How Can Marketing Intelligence Support Tourism Companies to Increase Their Competitiveness?

Abstract

In a constant evolution of the global economic sector over the past 50 years, conditions to create more job opportunities and offer business services have remained timeless in many respects but subject to significant change as well. Tourism as an international industry and as the biggest provider of jobs on the planet boasts a greater array of heterogeneous stakeholders than many other industries. It is necessary to utilize all available information resources to make decisions, especially in the age of agglomerate economies. And further attention should be given towards understanding how marketing intelligence can support tourism companies to increase their competitiveness. This chapter was developed in two phases: (1) identification and (2) analysis. A literature review was made through the electronic database Scopus.