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Influence of business intelligence on the engagement of customers through social media management: an analysis of the four-and five-star hotels in the Algarve
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Abstract(s)
Objetivos: O propósito deste estudo é verificar se o conteúdo gerado pelos utilizadores nas plataformas de “social media” é recolhido e analisado com o objetivo de melhorar o “engagement” através das mesmas. Para isso, a presente investigação pretende: a) realizar uma revisão de literatura sobre “business intelligence (BI)” e “social media (SM)”; b) explorar de que forma os hotéis de quatro-e-cinco estrelas do Algarve utilizam técnicas de business intelligence analytics para construir engagement com o cliente através das plataformas de social media. A presente revisão de literatura analisa jornais de referência em inglês e português, publicados mundialmente e que contém as palavras-chave em análise: “business intelligence” e “social media”.
Metodologia: A metodologia aplicada ao presente trabalho está dividida em dois momentos: no primeiro momento foi efetuada uma revisão de literatura às 114 publicações que continham os seguintes critérios: palavras-chave, tipo de publicação, ano e relevância do estudo em causa; num momento posterior, a uma amostra de 20 hotéis de quatro-e-cinco estrelas foi efetuada uma entrevista aos gestores das unidades, a qual teve a duração de cerca de 30 minutos.
Resultados: Após uma análise aos 114 artigos iniciais e a uma seleção criteriosa, a revisão de literatura envolveu apenas 35 publicações sobre as palavras-chave em estudo, as quais, enriqueceram o conhecimento dos investigadores acerca do uso de ferramentas business intelligence e social media management no âmbito do sector hoteleiro. Em linha com a análise teórica, e de forma a apurar qual o grau de desenvolvimento tecnológico nesta área, foram efetuadas entrevistas com duração de meia hora com cerca de vinte e sete questões. A análise às respostas dos inquiridos demonstrou que o uso de ferramentas de business intelligence é pouco ou nada utilizado no que toca à análise de dados do social media. As principais razões apontadas para um baixo uso e aplicação deste sistema, na forma como se mede o nível de “engagement” do cliente, são a falta de recursos humanos especializada e o baixo orçamento que existe direcionado para questões desta natureza. Os resultados obtidos contribuirão para alertar o quão pouco desenvolvido se encontra o sector do turismo e hoteleiro no que respeita ao uso business intelligence. Implicações: Os resultados obtidos contribuirão para aumentar a literatura que já existe e, também, aumentar a investigação que existe acerca de business intelligence, social media e sistemas informáticos. Irá medir o desenvolvimento e implementação de novas tecnologias nos hotéis de quatro-e-cinco estrelas do Algarve.
Originalidade: A análise sobre a relação entre a influência do business intelligence no “engagement” dos clientes através do social media nos hotéis de quatro-e-cinco estrelas do algarve é um trabalho pioneiro.
Purpose: The purpose of this study is to verify if user-generated content previously collected can be used to improve customer engagement through social media. Therefore, the research seeks to: a) to perform a systematic review of the literature on business intelligence and social media; b) explore how four- and five-star hotels at the Algarve use business intelligence analytics methods to engage customers in the social media channels. The systematic literature review analyses refereed journals in English and Portuguese, published worldwide and containing the keywords: “business intelligence” and “social media”. Methodology: The methodology applied in this work is divided into two stages: on a first moment a literature review analysis was applied through the screening of 114 articles which were excluded or included based on their keywords, type of publication, year and the relevance of the study; on a second moment a 30 minute interview was carried out with managers of 20 hotels in the Algarve on the attempt to conclude whether they were aware or not about the importance of the keywords under analysis. Findings: The authors started with a sample of 114 and after the screening they ended with 35. The analysis of 35 publications provided a wider information about the use of business intelligence, social media management and hospitality. Similarly, the analysis of a 27-question questionnaire demonstrated that the use of a business intelligence system applied to social media platforms to measure engagement was very low and the main reasons to explain this were the lack of specialized human resources and a non-existing budget to this topic. The results obtained will contribute to extent the existing literature and will raise a flag about how undeveloped the hospitality & tourism sector on information systems. Implications: Findings of this topic will contribute to the existing literature and will extend the research on the hospitality sector about business intelligence, social media and IT. It will measure the development and implementation of new technologies among four-and five-star hotels in the Algarve. Originality: This is a pioneering work in analyzing the relationship between the influence of business intelligence on the engagement of customers through social media management of the four-and five-star hotels in the Algarve.
Purpose: The purpose of this study is to verify if user-generated content previously collected can be used to improve customer engagement through social media. Therefore, the research seeks to: a) to perform a systematic review of the literature on business intelligence and social media; b) explore how four- and five-star hotels at the Algarve use business intelligence analytics methods to engage customers in the social media channels. The systematic literature review analyses refereed journals in English and Portuguese, published worldwide and containing the keywords: “business intelligence” and “social media”. Methodology: The methodology applied in this work is divided into two stages: on a first moment a literature review analysis was applied through the screening of 114 articles which were excluded or included based on their keywords, type of publication, year and the relevance of the study; on a second moment a 30 minute interview was carried out with managers of 20 hotels in the Algarve on the attempt to conclude whether they were aware or not about the importance of the keywords under analysis. Findings: The authors started with a sample of 114 and after the screening they ended with 35. The analysis of 35 publications provided a wider information about the use of business intelligence, social media management and hospitality. Similarly, the analysis of a 27-question questionnaire demonstrated that the use of a business intelligence system applied to social media platforms to measure engagement was very low and the main reasons to explain this were the lack of specialized human resources and a non-existing budget to this topic. The results obtained will contribute to extent the existing literature and will raise a flag about how undeveloped the hospitality & tourism sector on information systems. Implications: Findings of this topic will contribute to the existing literature and will extend the research on the hospitality sector about business intelligence, social media and IT. It will measure the development and implementation of new technologies among four-and five-star hotels in the Algarve. Originality: This is a pioneering work in analyzing the relationship between the influence of business intelligence on the engagement of customers through social media management of the four-and five-star hotels in the Algarve.
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Keywords
Business intelligence Social media Hospitality