a

THE ROLE OF MARKETING INFORMATION SYSTEMS IN THE FUTURE OF TOURISM

  • Branko Mihailović Institute of Agricultural Economics, Belgrade, Serbia
  • Vesna Popović Institute of Agricultural Economics, Belgrade, Serbia
Keywords: marketing information systems, tourism, marketing decision making, satisfaction, performance

Abstract

The paper investigates the possibilities and scope of the impact of marketing information systems on future tourist trends. Special emphasis is placed on the current conditions in which the world economy and tourism find themselves, which are significantly determined by the spread of the COVID 19 pandemic and the digitalization of business. In such conditions, the importance of marketing information systems for adequate management of relationship marketing in tourism is increasing. Namely, successful marketing in tourism means offering greater value than the competition, as well as customer satisfaction. Satisfaction is achieved when the obtained performance of the tourist service meets or exceeds expectations. Customer expectations are formed on the basis of pre-purchase information, and commercial success is achieved when performance exceeds expectations. Marketing information systems are often used in practice in order to constantly improve the customer base. One-on-one marketing, or tailoring travel services to individual customers, depends heavily on market and timely customer information. Research has shown that marketing information systems provide an organized and timely flow of market information that optimizes marketing decision-making in tourism.

Downloads

Download data is not yet available.

References

Alnusairat, S., Elnaklah, R., Ab Yajid, M. S., Johar, M. G. M., & Khatibi, A. (2021). Information system, geography, information management system and tourism planning: a geographical perspective from Malaysia. PalArch's Journal of Vertebrate Palaeontology, Vol. 18, No. 2, 42-60.

Al-Weshah, G. (2020). E-marketing practices from Jordanian tourism agencies perspectives: a qualitative evidence. In K. P. Mehdi (Ed.): Destination Management and Marketing: Breakthroughs in Research and Practice, 1170-1187.

Carmela, I., Giuseppe, P., & Siciliano, R. (2020). Mining big data in tourism. Quality and Quantity, Vol. 54, No. 5-6, 1655-1669.

Cvijanović, D. (2014). Turističko tržište u dunavskom regionu, Institut za ekonomiku poljoprivrede, Beograd.

Cvijanović, D., Mihailović, B (2010). Menadžment i marketing uslužnog sektora, Institut za ekonomiku poljoprivrede, Beograd.

Cvijanović, D., Mihailović, B., Vukotić, S. (2016). Marketing i konsalting u funkciji razvoja turizma Srbije, Institut za ekonomiku poljoprivrede, Beograd.

Cvijanović, D., Vuković, P. (2012). Uloga marketinga u turizmu dunavskog regiona Srbije, Institut za ekonomiku poljoprivrede, Beograd.

Fedoryshyna, L., Halachenko, O., Ohiienko, A., Blyznyuk, A., Znachek, R., & Tsurkan, N. (2021). Digital marketing in strategic management in the field of the tourism. Journal of Information Technology Management, Vol. 13, 22-41.

Gajdošík, T. (2018). Smart tourism: concepts and insights from Central Europe. Czech Journal of Tourism, Vol. 7, No. 1, 25-44.

Happ, É., & Ivancsó-Horváth, Z. (2018). Digital tourism is the challenge of future–a new approach to tourism. Knowledge Horizons. Economics, Vol. 10, No. 2, 9-16.

Jobber, D., Rainbow, C. (1977). A Stady of the Development and Implementation of Marketing Information Systems in British Industry, Journal of the Marketing Research Society, Vol. 19, No. 3, 104-111.

Katerinich, O., Degtyaryova, T., & Usova, I. (2021). Modern information systems as a marketing tool in the development of a tourism business. E3S Web of Conferences, Vol. 273, No. 66, 1-6.

Labunska, S., Zyma, O., & Sushchenko, S. (2022). The use of information systems as a way to ensure interaction between small and big tourism enterprises. Access Journal, Vol. 3, No. 1, 16-28.

Law, R., Buhalis, D., Cobanoglu, C (2014). Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, Vol. 26, No. 5, 727-750.

Li, S. (2020). Trends, Development and Issues in Tourism Information System. The Frontiers of Society, Science and Technology, Vol. 2, No. 14, 10-16.

Liang, H. (2021). Intelligent Tourism Personalized Recommendation Based on Multi-Fusion of Clustering Algorithms. Advances in Multimedia, Vol. 1, No. 1, 1-11.

Masri, N. W., You, J. J., Ruangkanjanases, A., Chen, S. C., & Pan, C. I. (2020). Assessing the effects of information system quality and relationship quality on continuance intention in e-tourism. International journal of environmental research and public health, Vol. 17, No. 1, 174-189.

Mihailović, B., Popović, V (2020). Promotion of rural areas of BraničevoDanube region through branding of agri-food products. In D. Cvijanović (Ed.): Fifth International Scientific Conference - Tourism in Function of Development of the Republic of Serbia - Tourism and Rural Development – TISC 2020. Vrnjačka Banja: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vol. 5, No. 2, 282-298.

