University of South Florida (USF) M3 Publishing
Abstract
OVERVIEW
The developments in technology in the last 25 years have brought many changes in the tourism and hospitality sector as well as in many other fields. Big Data and business intelligence, which are the leading ones among these developments, have caused some changes in the way of doing business in the tourism industry. Explaining the relationship between Big Data and business intelligence is important for understanding how these changes are reflected in the tourism industry. Business intelligence and Big Data, which enable many processes to be completed in a shorter time, also bring some ethical problems. In this book chapter, these changes, which are increasingly adopted by both customers and service providers, are discussed and their reflections in the tourism industry are explained with examples.
LEARNING OBJECTIVES
After completing this chapter, the student will be able to:
- Understand the different types of Big Data and be able to develop a checklist of Big Data use cases relevant to tourist destinations.
- Analyze each Big Data use case and evaluate its fit for a destination based on various factors such as ROI, legal considerations, privacy, and ethics.
- Understand why many Big Data projects fail and manage implementation challenges (see Figure 1).
- Understand how Big Data can be used to design and improve the customer experience at a destination.
- Be able to describe the basic elements of Business Intelligence architecture such as a data warehouse, business analytics & decision support system (DDS), business process management, and information dashboards.
- Understand processes for designing data warehouses and choosing from analytical tools from vendors.
- Be able to design a rudimentary information dashboard for a business.
DOI
https://www.doi.org/10.5038/9781732127593
Recommended Citation
Turktarhan, G., Gopalan, R., & Ozkul, E. (2021). Big data and business intelligence in hospitality and tourism. In C. Cobanoglu, S. Dogan, K. Berezina, & G. Collins (Eds.), Hospitality & tourism information technology (pp. 1–32). USF M3 Publishing. https://www.doi.org/10.5038/9781732127593
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
