Exploring E-CRM Implementation in Sport Tourism Hotels in Peloponnese

Abstract

Background Internet and specifically corporate websites are perceived as a powerful and effective marketing tools in tourism. The adoption of new technology-based features is key to a successful digital experience for customers. Integrating both technological and marketing elements, electronic Customer Relationship Management (eCRM) covers all aspects of the customer’s online experience throughout the entire transaction cycle. The study aims to explore eCRM implementation in sport tourism hotels in the Peloponnese region by evaluating hotel website performance. Methods Data collection was accomplished through open source research, by observing, exploring and analyzing the content of website pages of hotels in the Peloponnese that provide sporting facilities. Web analysis used 44 criteria grouped into eight eCRM dimensions and three eWOM dimensions adopted by literature review. The Results The final sample consisted of 62 hotels located in the Peloponnese. The critical success factors in the eCRM were found to be security, business content, navigation, payment, interactivity and web policy, with web policy serving as the highest predictor of excellent performance. Some major deficiencies of eCRM performance appeared to be the absence of effective search engines, help mechanisms, Frequently Asked Question (FAQ) sections, and interactive services such as chat messaging. Respectively, considering their eWOM implementation it was found that those dimensions with the highest predictor importance were intimacy and interaction. For various hotels, data analysis revealed several deficiencies in promoting their properties through Facebook such as the absence of regular updating of wall posts, direct chat options, as well as brand introduction and/or originality stories. Conclusions As indicated by the results, hotel managers should take advantage of the dynamic online environment by developing a clear eCRM and social media strategy to improve customer engagement. In return, this integrated digital investment, will help hotels to gain an intimate knowledge of customer needs and buying intentions by creating two-way communication channels.