A framework for future study of business intelligence in the tourism industry Iran

Subject Areas : Futurology

nayereh  abtahi ¹ (saveh)
Mohammad Hasan  Maleki ² (Associate Professor, Department of Management, Faculty of Management and Economics, University of Qom, Qom, Iran.)
behrooz  bayat ³ (department of knowledge and information science، Hamedan، Branch، Islamic Azad University، Hamedan، Iran)
tohfeh  ghobadi lamuki ⁴ (Department of Management, Gonbad Kavoos Branch, Islamic Azad University,,Gonbad Kavoos, Iran)

Received: 2021-04-27 Accepted : 2021-12-23 Published : 2023-11-22

Keywords: The future of tourism, business intelligence, Tourism, Key drivers,

Abstract :

Tourism is one of the areas that due to cultural and economic effects, has caused many countries to pay attention to the development of infrastructure and promoting its services. Due to its economic, geographical, cultural and historical advantages, Iran can be successful if it develops the necessary infrastructure and makes the right policies in this regard. One of these infrastructures is business intelligence. Business intelligence tools provide users with accurate information about the nature of the business by analyzing data and presenting reports, summaries, dashboards, maps, charts and diagrams. The present study seeks to identify the drivers that affect the future of business intelligence in Iranian tourism. The present study is pragmatic from the point of view of philosophical foundations; It is applied in terms of orientation and exploratory in terms of purpose. To conduct the research, in the first stage, the research drivers were extracted through a systematic review of the literature and interviews with experts. At this stage, 30 drivers were obtained, which were screened by Binominal test. After key drivers screening, 12 factors were eliminated and the remaining 18 drivers were prioritized using the best-worst fuzzy technique. The results showed that the drivers of tourism business environment, data-driven decision-making culture and foreign sanctions and are the most influential drivers on the future of business intelligence in tourism.