The Impact of Business Intelligence and Big Data on Tourism in Europe

Abstract

The purpose of this study is to examine the impact of business intelligence and big data on tourism in Europe. Surveying a sample of 500 tourism professionals from a range of tourism sectors, including hotels, travel agencies, tour operators, and destination management organizations (DMOs) over a two-month period, the study found that the implementation of business intelligence and big data is associated with an increase in revenue, a higher level of customer satisfaction, and improved decision-making processes. Recommendations for practice and future research are then proffered.