Business Intelligence to Boost Competitiveness: The Case of Operators in the Adventure Tourism Sector

Today, the tourism business is booming thanks to technological advances. In other words, organizations can improve their procedures and position by incorporating new technological tools. However, companies in the tourism sector lack data that reveal the real opinion of customers about the products and services they purchase. This limitation prevents an accurate assessment of the state of the market. Therefore, this study set out to assess the importance of business intelligence in facilitating the development of a sustainable competitive advantage for adventure tourism service providers in the Ancash region. This study was conducted using a non-experimental quantitative strategy and a correlational level of analysis. The population consisted of 136 tour operators, from which a random sample of 98 was drawn. Two questions were used in this survey method. Two questions were used in this survey method. According to the results, 70.2% of the respondents rated their business intelligence as fare, 68.1% their information system as fare, 73.4% their ability to innovate as fair, 68.1% their ability to make good decisions and 71.3% their competitive advantage as average. This was also determined by Spearman’s Rho of 0.751. The findings suggest a strong connection between business intelligence and improved market position.