Author
Listed:
- Dariia BASYUK
(Professor at National University of Food Technologies, Kyiv, Ukraine)
- Tetyana PRYMAK
(Professor at National University of Food Technologies, Kyiv, Ukraine)
- Nataliia POHUDA
(Professor at National University of Food Technologies, Kyiv, Ukraine)
Abstract
Personalizing relationships with clients for the tourism industry is an extremely important factor in the development and profit making, since communication in tourism involves close interaction with consumers and their individual requests and wishes. Ukrainian companies, that implement the principles of personalization often face the lack of scientifically based methods for preparing and adopting managerial decisions using modern information technologies. An analysis of the activities of domestic and foreign tourism enterprises regarding the personalization of relations with clients shows that at the present stage there is a tendency to switch from a strategy of concentrated marketing to a strategy of personalization, where each client is offered an individualized service complex. As a result of the scientific search, there have been offered various innovative ways and means of optimizing the work of tourism company managers for personalized interaction with customers through Internet technologies, which include modern analytics services, information collection and processing, as well as tools that allow the creation of personalized emails, promotional advertisement, content, etc. The integrated implementation of modern personalized marketing tools ensures effective and long-lasting relationships with customers, which is the key to the successful operation of the company's tour in the market.
Suggested Citation
Dariia BASYUK & Tetyana PRYMAK & Nataliia POHUDA, 2018.
"The role of informational technologies in creating a personalized customer experience: a case study of tourism branch in Ukraine,"
CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 10(3), pages 406-422, November.
Handle:
RePEc:jes:wpaper:y:2018:v:10:i:3:p:406-422
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jes:wpaper:y:2018:v:10:i:3:p:406-422. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alupului Ciprian (email available below). General contact details of provider: https://edirc.repec.org/data/csjesro.html .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.