Naslov
Role of the New Media as a Distribution Channel for Accommodation Services in Tourism

Autori
Tomašević Lišanin, Marija ; Galfi, Albert ; Palić, Mirko

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

Izvornik
1st Croataian Direct Marekting Association Conference : Integrated Marketing - Challenges of Big Data Technology : Book of Papers Theme / Dobrinić, Damir - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2016, 111-120

Skup
Croataian Direct Marekting Association Conference : Integrated Marketing - Challenges of Big Data Technology )1 ; 2016)

Mjesto i datum
Zagreb, Hrvatska, 20.10.2016. - 21.10.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
new media, accommodation service, distribution channels, internet, tourism

Sažetak
The new media has changed the tourism and hospitality industry on many levels bringing an unprecedented change in the way consumers purchase the accommodation services. More and more consumers in a tourism industry use the new media in order to seek information and purchase. At the same time companies that sell accommodation services, or are intermediaries in their sales, are adapting and rapidly increasing an implementation of the new media in their business as a new and innovative channel of distribution. Use of the new media is therefore widely accepted by accommodation providers in a tourism today. This paper gives a brief review of main forms of the new media, which are used in purchasing and selling of the accommodation services, including web sites (and blogs), e-mail, social medias and mobile commerce. An empirical research have been conducted in order to investigate the role of the new media as a channel for distribution of accommodation services in tourism. Exploratory research used for survey a highly structured questionnaire answered by a sample of 102 respondents. The objective was to explore their experience and perspective of their use of the new media in seeking information and purchasing. According to the research, it can be concluded that the new media is the core and the key to a successful business, not only in the sale of accommodation services, but in the whole tourism and accommodation industry. As a result large share of the sales have moved to the new media as a dominant channel for distribution of such services.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA