The role of business intelligence in defining the predictors of the development of Croatian air transport

Zrakoplovstvo se razvilo kao nezamjenjivo prijevozno sredstvo s industrijom koja se širi brže od većine drugih industrija. Štoviše, budući da je to jedino sredstvo brzog svjetskog prijevoza, postaje ključno za globalno poslovanje, olakšavajući međunarodnu trgovinu i turizam. U isto vrijeme, zrakoplovna industrija također je poznata i po oštroj konkurenciji i malim profitnim maržama. To implicira da je iznimno važno osmisliti prave strategije koje bi mogle povećati produktivnost i konkurentnu prednost. Kombinacija poslovne inteligencije i analitike postalo je važno područje u poslovnom okruženju zračnih prijevoznika i zrakoplovnih organizacija čijom se primjenom analiziraju velike količine podataka i temeljem dobivenih rezultata donose poslovne odluke. Radi što jasnijeg, razumljivijeg prikaza i usporedbe podataka u radu je korišten Microsoft Power BI koji je omogućio na smislen i prihvatljiv način prikazati rezultate istraživanja i trendove kretanja prijevoza putnika i operacija zrakoplova u Republici Hrvatskoj. Provedenim istraživanjem jasno je evidentirano povećanje prijevoza putnika i oporavak zračnog prometa u RH nakon nastupanja krize izazvane pandemijom COVID-19. Oporavku su u najvećoj mjeri doprinijeli niskotarifni zračni prijevoznici koji svojom posebnom prodajnom strategijom i operativnom učinkovitošću pomno biraju destinacije i rute poslovanja. Aviation has developed as an indispensable means of transportation with the industry expanding faster than most other industries. Moreover, since it is the world's only means of rapid transportation, it becomes essential for global business, facilitating international trade and tourism. At the same time, the airline industry is also known for its fierce competition and tight profit margins. This implies that it is extremely important to design the right strategies that could increase productivity and competitive advantage. The combination of business intelligence and analytics has become an important area in the business environment of airlines and aviation organizations, which are used to analyze large amounts of data and make business decisions based on the results obtained. In order to present and compare data clearly and comprehensibly as possible, Microsoft Power BI was used in this work, which made it possible to present research results and trends in passenger transport and aircraft operations in the Republic of Croatia in a meaningful and acceptable way. The conducted research clearly recorded the increase in passenger transport and the recovery of air traffic in the Republic of Croatia after the crisis caused by the COVID-19 pandemic. The recovery was largely contributed by low-cost airlines, which carefully select destinations and business routes with their special sales strategy and operational efficiency.