Evaluating business intelligence components in hospitality industry: a case study of Ferdowsi Hotel-Tehran

Abstract

Today, most of organizations such as hotels and tourism agency s require setting up an intelligent and business intelligence-based system to use modern technologies in order to identify tourists and passengers’ needs and demands as well as increasing business and profitability. Integrating organizational information, business intelligence allows controlling and detecting key processes of organizations. It is also regarded as a base to adopt effective decisions. Business intelligence refers to a set of concepts, methods and processes that not only improve business decisions but supports organizational strategies. The present paper tended to investigate the effect of business intelligence and evaluate its performance to improve tourist/passenger relation management with the aim of obtaining their satisfaction. In this applied and descriptive study, the population included tourists and passengers introduced by 41 tourism agencies to reside in Ferdowsi Hotel in Tehran-Iran (2500 people). Using Cochran formula, the sample size was calculated 333.To gather required data, a 42-item Likert Scale-based questionnaire (from very high to very low) was used. The employed questionnaire investigated the extent of tourism satisfaction from various viewpoints of hotel and travel agency. The respondents were provided with the Likert Scale questionnaire through an online opinion polling system. After identifying dimensions and components of business intelligence as well as collecting and classifying the questionnaires, the research hypotheses were tested using statistical statistics. Based on the collected data and the statistical analyses, a recommender system was created for the studied business intelligence through data mining technique and neural network algorithm.