Naslov
Marketing Process Improvement in Croatian Hotel Industry: The Role of Web 2.0 Tools and Analysis of Contingency Factors

Autori
Garbin Praničević, Daniela ; Alfirević, Nikša ; Nikolić, Toni

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
3rd Economics and Business Review Conference (on line books of extended abstracts) / - : University of Ljubljana Faculty of Economics, 2014

Skup
3rd Economics and Business Review (EBR) Conference

Mjesto i datum
Ljubljana, Slovenija, 28.11.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Croatian hotel industry, Web 2.0 tools, marketing, contingency factors

Sažetak
In this work in progress, the authors analyze the marketing process in the context of e-business development. This implies a change of the communication patterns, from the traditional notion of promoting the hotel services to customers, to the interactive and dynamic interaction between the service provider and the customers, as implied by the Web 2.0 technology. The empirical part of the study has analyzed the Croatian hotels and confirmed two hypotheses: (a) Introduction of Web 2.0 tools/technologies to the hotel marketing process improves its outcomes in the e-business context ; (b) There are empirically verifiable contingency factors, influencing the Web 2.0 implementation (i.e. marketing process change) in the Croatian hotel industry.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA