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The paper is intended to show, that Bateson and Korzybski have a strong common ground for their “ecological”, respectively, “anti‐aristotelian” critique of modern mentality insofar, as both reject the metaphysical doctrine of identity, identified by both as “Aristotelianism”. Instead of this, they postulate a concept of the mind based on differences (like the map‐territory‐relation) and patterns or mathematical structures.

By analysing the various facets of Aristotelian tradition, including the critical impact of logic, the paralysing effect of dogmatic scholasticism and the explosive force of negation, the text demonstrate that the identity of substance can, depending on context, promote the adventure of knowledge or forestall it.

The reflection of context implies, also to reflect the context of context and so forth. After all, there is no justification for postulating substitutes of the absolute such as Korzybski's “Alpha‐Object” oder Bateson's “MindGod”.

Original in the paper is the revision of Korzybski's map‐territory‐relation. As both, map and territory, are abstractions, a map can promise the territory as a score promises the music. So, Korzybski's famous reminder should read: “A map is not yet the territory”.

This paper aims to examine the extent to which Business Intelligence and Big Data feature within academic research in hospitality and tourism published until 2016, by identifying research gaps and future developments and designing an agenda for future research.

The study consists of a systematic quantitative literature review of academic articles indexed on the Scopus and Web of Science databases. The articles were reviewed based on the following features: research topic; conceptual and theoretical characterization; sources of data; type of data and size; data collection methods; data analysis techniques; and data reporting and visualization.

Findings indicate an increase in hospitality and tourism management literature applying analytical techniques to large quantities of data. However, this research field is fairly fragmented in scope and limited in methodologies and displays several gaps. A conceptual framework that helps to identify critical business problems and links the domains of business intelligence and big data to tourism and hospitality management and development is missing. Moreover, epistemological dilemmas and consequences for theory development of big data-driven knowledge are still a terra incognita. Last, despite calls for more integration of management and data science, cross-disciplinary collaborations with computer and data scientists are rather episodic and related to specific types of work and research.

This work is based on academic articles published before 2017; hence, scientific outputs published after the moment of writing have not been included. A rich research agenda is designed.

This study contributes to explore in depth and systematically to what extent hospitality and tourism scholars are aware of and working intendedly on business intelligence and big data. To the best of the authors’ knowledge, it is the first systematic literature review within hospitality and tourism research dealing with business intelligence and big data.