Nuevas prácticas de comunicación y gestión de la información sobre el clienteun estudio empírico en los hoteles croatas

  1. Seric, Maja
  2. Gil Saura, Irene
  3. Mollá Descals, Alejandro
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2013

Número: 7

Páginas: 94-115

Tipo: Artículo

DOI: 10.7263/ADRESIC-007-06 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Objetivos de desarrollo sostenible

Resumen

Changes produced in the market have caused changes in the practice of marketing and communication management, as one single marketing communication tool could not achieve marketing communication purposes by itself. Consequently, the literature suggests a need to develop more efficient communication disciplines, which is why the Integrated Marketing Communications (IMC) approach appeared at the beginning of the 1990s. On the other hand, Information and Communication Technology (ICT) is one of the most significant driving forces of this approach, as it centers on consumer orientation and creation of databases, the basic characteristics of IMC. In addition, as customer information management exerts a key role in the planning, implementation, and control of marketing communication programs, it is becoming both necessary and inevitable practice. Therefore, this work intends to examine in greater detail the IMC, ICT, and customer information management in the tourism sector, specifically in four- and five-star hotels in Croatia. Thereby, the empirical study was carried out in Croatian hotels, aiming to investigate the application of ICT, the development of IMC, and information intensity. Descriptive analysis, derived from the information generated by hotels, shows a high level of ICT and IMC implementation and a more moderate degree of information intensity about customers.

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Fuente de los datos: Dialnet