engleski

E-marketing in function of achieving competitiveness in Hospitality Industry

Everyday development of digital economy has had a significant role in the development of tourism and hospitality industry. Application of Internet in tourism facilitates the communication between a hospitality enterprise and a potential guest. It enables an easier check and comparison of the offer and prices, pointing out the quality and advantages of the specific quality which will encourage the guest to choose a particular destination or a hotel for his/her stay. It is important to point out simplified reservation- making. Successful development of E-marketing will result in timely information for the hotel- managers on the latests trends on the world tourist market. It provides the possibility of improvement of the existing offer by introducing innovations, by means of which a more successful tourist product is created, which will be able to satisfy the needs of a modern working person who is searching for rest, recreation, and exploring of new tourist destinations. The development of E-Marketing will have a positive effect on the improvement of business of a hospitality enterprise and on the achievement of competitive advantage on the turbulent tourist market. It is evident that the world practice has shown advantages of using E- marketing in comparison with traditional marketing through fast communication with the guest, measurement of success, efficiency (there is no more need for printing posters, advertising on televison, etc.). In Croatia, the use of these electronic media is unsatisfactory in comparison to European countries. In the paper, the authors will point out the significance of E-Marketing and its technologies in the development of tourist offer, successful marketing communication of hospitality enterprise with the tourist market, and achieving business excellence in the modern hospitality industry.will result in timely information for the hotel-managers on the latests trends on the world tourist market. It provides the possibility of improvement of the existing offer by introducing innovations, by means of which a more successful tourist product is created, which will be able to satisfy the needs of a modern working person who is searching for rest, recreation, and exploring of new tourist destinations. The development of E-Marketing will have a positive effect on the improvement of business of a hospitality enterprise and on the achievement of competitive advantage on the turbulent tourist market. It is evident that the world practice has shown advantages of using E- marketing in comparison with traditional marketing through fast communication with the guest, measurement of success, efficiency (there is no more need for printing posters, advertising on televison, etc.). In Croatia, the use of these electronic media is unsatisfactory in comparison to European countries. In the paper, the authors will point out the significance of E-Marketing and its technologies in the development of tourist offer, successful marketing communication of hospitality enterprise with the tourist market, and achieving business excellence in the modern hospitality industry.

E-marketing ; Hospitality Industry ; Tourist product ; Competiteveness

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