The Effect of Managers' Business Intelligence on Attracting Foreign Tourists Case Study

Abstract

Today, the effect of the tourism industry is observed in all economic, social, cultural, and political dimensions of societies and finding innovative and creative ways to develop it has doubled the importance of research in this area. The purpose of this study is to address the effect of managers' business intelligence on attracting foreign tourists. It is applicable from an objective aspect and descriptive-field from a methodological aspect. The statistical population included all foreign tourists in Shiraz during the time period of June-August 2015 and a random sampling method was employed for sampling. The sample size was estimated equal to 180. Having distributed the questionnaires, 166 questionnaires were acceptable and considered as the basis of conducting the research. Validity of the questionnaire was confirmed via face validity and its reliability was determined using Cronbach's alpha coefficient. More than 70% for all variables under study showed the suitable reliability of the questionnaire. Also, structural equation modeling was employed to test the hypotheses. The results indicated that there is a positive and significant relationship between dimensions of managers' business intelligence and attracting foreign tourists.