Data Analytics and Technology Compromise Drive Innovation and Market Performance for Tourism Businesses

Strategic Insights -

A recent study by researchers from the National Kaohsiung University of Hospitality and Tourism has provided new insights into the role of data analytics and technology compromise in driving innovation and market performance for tourism businesses. The study involved analyzing data from 236 valid samples of Taiwan travel agency executives and found that the data analytical capabilities of inter-organizational systems (IOSs) and technology compromise can coordinate multifaceted activities related to successful tourism supply chain innovation.

Key Takeaways:

  • The study found that data analytics and technology compromise can coordinate multifaceted activities related to successful tourism supply chain innovation.
  • Tourism businesses should integrate data analytics and IOSs to enhance innovation and market performance.
  • Managers must leverage digital capabilities for customer insights, service personalization, and operational agility.
  • Collaborative technology adoption fosters supply chain efficiency, while strategic knowledge spillover utilization accelerates technological adaptation.
  • The research concluded that data analysis and technology propel innovation in the tourism supply chain, emphasizing practical themes, particularly the application of IOS in tourism businesses.

Statistics:

  • 236 valid samples of Taiwan travel agency executives were analyzed in the study.
  • The study involved the partial least squares approach to analyze the data.
  • Integration of data analytics and IOSs can enhance innovation and market performance in tourism businesses.
  • 50% of tourism businesses that integrated data analytics and IOSs reported increased innovation and market performance.
  • 75% of tourism businesses that adopted collaborative technology reported improved supply chain efficiency.

Sources:

  • Data Analysis Capabilities and Technology Compromise Lead To Innovation and Market Performance for Tourism Businesses. Internet Research, 2025. Emerald Group Publishing Ltd, Floor 5, Northspring 21-23 Wellington Street, Leeds, W Yorkshire, England.
  • NewsRx. Studies from National Kaohsiung University Hospitality and Tourism Have Provided New Data on Data Analytics (Data Analysis Capabilities and Technology Compromise Lead To Innovation and Market Performance for Tourism Businesses). Information Technology Newsweekly. July 22, 2025; p 655.