Internet Management for Communication-Distribution Interaction as a Means to Maximize Customer Consumption Experience

Abstract

The new online applications described as Web 2.0 or Social Media have a significant effect on consumer behaviour and contribute to an unprecedented customer empowerment. This issue has an important influence in many fields of activity, especially ones of the Web’s most successful areas, i.e. tourism. The purpose of this chapter is to recommend the Internet as a “point of synergy” in the “promo-distribution” process of tourism. The Internet is a tool that customizes digital content to support consumers’ decision making and maximizes customer consumption experience. Despite the lack of extensive research, the corporate world seems to embrace the Web 2.0 concept, which so far appears to be a promising tool for building customer loyalty and strong consumer-relationships that create value for e-retailers. The research tests the models proposed in a case study, which could be considered a core contribution, both in terms of practical implications for corporations, and in academic research.

Business internet use in small, family owned and managed hotels in Scotland

“…People have become more 'time poor' and are more focused on ways to save time and money (Heung, 2003). Wang and Wang (2009) propose that the internet has led to a change in the way consumers and hotels interact with one another, as the increased use in the internet has changed consumers' behaviour patterns and perceptions of products and services (Bentley, 2011;Cacia et al, 2011), and has "contributed to an unprecedented customer empowerment" [Cacia et al, (2011), p.145]. Another reason for this increase in buying power is due to the internet's ability to provide more choices and up to date information (Kucuk and Krishnamurth, 2007).…”

Business internet use in small, family owned and managed hotels in Scotland

“…However, Martin (2007, p.742) adds "understanding tourist behaviour is difficult because many variables affect the decisions." This may be due to the internet changing consumers purchasing behaviours (Bentley, 2011;Cacia et al, 2011) which has resulted in an increase in customer empowerment (Cacia et al, 2011). Kotler and Armstrong (2011) advocate that businesses must attract new customers by offering value and retain existing customers through fulfilling their wants and needs.…”

“…People have become more 'time poor' and are more focused on ways to save time and money (Heung, 2003). Wang and Wang (2009) propose that the internet has led to a change in the way consumers and hotels interact with one another, as the increased use in the internet has changed consumers' behaviour patterns and perceptions of products and services (Bentley, 2011;Cacia et al, 2011), and has "contributed to an unprecedented customer empowerment" [Cacia et al, (2011), p.145]. Another reason for this increase in buying power is due to the internet's ability to provide more choices and up to date information (Kucuk and Krishnamurth, 2007).…”

“…Prioritising and monitoring spend will, as previously, be the challenge for all players but small, family run hotels on limited resource budgets will have to increasingly managed their internet/social marketing strategy. Ma et al (2003), Kim et al (2006) and Phelan et al (2011) suggest that the advances of the internet has changed the structure of the hospitality environment leading to modifying the way consumers and hotels interact, which may have changed consumers behavioural patterns and perceptions (Bentley, 2011;Cacia et al, 2011) and that consumers are looking for value for money. O' Connor and Murphy (2004), Morosan and Jeong (2008) and Guest Centric (2011) state that due to the recession this has positioned the hospitality industry in a weakening situation.…”