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ICT for external use in Croatian four- and five-star hotels

Author

Listed:
  • Maja Šerić

    (Faculty of Economics, University of Valencia, Valencia, Spain)

  • Irene Gil Saura

    (Faculty of Economics, University of Valencia, Valencia, Spain)

  • Daniela Garbin Praničević

    (Faculty of Economics, University of Split, Split, Croatia)

Abstract

The Purpose – The objective of the paper is to examine the implementation of advanced technology and promotional supports in hotel companies and to compare their performance in four- and five-star hotels. More specifically, ICT for external use are analysed, i.e. customer relationship management (CRM), communication with customers, promotional supports, and online order receptions. Design/Methodology/Approach – The empirical research took place in 38 upscale (26 four and 12 five-star) hotels located in Croatia, in the regions of Dalmatia, Istria, and Kvarner, and in the city of Zagreb. The data were collected through a structured questionnaire administered mainly during personal interviews with hotel and marketing managers. The SPSS software was used for data analysis. Findings – Findings reveal a relatively high implementation of technology solutions, reaching promotional supports the highest scores. Four-star hotels perform significantly better than fivestar hotels in most of the ICT items. Originality – The study provides insights into the external role of ICT for upscale hotels from the standpoint of customer relationship management (CRM), communication with customers, promotional supports, and online order receptions as tools for enhancing hotel promotion. These can be used as a valuable source of information between academics and can be additionally useful to marketing managers in hotels that intend to find as more as innovative ways for hotel promotion.

Suggested Citation

  • Maja Šerić & Irene Gil Saura & Daniela Garbin Praničević, 2016. "ICT for external use in Croatian four- and five-star hotels," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(1), pages 69-85, May.
    • Handle: RePEc:tho:journl:v:22:y:2016:n:1:p:69-85
    DOI: 10.20867/thm.22.1.2
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    References listed on IDEAS

    as
    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    2. Roberta Minazzi, 2015. "Social Media Marketing in Tourism and Hospitality," Springer Books, Springer, edition 127, number 978-3-319-05182-6, June.
    3. Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
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    Cited by:

    1. Grabin Praničević, Daniela & Peterlin, Judita, 2017. "Are ICT Tools Recognized Enough as Management Support in Croatian Tourism?," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2017), Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017, pages 33-40, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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    More about this item

    Keywords

    ICT for external use; advanced technology; promotional supports; upscale hotels; Croatia;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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