MARKETING COMMUNICATION IN THE VISIT PHASE THROUGH GUEST.NET - AN INDESTINATION, LOCATION-BASED SYSTEM AT MAISTRA HOTEL CHAIN IN CROATIA

Hoteliers have always endeavoured to retain guests within their facilities, to profit maximally by offering them additional services. Informing guests of various options is performed within in-house marketing techniques, whereas some are ICT based. Purpose. Hotel chain websites are aimed at the acquisition of guests and as such are inadequate for displaying detailed, service and current information that guests need during their stay in a tourist destination (e.g. happy hour offer at the lobby bar). What about information provided to guests once in the tourist destination? This paper will present one such solution: the Guest.net. It is an in-destination, location-based website accessible from all Maistra Inc. properties, representing a good solution for hotel chains with various nearby positioned tourism facilities aimed at retaining guests within chain facilities. Design/Methodology/Approach. The approach used in this paper is the case study method. Findings and Implications. Klante, Kroschel and Bolls theoretical information model (2004) was expanded by adding the planning in situ phase in tourism. Benefits of the application of similar guest services for hotel chains have been listed. Limitations. Limitations steam from the case study method and relate to the minor geographical area researched. Originality. There is an evident lack in research of customers in tourism during the visit phase, regarding their decision making process, especially in the evaluation of alternatives and their purchase decision in situ (Law, Buhalis, Cobanoglu, 2014), thus this paper broadens the identified gap in the information collection phase in the destination

Destination management systems : towards a holistic effectiveness evaluation

This study aims to enhance the understanding of destination management system (DMS) effectiveness and its evaluation. Upon review of the literature, it was established that DMS effectiveness and its evaluation has not yet been researched adequately. Informed by an interpretive approach, this study contributes to research particularly by investigating what constitutes effectiveness and explores the aspects (factors and relationships) that need to be considered in a holistic DMS effectiveness evaluation. Based on a qualitative case study strategy, this study adopts a comprehensive approach that considers multiple stakeholder groups’ perspectives. The research evidence is collected through a case-study of the Egyptian DMS experience (the Touregypt project). The Touregypt project gives insights to the understanding of three DMS cases that have not been researched before in DMS literature: first, an actual DMS application in a developing country; second, a public and private sector partnership experience; and third, a failed DMS experience (the system has failed in the course of this research).Prompted by the interpretive approach, this study tried to explore DMS effectiveness based on the perspectives, attitudes and experiences of the multiple stakeholder groups (Hesse-Biber and Leavy 2010). Accordingly, the empirical data was collected through a multi-method approach that includes interviews, observation, archival document analysis (including Touregypt forum analysis), and website analysis. Data has been analyzed guided by discourse analysis, complemented with the general inductive approach of Miles and Huberman (1994). Following an interpretive theory-building strategy, the analyzed data has been further interpreted in the light of prior theories of DMS and information systems research, particularly the Delone and MacLean IS effectiveness theory (1992, 2003, and 2004).The main contribution of this study to knowledge is a theory based model that enhances the understanding of DMS effectiveness evaluation. The suggested model identifies the aspects (factors and relationships) that need to be considered when evaluating the effectiveness of DMS. Also, the results of this study give insights to the understanding of DMS effectiveness by shedding light on what constitutes effectiveness and the possible relationship between such constructs

An investigation into destination management systems website evaluation theory and practice

The main aim of this thesis is an investigation into Destination Management Systems (DMS) website effectiveness and evaluation in the tourism domain from both academic and industry (destination management) perspectives. This thesis begins with a comprehensive review of the literature about theories, concepts and methods used for DMS website effectiveness evaluation. The future direction of DMS website evaluation in tourism and a conceptual framework that defines the contemporary theory versus practice of the DMS websites evaluation is elaborated. The research employed first three rounds of Delphi study to generate an up-to-date definition and aims of DMS. The Delphi study also generated an up-to-date comprehensive set of dimensions and criteria for evaluating the effectiveness of DMS websites. The research then employed structured interviews as well as online survey sent to forty-six official destination websites to review how industry is evaluating their DMS websites. What approaches they use in addition to the criteria and dimensions when evaluating the effectiveness of their DMS websites is explored. This thesis also reviews additional aspects related to the in destination evaluation. The findings of the Delphi study indicated that there is a rising emergence of social media as a new important component related to DMS. The findings also suggested additional aims to previously identified aims of the DMS. The new additional aims of DMS found in this research are: support sustainable destination management; empower and support tourism firms; enable collaboration at the destination; increase consumer satisfaction level and capture consumer data. Further findings also indicated compared with these established by previous researchers there are new additions to the evaluation dimensions of DMS websites proposed which are: sustainability, marketing, collaboration issues, and goals of the website. The findings of this thesis indicated that there is a congruence and consensus between academic experts and industry in terms of the most dimensions that are crucial for DMS websites evaluation. The findings, however, indicated that there is limited parallel between criteria identified with the Delphi study and those found and used by destination management practitioners. This thesis calls for additional research to develop a support system to ensure a focused involvement between academia and industry in the area of DMS website evaluation. This thesis contributes to knowledge by generating an up-to-date and comprehensive set of dimensions and criteria for evaluating the effectiveness of a DMS website. This thesis also contributes to knowledge through the identification of the current dimensions, criteria, and evaluation approaches used by industry practitioners. This research adopted a strategy in presenting the literature review that enhanced the understanding of the DMS websites and their comprehensive evaluation in tourism. This research is one of the first studies in the tourism field that reviews and sheds light on and compares and contracts contemporary thinking on both academia and industry evaluation of DMS websites.sub_behsubmitted2197_ethesessubmitte

An Exploration of the technology enhanced tourist experience.

The notion of creating unique and memorable experiences for consumers has become of primary importance for tourism research and practice. The way contemporary tourist experiences are created has however undergone a fundamental change. Experiences are transforming as consumers are increasingly empowered to co-create their own experiences. Information and communication technologies (ICTs) have represented a catalyst of change that has opened unprecedented possibilities for tourist experience creation and enhancement. While the literature has recognised these paradigm shifts within the service-dominant logic and the services marketing and management discipline, a holistic understanding of this phenomenon is still missing to date. This doctoral study therefore aims to explore how the tourist experience can be enhanced by ICTs through company-consumer experience co-creation, throughout all stages of the travel process, i.e. pre/during/post travel. This thesis integrates the three theoretical streams of tourist experience, co-creation and ICTs to explore, conceptualise and develop the Technology Enhanced Tourist Experience concept. A comprehensive qualitative mixed methods strategy comprising three main research phases was adopted, consisting of a) a qualitative content analysis, b) a multiple case study and c) semi-structured consumer in-depth interviews to triangulate the findings and allow for a holistic knowledge development. The most significant findings contribute to knowledge by offering a) a comprehensive understanding of the granular elements of the tourist experience, b) both a company and consumer actor perspective on experience co-creation, c) a detailed enhancement process of the tourist experience through ICTs and d) a holistic model depicting the twelve distinct factors of the Technology Enhanced Tourist Experience. This study makes an original contribution to the services marketing and management discipline on a wider level and the three theoretical streams in specific. This thesis is significant and original in that it is the first study to explore the Technology Enhanced Tourist Experience and to create a theoretical foundation of this concept. The strength of this work thus lies in developing several conceptualisations and models that advance the service-dominant logic and provide critical strategic implications for services marketing and management practice. This knowledge has also wider implications and makes an impact on a global business, societal, technological and policy level beyond