Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries
Journal Title: Economic Research-Ekonomska Istraživanja - Year 2016, Vol 29, Issue 1
Abstract
The goal of this research is to examine customers′perceptions of the latest technology solutions and marketing communications within the hotel context in two Mediterranean countries – Croatia and Italy. In particular, hotel guests of four- and five-star hotels located in these countries participated in the research. Firstly, guest perceptions of advanced Information and Communication Technology (ICT) and communication consistency are analysed and compared in Croatian and Italian hotels. Secondly, the impact of ICT on communication consistency is tested in both studies. The findings show that the level of customer perceptions of communication consistency is relatively high n both countries, while the perception of technology is moderate. The influence of ICT on communication consistency is also corroborated. The findings of this study have important implications for marketing managers who deal with increasingly demanding consumers in the current digital environment
Authors and Affiliations
Maja Šerić, Irene Gil Saura, Daniela Garbin Praničević
Keywords
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- EP ID EP203902
- DOI 10.1080/1331677X.2016.1211949
- Views 72
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