Big data capabilities, strategic flexibility and competitive performance: Evidence from Vietnam tourism and hospitality

This study aims to investigate the impact of big data capability and strategic flexibility on competitive performance. Structural equation modelling software Smart PLS 4.0 was used to analyse a sample of 138 tourism and hospitality enterprises in Vietnam. Empirical findings show that big data capabilities positively impact competitive performance. Strategic flexibility mediates the link between big data capabilities and competitive performance. Indeed, both reactive and proactive strategic flexibility positively mediate the relationship between big data capability and competitive performance. Moreover, compared to proactive strategic flexibility, reactive strategic flexibility has a more robust mediating effect on the link between big data capabilities and competitive performance. This research contributes to the literature by showing that big data capability and strategic flexibility are the strongest predictors of competitive performance in hospitality and tourism enterprises. The implications for the development of big data analytics capabilities combined with a flexible strategy to achieve improvements in competitive effectiveness in the hotel and tourism industry are suggested.