Mihailović, B., Popović, V. (2018). Management of service marketing: a perspective of modern tourism sector. In V. Bevanda & S. Štetić (Eds.): Modern management tools and economy of tourism sector of the present era. Association of Economists and Managers of the Balkans headquartered in Belgrade, Serbia and the Faculty of Tourism and Hospitality from Ohrid, Macedonia, 143-158.

Mihailović, B., Popović, V. (2021). Digital marketing of agri-food products in support of rural tourism during the Covid pandemic. In D. Cvijanović (Ed.): Tourism International Scientific Conference – Tourism Challenges amid Covid-19 – TISC 2021. Vrnjačka Banja: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vol. 6, No. 1, 111-126.

Mihailović, B., Radić Jean, I., Popović, V., Radosavljević, K., Chroneos Krasavac, B., Bradić-Martinović, A. (2020). Farm Differentiation Strategies and Sustainable Regional Development. Sustainability, Vol. 12, No. 17, 1-18.

Milisavljević, M. (2007). Savremeni strategijski menadžment, Megatrend, Beograd.

Moutinho, L., Evans, M. (1992). Applied Marketing Research, Addison – Wesley, Colorado Springs.

Official Gazette of RS (2016). Tourism Development Strategy of the Republic of Serbia for the period from 2016 to 2025.

Patro, C. S. (2021). Digital Tourism: Influence of E-Marketing Technology. In B. Barbosa (Ed.): Impact of New Media in Tourism, IGI Global, USA, 234-254.

Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, Vol. 22, No. 3, 455-476.

Popović, V., Mihailović, B. (2020). Business Models for Urban Farming in and Around Urban Protected Areas: EkoPark Belgrade Case Study. In A. Jean Vasile, J. Subić, A. Grubor, D. Privitera (Eds.), Handbook of Research on Agricultural Policy, Rural Development, and Entrepreneurship in Contemporary Economies, IGI Global, USA, 89-107.

Robert, R. R. (2003). Marketing Information Systems. Encyclopedia of Information Systems, Vol. 3, 137-151.

Sheresheva, M., Efremova, M., Valitova, L., Polukhina, A., & Laptev, G. (2021). Russian tourism enterprises’ marketing innovations to meet the COVID-19 challenges. Sustainability, Vol. 13, No. 7, 1-17.

Statistical Office of the Republic of Serbia (SORS), Statistics of catering and tourism, number 46, year LXXI, 26.02. 2021.

Statistical Office of the Republic of Serbia (SORS), Statistics of catering and tourism, number 16, year LXXII, 30.01. 2022.

Sziva, I., Nemeslaki, A. (2016). Utazás Evilágban, Versenyképesség és internet a turisztikai piacon Információs Társadalomért Alapítvány, INFOTA Kutatóintézet, Budapest.

Troshin, A. S., Sokolova, A. P., Ermolaeva, E. O., Magomedov, R. M., & Fomicheva, T. L. (2020). Information technology in tourism: Effective strategies for communication with consumers. Journal of Environmental Management & Tourism, Vol. 11, No. 2, 322-330.

Vojnović, I. (2014). Urban Sustainability Research, Politics, Policy and Practice. Cities, Vol. 41, 530-544.

UNWTO, Impact Assesment of the Covid-19 Outbreak on International Tourism, https://www.unwto.org/impact-assessment-of-the-covid-19-outbreak-on-international-tourism, https://www.veranda.com/travel/g38628219/travel-trends-2022/, (19 Decembar 2021).

UNWTO (2021). World Tourism Barometer and Statistical Annex, Vol. 19, No. 6.

UNWTO (2022a). World Tourism Barometer, Volume 20, Issue 1.

Wicks, L. (2021). Experts Predict the 6 Biggest Travel Trends for 2022, https://www.veranda.com/travel/g38628219/travel-trends-2022/, (25 December 2022).

World Tourism Organization (UNWTO). Impact assessment of the covid-19 outbreak on international tourism, January 2022b, https://www.unwto.org/impact-assessment-of-the-covid-19-outbreak-oninternational-tourism, (15 January 2022).

Xiao, Y. (2019). Tourism marketing platform on mobile internet: a case study of WeChat. Journal of Electronic Commerce in Organizations (JECO), Vol. 17, No. 2, 42-54.

Xiaoluan, X. (2021). Research on social media tourism marketing in the post-epidemic period. Jurnal Audiens, Vol. 2, No. 2, 279-288.

Yoga, I. M. S., Korry, N. P. D. P., & Yulianti, N. M. D. R. (2019). Information technology adoption on digital marketing communication channel. International journal of social sciences and humanities, Vol. 3, No. 2, 95-104.

Zhang, H. (2021, February). Exploration and Analysis of Tourism Marketing Management Innovation Based on Big Data. Journal of Physics: Conference Series, Vol. 1744, 1-4.

Published
2022-10-22
How to Cite
Mihailović, B., & Popović, V. (2022). THE ROLE OF MARKETING INFORMATION SYSTEMS IN THE FUTURE OF TOURISM. Tourism International Scientific Conference Vrnjačka Banja - TISC, 7(1), 147-162. https://doi.org/10.52370/TISC22147BM