A Gamification Approach to Information Visualization and Strategy Discovery - A Case of Thai Hotel Entrepreneur

A rise in digital technology advancement has posed an abundance of information in the business world. Traditional reporting in small and medium enterprises is no longer adequate for making the right and timely decisions in strategic and operational management. Novel Business Intelligence (BI) tools provide an opportunity for business users to perform data analytics with dashboard multidimensional visualization. Data on 26,051 records in 2019 from a hotel business was acquired for this research. Business insights, which had not been discovered before by traditional reporting, were revealed regarding occupancy driving factors, customer behavior, accommodation preference, and channel efficiency. Two dashboards were developed with gamification design principles that allow business users to engage with hedonism during the data play for both strategic and tactical levels. Insights shed the light on users concerning actionable items on better campaign offering, hotel resource allocation optimization, and channel dependency balancing.