E-CRM in tourism exploiting emerging information and communication technologies

This paper proposes a novel electronic customer relationship management (e-CRM) model based on the convergence among interactive digital television and multimedia networks. This model enables for the design of effective advertising strategies in tourism industry, by exploiting data mining methods such as predictive visual analytics. The e-marketing system that is created based on the proposed model, is used to optimally display the collected data, revealing customers' preferences to e-marketers through emerging user-friendly interfaces. The applicability and usefulness of the system were tested, by interviewing a sample of hotel marketing managers. The findings provide useful practical implications and highlight the need for the adoption of e-CRM concepts with focus at establishing high quality relationships among customers and stakeholders in tourism industry.

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