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- Title
ONLINE RESERVATIONS AND HOTEL DISTRIBUTION CHANNELS IN EUROPEAN TOURISM: A CASE OF CROATIA.
- Authors
Dadić, I.; Slivar, I.; Floričić, T.
- Abstract
Technologies transform the total marketing mix of hotel products in the dynamic tourism market, where the distribution is detected as a key factor of market placement and profitability. The main goal of this paper is to explore the distribution channels in the hospitality industry and to identify the most successful elements of online distribution for the purposes of realising future excellence in post-COVID-19 tourism. The online distribution elements that could enhance competitiveness and incentives for reservation were identified and ranked. This was realised by choosing the most representative sample and by researching it using a structured questionnaire, where the mix of competitiveness and marketing elements were evaluated. The research findings present the importance of online travel agents (OTA), tour operators, social networks and conferences (MICE segment). The potential of Global Distribution Systems (GDS) systems is detected and, although not fully valorised in practice, implicate future franchising and contracting with global hotel brands and consortia. The answer to the question: "Which tools and techniques of innovative online distribution should be used and what product elements enhance sales in the hotel industry of the future?" is explored by the scientific methodology, which supports the purpose and presents the main contribution of the paper.
- Subjects
CROATIA; MARKETING channels; MARKETING mix; HOTEL sales &; prices; HOTELS; TOURISM; ELECTRONIC commerce; HOTEL reservation systems; HOSPITALITY industry
- Publication
Central European Business Review, 2022, Vol 11, Issue 1, p1
- ISSN
1805-4854
- Publication type
Article
- DOI
10.18267/j.cebr.272