International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 1 (January 2026), Pages: 74-83

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 Original Research Paper

Leveraging business intelligence for competitive advantage: The mediating role of innovation in the Thai hotel industry

 Author(s): 

 Duangporn Puttawong, Thitima Pulpetch *

 Affiliation(s):

 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Pathum Thani, Thailand

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0009-3229-4801

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2026.01.008

 Abstract

This study investigates how business intelligence capabilities (BIC) influence competitive performance (COP) in the Thai hotel industry, with a particular focus on the mediating role of innovation capability (INC). Drawing on the Resource-Based View and Dynamic Capabilities Theory, the study develops a structural model proposing that BIC improves COP both directly and indirectly through INC. Using stratified random sampling based on classifications from the Tourism Grading Council of Thailand, data were collected from 180 hotel managers through a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the proposed relationships. The results show that BIC does not directly affect COP, but has a strong and significant indirect effect through INC, indicating that innovation capability fully mediates this relationship. These findings highlight the importance of strengthening innovation to convert business intelligence insights into a competitive advantage. The study adds to the literature on business intelligence and innovation management by providing empirical evidence from the hospitality sector in an emerging market. It also stresses the strategic need to align business intelligence systems with innovation activities to achieve sustainable performance. The study offers originality by demonstrating that innovation capability fully mediates the link between business intelligence capabilities and competitive performance in the underexplored context of Thai hotels.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Business intelligence, Innovation capability, Competitive performance, Hotel industry, PLS-SEM

 Article history

 Received 20 June 2025, Received in revised form 15 November 2025, Accepted 14 December 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

The Ethical Committee of the Institutional Review Board, Association of Legal and Political Studies, Thailand, has granted approval for this study (Ref. No. Exp 37/67).

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Puttawong D and Pulpetch T (2026). Leveraging business intelligence for competitive advantage: The mediating role of innovation in the Thai hotel industry. International Journal of Advanced and Applied Sciences, 13(1): 74-83

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 Figures

  Fig. 1  Fig. 2

 Tables

  Table 1  Table 2  Table 3  Table 4  Table 5  Table 6 

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