DETERMINANTS OF BIG DATA ANALYTICS ADOPTION AMONG FIRMS IN THE HOSPITALITY INDUSTRY IN NIGERIA

Abstract

This study investigates the determinants of Big Data Analytics (BDA) adoption among hospitality firms in Abuja, Nigeria. Anchored on the Technology–Organization–Environment (TOE) framework, the study focuses on three key internal factors: perceived benefits, top management support, and IT infrastructure. A quantitative research approach was adopted, utilizing survey and correlational designs. Primary data were collected from 100 hospitality firms using a structured questionnaire, and the results were analyzed using Ordinary Least Squares (OLS) regression. The findings reveal that while top management support and IT infrastructure significantly and positively influence BDA adoption, perceived benefits, though positively related, have an insignificant effect. These results suggest that internal capacity and leadership commitment are more critical than mere awareness of BDA advantages. The study recommends stronger executive involvement, investment in IT capabilities, and strategies to bridge the gap between perceived benefits and implementation. Limitations and suggestions for future research are also provided to guide further exploration in this area.