The Implementation of Business Intelligence Using Data Analytics and Its Effects Towards on Performance in the Hotel Industry in Thailand

Abstract

The hotel industry is one of Thailand's most important economic sectors and is in a fiercely competitive market these days. It is flooded with new technologies as a driver for innovation. The hotel industry is a data-intensive industry that collects large amounts of data in various forms. The study aims to investigate business intelligence activities using data analytics and the impact on corporate performance in the hotel industry in Thailand. The qualitative methodology is employed to explain the relationship between business intelligence-data analytics and performance in Thailand's hotel organizations, in-depth interviews are conducted with eight purposive samples of hotel managers and finance controllers in Thailand. The study's findings revealed that business intelligence and data analytics impacted the business performance of the hotel industry in Thailand. The respondents expressed an interest in artificial intelligence and believed that the rapid advancement of artificial intelligence in hotel management should be considered to improve corporate performance.

Keywords: Data Analytics, Business Intelligence (BI), Artificial Intelligence (AI) Corporate Performance, Qualitative Study