Role of Business Intelligence Data in Guest House Management in Gauteng

Abstract

This study investigates the acceptance and use of Business Intelligence (BI) systems among guest house managers in Gauteng, addressing a gap in research that typically focuses on larger business entities. The objective was to understand the role of BI in guest house management, specifically its effect on operational efficiency and decision-making processes. Applying the Technology Acceptance Model (TAM) within the Technology-Organisation-Environment (TOE) framework, we evaluated the perceptions and adoption of BI systems in 253 guest houses using a 5-point Likert scale. The findings reveal a strong acceptance of BI systems among participants, highlighting the growing importance of technology in the hospitality industry. Interestingly, the study unearthed a partial influence of competition characteristics and perceived ease of use on attitudes and BI system usage. Furthermore, the results demonstrated a direct relationship between digital literacy and the efficacy of BI system usage. This research contributes to the extant literature by shedding light on BI systems' role in smaller hospitality businesses, offering implications for managers and technology vendors. Recommendations include the need for ongoing training to increase digital literacy among staff and the exploration of user-friendly BI system interfaces to enhance perceived ease of use, encouraging widespread adoption.

Keywords

• business intelligence
• guest house
• perceived ease of use
• technology acceptance model
• technology-organisation-environment framework