Purpose Based on big data analytical and statistical techniques, this study aims to examine tourists’ shopping experiences at department stores and street markets in Phuket. Design/methodology/approach A Naïve Bayes machine learning algorithm was used to identify the most frequently used...

Purpose This paper aims to investigate the effect of tourists’ social media usage when planning trips on the probability of tourists consuming nightlife activities and their spending on nightlife consumption. Design/methodology/approach Two thousand questionnaires comprising questions about...