Leveling the Playing Field: E-Marketing's Impact on Lodging Operations [Summary]
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Since 1998 there has been a 54% increase in the number of travelers using the Internet to obtain information on destination or make travel arrangements. Electronic commerce has revolutionized the way services are delivered and changed the traditional relationship between consumers and service providers (Zeithaml & Bitner, 2000). The purpose of this research is to analyze and compare the impact marketing technology application has on lodging properties in the pursuit of individual travelers. This exploratory study identified issues that respondents felt were important and affected their marketing and management activities.