دانلود رایگان مقاله استفاده از رویکرد سیستماتیک برای ارزیابی ارتباطات بازاریابی اینترنتی در صنعت مهمان نوازی

ABSTRACT

Due to their direct connection with tourism, the accommodation and hospitality industries belong among the leading service sectors that, with the arrival of the Internet, had to significantly change their strategies related to customer communication. The study presented in the following article builds upon the literature and past research done in the area of Internet marketing in the hospitality industry. Based on the previous findings, we propose a general conceptual systemic model of Internet marketing communication, with customers specifically selected for hospitality facilities. The proposed model covers all stages of online communication process including the initial phase of addressing the targeted audience, subsequent conversion through company/facility websites, order processing and collection of feedback. The systemic approach allows us to focus on the process-nature of communication and closer identify all the inputs and outputs of each stage, along with the related online instruments that the digital environment of the World Wide Web offers.

6. Conclusions and implications for future research

The aim of this paper was to organize current knowledge concerning Internet marketing communications in tourism in a manner that connects individual topics into one common research framework. In accordance with Bertalanffy's General Theory of Systems, we analysed individual elements and processes that, together, create a system of online marketing communication in hospitality.