The purpose of this study was to examine new marketing and communication management possibilities. More specifically, it aimed to contribute to IMC, ICT, and loyalty programs research in Dalmatia high-quality hotels. The result of descriptive statistic analysis demonstrated a high degree of IMC and ICT implementation and a moderate degree of information management, which is crucial for design of loyalty programs. Some differences have been observed between first-class and luxury Dalmatian hotels regarding the implementation of the studied variables. However, the nonparametric Mann-Whitney U test revealed that these differences were not statistically significant.
The findings of this study have important implications for hotel managers. In order to respond efficiently to market requirements, a company needs to integrate its different promotional tools and embrace both flexibility and customization, as well as variety and diversity. Furthermore, it has to try to balance its many voices with the efforts to assure clarity and consistency in its overcall expression, these aspects, as according to result of this study, first-class hotels showed better IMC performance
The purpose of this study was to examine new marketing and communication management possibilities. More specifically, it aimed to contribute to IMC, ICT, and loyalty programs research in Dalmatia high-quality hotels. The result of descriptive statistic analysis demonstrated a high degree of IMC and ICT implementation and a moderate degree of information management, which is crucial for design of loyalty programs. Some differences have been observed between first-class and luxury Dalmatian hotels regarding the implementation of the studied variables. However, the nonparametric Mann-Whitney U test revealed that these differences were not statistically significant.
The findings of this study have important implications for hotel managers. In order to respond efficiently to market requirements, a company needs to integrate its different promotional tools and embrace both flexibility and customization, as well as variety and diversity. Furthermore, it has to try to balance its many voices with the efforts to assure clarity and consistency in its overcall expression, these aspects, as according to result of this study, first-class hotels showed better IMC performance
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