Resumen

SILVA IDROVO, Raúl Ruperto; PINO MORAN, Fanny Nefertiti  y  ALEJO MACHADO, Oscar José. Influence of business intelligence in tourism marketing. Universidad y Sociedad [online]. 2018, vol.10, n.1, pp. 326-330.  Epub 02-Mar-2018. ISSN 2218-3620.

The main aim of this paper is to highlight from a theoretic view the current relevance of Business Intelligence and Big Data Analytics in the development, measurement and deployment of tourism marketing strategies. First, we explain the conceptual arguments and approaches of BI and effective synergy achieved when companies and organizations use macrodata analysis procedures. Further, principles to achieve better customer loyalty in the digital business, and how, several historic companies have significantly increased their income, by applying those trends that have made him worthy of imitation paradigms, are explained. Finally conclusions and future research are presented.

Palabras clave : Marketing; business intelligence; big data analytics; decision making; competitive advantage.

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