Pregled bibliografske jedinice broj: 700937
Perceptions of Integrated Marketing Communications in Italian and Croatian hotels: A study from managers’ and guests’ points of view
Perceptions of Integrated Marketing Communications in Italian and Croatian hotels: A study from managers’ and guests’ points of view // 43rd EMAC Annual Conference - Paradigm Shifts & Interactions / Enrique Bigné (ur.).
Valencia: Universitat de València, 2014. (poster, međunarodna recenzija, neobjavljeni rad, znanstveni)
CROSBI ID: 700937 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Perceptions of Integrated Marketing Communications in Italian and Croatian hotels: A study from managers’ and guests’ points of view
Autori
Šerić, M ; Gil Saura, I ; Ozretić Došen ; Đ.
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Izvornik
43rd EMAC Annual Conference - Paradigm Shifts & Interactions
/ Enrique Bigné - Valencia : Universitat de València, 2014
Skup
43rd EMAC Annual Conference - Paradigm Shifts & Interactions
Mjesto i datum
Valencia, Španjolska, 03.06.2014. - 06.06.2014
Vrsta sudjelovanja
Poster
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
integrated marketing communications; high-quality hotels; managers; guests
Sažetak
Integrated Marketing Communications (IMC) concept is examined in this work in a new context, i.e. hotel industry, where the research on IMC is rather neglected. The perception of IMC is analyzed and compared in Italian and Croatian high-quality hotels, approaching both hotel managers’ and guests to collect the data. From managers’ point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some IMC items, all in favour of Italian hotels. From guests’ point of view, significant differences are obtained between the two hotel groups, showing Croatian hotels better results.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
