JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ and Josef BOTLÍK. Online CRM in the decision-making processes of potential cultural tourism visitors. Online. In Kliestik. Globalizacia a jej sociálno ekonomické dopady. Žilina: Žilinská univerzita v Žilině, 2024.
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Basic information
Original name Online CRM in the decision-making processes of potential cultural tourism visitors
Authors JANÁKOVÁ, Milena, Milena BOTLÍKOVÁ and Josef BOTLÍK.
Edition Žilina, Globalizacia a jej sociálno ekonomické dopady, 2024.
Publisher Žilinská univerzita v Žilině
Other information
Original language English
Type of outcome Proceedings paper
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
Organization unit School of Business Administration in Karvina
Keywords in English CRM; cultural monuments; online review; decision making
Tags International impact, Reviewed
Links SGS/24/2023, research and development project.
Changed by Changed by: Ing. Milena Botlíková, Ph.D., učo 21108. Changed: 10/1/2024 12:56.
Abstract
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.
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