The Web as (a Weak) Enabler of New Marketing Approaches. An In-Depth Study of SMTEs in the Dolomites
نویسندگان
چکیده
This paper analyses the impact of ICTs on the strategic and organisational behaviour of hotel enterprises in the Dolomites, one of the main tourist areas in the Alps. The results are from two research projects conducted in 2005 and which involved 1) in-depth personal interviews of a sampling of 43 hotel owners in the Dolomite area and 2) the evaluation of the Web sites of 147 hotels from the same territory. The effects of the widespread application of new technologies among small hotels is also discussed, looking specifically at whether and to what degree such technologies have supported the creation of a network among SMTEs and enabled innovative processes in marketing.
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