Page 38 - Management 19 (2024), številka 1

Fabrizio Gritta | The Use of Social Big Data in Small Hospitality Businesses

Among the benefits, we highlight some of the tools for the scheduling of posts, the moni-
key ways in which AI and Big Data can impact the toring of online conversations, and the ge-
management of small facilities: neration of automated reports can result in
the liberation of resources and the allocati-
• Service personalisation: by analysing data on of valuable time to other pivotal business
from online interactions, social media and activities.
mobile devices, businesses can create tai-
lored offers for individual users, improving It should be noted that this research is subject
customer satisfaction. to certain limitations. Firstly, the sample of bu-
• Online reputation management: advanced sinesses involved may not be representative of
algorithms can analyse reviews, social media all realities in Rome. The participating busines-
posts and customer feedback to identify are- ses may differ significantly from those that did
as of strength and improvement, allowing not, which could introduce potential bias. Secon-
businesses to respond proactively. dly, limited access to internal data may have in-
• Targeted marketing: Big Data analytics fluenced the completeness of the information
can identify the most profitable market se- collected and the analysis conducted, limiting
gments and personalise marketing campa- the depth and accuracy of the conclusions and
igns to speak directly to these groups. recommendations. Finally, the specific context of
• Demand forecasting: Big Data and AI can the research may affect the generalisability of the
predict future tourism trends by analysing results. It is possible that the dynamics of the ho-
historical and current data, allowing busi- tel market in Rome may differ from those obser-
nesses to adjust their strategies in advance.
ved in other cities or regions. Consequently, the
findings may not be readily transferable to other
Small hospitality businesses can adopt solu- geographical contexts.
tions to overcome limitations arising from their In summary, despite the limitations encoun-
small size. These include collaboration with spe- tered, this research provides important guideli-
cialised companies and staff training. nes for small hospitality businesses interested in
leveraging social big data to improve their opera-
• Collaboration with specialised companies: tions and meet customer needs more effectively.
small businesses can collaborate with exter-
nal suppliers or agencies specialising in soci- References
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