Examining E-Relationship Marketing Features on Hotel Websites

Information Technology Applications in Hospitality and Tourism: A Review of Publications From 2005 to 2007

“…As an example, the adoption of CRM for Ayurvedic medical tourism in India helped tourism suppliers shorten the geographic distance with overseas patients who required long-term or repeated treatments (Vijayakumar & Rao, 2005). E-relationship marketing (e-RM) through the Internet has also been introduced to maintain a close relationship between companies and customers, with research results showing that the adoption of e-RM is positively associated with the size of hotel companies (Bai, Hu, & Jang, 2006). The adoption of IT and relationship marketing (RM) could help tourism organizations maintain competitiveness and improve the management of business relationships with customers (Á lvarez, Martín, & Casielles, 2007).…”

An Empirical Study of an Online Travel Purchase Intention Model

“…The underlying goal of such strategies is to establish a strong bond with customers, thereby inducing a constructive and enduring relationship based on mutual trust, collaboration, and joint benefits (Sheth & Parvatiyar, 1995). Such enduring relationships can effectively allow travel companies Ivan Wen 19 to mitigate e-commerce challenges (Bai, Hu, & Jang, 2006).…”

Scale development of perceived eTrust in the hotel industry: The perspective of Internet users

“…At present, the Internet as a marketing platform has changed the market practices in the hotel industry and is growing at an unprecedented pace (Bai et al, 2006;Tse, 2013). As early as in 2006, PhoCuWright predicted that in 2007 online travel bookings would be more than half of all travel transactions (Hotel, 2006) and this ratio of online booking to offline was 57 percent in 2013 (Statistic Brain, 2013).…”

“…As such, the Web has long been identified as a realm to implement relationship marketing activities, in order to gain competitive advantages (Tzokas and Saren, 2004). In this manner, hotel websites could be used as an effective tool in establishing sustainable relationships with customers, which helps in cultivating customer loyalty (Bai et al, 2006). Yet, research efforts in examining hotel websites as a relationship marketing platform are rare except several attempts like Bai et al (2006) and Gan et al (2006).…”

“…In this manner, hotel websites could be used as an effective tool in establishing sustainable relationships with customers, which helps in cultivating customer loyalty (Bai et al, 2006). Yet, research efforts in examining hotel websites as a relationship marketing platform are rare except several attempts like Bai et al (2006) and Gan et al (2006). Their research results invariably revealed that hotels in either the U.S. or Singapore had yet to fully exploit hotel websites for relational purposes.…”