Análisis de los hoteles de alta categoría de Croacia desde el enfoque hotel-huesped

• Autores: Maja Seric, Irene Gil Saura
• Localización: Investigaciones europeas de dirección y economía de la empresa, ISSN 1135-2523, Vol. 17, Nº 3, 2011, págs. 127-149
• Idioma: español
• DOI: 10.1016/s1135-2523(12)60124-5
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• Resumen

  • Croacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las TIC en la implementación de la CIM y el efecto positivo de la CIM sobre la lealtad.

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