Adoption of a Destination-Wide CRM Approach: An Empirical Analysis of the Determinants in the Swiss Hospitality Industry

Fux, Michael; Myrach, Thomas

doi:10.1007/978-3-211-93971-0_42

Cited by 1 publication

(1 citation statement)

References 16 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Early approaches in CRM application in community-based tourism analyzed the degree of CRM implementation in destinations [20]. Other authors stressed the importance of cooperation between various service providers and the DMO in community-based tourism for an integrated CRM [21,22]. DMOs were defined as "enablers of integrated electronic CRM" and an adoption framework for this cooperation was developed [21].…”

Section: Introductionmentioning

confidence: 99%

Data-Supported CRM as a Lever for DMO Success: A Social Exchange Relationship Approach

Bosio

Scheiber²

2022

Information and Communication Technologies in Tourism 2022

View full text Add to dashboard Cite

Customer relationship management (CRM) is proving to be one of the most promising business strategies. However, in the field of destination marketing literature, a problem exists as to how data-supported CRM can be established. While customer data management has already been well exploited in other industries, DMOs lack customer proximity and data sovereignty. The aim of this paper is to fill this research gap and show how a data-based CRM can be deployed by DMOs based on the principles of social exchange theory. In 13 expert interviews, these aspects were examined from the DMO’s point of view. The results show that the exchange relationship must be established taking into account the DMO’s extraordinary conditions and critical success factors. In order to stimulate guests’ desire for dialogue or the willingness to disclose personal data, DMOs should offer high-quality customer benefits. A combination of hedonic and utilitarian benefits are found to be the most effective stimuli. In return, only the most necessary customer information should be requested and subsequently built passively. Only if the cost and benefit ratio of the exchange relationship is positive for both parties, a database for the CRM can be built in order to foster long-lasting relationships with potential and returning guests.

show abstract