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Análisis De Los Hoteles De Alta Categoría De Croacia Desde El Enfoque Hotel-Huésped / Analysis Of High-Quality Hotels Of Croatia From The Hotel-Guest Approach

Listed author(s):
  • Šeric, Maja


    (Universidad de Valencia (España))

  • Gil Saura, Irene


    (Universidad de Valencia (España))

Croacia 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 TIC en la implementación de la CIM y el efecto positivo de la CIM sobre la lealtad. / The tourism sector of Croatia has been developing strongly in the last ten years. It is of crucial importance for its future development to be capable of managing the hotel sector according to the new market conditions. The purpose of this research is to study high-quality hotels of Croatia from the hotels’ and guests’ points of view focusing on a new marketing strategy named Integrated Marketing Communications (IMC), advancements in Information and Communication Technology (ICT), and loyalty. The findings show a high degree of IMC and ICT implementation and moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation, as well as a positive impact of IMC on loyalty.

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Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

Volume (Year): 17 (2011)
Issue (Month): 3 ()
Pages: 127-149

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Handle: RePEc:idi:jiedee:v:17:y:2011:i:3:p:127-149
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