<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202018000100326</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Influencia de la inteligencia de negocio en el marketing turístico]]></article-title>
<article-title xml:lang="en"><![CDATA[Influence of business intelligence in tourism marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva Idrovo]]></surname>
<given-names><![CDATA[Raúl Ruperto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pino Morán]]></surname>
<given-names><![CDATA[Fanny Nefertiti]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alejo Machado]]></surname>
<given-names><![CDATA[Oscar José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guayaquil  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>República del Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2018</year>
</pub-date>
<volume>10</volume>
<numero>1</numero>
<fpage>326</fpage>
<lpage>330</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202018000100326&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202018000100326&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202018000100326&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente trabajo está encaminado a resaltar de manera panorámica y teórica, la importancia y pertinencia que ocupa actualmente la Inteligencia de Negocios (Business Intelligence) y el Análisis de datos masivos (Big Data Analytics) en la creación, despliegue y medición de las nuevas estrategias de marketing turístico. Se describen, en general, los argumentos conceptuales y aproximaciones del BI y la sinergia efectiva que alcanzan las empresas y organizaciones cuando incluyen procedimientos de análisis de macrodatos. Se detallan, además, los principios claves para lograr una mejor fidelización del cliente en la empresa digital, y cómo, varias empresas históricas han incrementado de forma considerable sus ingresos, al aplicar dichas tendencias que le han convertido en paradigmas dignos de imitar. Finalmente se enuncian las conclusiones y trabajos futuros obtenidos de la investigación.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[inteligencia de negocio]]></kwd>
<kwd lng="es"><![CDATA[análisis de macrodatos]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones]]></kwd>
<kwd lng="es"><![CDATA[ventaja competitiva]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[business intelligence]]></kwd>
<kwd lng="en"><![CDATA[big data analytics]]></kwd>
<kwd lng="en"><![CDATA[decision making]]></kwd>
<kwd lng="en"><![CDATA[competitive advantage]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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