IMPACT OF BUSINESS INTELLIGENCE AND ANALYTICS ON DECISIONMAKING IN ONLINE RESERVATION SYSTEMS WITHIN THE HOSPITALITY SECTOR

This study investigates the impact of business intelligence and analytics (BIA) on decision-making in online reservation systems within the hospitality sector. This study presents a comprehensive review of ten research papers in the field of BIA within the hospitality sector. The findings indicate that organizations effectively leveraging BIA experience enhanced decision-making, improved operational efficiency, revenue growth, and customer satisfaction. Integration of BIA leads to improved customer experiences through personalization and recommendation systems. Adopting BIA tools results in significant operational efficiency gains by addressing issues in real-time. Effective utilization of BIA positively impacts revenue growth through optimized pricing strategies and demand forecasting. Despite implementation challenges, this study highlights the practical significance and benefits of BIA in online reservation systems, while providing recommendations for organizations. Future research directions include exploring artificial intelligence, examining ethical considerations, conducting industry-specific analyses, and assessing long-term impacts of BIA implementation in the hospitality sector