engleski

Business intelligence systems for tourism destinations

Business analysts and decision makers in tourism, regardless of their position and experience, are often faced with many problems such as where to find data, how to combine the data from different sources, how to make (ad hoc) analysis and, finally, how to present the findings. The business intelligence systems (BIS) for tourism destinations can help ameliorate at least some of these issues. The BIS for tourism destinations described in this paper therefore offers the following: a) data warehouses for easy data selection according to the actual (ad hoc) analytic needs b) a range of indicators related to the efficiency of a tourism destination and its market position c) comparison with competitors and d) relevant tourism trends and forecasting. Data warehouses of BIS for tourism destinations are based on time series of several data classes: &#8226 ; accommodation (categories and capacities), &#8226 ; volume of tourist flow (number of overnights and arrivals measured monthly for the main countries of origin in all categories of accommodation), &#8226 ; tourist expenditures divided by type of travelers (tourists and one-day visitors), accommodation categories and country of origin &#8226 ; demand quality features (travel type, length of stay, preferences in transportation means, activities, gastronomy, satisfaction with destination&#8217 ; s tourist products/attractions and other data usually used in market segmentation) &#8226 ; accomodation occupancy rates &#8226 ; destination efficiency indicators (destination&#8217 ; s market share, penetration index, price competitiveness). In retrieving, analizing and proccesing data the users may choose among the following main items: &#8226 ; Destination accommodation facilities &#8226 ; Tourist demand &#8226 ; Accommodation ocupancy &#8226 ; Other destination facilities &#8226 ; Destination quality features &#8226 ; Tourist expenditure &#8226 ; Destination efficiency indicators &#8226 ; Destination competitiveness &#8226 ; Trend and forecast. Implementing the BIS for tourism destination, heterogeneous data from differing data sources can be used. In this phase of development the data collected through a variety of projects and avaliable at the Institute for Tourism Indok Centre were used. In order to give the existing data more power and to facilitate ad hoc queries, new variables are created. The BIS for tourist destination is implemented in SAS System software environment, using SAS solutions for data warehousing, data mining, statistical analysis, reporting and web publishing. The conference presentation is focused on the system&#8217 ; s main components including a demonstration of its functionality.

tourims; business intelligence system; tourism destination

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