Assessing big data analytics and characteristics in tourism: Agodi Gardens, Ibadan, Nigeria

There is a plethora of both organized and haphazard data in tourism destinations. Analyzing this data appropriately is crucial for optimal engagement. This study focuses on the connection between big data analytics and big data's characteristics in Agodi Gardens, Ibadan, Nigeria. Specific objectives were to examine the characteristics of big data; as well as to examine Descriptive and predictive data analytics. Respondents were chosen purposively. Survey instrument (questionnaire) was used to elicit data. Data was collected using structured questionnaire. The collected data were analyzed descriptively and inferentially. The study revealed that significant relationship exists between the prescriptive/descriptive big data analytics and the characteristics of big data. Precisely, there is a significant relationship between prescriptive data analytics and velocity, veracity, volume as well as value. Similarly, there is a significant relationship between descriptive data analytics and volume, variety, value as well as veracity. Likewise, variety and veracity of big data could influence big data analytics. The study therefore recommends that the management of Agodi Gardens should engage thorough big data analytics, so that data elicited by customers can be appropriately analysed and topical inference could be drawn from the analysis.