Unlocking Potential: A Systematic Literature Review on the Role of Business Analytics in Enhancing Entrepreneurship within Sri Lanka's Tourism and Hospitality Sectors

This paper presents a systematic literature review on the application of business analytics (BA) in the tourism and hospitality industries, with an emphasis on entrepreneurship in Sri Lanka. Business analytics is increasingly recognized as a powerful tool for businesses, enabling data-driven decision-making that fosters competitiveness, operational efficiency, and innovation. This review employs the GRADE framework to assess the quality and strength of evidence from various research articles on the impact and potential of BA in tourism, hospitality, and entrepreneurship. Key themes include the importance of business analytics in strategic decision-making, demand forecasting, customer segmentation, and the role of entrepreneurial orientation in the adoption of BA. The findings highlight both opportunities and challenges in adopting BA techniques, especially in emerging economies like Sri Lanka. Keywords: Business Analytics, Data-Driven Decision Making, Entrepreneurship, Entrepreneurial Characteristics, Predictive Analytics, Tourism and Hospitality Industry