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Le metriche di marketing nel turismo. un?indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented

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  • Attilio Bruni

Abstract

The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.

Suggested Citation

  • Attilio Bruni, 2013. "Le metriche di marketing nel turismo. un?indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 105-129.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-002006
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    References listed on IDEAS

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    1. Stewart, David W., 2009. "Marketing accountability: Linking marketing actions to financial results," Journal of Business Research, Elsevier, vol. 62(6), pages 636-643, June.
    2. Hauser, John & Katz, Gerald, 1998. "Metrics: you are what you measure!," European Management Journal, Elsevier, vol. 16(5), pages 517-528, October.
    3. Hauser, John R. & Katz, Gerald M. & International Center for Research on the Management of Technology., 1998. "Metrics : you are what you measure!," Working papers 172-98, Massachusetts Institute of Technology (MIT), Sloan School of Management.
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