Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices

被引：12
|
作者：
Bruni, Attilio [1 ]
Cassia, Fabio [2 ]
Magno, Francesca [3 ]
机构：
[1] Univ Roma La Sapienza, Dept Commun & Social Res, Via Salaria 113, I-00198 Rome, Italy
[2] Univ Verona, Dept Business Adm, Via Artigliere 19, I-37129 Verona, Italy
[3] Univ Bergamo, Dept Management Econ & Quantitat Methods, Via Caniana 2, I-24127 Bergamo, Italy
来源：
CURRENT ISSUES IN TOURISM | 2017年 / 20卷 / 04期
关键词：
marketing performance measurement; performance; metrics; travel agencies; hotels; tour operators; INDUSTRY; FUTURE; SECTOR;
D O I：
10.1080/13683500.2014.982521
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
As successful tourism firms invest heavily in marketing to defend or improve their competitive position, they increasingly need to measure their marketing performance. Previous studies related to tourism have largely focused on financial and operational performance, but the marketing perspective has been largely overlooked. Drawing on an in-depth investigation involving 12 hotel chains, 8 travel agencies and 8 tour operators, this study provides an overview of the state-of-the-art marketing performance measurements among some of the leading tourism firms in Italy. Several issues and unanswered questions are also identified.
引用
收藏
页码：339 / 345
页数：7
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