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CroDiM : International Journal of Marketing Science, Vol. 1 No. 1, 2018.

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ROLE OF THE NEW MEDIA AS A DISTRIBUTION CHANNEL FOR ACCOMMODATION SERVICES IN TOURISM

Marija Tomašević Lišanin orcid id orcid.org/0000-0002-9792-073X ; Faculty of Economics and Business, University of Zagreb, Trg J.F. Kennedya 6, Zagreb, Croatia
Albert Galfi ; Faculty of Economics and Business, University of Zagreb, Trg J.F. Kennedya 6, Zagreb, Croatia
Mirko Palić orcid id orcid.org/0000-0001-8192-7868 ; Faculty of Economics and Business, University of Zagreb, Trg J.F. Kennedya 6, Zagreb, Croatia

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Abstract

The new media has changed the tourism and hospitality industry on many levels bringing an unprecedented change in the way consumers purchase the accommodation services. More and more consumers in a tourism industry use the new media in order to seek information and purchase. At the same time companies that sell accommodation services, or are intermediaries in their sales, are adapting and rapidly increasing an implementation of the new media in their business as a new and innovative channel of distribution. Use of the new media is therefore widely accepted by accommodation providers in a tourism today. This paper gives a brief review of main forms of the new media, which are used in purchasing and selling of the accommodation services, including web sites (and blogs), e-mail, social medias and mobile commerce. An empirical research have been conducted in order to investigate the role of the new media as a channel for distribution of accommodation services in tourism. Exploratory research used for survey a highly structured questionnaire answered by a sample of 102 respondents. The objective was to explore their experience and perspective of their use of the new media in seeking information and purchasing. According to the research, it can be concluded that the new media is the core and the key to a successful business, not only in the sale of accommodation services, but in the whole tourism and accommodation industry. As a result large share of the sales have moved to the new media as a dominant channel for distribution of such services.

Keywords

new media; accommodation service; distribution channels; internet; tourism

Hrčak ID:

234488

URI

https://hrcak.srce.hr/234488

Publication date:

1.3.2018.

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