Enhancing competitiveness in the tourism industry through the use of business intelligence: a literature review

Author:

Nyanga Christopher,Pansiri Jaloni,Chatibura Delly

Abstract

Purpose The purpose of this paper is to demonstrate the relevance of business intelligence (BI) in businesses in general and tourism firms in particular. BI has been hailed as an innovation that can propel businesses that adopt the system to high productivity and efficiency. This paper confirms that view but further adds that BI also enhances a business’s competitiveness. Design/methodology/approach This paper reviews literature on the use of BI in tourism. Although current literature is largely fragmented, focusing on BI, the tourism industry and the notion of competitiveness separately, this paper makes an attempt to bring the three sub-themes in the same study and highlights their interconnectedness. The study adopts two environmental analysis models to better analyze this matter. First is the environmental analysis model as based on Downes’s modification of Porter’s five forces framework. The second model used is the resource-based view approach to business environmental analysis. Findings This paper affirms that the tourism industry is one of those industries that continue to benefit from the advantages that come with the adoption of a BI system. Literature shows that the tourism industry was one of those that first adopted BI in order to benefit from the benefits that come with its adoption. Such advantages include flexible and user friendly tourists’ data capture, storage, retrieval, processing and analytical capabilities. Research limitations/implications This was a largely literature review-based study. There is, therefore, room for strengthening its findings by conducting field work and mixed methods research for more robust results. Practical implications This study will surely benefit the tourism industry and business in general from its highly favorable conclusions to the benefits that come with the adoption of a BI system. It can also be used as a reference in to the tourism field, especially aggregating important concepts and literature that can help future practical studies. Social implications Society will also benefit from this study in terms of the new knowledge that has been generated. Members of society will then be in a position to demand products and services that are a result of innovation and informed decision making. Originality/value Although this paper is largely based on literature, the conclusions reached are those of the authors. A close assessment of the literature in BI and the tourism industry was done, resulting in the conclusions reached by the authors.

Publisher

Emerald

Subject

Management, Monitoring, Policy and Law,Nature and Landscape Conservation,Tourism, Leisure and Hospitality Management,Geography, Planning and Development

Reference74 articles.

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4. Azvine, B., Cui, Z., Nauck, D.D. and Majeed, B. (2006), “Real time business intelligence for the adaptive enterprise”, paper presented at the the 8th IEEE International Conference on E-Commerce Technology and the 3rd IEEE International Conference on Enterprise Computing, E-Commerce, and E-Services (CEC/EEE’06), Washington, DC.

5. Competitiveness of tourist destinations: the study of 65 key destinations for the development of regional tourism;Revista de Administração Pública,2010

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