Economics at your fingertips  

Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities

Veronica Digiorgio ()
Additional contact information
Veronica Digiorgio: Politecnico di Milano

Information Technology & Tourism, 2016, vol. 16, issue 4, No 3, 347-373

Abstract: Abstract Digital evolution has greatly affected the tourism industry, bringing new challenges and opportunities to accommodation facilities. Literature confirms that new technologies allow building personal and interactive relationships with customers, but also cause tourism service providers to interface with new intermediaries, especially the Online Travel Agencies. However, there is a lack of empirical studies showing which marketing activities are helpful to engage customers and overcome the difficulties highlighted by scholars. This paper aims to bridge the gap, by assessing the relationship between promotional tools used by accommodation facilities and the percentage of bookings received through direct channels, digital direct channels and Online Travel Agencies. Hypotheses are tested through a GLM model with data from 1194 accommodation facilities distributed on the Italian territory, interviewed in the summer 2015. The paper contributes on two levels: by showing which tools, primarily digital, are statistically significant to decrease the dependence from Online Travel Agencies in favor of direct bookings and by highlighting the relevance of the cooperation with destinations. Implications for further research are discussed.

Keywords: Tourism; Hospitality industry; Promotional policies; Bookings; Italy (search for similar items in EconPapers)
JEL-codes: Z31 Z33 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/40558

Access Statistics for this article

Information Technology & Tourism is currently edited by Zheng Xiang

More articles in Information Technology & Tourism from Springer
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2019-05-21
Handle: RePEc:spr:infott:v:16:y:2016:i:4:d:10.1007_s40558-016-0069-9