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Original scientific paper

THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY

Dina Lončarić   ORCID icon orcid.org/0000-0003-2285-0252 ; Faculty of Tourism and Hospitality Management, Opatija, Croatia
Nensi Radetić ; Transcom WorldWide d.o.o., Pula, Croatia

Fulltext: english, pdf (164 KB) pages 15-26 downloads: 9.559* cite
APA 6th Edition
Lončarić, D. & Radetić, N. (2015). THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY. Zbornik Veleučilišta u Rijeci, 3 (1), 15-26. Retrieved from https://hrcak.srce.hr/139683
MLA 8th Edition
Lončarić, Dina and Nensi Radetić. "THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY." Zbornik Veleučilišta u Rijeci, vol. 3, no. 1, 2015, pp. 15-26. https://hrcak.srce.hr/139683. Accessed 24 Jan. 2021.
Chicago 17th Edition
Lončarić, Dina and Nensi Radetić. "THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY." Zbornik Veleučilišta u Rijeci 3, no. 1 (2015): 15-26. https://hrcak.srce.hr/139683
Harvard
Lončarić, D., and Radetić, N. (2015). 'THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY', Zbornik Veleučilišta u Rijeci, 3(1), pp. 15-26. Available at: https://hrcak.srce.hr/139683 (Accessed 24 January 2021)
Vancouver
Lončarić D, Radetić N. THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY. Zbornik Veleučilišta u Rijeci [Internet]. 2015 [cited 2021 January 24];3(1):15-26. Available from: https://hrcak.srce.hr/139683
IEEE
D. Lončarić and N. Radetić, "THE IMPLEMENTATION OF E-MARKETING IN THE HOTEL INDUSTRY: THE CASE OF ISTRIA COUNTY", Zbornik Veleučilišta u Rijeci, vol.3, no. 1, pp. 15-26, 2015. [Online]. Available: https://hrcak.srce.hr/139683. [Accessed: 24 January 2021]

Abstracts
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

Keywords
E-marketing; information and communication technology; hotel industry

Hrčak ID: 139683

URI
https://hrcak.srce.hr/139683

[croatian]

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