ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED

RESUMENCroacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las…

The Factor Structure of Medical Tourist Satisfaction: Exploring Key Drivers of Choice, Delight, and Frustration

The current study intends to contribute to a better understanding of the medical tourism experience. In particular, this study uses data from a survey-based study conducted on a sample of 1,209 medical tourists in Croatia. On the one hand, this study aims to explore and shed light on the decision-making process of medical tourists, and, on the other hand, to reveal which elements of both the medical institution and the destination where it is located, have largest potentials to drive medical tourist delight and/or frustration, in accordance with the three-factor theory of customer satisfaction.

How can perceived consistency in marketing communications influence customer-brand relationship outcomes?

Abstract This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand ou…

ICT for external use in Croatian four- and five-star hotels

The Purpose – The objective of the paper is to examine the implementation of advanced technology and promotional supports in hotel companies and to compare their performance in four- and five-star hotels. More specifically, ICT for external use are analysed, i.e. customer relationship management (CRM), communication with customers, promotional supports, and online order receptions. Design/Methodology/Approach – The empirical research took place in 38 upscale (26 four and 12 five-star) hotels located in Croatia, in the regions of Dalmatia, Istria, and Kvarner, and in the city of Zagreb. The data were collected through a structured questionnaire administered mainly during personal interviews …

Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry

A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examine…

Have social media made their way in classrooms? a study at three European universities

ABSTRACTThis study examines how college students perceive social media as a mean for learning and teaching and whether its use is associated with different variables that reflect both student and t...

The Relationship Between Teacher Non-Verbal Communication and Student Behavior: A Cross-National Perspective

This paper aims at providing insights on the role of non-verbal communication (NVC) in classroom by examining the relationship between teacher NVC cues and student behavior. Student behavior is considered in terms of perceptions of the match between the teacher and the student self-concept (i.e. self-image congruence), attention, and learning. Hypotheses are tested on a sample of students coming from Spain and Italy. Findings indicate that the student self-concept has the strongest relationship with teacher personal appearance, attention with paralinguistics, and learning with kinesics. Some differences are found in the strength of the examined relationships between Spanish and Italian stud…

Analysing the fulfilment of service recovery paradox in retailing

AbstractThe literature dealing with the Service Recovery Paradox (SRP) is vast, but some results are confusing and contradictory. In addition to this, scarce attention has been paid to service recovery in the context of retailing. This paper aims at verifying the compliance of the SRP in the context of retailing. Considering a sample of consumers that experienced a failure in the service delivered by a retailer and are very satisfied with the solution provided by the store employee, we test first the fulfilment of the SRP in the context of retailing. Secondly, we test the existence of significant differences in the customer satisfaction levels with the store before and after experiencing th…

Managing group work in the classroom: An international study on perceived benefits and risks based on students’ cultural background and gender

Working in groups has become an essential part of success of every organization operating in global economy. Therefore, the business sector has created an imperative for higher education institutions (HEIs) to modify study programs and prepare students to be effective team players. However, while group work has been highly encouraged among university students, their opinions on this practice remain rather neglected. In addition, the role of culture and gender in students’ perceptions of group work has received little attention. The purpose of this study is to examine how university students perceive group work in terms of its benefits and risks and whether their national culture and gender …

Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment

The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…

Content analysis of the empirical research on IMC from 2000 to 2015

AbstractThe overall objective of this paper is to build upon previous empirical research into integrated marketing communications (IMC) and to provide guidelines for future research. A total of 80 empirical studies on IMC published between 2000 and 2015 are examined and systematically presented and discussed. IMC implementation, impact, perception, measurement and its relationship with technology emerge as five main research topics. Researchers seem to prefer quantitative research over qualitative and descriptive statistics analysis over more elaborated techniques. Europe is established as the top IMC research region, followed by America and Asia. Communication, education, retailing and tou…

Challenges in Marketing Communications During the COVID-19 Pandemic

The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the industry. In-depth interviews were conducted with tourism and hospitality managers in Croatia, a destination that registered remarkable tourism results in 2021. The proposed conceptual framework reflects the adaptation process and major changes in B2B and B2C communication since the COVID-19 outbreak on one hand and resulting strategic opportunities for marcom managers on the other, discussed in terms of practical implications. To the best of the a…

The use of ICT in established and emerging tourist destinations: a comparative analysis in hotels

Purpose – Information and communication technologies (ICT) may represent an important source of advantages for service companies. However, the literature suggests that ICT need to be adapted to the demands of the company and its customers. The purpose of this paper is to compare the ICT use in hotels situated in established (i.e. Spain) and emerging (i.e. Croatia) tourist destinations. Design/methodology/approach – Non-hierarchical cluster analysis is performed. Clusters are internally validated by a K-Means cluster analysis and a discriminant analysis. Analysis of variance is applied and contingency tables between cluster membership and hotel characteristics are created. Findings – The res…

Campsite choice and the camping tourism experience: Investigating decisive campsite attributes using relevance-determinance analysis

Abstract Camping tourism represents a growing part of the overall tourism industry. Despite this fact, this form of tourism has so far been rather neglected by tourism and hospitality research. Using a case study of a major campsite operator in the coastal part of Croatia, this study thus aims to contribute to the understanding of this specific tourist segment. In particular, a relevance-determinance analysis is conducted to reveal most decisive attributes for campsite choice, on the one hand, and for the actual campsite experience, on the other hand. Overall, the results provide valuable insight to practitioners, especially for the purposes of campsite marketing and experience management.

Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dalmatian first-class and luxury hotels

The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, …

Evaluating Dance Consumption through the Experiential Value Approach

Purpose – The experiential paradigm has been confirmed as a valuable means to explore and understand people’s consumption of cultural services, thus drawing an increasing interest in the marketing and consumer behavior literature. In this context, consumers’ behavioral decisions are considered not as merely functional but also strongly influenced by emotional dimensions and intrinsic aspects. As consumption of arts is strongly associated with feelings, the experiential approach is a valuable lens for exploring and understanding individuals who consume cultural services. This paper therefore adopts the experiential approach to assess dance as a consumption experience, which is meant to be in…

ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions

The concept of integrated marketing communications (IMC) has received considerable attention in the marketing literature over the past decade. Boosted by advancements in information and communication technology (ICT), IMC is starting to be considered as an element that contributes to creation of brand equity. This research studies, in greater detail, the IMC, ICT, and brand-equity concepts in the hotel sector, while adopting a consumer-centric approach. In particular, it intends to describe the relationships that exist between these variables through the causal model of investigation. A total of 101 guests were interviewed in 13 hotels in Dalmatia, the largest region on the coast of Croatia…

Sustainability in Hospitality Marketing during the COVID-19 Pandemic. Content Analysis of Consumer Empirical Research

This study performs content analysis of consumer empirical research dealing with sustainability issues in hospitality marketing literature during the outbreak of COVID-19. Papers published in the Social Sciences Citation Index (SSCI) ranked hospitality journals from January 2020 up to and including May 2021 are reviewed. The total of 46 papers met the search criteria and were subject to content analysis. The reviewed papers are classified based on research topics, variables, and themes

Integrirana marketinška komunikacija u visoko kategoriziranim hotelima Dalmacije: istraživanje iz perspektive menadžera i gostiju

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …

The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…

The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing

The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers ...

How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry

Abstract As the most recent approach of communication management, the integrated marketing communication (IMC) programmes, enhanced by the advancements in information and communication technology (ICT), are considered an important contribution to the brand equity building. However, hardly any research has been done on the role of this new communication practice in the hospitality industry. Moreover, previous studies have mainly focused on managers’ opinions, overlooking customers’ perceptions of both marketing communications and advanced technology. Therefore, the objective of this paper is to examine, from the customer perspective, the impact of integrated marketing communications on hotel…

Loyalty in High-Quality Hotels of Croatia: From Marketing Initiatives to Customer Brand Loyalty Creation

In order to increase brand loyalty and build permanent relationships with their customers, hotel companies are embracing new marketing and communication initiatives, such as integrated marketing communications (IMC) and loyalty programs, both supported by advancements in information and communication technology (ICT). The purpose of this research is to study in greater detail loyalty, IMC, and ICT concepts in high-quality hotels of Croatia from the points of view of the hotel and the guest. The findings show a high degree of IMC and ICT adoption and a moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation as wel…

Trading off benefits and costs in higher education: A qualitative research with international incoming students

Abstract Globalization has brought new challenges to Higher Education Institutions such as international exchange programs. In this context, the purpose of this work is to analyse students’ value trade-off in their terms abroad. Specifically, a multidimensional framework on value as trade-off is applied: two negative dimensions of sacrifice: monetary (price) and non-monetary (time and efforts), and three groups of benefits: functional (location, facilities, infrastructure, timetables, etc.), social (relationships with instructors, with other students, networks, etc.), and emotional (having fun while being a student). For that purpose, an exploratory research was undertaken using qualitative…

Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries

AbstractThe 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 in both c…

Destination Attractiveness Drivers among Urban Hostel Tourists: An Analysis of Frustrators and Delighters

This study is based on data from 679 tourists staying at hostel accommodation facilities in Zagreb, a propulsive city-break destination in Central Europe. Besides providing insight into the socio-demographic and behavioural characteristics of hostel tourists, this study uncovers determinant destination attributes influencing their perceptions of destination attractiveness. In particular, impact asymmetry analysis identified potential sources of delight and frustration among hostel tourists. Since the hostel tourist segment, as such, is almost completely unconsidered in contemporary tourism research, partly covered only by a few studies on youth travellers and backpackers, the results of thi…

