6533b83afe1ef96bd12a79c5
RESEARCH PRODUCT
Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries
Maja ŠErićDaniela Garbin PraničevićIrene Gil-saurasubject
Economics and Econometricsbusiness.industrymedia_common.quotation_subjectMarketing communicationContext (language use)Latest technology; communication consistency; Croatia; Italy; hotel guestsConsistency (negotiation)Information and Communications TechnologyHospitalityPerceptionlatest technology ; communication consistency ; Croatia ; Italy ; hotel guestsMarketingbusinessmedia_commondescription
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 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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-01-01 |