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Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance
Journal of Hospitality and Tourism Management ( IF 7.629 ) Pub Date : 2021-03-04 , DOI: 10.1016/j.jhtm.2021.02.004
Francisco Peco-Torres , Ana Isabel Polo-Peña , Dolores María Frías-Jamilena

The study seeks to identify the effects of the simultaneous implementation of Revenue Management and CRM on business performance among hospitality firms and to determine whether Market Orientation constitutes a suitable business culture for fostering this joint approach in the online environment. A quantitative empirical study among chain hotels, based on structural equation modeling, is conducted. The results indicate that the simultaneous implementation of Revenue Management and CRM in the online environment positively influences business performance, and that the adoption of online Market Orientation is an antecedent of the implementation of both of these marketing processes.



中文翻译:

通过在线媒体进行收入管理和CRM:同时实施对酒店公司绩效的影响

该研究旨在确定收入管理和CRM的同时实施对酒店公司业务绩效的影响,并确定市场导向是否构成一种合适的商业文化,以促进在线环境中的这种联合方法。基于结构方程模型,对连锁酒店之间进行了定量的实证研究。结果表明,在线环境中同时实施收入管理和CRM会对业务绩效产生积极影响,而采用在线市场定位是这两种营销流程的先决条件。

更新日期:2021-03-04
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