Diseño de un modelo de inteligencia de negocios para las agencias de viajes de la ciudad de Machala.

Abstract

This research addresses the design of a Business Intelligence (BI) model for travel agencies in Machala, Ecuador. In a highly competitive environment where technology and efficient information management play a crucial role, travel agencies face significant challenges in making strategic decisions based on accurate and timely data. The aim is to design a BI model that optimizes business management and improves decision-making within travel agencies, allowing them to respond more effectively to market dynamics. The employed methodology is applied, featuring a non-experimental design and a descriptive-exploratory approach. Through the collection of primary and secondary data, the specific needs of the sector were identified, leading to the development of a prototype BI model. The results obtained after implementing the BI model prototype demonstrate improvements in critical areas such as offer personalization, resource optimization, and customer satisfaction, confirming the model’s feasibility and benefits for travel agencies in Machala. It is recommended that this model be adopted as a key strategy to enhance competitiveness and efficiency. This underscores the relevance of Business Intelligence as a strategic tool in business management, highlighting its ability to transform how travel agencies handle information and make decisions in a constantly changing and increasingly demanding environment.