BUSINESS INTELLIGENCE IN MAKING TOURISM ENTERPRISES COMPETITIVE

Turistička poduzeća u dinamičkom procesu ostvarenja konkurentnosti moraju valorizirati nove inpute (znanje, intelektualni kapital) u generiranju prednosti (brzina, kvaliteta, cijena). Presudno je implementirati novu poslovnu filozofiju temeljenu na reinžinjeringu uz poticanje inovativnosti i intelektualnog kapitala kao ključne resurse i primjenu benehmarkinga i business intelligence. Business Intelligence predstavlja sveukupnost informacijske, spoznajne i akcijske osposobljenosti poduzeća kao temelj upravljanja promjenama i izgradnje konkurentnosti. Temelji na zaštiti vlastitih podataka i prikupljanju tuđih podataka kao podloga kreiranju izvjesnica za proces poslovnog odlučivanja. Hrvatska turistička poduzeća još nisu prepoznala važnost business intelligence.In the dynamic process of creating competitive ability, tourism enterprises need to valorise new inputs (knowledge, intellectual capital) in generating advantages (quick response, quality, price). It is crucial to implement a new business philosophy based on re-engineering and earned out by encouraging innovations, asserting knowledge as a key resource, and introducing benchmarking and business intelligence. Business Intelligence represents the totality of an enterprise’s information, perceptual and operational competencies as a basis for managing change and building competitiveness. It centres on protecting the data of one enterprise, while gathering the data of others in creating the information needed for a development strategy. Tourist enterprises in Croatia have not yet realised the importance of business intelligence