Electronic customer relationship management – a new approach to self-evaluate a tourism destination Online publication date: Fri, 20-Jun-2008
by Anita Zehrer, Susanne Fenkart
International Journal of Technology Marketing (IJTMKT), Vol. 3, No. 2, 2008
Abstract: Customer Relationship Management (CRM) has become a strategic imperative for many companies as its effective implementation might increase customer satisfaction, loyalty and retention (Feinberg and Kadam, 2002; Kotorov, 2002). It is well known that Information and Communication Technologies (ICTs) facilitate the operational and strategic marketing and management of tourism destinations (Buhalis, 2003). Electronic CRM is the customer relationship care component of e-business which not only facilitates online marketing, sales and service but also supports these functions in traditional channels through the use of internet and/or wireless technology (Dolnicar and Leisch, 2004). The aim of the paper is to discuss opportunities, risks and perspectives of e-CRM in destinations and to develop an e-CRM concept for the self-evaluation of destinations. To do so, an exploratory study was carried out to develop lifestyle segmentation for destinations that classifies consumers into segments with specific patterns, activities and preferences.
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