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

Author

Listed:
  • Montserrat Jiménez-Partearroyo

    (Rey Juan Carlos University)

  • Ana Medina-López

    (Rey Juan Carlos University)

  • Sudhir Rana

    (Gulf Medical University)

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.

Suggested Citation

  • Montserrat Jiménez-Partearroyo & Ana Medina-López & Sudhir Rana, 2024. "Business intelligence and business analytics in tourism: insights through Gioia methodology," International Entrepreneurship and Management Journal, Springer, vol. 20(3), pages 2287-2321, September.
    • Handle: RePEc:spr:intemj:v:20:y:2024:i:3:d:10.1007_s11365-024-00973-7
    DOI: 10.1007/s11365-024-00973-7
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    References listed on IDEAS

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