Original scientific paper
https://doi.org/10.1080/1331677X.2016.1211949
Latest technology and communication consistency in hospitality: a comparison between two Mediterranean countries
Maja Šerić
orcid.org/0000-0002-7799-2592
Irene Gil Saura
Daniela Garbin Praničević
orcid.org/0000-0002-9341-7598
Abstract
The goal of this research is to examine customers′ perceptions of the
latest technology solutions and marketing communications within
the hotel context in two Mediterranean countries – Croatia and Italy.
In particular, hotel guests of four- and five-star hotels located in these
countries participated in the research. Firstly, guest perceptions of
advanced Information and Communication Technology (ICT) and
communication consistency are analysed and compared in Croatian
and Italian hotels. Secondly, the impact of ICT on communication
consistency is tested in both studies. The findings show that the level of customer perceptions of communication consistency is relatively high in both countries, while the perception of technology is moderate. The influence of ICT on communication consistency is also corroborated. The findings of this study have important implications for marketing managers who deal with increasingly demanding consumers in the current digital environment.
Keywords
Latest technology; communication consistency; Croatia; Italy; hotel guests
Hrčak ID:
171790
URI
Publication date:
22.12.2016.
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