Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/54554
Authors: 
Šerić, Maja
Gil Saura, Irene
Year of Publication: 
2011
Citation: 
[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 17 [Year:] 2011 [Issue:] 3 [Pages:] 127-149
Abstract: 
The tourism sector of Croatia has been developing strongly in the last ten years. It is of crucial importance for its future development to be capable of managing the hotel sector according to the new market conditions. The purpose of this research is to study high-quality hotels of Croatia from the hotels' and guests' points of view focusing on a new marketing strategy named Integrated Marketing Communications (IMC), advancements in Information and Communication Technology (ICT), and loyalty. The findings show a high degree of IMC and ICT implementation and moderate degree of development of loyalty programs in hotels. Moreover, they confirm a positive influence of ICT on IMC implementation, as well as a positive impact of IMC on loyalty.
Subjects: 
high-quality hotels
Croatia
integrated marketing communications
information and communication technology
loyalty.
JEL: 
M10
M31
Document Type: 
Article

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