Information and communication technology (ICT) has penetrated many spheres of life and work. Recognizing
the potential of this new technology, marketers have readily accepted ICT and turned the marketing concept
into e-marketing. The purpose of this paper is to examine the level of implementation of e-marketing practice
in the hotel industry. The paper is based on empirical research conducted in Istria County, the most developed
tourist county in Croatia. The research was conducted using a survey method. The research results show that
hotel companies in Istria County have achieved a medium or even high level of implementation of e-marketing
practice. The companies with a higher level of e-marketing practice also achieve better business performance.
However, the survey also revealed the constraints to the widespread application of e-marketing in the hotel
industry.Informacijsko-komunikacijska tehnologija (IKT) prodrla je u mnoge sfere života i rada. Prepoznajući
potencijale novih tehnologija marketinški stručnjaci spremno su je prihvatili i koncepciju marketinga pretvorili
u e-marketing. Svrha je ovoga rada ispitati razinu primjene e-marketinga u hotelijerstvu. Rad se temelji na
empirijskom istraživanju provedenom u Istarskoj županiji, turistički najrazvijenijoj županiji u Republici Hrvatskoj.
Istraživanje je provedeno metodom ispitivanja. Rezultati istraživanja pokazuju da su istarski poslovni subjekti
ostvarili srednju ili visoku razinu implementacije e-marketinga. Subjekti s višom razinom primjene e-marketinga
ostvaruju bolje poslovne rezultate. Istraživanje ukazuje i na ograničenja u široj primjeni e-marketinga u
hotelijerstvu
