Sharpening the Edge: Big Data Analytics as Game-Changers for Decision-Making in Health Tourism Education

This paper examines big data analytics (BDA)‘s pivotal role in decision-making effectiveness in health tourism-related education settings. This paper also highlights the mediating effect of attitudes toward health tourism-related education and the moderating function of innovative organizational culture. Data were collected from 527 technology development managers within MENA tourism higher education institutions using ADANCO-PLS v.2.4. Findings showed that attitudes toward health tourism-related education partially mediated the relationship between decision-making effectiveness and two BDA management capabilities (i.e. planning and decision-making). Further, an innovative organizational culture strengthened the effect of BDA planning and decision-making on attitudes toward health tourism-related education. This paper highlights how positive attitudes enhance educational strategies and sustainable planning, contributing to policymakers and tourism educators.