Business intelligence and business analytics in tourism: insights through Gioia methodology

Montserrat Jiménez-Partearroyo (), Ana Medina-López () and Sudhir Rana ()
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Montserrat Jiménez-Partearroyo: Rey Juan Carlos University
Ana Medina-López: Rey Juan Carlos University
Sudhir Rana: Gulf Medical University

International Entrepreneurship and Management Journal, 2024, vol. 20, issue 3, No 26, 2287-2321

Abstract: Abstract Although Business Intelligence (BI) and Business Analytics (BA) have been widely adopted in the tourism sector, comparative research using BI and BA remains scarce. To fill this gap in the literature, the present study explores how BI and BA contribute to strategic innovation, address operational challenges, and enhance customer engagement. To this end, using a dual-method approach that incorporates both quantitative and qualitative methodologies, we first conduct a bibliometric analysis using SciMAT. This sets the stage for the subsequent application of the Gioia methodology. Specifically, we perform an in-depth qualitative examination of a total of 12 scholarly articles on the tourism sector, evenly split between BI and BA. Upon synthesizing the findings on the roles of BI and BA, we outline distinct pathways through which they influence tourism sector management solutions. Based on the obtained evidence, we argue that, while BI focuses on technological advancement and operational integration, BA is more aligned with predictive analytics and data-driven customer engagement. These insights provide managers with a better understanding of the roles of BI and BA, serving as a guide for their strategic applications, from improving service quality to innovating in customer engagement. The novelty of this approach lies in its use of the Gioia methodology, in a comparative analysis to evaluate the separate yet complementarily roles of BI and BA, and in enhancing tourism industry practices.

Keywords: Business intelligence; Business analytics; Tourism industry; Gioia methodology; Comparative analysis; Strategic innovation; Operational challenges; Customer engagement (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11365-024-00973-7

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