Keywords

1 Introduction

The tourism sector, which is currently in a period of reactivation, needs robust tourism knowledge systems that provide intelligence, improvements in competitiveness and greater efficiency in the sector, taking advantage of its potential through more collaborative and digital processes, which are key to structural changes in the sector.

The added value of this work is to define, based on existing literature and experience in different territories, which are the main aspects to be taken into account in the design of an integrated tourism knowledge and intelligence system.

At this point, intelligence systems in the tourism sector are key. They must be based on collaboration between all agents in the sector, on the consolidation and integration of information from different sources, on the application of technology and business intelligence tools to provide high-value knowledge, on the contribution of the tourism sector to the development of territories and on the improvement of competitiveness based on knowledge management.

2 Tourism Intelligence

Intelligence means the ability to understand, to learn from experience and to acquire knowledge from it in order to make decisions in an agile way. The term “tourism intelligence” is approached from different perspectives, although all of them are complementary in that they lead to improvements in knowledge and help to make well-informed decisions.

From the visitor's point of view, tourism intelligence is associated with a set of information resources that provide value through new technologies: points of interest, transport, activities, leisure, culture, etc.… All this provides information for a better-informed visit by tourists.

In this regard, Spain has had a pioneering development with smart tourism destinations (STD) which began with the National and Integral Tourism Plan 2012–2015. This involves a certification process for destinations so that municipalities can be declared as STD based on requirements related to technology, innovation, accessibility and sustainability.

The term tourism intelligence has also been developed from the point of view of destinations, integrating it into the field of development and territorial intelligence. As tourism is a key sector for economic development, tourism intelligence is an important tool for increasing economic dynamism and growth, incorporating governance and collaboration in the integrated management of the territory.

In this analysis we focus on the term tourism intelligence from the point of view of the agents. In other words, tourism intelligence as an information system for decision-making in the tourism sector, both in public and private agents, who are the real protagonists.

Intelligence does not necessarily imply knowledge. It requires a series of elements that make up a system and that respond to the needs of the agents with real knowledge that facilitates their decision-making. In this sense, Valdés et al. (2011) developed the idea that a Tourism Information System should collect the information provided by other entities, thus allowing the analysis and dissemination of knowledge. Collaboration therefore also comes into play.

The design of an intelligence system is applicable to any territory that aims to improve information processes within the sector. Furthermore, it supports decision-making in private companies and in the public management of tourist destinations, improving the competitive position of the sector as a whole and its economic viability. They are based on public and private innovation criteria. The generation of new innovative forms of management influences the quality of the tourism offer.

In this sense, Bigné et al. (2000) defined the tourism information system as a permanent and systematised process of collection, treatment, organisation and distribution of the information necessary for the objectives of tourism planning, action and evaluation for the different public and business tourism agents of a destination.

The generation, collection and capture of information consists of creating or acquiring knowledge that is needed at the sectoral level and involves organising, validating and verifying the knowledge, and then disseminating it to the members of the organisation.

The implementation of knowledge systems in the tourism sector is supported by tools and technologies. Depending on the territories and tourist destinations, there is great variability in the existence of tourism information and intelligence systems.

Information systems in the tourism sector have been evolving and must meet the demands of all types of agents, who have different information needs (Valdés et al., 2011). In this sense, appropriate tools and close collaboration are essential for decision-making.

Since the World Tourism Organisation (UNWTO) highlighted the need for tourism statistics systems and promoted Tourism Satellite Accounts, many systems have been implemented in destinations around the world. The Management Information Systems for Tourism (MIST) are made up of a set of statistical operations that are carried out in a country in order to have a better and greater knowledge of the reality of the tourism sector UNWTO (2001).

The objective of these systems, as mentioned by Massieu (2000), is to facilitate decision-making by social agents, to serve international comparisons and to enable research. However, in many cases, statistical systems do not meet all the information needs of the various actors in the sector, both public and private. Since then, technologies and information systems have evolved a great deal, but with varying degrees of intensity in the management of tourism destinations.

The main objective of this work is to analyse integrated tourism intelligence systems and the creation of knowledge for decision-making in the sector, in both the public and private spheres.

3 Research Objectives

We are currently in a period of tourism reactivation. If we also take into account the relevance of ICT advances, we consider it an appropriate time to carry out research on tourism intelligence systems.

In this research, firstly, an analysis of the existing literature is carried out in order to find common ground in relation to the contributions, limitations and challenges of its application.

The research questions posed in this paper are:

  • What are the characteristics and advantages of integrated tourism intelligence systems?

  • What are the challenges and limitations of applying intelligence systems in the tourism sector?

On the other hand, a specific tourist destination was analysed by means of interviews with agents in the sector. In this analysis, an in-depth analysis was carried out on how tourism intelligence systems respond to the needs of public and private agents in their territory.

