International Journal of Organizational Leadership

The paper discusses the importance of Real-Time Data Analysis (RTDA) with innovative fluid business models for the tourism industry. The study uses a conceptual approach to identify innovative fluid tourism business models and their relationships with RTDA based on the problematisation of the crucial need for a holistic, macro understanding of the tourism ecosystem approach rather than framing the issue from a micro point of view. The paper highlights that the current digital era makes it no longer possible for the tourism ecosystem stakeholders to use static models that collect, store, analyse data and make decisions accordingly. Innovative business models should be fluid structural models that use instant data and provide continuous, multiple, and variable decisions with RTDA. The real-time analysis of macro (e.g., countries), meso (e.g., destinations), and micro (e.g., tourists) data obtained from the tourism ecosystem is vital for innovative business models which facilitate the offerings of individualised services and provide increased cooperation between stakeholders using open innovation opportunities in the ecosystem. To date, the tourism industry has not adequately grasped the outcomes and benefits of big data analytics (BDA). While a growing body of literature on big data has focused extensively on technical aspects (e.g., infrastructure, intelligence, and analytical tools), the issue of how and under what conditions BDA can generate value and impacts for various stakeholders involved in the tourism ecosystem remains largely underexplored. Thus, this paper fills this void by being among the first attempts to conceptually explain and propose unique, innovative fluid business models and RTDA in three specific areas in the tourism and hospitality context.

The advancements in the field of communication concurrently transpire throughout the evolution of the Internet and its accompanying tools. A free communication opportunity over the internet platform has resulted in the involvement of a sizable people mass in this digital environment. Individuals also pose variations in communication styles since Web 2.0 technology promotes interpersonal connection and communication. Such variations have resulted in modification and deformation in the Two-Stage Flow Theory, which is among the traditional communication models. According to the conventional definition, opinion leaders have the force to potentially influence society with their respective approaches and responses to various events and cases. They have revived alongside the changing media contexts. The transition in these platforms proceeds beyond the change in technology since they facilitate a significant portion of social change. Nowadays, opinion leaders appeal to eventuate social change since they have the potential to convey to a sizable mass of internet users. The vast majority of internet users are influenced by the attitudes and accessions of new opinion leaders while making decisions on their social life, political issues, products, and personal investments. On the one hand, people, groups, companies, and political structures that are aware of the indulgent aspects of the opinion leaders try to persuade them; on the other hand, these entities seek to generate their opinion leaders and forge a follower mass for them. The purpose of the study was to assess the concept of an opinion leader introduced by the Two-Stage Flow Theory and the new context in which it has emerged in light of the elaboration of modern communication technology. The study findings revealed that the Internet and its accompanying tools differed the recent opinion leaders from traditional ones; however, the most critical pillar of this differentiation was digital domains where opinion leaders appeal to large masses composed of different layers.