Determination of the influence of tourism behaviour of a smart destination on business confidence
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This Master’s Thesis (from now, MT) aims to provide entrepreneurs with a tool, capable of determining the influence of tourism behaviour on business confidence in a smart destination. The notions of Business Intelligence (BI), Artificial Intelligence (AI), Machine Learning (ML), Big Data, Analytical Hierarchy Process (AHP) and smart destination will be discussed. Furthermore, the focus is going to lie on the determination of strategic key indicators regarding tourism behaviour for the destination of Puerto de la Cruz. A formal explanation of a KPI will be provided. A thorough data mining process is involved in order to create a System of Tourism Intelligence (from now, STI) which incorporates both structured and unstructured data. Valuations of experts in the field are implemented in the STI by means of Analytical Hierarchy Process (AHP) in order to obtain an index of business confidence. The STI of Puerto de la Cruz is going to be compared and contrasted with already existing STIs in Spain and other examples.