4 Results and Discussion

After the study and analysis of the works identified as optimal for the achievement of the objective of this research, it has been observed that, despite the fact that knowledge and tourism intelligence is an important topic for a sector as competitive as the tourism sector, the research is recent, focusing especially on the period from 2016 to 2022.

In the works analysed, a series of lines of argument can be observed that are reproduced repeatedly and that make up the basic attributes that characterise tourism intelligence systems. The challenges for tourism information and intelligence systems can be deduced from them.

These lines of argument are discussed in more detail.

  • Collaboration between actors.

  • Consolidation and integration of information.

  • Technology, Business Intelligence (BI) and Competitive Intelligence (CI).

  • Territories and destinations.

  • Knowledge, efficiency and competitiveness.

5 Collaboration

Collaboration is a fundamental attribute of tourism intelligence systems and is a term that is present in much of the literature. There is a need to create collaborative environments in tourism destinations that are conducive to the implementation of knowledge creation systems.

The creation of synergies between stakeholders is analysed by Mariani et al. (2018) and Pérez-Guilarte (2015), which also includes research groups among the agents and also studies the need for public sector leadership in collaborative structures. Tulungen et al. (2021) also discusses the creation of a framework for reviving the tourism industry based on public sector leadership and technological innovation.

Sheehan et al. (2016) studied the integration and collaboration between stakeholders in the tourism sector, assigning the coordination function to destination managers (DMOs). The need for a new governance model, implementing a learning culture and establishing knowledge networks were his contributions in terms of collaboration in tourism intelligence systems.

But there is a wide variety of actors operating in the sector, and not all of them need the same type of information. Valdés et al. (2011) pointed to the different needs of all actors. In many cases, statistical tools are not able to respond to all the needs of the different actors. Each user requires some specific type of information that is different from the rest, even if there is a common core of information that is of interest to all. Pérez Guilarte (2015) and (Morales and Hernandez, 2011).

The use of information for decision-making is not only exclusive to large tour operators. Also small enterprises can analyse their environment with the resources at their disposal and use the information to develop their business (Vizjak et al., 2010).

Sepúlveda and Plumed (2018) studied a defined structure for the centralisation and transfer of knowledge between all public and private spheres of tourism. These authors propose the creation of a National System of Knowledge and Tourism Intelligence, leaving as a future line of research the possibility of designing and implementing their proposal in a practical way.

In this sense, as Pérez Guilarte (2015) points out when analysing a comprehensive tourism analysis system for heritage destinations, the availability of tools is key to decision-making in the public and private spheres, as well as collaboration between agents.

6 Consolidation and Integration of Information

An information system must collect and synthesise qualitative and quantitative data in a way that allows for the analysis and dissemination of knowledge to the different actors. This information must be consistent, durable and comparable over time and across territories. It must be accurate and enable tourism stakeholders, both public and private, to understand the tourism phenomenon in terms of its activity and economic impact (Valdés et al., 2011). It should also facilitate decision-making by social agents, generate comparable data and promote research (Massieu, 2000).

The main concept of this research is the tourism intelligence system, which is analysed in some of the reviewed publications. These systems should collect data and information from visitors in a systematic and structured way, translating them into knowledge, analysis and publications accessible to tourism stakeholders (Pérez Guilarte, 2015).

There is a great complexity in the collection and consolidation of data, being necessary to synthesise information from all tourism entities (Valdés et al., 2011). Diverse public and private agents coexist, operating in territories with different levels of competence (Morales and Hernandez et al., 2011).

There are a wide range of tourism stakeholders, public administrations at different territorial and competence levels, private stakeholders, specialised researchers, training professionals, consultants, service companies, media, etc.

On many occasions, official statistical systems that provide tourism information do not respond to the needs of all stakeholders. They do not generate real knowledge. More comprehensive, ambitious and dynamic systems that are useful to all stakeholders are increasingly in demand.

The knowledge that is generated among all the agents must be transferred in the form of communiqués, graphics, presentations, or periodic reports (Marshall et al., 1996). The management of this knowledge and its dissemination are key to the development of tourism sector.

Adopting the best strategies, making the best decisions based on the best information, is fundamental for destinations and all the agents involved. Tourism information systems must have a broad and dynamic vision, providing answers to all needs (Valdés et al., 2011).

7 Technology, BI and CI

A fundamental aspect of intelligence systems is the technological factor. It clearly determines the strategy and competitiveness of the actors operating in the sector. Smart environments transform structures, linking tourism service ecosystems. Information and technology are fundamental to drive innovation in tourism marketing and management (Buhalis, 2020).

At this stage, there are new challenges that the tourism sector is addressing. Digitalisation, technology and business process integration are the challenges facing the sector to address this post-pandemic stage (Tulungen et al., 2021).

