ICT Applications in the Hotel Industry through an e-CRM Systems Theory Approach

As the investment in and adoption of Information and Communications Technology (ICT) has become an indispensable component of the tourism and hospitality business sector, researchers increasingly seek to understand and communicate the significance of the new technologies, to investigate and interpret developments in ICTs, and to attempt to forecast the way ahead for both industry and technological development. This paper explores areas of ICT literacy and e-CRM (Electronic Customer Relationship Management) in the hotel industry, and draws attention to the need to support and promote ICT through an e-CRM systems theory approach in all the departments in the hotel sector, as the most effective tool for an effective marketing management policy for the ultimate goal of providing a holistic and coherent message towards tourists. It asserts that a collaborative marketing management network of information flows between businesses through ICT and e-CRM use should be vigorously developed in the hotel industry, as it enables the formation of cooperation in new, efficient ways to access unique or innovative resources. The whole approach should be based on trust and a business culture that values cooperation and ongoing dialogue between different hotel departments and the external business environment.