The tourism industry is well aware of the importance and of the beneficial effects of an e management of the relationships with the customers. In spite of the general belief, and of the declared interest in Customer Relationship Management (CRM) practices and methods, the real adoption of advanced software technologies by the industries of the tourism sector is rather low. Aim of this paper is to assess the penetration and the usage of CRM functionalities by the Italian and the European travel and tourism operators. For its importance and the capability to act as a uniform and easy-to-use interface to most of today's software applications, a website can be thought to represent a reliable indicator of ICT usage in an organization. Several websites belonging to European public and private organizations have been analysed and a functions and services map has been derived.
Tourism, technology, information and the relationship with customers
BAGGIO, RODOLFO;ANTONIOLI, MAGDA
2006
Abstract
The tourism industry is well aware of the importance and of the beneficial effects of an e management of the relationships with the customers. In spite of the general belief, and of the declared interest in Customer Relationship Management (CRM) practices and methods, the real adoption of advanced software technologies by the industries of the tourism sector is rather low. Aim of this paper is to assess the penetration and the usage of CRM functionalities by the Italian and the European travel and tourism operators. For its importance and the capability to act as a uniform and easy-to-use interface to most of today's software applications, a website can be thought to represent a reliable indicator of ICT usage in an organization. Several websites belonging to European public and private organizations have been analysed and a functions and services map has been derived.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.