Big data has evolved a lot in recent years in general. In the tourism sector it is clearly palpable, when analysing the increasing literature on the application of Business Intelligence and Big Data to tourism management. There is a need for greater integration between management and data science and a conceptual framework to help identify tourism business management problems (Mariani et al., 2018).

There is a great deal of fragmentation in the literature on intelligence applied to the tourism sector, both in scope and in the methodologies applied. But in all cases the ultimate goal is knowledge as an innovative process. In an environment such as tourism, which is characterised by high levels of competition, uncertainty, change and rapid customer decisions, Competitive Intelligence practices are crucial for the competitiveness of the sector. Knowledge enables well-informed decisions about the market and the competitive environment (Köseoglu et al., 2019).

8 Territories and Destinations

Business intelligence and knowledge transfer models in the tourism sector are of fundamental use in projecting regions and generating new market positioning, responding to the new demands of visitors. Decision-making supported by information systems and efficient knowledge transfer is growing and playing an increasingly important role (Barrera-Narváez et al., 2020; Valeri & Baggio, 2022).

In addition to the existence of tourism information systems, and in parallel to the growth of the sector, tourism observatories have been created in various territories for this purpose. The sector is evolving and with it, so are the needs for studies and information. From an organisational point of view, tourism observatories are in charge of compiling supply and demand data to structure them in analyses and publications for tourism stakeholders in a specific territory Pérez Guilarte (2015).

From a territorial point of view, geographic information systems have also contributed significantly to the development of tourism products and are already a fundamental part of many business models. In this way, the tourism sector has fostered growth and socio-economic development in various regions. Tourism continues to be a growing economic activity that contributes significantly to socio-economic development in many territories around the world Barrera-Narváez et al. (2020).

9 Knowledge, Efficiency and Competitiveness

Innovation in knowledge management must continue to be the fundamental vector for growth in the tourism sector, providing valuable information that improves its competitiveness and quality with positive effects on the territory and the inhabitants of tourist areas. The application of intelligence and the integration of knowledge is a form of innovation in a very important sector for the economy and with greater impact in certain territories.

The future of the sector necessarily involves the adoption of BI and DB tools, given the high level of competition in the sector. High levels of efficiency and competitiveness require increasingly innovative information tools. The industry continues to benefit from innovative developments that drive its growth (Nyanga et al., 2020).

The evolution of academic research on tourism activity is parallel to the continuous development of the sector. An example of this is the growth in the number of doctoral theses defended in tourism in recent years (Sepúlveda & Plumed, 2018) (Table 1).

Table 1 Reviewed publications on tourism intelligence systems
Full size table

10 Tourist Intelligence in the Costa Del Sol Destination

During this research, meetings and interviews were held with agents from the sector within the Costa del Sol destination (Malaga, Spain) and a high degree of coincidence was found with the lines of argument put forward in the publications analysed.

In this sense, this tourist destination has a system of collaboration within the Costa del Sol Tourist Board, which exercises the leadership and coordination function.

There is also a system that consolidates information from different sources, generating an integrated database, with indicators and graphs displayed in a web environment. This provides useful information for agents accessing an application adding value, efficiency and competitiveness to the sector.

The next step for future lines of research will be to apply this methodology in different territories and to analyse the levels of coincidence with the conclusions of this research. In addition, the sector's assessment of tourism intelligence systems, their contributions, proposals for improvement and the aspects and attributes they consider most important will be studied.

11 Conclusions

The future of tourism lies in making the most of data, transforming it into knowledge through tools and collaboration between all the agents in the sector. After the Covid-19 pandemic, digitalisation and process optimisation will be part of many sectors, especially the tourism sector. Intelligence systems as an innovative process in the tourism sector are key in this stage after the biggest crisis that tourism has ever suffered. The following key aspects are identified with respect to tourism information systems, based on the tourism intelligence systems analysed:

  • Collaboration between all the agents in the sector: administrations, companies, research centres, tourism observatories, travel agencies, tour operators, etc.… The participation of the agents in the knowledge management process, through collaborative structures, is key. Some authors mention the leadership of the administrations.

  • Consolidation and integration of information from different sources. The data must be integrated and its processing managed in a unified database. The origin can be internal data, external sources, etc.…

  • Application of technology and business intelligence techniques to provide high-value knowledge, defining information systems architecture frameworks best suited to the circumstances of each destination. The use of techniques such as big data is increasingly common.

  • Contribution to territorial and economic development by the tourism sector, being the main driver and multiplier of economic activity in many territories. An important part of the studies analysed focus on a specific territory.

  • Improving the efficiency and competitiveness of the sector requires knowledge management. The collection of data on tourism supply and demand, in order to structure, analyse and disseminate them, transforming them into regular and rigorous analyses and publications, involves the creation of a flow of knowledge that provides valuable information to the sector as a whole.