Online CRM in the decision-making processes of potential cultural tourism visitors

@inproceedings{74609,
   author = {Janáková, Milena and Botlíková, Milena and Botlík, Josef},
   address = {Žilina},
   booktitle = {Globalizacia a jej sociálno ekonomické dopady},
   editor = {Kliestik},
   keywords = {CRM; cultural monuments; online review; decision making},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Žilina},
   publisher = {Žilinská univerzita v Žilině},
   title = {Online CRM in the decision-making processes of potential cultural tourism visitors},
   year = {2024}
}

TY  - JOUR
ID  - 74609
AU  - Janáková, Milena - Botlíková, Milena - Botlík, Josef
PY  - 2024
TI  - Online CRM in the decision-making processes of potential cultural tourism visitors
PB  - Žilinská univerzita v Žilině
CY  - Žilina
KW  - CRM
KW  - cultural monuments
KW  - online review
KW  - decision making
N2  - Research background: As part of globalization trends, the elimination of spatial barriers was reflected in the field of tourism. These barriers are caused primarily by competitive pressures and the development of the Internet. It is necessary to understand the needs and preferences of customers and to adapt their communication. With the development of the Internet, social networks entered the customer relationship management system, social media channels were connected with corporate customer databases. Online reviews thus allow you to get information about customer satisfaction and experiences. Purpose of the article: The aim of this article was to identify to what extent online reviews influence customer visits to cultural heritage sites such as castles, chateaux, or churches and to specify gender differences in decision-making. A hypothesis was established about the difference in the influence of online reviews on the implementation of a visit for women and men, the difference was tested using the non-parametric chi-square method. Methods: The impact of online reviews was mapped in the Moravian-Silesian region. The degree of decision-making influence was examined on a five-point Likert scale and the results were statistically evaluated. Gender differences in decision-making were identified through relational analysis. Findings & Value added: The content of online reviews constantly plays an important role in consumer decision-making, there is a certain percentage of both men and women who are emotionally greatly influenced by reviews, and differences have been found in the decision to implement a visit to a cultural monument between women and men based on online reviews.
ER  - 

JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ a Josef BOTLÍK. Online CRM in the decision-making processes of potential cultural tourism visitors. Online. In Kliestik. \textit{Globalizacia a jej sociálno ekonomické dopady}. Žilina: Žilinská univerzita v Žilině, 2024.