The role of informational technologies in creating a personalized customer experience: a case study of tourism branch in Ukraine
Journal Title: CES Working Papers - Year 2018, Vol 10, Issue 3
Abstract
Personalizing relationships with clients for the tourism industry is an extremely important factor in the development and profit making, since communication in tourism involves close interaction with consumers and their individual requests and wishes. Ukrainian companies, that implement the principles of personalization often face the lack of scientifically based methods for preparing and adopting managerial decisions using modern information technologies. An analysis of the activities of domestic and foreign tourism enterprises regarding the personalization of relations with clients shows that at the present stage there is a tendency to switch from a strategy of concentrated marketing to a strategy of personalization, where each client is offered an individualized service complex. As a result of the scientific search, there have been offered various innovative ways and means of optimizing the work of tourism company managers for personalized interaction with customers through Internet technologies, which include modern analytics services, information collection and processing, as well as tools that allow the creation of personalized emails, promotional advertisement, content, etc. The integrated implementation of modern personalized marketing tools ensures effective and long-lasting relationships with customers, which is the key to the successful operation of the company's tour in the market.
Authors and Affiliations
Dariia BASYUK, Tetyana Prymak, Nataliia Pohuda
Keywords
Related Articles
- EP ID EP468690
- DOI -
- Views 80
- Downloads 0
THE KNOWLEDGE USER PROFILE IN THE RURAL AREA OF ROMANIA
The economic entities today are struggling to find the most effective way of combining the resources they have, tangible or intangible, in order to produce and sale the most wanted products, their purpose is to gain and...
THE PROBLEM OF TAX HAVENS AND THE ROMANIAN TAX AUTHORITIES’ REACTION
The opportunities to avoid paying taxes provided by tax havens have motivated numerous multinational companies to resort to offshore operations, generating a significant tax loss at a global level. Romania is facing the...
Is human capital a major determinant for foreign investors? Comparative study between India and Romania
The economic literature of the twenty-first century stresses the idea according to which achieving a certain level of human capital is one of the main preconditions for a country to attract and maintain foreign investors...
ILLEGAL DRUG MARKETS IN EUROPE: THE NEGATIVE CONSEQUENCES OF GLOBALIZATION
Globalizing processes have profoundly shaped the European drugs situation. The illegal drug markets have reached to evolve and to transform all the advantages of this phenomenon, in their favor. Based on globalization as...
EUROPEAN INTEGRATION - A COMPARATIVE PERSPECTIVE BETWEEN ROMANIA AND THE REPUBLIC OF MOLDOVA
The integration in the European Union is a reality for some countries and a purpose for others. This process generates a lot of benefits for an EU member but also involves important costs. The research investigates the o...