Fostering Organizational Image: the direct roles of Big Data Analytics, Radical Innovation, and Incremental Innovation Capabilities

The aim of this chapter is to identify the impact of big data analytics, radical innovation capabilities, and incremental innovation capabilities on the organizational image of the Jordanian tourism sector, for this study’s purposes, 305 questionnaires were analyzed. Convergent validity and discriminant validity tests were performed through Structural equation modelling in the Smart-PLS program. Data reliability was confirmed. A bootstrapping procedure was used to analyze the data. Empirical results showed accepted all hypotheses, the relationship between BDA, RIC, IIC and OI were positive and statistically significant. The predictive power is acceptable, meanwhile the regression model is efficient. This study has important implications for leaders in the Jordanian tourism sector in general, as the study highlights the importance of BDA, RIC, and IIC to enhance the organizational image.