engleski

Marketing Process Improvement in Croatian Hotel Industry: The Role of Web 2.0 Tools and Analysis of Contingency Factors

In this work in progress, the authors analyze the marketing process in the context of e-business development. This implies a change of the communication patterns, from the traditional notion of promoting the hotel services to customers, to the interactive and dynamic interaction between the service provider and the customers, as implied by the Web 2.0 technology. The empirical part of the study has analyzed the Croatian hotels and confirmed two hypotheses: (a) Introduction of Web 2.0 tools/technologies to the hotel marketing process improves its outcomes in the e-business context ; (b) There are empirically verifiable contingency factors, influencing the Web 2.0 implementation (i.e. marketing process change) in the Croatian hotel industry.

Croatian hotel industry, Web 2.0 tools, marketing, contingency factors

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