Business Intelligence System Adoption in the Hotel Industry: Identifying Barriers and Actions

Aim/Purpose: This paper aims to qualitatively analyze barriers to Business Intelligence (BI) system adoption in Indonesia’s hotel industry from the technological, organizational, and environmental perspectives. This study is expected to thoroughly understand the adoption of BI systems in the hotel industry. Additionally, this study offers details that can assist public administrators or system developers in planning the implementation of BI systems in the hotel industry. Background: There has been a significant increase in the study of the adoption and use of BI systems. However, our understanding of the adoption determinants within the hotel industry is still limited. Methodology: This research uses the guidelines from the Technology, Organization, and Environment (TOE) framework because of its suitability to the context of this research, which was carried out not at the individual level but at the company level, considering environmental factors that exist in the hotel downstream supply chain ecosystem. We used semi-structured interviews with four tourism public administrators and experts, 20 hoteliers, and 10 managers of hotel distribution channels. Interview data were analyzed using thematic analysis in ATLAS.ti and categorized based on the TOE framework. Contribution: This research enriches the current research by involving various stakeholders in the hotel industry to understand the obstacles and actions that can be taken to foster the necessary cooperation. We highlight three challenges in adopting a BI system in the hotel industry: the necessity for a digital platform, the enhancement of data analytical skills, and the demand for an affordable solution for cooperation. Findings: The findings reveal the current barriers to BI system adoption and the actions to take. The barriers are a lack of regulation, a lack of trust, a lack of data integration, a lack of accuracy, a lack of resources, and a lack of competence. Recommendations for Practitioners: This research suggests a mapping of actions that can be undertaken to overcome the barriers. Practitioners and policymakers are advised to establish a regulatory policy on data collection, maintain data security by implementing data aggregation, hold regular training in data analytics, and provide a platform for data sharing and analytics. Recommendation for Researchers: Based on the findings, researchers can conduct further exploration to enrich insight related to technology factors to ensure continuous commitment from stakeholders, enhance coordination, and automate data-sharing processes. Impact on Society: This study thoroughly examines the adoption of BI systems in Indonesia and may apply to other emerging nations with comparable technological, regulatory, or cultural traits. Information from this study might help government officials or system developers plan and implement a BI system at the industry level. Future Research: More representative insight should be conducted in this study on a larger sample of hospitality and tourism organizations that are geographically more dispersed. To enrich the result, a quantitative analysis is also advised to understand the findings better and gain more specific evidence of the barriers and actions that need to be established.