Naslov
Web 2.0 promotion techniques in hospitality in hospitality industry

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

Izvornik
International Journal of Management Cases (1741-6264) 13 (2011); 310-320

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
promotion ; hospitality ; technology ; Web 2.0

Sažetak
Changing economic conditions, new forms of consumer behaviour, and especially new technologies is likely to cause the emergence of new or growth of existing hospitality markets. In developed economies all the more attention is attached to the study of the role of new technologies in the field of hospitality. It is necessary to point out that technological progress is a key factor of modern hospitality.Web 2.0 technology has changed fundamentally the very nature of e-marketing in hospitality. General characteristics of Web 2.0 promotion tools are openness, freedom and collective intelligence. Most European hotels on the market have started developing e-promotion strategies for the web. As a result, e-marketing is growing at a dramatic pace and is significantly impacting on tourists. Following the above assumptions paper will analyze the available data on primary level of marketing opportunities using the technology in hotel business in Croatia, using scientific methods of web quality evaluation, analysis and synthesis, comparison and compilation. As a result, there is a need for the introduction of new web 2.0 promotion strategies in order to increase the competitive advantage of hotels. Also, paper presents future directions and suggestions which could develop e-promotion strategies in hospitality, especially using Web 2.0 technologies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA