Pregled bibliografske jedinice broj: 1205882
THE USAGE OF DIGITAL MARKETING METRICS IN HOSPITALITY AND TOURISM INDUSTRY: a literature review
THE USAGE OF DIGITAL MARKETING METRICS IN HOSPITALITY AND TOURISM INDUSTRY: a literature review // Proceedings of the 5th International Scientific and Professional Conference “The Challenges of Today”
Šibenik, Hrvatska, 2021. str. 348-360 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), ostalo)
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Naslov
THE USAGE OF DIGITAL MARKETING METRICS IN HOSPITALITY AND TOURISM INDUSTRY: a literature review
Autori
Bašić Roguljić, Sanja
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo
Izvornik
Proceedings of the 5th International Scientific and Professional Conference “The Challenges of Today”
/ - , 2021, 348-360
ISBN
978-953-7566-46-3
Skup
5th International and Professional Conference “The Challenges of Today”
Mjesto i datum
Šibenik, Hrvatska, 07.10.2021. - 09.10.2021
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
marketing metrics, metrics in tourism, hospitality tourism metrics, social media in tourism, social media in hotels
Sažetak
Nowadays, academia and the business world place great importance on marketing, especially digital metrics. One specific industry that reflects this trend is the tourism and hospitality industry. This paper reviews the literature around digital marketing metrics in the tourism and hospitality industry. It covers 28 articles from peer-review journals and international conferences, dating from 2004-2021. The main purpose is to contribute to the existing literature by investigating the most adopted metrics, and presentation of an overview of digital metrics used in the tourism and hospitality literature. The introductory part focuses on the basic concepts and trends related, after which an analysis is presented according to the criteria of the type of methodology/research design, metric, and sample tested. This paper contributes to the existing body of literature by providing definitions of online performance measures ; e-metrics. The current stream of research indicates a significant need for further scientific research to identify appropriate metrics for different research types. As for additional practical implications, this paper provides practitioners with the most used digital metrics in the tourism hospitality industry.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
