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This comprehensive Handbook serves as a key reference for Big Data theorization and implementation that will drive the next generation of marketing and management in tourism and hospitality. It explores the need for systemizing knowledge around using Big Data in decision-making and how the service industries are heavily influenced by data-driven sciences and their relevant applications. Chapters demonstrate that tourism is at the forefront of Big Data mining, analysis, and implementation, looking ahead to how this technology offers new opportunities for more personalized intelligence that...