BUSINESS INTELLIGENCE IN MAKING TOURISM ENTERPRISES COMPETITIVE

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.