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Big data has increasingly appeared as a frontier of opportunity in enhancing firm performance. However, it still is in early stages of introduction and many enterprises are still un-decisive in its adoption. The aim of this study is to propose a theoretical model based on integration of Human-Organization-Technology fit and Technology-Organization-Environment frameworks to identify the key factors affecting big data adoption and its consequent impact on the firm performance. The significant factors are gained from the literature and the research model is developed. Data was collected from top managers and/or owners of SMEs hotels in Malaysia using online survey questionnaire. Structural Equation Modelling (SEM) is used to assess the developed model and Adaptive Neuro-Fuzzy Inference Systems (ANFIS) technique is used to prioritize adoption factors based on their importance levels. The results showed that …