Customer-based brand equity building

The marketing literature suggested that customers are adding incremental value to a product by its brand, conceptualizing this phenomenon in terms of brand equity. This article is a contribution to this area of study as it provides a new understanding of the process of brand equity building, when approached from the customer point of view. The empirical research is centred on the hospitality industry, more specifically, upscale (i.e. four- and five-star) hotels in Croatia. The data were collected from 475 guests in 24 upscale hotels. The results reveal that image and loyalty exert a direct impact on the overall brand equity, while the influence of trust and affective commitment is mediated…

Efectos de la comunicación integrada de marketing sobre el valor de marca: el rol de la cocreación de valor y el conocimiento ecológico del huésped

Objetivo. Examinar la influencia de la comunicación integrada de marketing para la sostenibilidad en la cocreación de valor y en el valor de marca de hotel a la luz del papel mediador que esta pudiera desempeñar. Además se observó cómo el conocimiento ecológico del huésped puede actuar intensificando o no dichos efectos. Metodología. El estudio empírico se realizó entre 303 huéspedes de hoteles ubicados en Ucrania, en 2018.Resultados. Los resultados revelan que la comunicación integrada de marketing tiene una influencia significativa en la cocreación de valor y en valor de marca de hotel, afirmándose el rol mediador parcial de la cocreación en dicha relación. Conclusiones. Se evidencia que …

Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels

Purpose– The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined.Design/methodology/approach– The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests.Findings– Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the thr…

Insights on integrated marketing communications: implementation and impact in hotel companies

Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. Findings – From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant differences are obtained between the two hotel groups. In addition, IMC is found to influen…

The Impact of Integrated Marketing Communications on Hotel Brand Equity

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in R…

Identifying Drivers of Destination Attractiveness in a Competitive Environment: A Comparison of Approaches

Abstract This study applies a demand-side analysis framework to assess drivers of destination attractiveness in consideration of competitor destinations. The framework, consisting of a relevance–determinance analysis (RDA) and a competitive-performance analysis (CPA), is further benchmarked against competing variants of importance–performance analysis (IPA). As this study reveals, the RDA+CPA framework significantly outperforms the IPA approaches with regard to the level of detail and validity of recommended managerial action. In particular, this study reveals that the original IPA framework of recommendations is not compatible for use with attributes that are characterized by large discrep…

Integrated marketing communications in high-quality hotels of central and southern Dalmatia - A study from the perspective of managers and guests

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …

The influence of technology‐mediated and in‐person communication on student satisfaction: The moderating role of national culture

Understanding prevention measures and tourist behavior in Croatia during the COVID-19 pandemic. A mixed-method approach

This study investigates the adoption of prevention measures in Croatia during the COVID-19 pandemic and its relationship with tourist behavior. The research adopts a mixed-method approach as it examines both practitioners’ and tourists’ viewpoints. A qualitative study was conducted with eight destination service providers, while the quantitative study took place among 333 international tourists during their stay in the country. Results from the qualitative study show that the most frequently employed prevention measures are cleaning and disinfection of customer-use spaces, the use of hand sanitizers, mandatory face masks for employees and guests, and social distancing. Tourism service provi…

Airline Loyalty Determinants among Business Travelers: Empirical Evidence from Croatia

AbstractAirline passenger loyalty has been the subject of several studies set within a general travel context. These studies have helped understanding the influence of variables like brand equity, airline service levels, customer commitment, but also price in tying a passenger to a particular airline. Despite the great economic importance of the business traveler market, no study has, however, so far, exclusively focused on this traveler segment and tried to investigate drivers of repurchase intentions and loyalty of this specific traveler type. This study aims to address this research gap. The findings reveal that business passenger loyalty is far stronger driven by emotional than rational…

NEW TECHNOLOGIES AND INFORMATION MANAGEMENT IN THE HOSPITALITY INDUSTRY: ANALYSIS BETWEEN UPSCALE HOTELS IN ITALY AND CROATIA

Uvođenje novih tehnologija i upravljanje informacijama neprestano pružaju priliku za diferencijaciju unutar uslužnog sektora, a posebice u hotelijerstvu. Napredak informacijsko komunikacijske tehnologije (ICT) dao je pozitivan doprinos ugostiteljstvu. Oblikovanje usluga i jačanje lojalnosti klijenata uvelike ovise o dostupnosti podataka o njima. Stoga je svrha ovog istraživanja ispitati primjenu novih tehnologija i upravljanja podacima u hotelijerstvu iz perspektive menadžera i korisnika usluga. Cilj rada je utvrditi postoje li razlike u njihovoj uporabi i percepciji između visokokategoriziranih hotela u Italiji i Hrvatskoj.

sj-xlsx-1-jht-10.1177_1096348020987273 – Supplemental material for The Factor Structure of Medical Tourist Satisfaction: Exploring Key Drivers of Choice, Delight, and Frustration

Supplemental material, sj-xlsx-1-jht-10.1177_1096348020987273 for The Factor Structure of Medical Tourist Satisfaction: Exploring Key Drivers of Choice, Delight, and Frustration by Josip Mikulić, Damir Krešić and Maja Šerić in Journal of Hospitality & Tourism Research