E-CRM in tourism exploiting emerging information and communication technologies

George Mastorakis, Nikolaos Trihas, Emmanouil Perakakis, Ioannis Kopanakis

Research output: Contribution to journalArticlepeer-review

Abstract

This paper proposes a novel electronic customer relationship management (e-CRM) model based on the convergence among interactive digital television and multimedia networks. This model enables for the design of effective advertising strategies in tourism industry, by exploiting data mining methods such as predictive visual analytics. The e-marketing system that is created based on the proposed model, is used to optimally display the collected data, revealing customers’ preferences to e-marketers through emerging user-friendly interfaces. The applicability and usefulness of the system were tested, by interviewing a sample of hotel marketing managers. The findings provide useful practical implications and highlight the need for the adoption of e-CRM concepts with focus at establishing high quality relationships among customers and stakeholders in tourism industry.

Original languageEnglish
Pages (from-to)32-44
Number of pages13
JournalAnatolia
Volume26
Issue number1
DOIs
Publication statusPublished - 2 Jan 2015

Keywords

  • E-customer relationship management
  • E-marketing strategies in tourism
  • Interactive digital television
  • Marketing data analysis
  • Multimedia networks

Fingerprint

Dive into the research topics of 'E-CRM in tourism exploiting emerging information and communication technologies'. Together they form a unique fingerprint.

Cite this