E-Knjižnica FET "Dr. Mijo Mirković"

Implementation of innovations in hotel offer promotion: case study of istria as tourist destination

Gržinić, Jasmina and Floričić, Tamara (2013) Implementation of innovations in hotel offer promotion: case study of istria as tourist destination. In: 8th International Forum on Knowledge Asset Dynamics "Smart Growth : Organizations, Cities, Communities" : conference proceedings. Institute of Knowledge Asset Management (IKAM), University of Basilicata, University of Zagreb, Arts for Business Institute, Zagreb, pp. 704-721.

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Structured Abstract Purpose Within the framework of the Adriatic tourist area, the Istrian tourist region represents a unique entity which is, by its natural and social characteristics, positioned as a leading Croatian tourist region. This is why the study of the research problem area was oriented towards hotel companies in the County of Istria, as well as on the analysis of how they implement and use new technologies in the promotion and distribution of their hotel products. The research goal is to determine the importance of integration of Internet marketing and new technologies into the strategies of hotel product promotion and placement. This involves web pages, online reservations, newsletter dispatch, electronic mail, inclusion of hotel companies in social networks and communication with potential and former users, development of applications for smart telephones, virtual tours and the development of hotel online television. Methodology The hypothesis of the paper reads: Istrian hotel companies have recognised the importance of implementation of innovations and internet marketing in the promotion of hotel offers ; they are present on the Internet, thus intensifying direct sales and income growth. Indirectly, that intangibly impacts the smart growth of hotel companies as tourist organisations within tourist destinations and communities. In the paper preparation, methods of data collection and creative thinking techniques, as well as other scientific and research methods were used. The statistical method includes processing and illustration of statistical information, while the comparison method was used to obtain comparative results and benchmarking of the Istrian hotel companies' e - business. Meta-analysis and the historical method were used in the analysis of numerous scientific and professional works, with the aim of realisation of the importance of implementation of the Internet in hotel marketing. Value of paper In the paper, several researches are done. The results indicate that hotel companies should seriously consider inclusion of Internet communication into their business in as great a measure as possible and within the shortest possible deadline. First of all, physical indicators of the Istrian leading hotel companies were considered. After that, all Istrian hotel companies were analysed from the aspect of the degree of exposure of their web pages to various forms of Internet technology. Presence on social networks was considered (Facebook, Twitter, Pintrest), the option of direct booking possibility was analysed, as well as the level of communication pertinent to newsletters, advertising of activities and events and the option of loading of videos and photographs. As part of a systematic research on the presence of hotel offers on the Internet, an analysis of the web page optimisation of Istrian hotel companies will be presented in the paper. The review of the afore-quoted will be presented in the paper and the results of the sent Istrian hotel companies' newsletters will be analysed. Practical implications Research on the importance of implementation of the Internet in the hotel offer promotion is complemented and the hypothesis proved by the case study analysis of Istrian hotel companies, by which indexes of growth of particular web portals are presented (booking.com, expedia.com), as well as the growth in the frequency of reservations by means of own web pages. The paper presents the key issues of internet technology in tourism that speaks in favour of innovation implementation importance in the hotel offer marketing mix, as well as its importance in the promotional activities image. Changes in the demand, lifestyle and implementation of technologies in everyday life alter the promotional mix by which hotel companies communicate in the market.

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Tip objekta: Dio knjige
Ključni pojmovi: innovations, hotel offer, online marketing, social networks, optimisation
Teme: 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 338 Gospodarsko stanje. Gospodarska politika. Upravljanje gospodarstvom. Gospodarsko planiranje. Proizvodnja. Usluge. Cijene > 338.4 Proizvodnja i usluge prema gospodarskim sektorima > 338.48 Turistički promet s gospodarskog gledišta. Politika turističkog gospodarstva
Odjeli: Fakultet ekonomije i turizma "Dr. Mijo Mirković"
Datum pohrane: 20 Feb 2014 08:08
Zadnja promjena: 20 Feb 2014 08:08
URI: http://eknjiznica.unipu.hr/id/eprint/3485

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