سلیمه السادات خسروی

The increasing data resulting from the users' activity in the internet, social networks, cloud computing, sensors, and mobile phones has created a large mass of marketing big data. The continuous processing of this data aiming to understand the fundamental relationships, frameworks, and models has become a necessity. This paper investigates the functions of big data in marketing, and it tries to propose a model for this purpose by meta-synthesis. In this research, 47 resources were identified and prioritized by studying the applications of big data in marketing. The model extracted from the research findings can be classified into four areas: the strategic value of big data in marketing, the informational value, the generation and regeneration process, and the model nucleus. Accordingly, the strategic value of big data is studied at the first layer. Also, the increased awareness, intellectual decision making, improvement of competitive positions, etc, are raised at this layer. This layer can affect the second level i.e.the informational value, and finally, it will exert its effect on the process of generation and regeneration of big data in marketing decisions and policies in a synergetic process. The effects of this model can influence the process of customer retention and attraction that can be referred to as the model nucleus.

In the era of digital transformation, Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry. this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. This study aims to identify and present a comprehensive model of data driven marketing in smart tourism. This study is conducted by Meta-synthesis approach. After performing CASP analysis, eventually,47 papers are investigated. we identified and prioritized the consequences, challenges, prerequisites and Dimensions of data driven marketing in smart tourism. After investigating the articles, we identified and prioritized the consequences of BD in 7 major Category including: 1-process 2-people 3-product 4-physical evidence 5-promotion 6-place 7-price.