Integration of corporate social responsibility into loyalty programs in the tourism industry

Loyalty programs are a step further than frequency programs and they help to develop advocates of the company in the marketplace. The paper focuses on loyalty programs in the tourism industry and, further, applies corporate social responsibility into loyalty programs. Joint donation, environmental-friendly programs and programs of care for people are proposed as social responsible loyalty programs. They include psychological and emotional bonds between the supplier and its customers on the basis of corporate social responsibility. Managerial implications in this regard are given

Intellectual capital in the Slovenian hotel industry before and after entry into the EU

The intellectual capital in the Slovenian hotel industry has been improved in the past few years what is extremely desirable and necessary since today the Slovenian hotel industry is facing increased competition in the enlarged European single market. The paper presents an empirical analysis of the development of intellectual capital in the hotel industry in Slovenia between 2003 and 2006. In this period of time Slovenia entered the European Union (EU). The results show progress of intellectual capital and reveal some problems that the Slovenian hotel industry is still facing in the field of intellectual capital. The development of human and structural capital has seen progress; meanwhile development of customer capital has not been evidenced. More exactly, employee competence, employee innovativeness, business processes, information technology and distribution channels were further developed in the given period of time. Development of other parts or sub-components of intellectual capital has been neglected or they simply have not reached a higher level of development. Attitude to work, company culture and distribution channels are the least developed parts of intellectual capital in the Slovenian hotel industry in 2006. At the end of the paper some recommendations for managers in the Slovenian hotel industry regarding intellectual capital are given

Intellectual capital in the Slovenian hotel industry before and after entry into the EU

The intellectual capital in the Slovenian hotel industry has been improved in the past few years what is extremely desirable and necessary since today the Slovenian hotel industry is facing increased competition in the enlarged European single market. The paper presents an empirical analysis of the development of intellectual capital in the hotel industry in Slovenia between 2003 and 2006. In this period of time Slovenia entered the European Union (EU). The results show progress of intellectual capital and reveal some problems that the Slovenian hotel industry is still facing in the field of intellectual capital. The development of human and structural capital has seen progress; meanwhile development of customer capital has not been evidenced. More exactly, employee competence, employee innovativeness, business processes, information technology and distribution channels were further developed in the given period of time. Development of other parts or sub-components of intellectual capital has been neglected or they simply have not reached a higher level of development. Attitude to work, company culture and distribution channels are the least developed parts of intellectual capital in the Slovenian hotel industry in 2006. At the end of the paper some recommendations for managers in the Slovenian hotel industry regarding intellectual capital are given

What features of digital travel-related information is generation Z looking for?

Purpose - The study aims to identify segments of Generation Z based on common digital information features used for travel purposes. Generation Z is specific generation in terms of digital information use as they have grown up as digital natives unlike older generations. Methodology/Design/Approach – Students representing Generation Z are studied by collecting data from a structured online questionnaire consisting of Likert-type scales on digital information features. The questionnaire also includes travel-related benefits and some demographic characteristics of the respondents. Principal component analysis is performed to identify the factors underlying the information features sought, followed by K-Means clustering applied to the identified factors. The characteristics of the clusters are analysed. Findings - Based on the importance of digital travel-related information features, two distinct segments are identified to be targeted through digital marketing. The larger segment “Practical information seekers” looks for accessible and secure information and the smaller segment “Genuine information seekers” focuses on authenticity of information. Originality of the research - The study confirms the heterogeneity of the Generation Z travel market by identifying two distinct segments that pursue different digital information features

Students\u27 use of social media during the travel process

Purpose – The purpose of the study is to explore how students as an important travel segment are involved in social media during the travel process and explore the underlying dimensions of social media use by students during the travel process. Design/methodology/approach – The quantitative research focuses on the students’ use of social media in the three phrases of the travel process – before travel, during travel and after travel separately. Survey instrument was a structured questionnaire. Data were collected through online survey using Google Drive. Descriptive statistics and principal component analysis are performed in the study to comprehend the students’ use of social media during the travel process. Findings – The findings of the study give an insight into the use of social media among students. They use mostly Facebook during the travel process, but traditional sources of information remain still relevant. Study findings reveal that social media are mostly used before travel begins and less during and after travel. There are identified two dimensions – “search for opinions” and “information and comparison” – that drive students to use social media before travel and two dimensions – “sociability” and “information” – that drive students to use social media during travel. Just one dimension labelled “sociability” emerged in relation to the use of social media after travel. Originality of the paper – The paper enhances the slim body of research on the use of social media among students during the travel process and raises awareness on social media use during the three phases of the travel process

Which attributes are important to tourists in a mature seaside destination? A case of Opatija in Croatia

Tourist\u27s perception of destination attributes provides valuable managerial information for the tourism destination planning process. Destination attributes evaluation assists the management to recognize the tourist\u27s satisfaction and thereby to direct the course of destination competitiveness. Mature seaside destinations suffer from the lack of differentiation, which is corollary of losing position in the competitive tourism market. The present study evaluates the attributes of the seaside destination Opatija from the tourist\u27s perspective. Following this, a sample of 252 randomly chosen tourists were asked to complete a structured questionnaire. Destination attributes were evaluated using the gap analyses and Importance-Performance Analysis (IPA). The study identified four actors of Opatija attributes: destination basic attributes, thematic attractions, culture and local gastronomy and accessibility. On the basis of factor analysis and grand mean values, IPA was designed. Neither factors were identified in Quadrant I Concentrate Here nor in Quadrant IV Possible Overkill. In Quadrant II Keep up the Work were identified Destination basic attributes and Culture and local gastronomy, while in Quadrant III Low Priority were identified Accessibility and Thematic attributes. The results of the research highlight the necessity of differentiated strategic development of destination attributes. The article includes managerial implications of the findings and suggestions for future research in related context