Naslov
Internet Marketing in Hospitality- Balance, Options and Trends

Autori
Ružić, Drago ; Andrlić, Berislav ; Ružić, Ivan

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik radova s XXI. Kongresa CROMAR-a / - , 2009

Skup
CROMAR 2009

Mjesto i datum
Osijek, Hrvatska, 26.10.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet marketing; hospitality; website; web 2.0

Sažetak
The term Internet marketing is the only one of the language version - electronic marketing (e- marketing) as the most frequently used term. Considering that hospitality is a infrastructure base of travel and tourism in a broader sense, it is therefore e - marketing in hospitality seen in the context of these phenomena. The focus of the work is Internet, which is in hospitality changed the classic way of doing business, and is used as the communication, transaction and distribution channel. However, regardless of the nucleus market orientation, chairman of e-marketing activities in hospitality are your own or someone else web site and e-mail service. The quality of the web site's content in the functional sense, therefore, represents the key to success of any web site, due to the fact that the reverse distribution (distribution "to him") is one of the most important features and aggravating circumstances in marketing in hospitality. World experience shows the growing role of the Internet in hospitality. According to the latest relevant research (Hospitality eBusiness Strategies), the amount on line booking and buying in North America has increased with the level of 20% (2004.) to 37% (2007.) of all reservations on the market, and to 2010. as anticipated growth for another 18%. Against this trend, it is necessary to identify the features of Internet marketing in hospitality in the Republic of Croatia. Research (Horwath Consulting) shows that the amount of the reservation with 17.5% of the total reservation (2003.) decreased to 13.8% (2007.). Disproportion visible world, and Croatia's experience raises the need to research the quality of web site in hospitality. Analysis accidentally selected web site's observed in our work, on the site's registrar or corporate identity can be classified in the second development phase of hotel websites. Generally on the web sites is not visible to many elements that represent the trends in e-marketing: user generated content (forums, blogs and social networks), eCRM, informing about new content from specific sites (RSS feed), mobile web sites of hotels, etc. In the Web 2.0 era, Croatian hoteliers should increase the use of the aforementioned tools, which will ultimately lead to the creation of competitive advantage and increase market share.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA