How Do Welsh Tourism-SME Websites Approach Customer Relationship Management?

Abstract This paper explores the current heterodoxy of tourism-SME and micro-business approaches to customer relationship management (CRM) on the Web and analyses websites of a purposive sample of Welsh tourism-SMEs selected from VisitWales , the new Wales Tourist Board Destination Management System (DMS). The study evaluates the appropriateness of applying the Nassar (2003) model to Welsh tourism-SME websites. Modifications to Nassar’s model reduce the number of features, focusing on three levels of functionality. Level 1 is fundamental comprising Access, Information and Design. Level 2 relates to e-commerce functionality which requires consideration and cost-benefit analysis by individual businesses. Level 3 considers approaches to CRM, which is notably absent from the websites surveyed. The development of customised CRM solutions appropriate to the heterodoxy of tourism-SMEs enabling product development in the minds of potential customers and the enhancement of customer loyalty is a major business opportunity.

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