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

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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.

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Notes

  1. CRM: Customer Relationship Management.

  2. CRS: Central Reservation System; PMS: Property Management System; RMS: Revenue Management System.

  3. GDS: Global Distribution System.

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Acknowledgements

The author is grateful to the firms participating in the survey for the provision of data; to the Editor-in-Chief and two anonymous referees for the useful comments; and to Eleonora Lorenzini and Filippo Maria Renga for the scientific supervision. The usual disclaimers apply. The author acknowledges her indebtedness to Osservatorio Innovazione Digitale nel Turismo for the opportunity to realize this research.

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  1. Department of Management Engineering, Politecnico di Milano, via Lambruschini 4/B, 20156, Milan, Italy

    Veronica Digiorgio

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Digiorgio, V. Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities. Inf Technol Tourism 16, 347–373 (2016). https://doi.org/10.1007/s40558-016-0069-9

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