced with economic
headwinds and geopolitical uncertainties putting pressure on operational efficiencies. At the
same time, emerging competitive forces and customer choices meant large scale disruptions
continued the momentum to create a differentiated customer journey and outperform market
forces.

These factors resulted in several technological evolutions in 2019 with interesting new
innovations emerging during the year. Some of the significant ones included:

 Adoption of artificial intelligence (AI) and machine learning with newer breakthroughs
and areas of application especially in biology, medicine, research, including many services
and manufacturing sectors like banking, consumer electronics, automobiles, etc.
 5G being brought into the spotlight by technology vendors and media albeit a few
implementation challenges concerning infrastructure, security and adoption
 An emerging new wave of industrial automation being enabled by AIoT

We predict 2020 to be a year of accelerated convergence of emerging technologies.

Blockchain finding its niche in the secure, distributed data store

2019 understood the importance of blockchain, but we also saw certain glitches in terms of
facing lack of standardisation (platforms, specification, interfaces, etc.). That the benefits of
blockchain are only realized after collaborating with providers who are using the same
platform(s) was also one of the major roadblocks.

Union Minister for Electronics and Information Technology, Ravi Shankar Prasad recently
inaugurated a Centre of Excellence in Bengaluru which will facilitate various government
departments in the blockchain work, leading to large scale deployment of blockchain
applications. This is a one of the steps taken by the Government of India to build leadership
in emerging sectors including areas like IoT, blockchain, fintech and AI/ML.

So, while blockchain continues to generate widespread enthusiasm among government

institutions, various sectors, enterprises, organizations and mainst ream industries are moving
towards the adoption of these disruptive technologies. Also, with the purchase of a few
blockchain products by the existing stalwarts in the market, cloud support and integration
with other existing technologies are also on the increase. With all the above, we believe 2020
will be the year when blockchain enters mainstream adoption as the distributed store of the
future.
Focus shift in the field of AI/ML from ‘narrow’ to ‘adaptable’ intelligence

2019 saw an increase in adoption of AI/ML solutions in newer and previously unexplored
areas.

There are already efforts underway to create a more adaptable intelligence in the industry.
Organizations are looking at implementations that can combine natural language with visual
cognition. The goal is to expand narrow- ness of an AI solution, and to enable transferability
so that we can prove to understand.

These technologies are already allowing important business decisions as well as future
predictions through data and pattern-based experiences without any human intervention being
involved. In 2020, these developments will become even stronger as algorithms are going to
get more intelligent and self-sufficient. In 2020, the focus of AI would shift towards
adaptable intelligence where AI will become omnipresent, opening many more doors for AI
to get in.

Humans’ trust in AI/ML solutions increases

2019 saw an increased adoption of AI/ML across the industry. At the same time, there have
also been quite a few ‘unintended consequences’ leading to an issue of “trust crisis”. The fact
that all major work processes are being handled by algorithms, “decision making” is one of
the key areas that has still been found lacking, making AI/ML solutions interpretable has
hence been an area of interest – if we can understand or interpret the steps an algorithm took
to arrive at a decision, we would be able to decide the limitations of the algorithm itself, or
the missing gaps in the data that the algorithm was trained on.

In 2020, we will see two things that will help address these limitations. First, we will see
increased regulatory support to ensure AI/ML follow certain principles. And secondly,
solutions will be built to give an outside- in view of black box algorithms, helping humans
better understand black box algorithms and thus alleviating the current trust issues.

The growing need for asset & IP creation

The next emerging trend in 2020 will see a concerted approach towards the creation of asset
and IP in areas such as augmented intelligence, visual commerce, edge analytics, computer
vision, NLP, connected operation, and autonomous service execution. This will create a huge
opportunity for progressive technology companies to consider significant investments in
partnering with the academia to better understand how AI technologies can be leveraged for
customers in an ethical and responsible manner.
Emerging technologies like blockchain, machine- learning and artificial intelligence have the
potential to bring in a paradigm shift in the markets landscape. So, while 2019 has
encountered breakthrough impact of all these applications, 2020 will display the way
forward. In pursuit of their growth ambitions, organisations will increasingly focus on
sharpening their digital and technological capabilities building on a qualified transition to
deliver differentiated customer experiences.
 Bibliography:
Evaluate the critical managerial and ethical issues in using business
analytics.
 (5 Principles for Big Data Ethics)
 (Ethics in Business Intelligence)
 (Ethical Issues in Big Data Industry)

Applications in Tourism:

 (Big Data Analytics in the Tourism Industry: Overview and Trends Analysis)
 (Advanced analytics in hospitality)
 (Machine Learning, AI & Big Data Analytics in the Travel & Hospitality Industry:
Applications, Scopes, and Impact on the Job Market)
 (COMPETITIVE ADVANTAGE THROUGH)

Article (ET-Cio):

 (How CIOs can use data and technology to change organizational culture)
 (Tech trends 2020: Accelerated convergence of emerging technologies)