استفاده از رویکرد سیستماتیک برای ارزیابی ارتباطات بازاریابی اینترنتی در صنعت مهمان نوازی  Using a systemic approach to assess Internet marketing communication within hospitality industry

1. Introduction Under the influence of an increasing number of Internet users and expanding self-service technologies, the end consumer now has the power to organize their tourist experience on-his-own, without the need of assistance by the traditional travel agency. The Internet allows the customers to directly communicate with accommodation facilities and other service providers (Stockdale, 2007). Internet communication and online technologies are generally considered useful planning tools by all customer segments. However, with the advent of generation Y, they have gained more importance and slowly become predominant (Xiang, Magnini, & Fesenmaier, 2015a; Xiang, Schwartz, Gerdes, & Uysal, 2015b). Thus, the current tendency is to implement a more personalized customer communication with emphasis on the comfort of the user while accessing information, as well as on the quality of reservation services. Moving the main communication channel of hotels and other accommodation facilities onto the Internet created specific conditions for the application of CRM (consumer relationship management). In the area of electronic commerce, which the hospitality industry in recent years has joined, we talk about so-called e-CRM (electronic CRM). The methods applied within e-CRM strategies aim to use the basic strengths of the Internet to communicate updated information and provide personalized services, along with added customer value (Langvinienė & Daunoravičiūtė, 2015). Ab Hamid and McGrath (2005) in their study identified 12 dimensions of Internet communication that influence the efficiency of e-commerce marketing strategy: quality of information, design, customer service, fulfilment terms of the transaction, integrated marketing channels, online communities, bonuses, levels of personalization, website security, added customer value, reliability and price advantage. Mekkamol, Piewdang, and Untachai (2013) developed and tested the validity and reliability of a four-factor e-CRM model using exploratory factor analysis and structural equation modelling. They found a positive relationship between shopping convenience, website character, care and service dimensions and website contact interactivity. Customer satisfaction or dissatisfaction with any of these criteria may be spread due to the existence of social networks and online communities that quickly distribute such information across the entire digital environment. The percentage of the web and mobile applicationbased services offered by travel agencies and hospitality facilities has been growing every day as well as marketing efforts that include digital social media (Gulbahar & Yildirim, 2015). Digital information transmitted via the Internet is now an integral part of numerous marketing efforts. The level of implementation by lodging facilities may differ, but the general trend indicates that the need to address customers via Internet channels is increasing (Law, Qi, & Buhalis, 2010).