Pregled bibliografske jedinice broj: 907017
Online Referrals Categorization and Performance of the Hospitality Industry: The Case of International Hotel Brands in Europe
Online Referrals Categorization and Performance of the Hospitality Industry: The Case of International Hotel Brands in Europe // Business and Economics Research Journal, 8 (2017), 4; 835-847 doi:10.20409/berj.2017.86 (podatak o recenziji nije dostupan, članak, znanstveni)
CROSBI ID: 907017 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Online Referrals Categorization and Performance of
the Hospitality Industry: The Case of
International Hotel Brands in Europe
Autori
Slivar, Iva ; Ramazan Ufuk, Bayer
Izvornik
Business and Economics Research Journal (1309-2448) 8
(2017), 4;
835-847
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
Referral Marketing, International Hotel Brands in Europe, Affiliate Marketing, Guest Reviews, Social Media
Sažetak
When mentioning online referrals in tourism, the first associations for most are online reviews of guests, usually those on the most popular social media website in tourism – TripAdvisor. In fact, online referrals are a much broader concept which is presented through their categorization according to their affiliation to e-marketing domains. The goal of this paper is to research the use of online referrals in hospitality according to the suggested classification. A research featuring a selection of European branded hotel chains, ranging from luxury to budget, and their use of online referrals is presented. The results revealed that most hotels have an average performance in online referrals marketing as a whole, while hotels classified in the budget segment show the worst performance.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti
Citiraj ovu publikaciju:
Časopis indeksira:
- EconLit
Uključenost u ostale bibliografske baze podataka::
- EconLit
