{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:52:19Z","timestamp":1787028739495,"version":"3.56.0"},"reference-count":65,"publisher":"MDPI AG","issue":"10","license":[{"start":{"date-parts":[[2025,10,7]],"date-time":"2025-10-07T00:00:00Z","timestamp":1759795200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"information journal editorial office","award":["information journal editorial office"],"award-info":[{"award-number":["information journal editorial office"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>In the digitally saturated hospitality environment, research on digital transformation remains dominated by macro-level adoption trends and user-generated content, while the potential of micro-level web-behavioural data remains largely untapped. Recent systematic reviews highlight a fragmented body of literature and note that hospitality studies seldom address first-party behavioural data or big-data analytics capabilities. To address this gap, we collected clickstream, navigation and booking-funnel data from five luxury hotels in the Mediterranean and employed big-data analytics integrated with simulation modelling\u2014specifically fuzzy cognitive mapping (FCM)\u2014to model causal relationships among digital touchpoints, managerial actions and customer outcomes. FCM is a robust simulation tool that captures stakeholder knowledge and causal influences across complex systems. Using a case-study methodology, we show that first-party behavioural data enable real-time insights, support knowledge-based decision-making and drive digital service innovation. Across a 12-month panel, visitor volume was strongly associated with search traffic and social traffic, with the total-visitors model explaining 99.8% of variance. Our findings extend digital-transformation models by embedding micro-level behavioural data flows and simulation modelling. Practically, this study offers a replicable framework that helps managers integrate web-analytics into decision-making and customer-centric innovation. Overall, embedding micro-level web-behavioural analytics within an FCM framework yields a decision-ready, replicable pipeline that translates behavioural evidence into high-leverage managerial interventions.<\/jats:p>","DOI":"10.3390\/info16100868","type":"journal-article","created":{"date-parts":[[2025,10,7]],"date-time":"2025-10-07T10:48:07Z","timestamp":1759834087000},"page":"868","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Harnessing Digital Marketing Analytics for Knowledge-Driven Digital Transformation in the Hospitality Industry"],"prefix":"10.3390","volume":"16","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-6857-6012","authenticated-orcid":false,"given":"Dimitrios P.","family":"Reklitis","sequence":"first","affiliation":[{"name":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0002-8461-6621","authenticated-orcid":false,"given":"Marina C.","family":"Terzi","sequence":"additional","affiliation":[{"name":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2253-8966","authenticated-orcid":false,"given":"Damianos P.","family":"Sakas","sequence":"additional","affiliation":[{"name":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Panagiotis","family":"Reklitis","sequence":"additional","affiliation":[{"name":"Business Information and Communication Technologies in Value Chains Laboratory (BICTEVAC LABORATORY), Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 11855 Athens, Greece"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,10,7]]},"reference":[{"key":"ref_1","first-page":"233","article-title":"Digital transformation of the tourism business in an open economy: A comprehensive approach to travel planning and partnerships","volume":"12","author":"Bondarenko","year":"2025","journal-title":"Soc. 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