Employees‘ Perceptions of Information Technologies and E-Marketing in Hotels in Serbia
Percepcija zaposlenih o informacionim tehnologijama i e-marketingu u hotelima u Srbiji
Abstract
For decades, the hotel industry has turned to technological innovations that raise its quality of services. In hotel industry, technologies redefined and re-formulated the service process in an innovative way. This paper aims to determine the status and level of knowledge of the currently available information technology (IT) systems, to determine the understanding of future IT opportunities and conditions in the hotel industry by employees, but also to gain understanding of IT requirements from their perspective in the near future. The paper also deals with issues related to the use of e-marketing in general, as well as in interaction with clients. The research has shown that hotel employees in Serbia have a positive attitude when it comes to the use and importance of information communication technologies. In addition, there is understanding for future IT opportunities and conditions in the hotel industry by employees. In the field of e-marketing, the results showed that it is possible to distinguish three important factors that influence the implementation of e-marketing practices in the hotel industry. This confirms the assumption that hotels in Serbia have accepted and that their business is to a certain extent based on e-marketing.
Apstrakt
Već decenijama unazad, hotelska industrija se susreće sa tehnološkim inovacijama koje podižu njen kvalitet usluga. Tehnologije su u hotelskoj industriji redefinisale i iznova formulisale proces usluga na inovativan način. Ovaj rad ima za cilj da utvrdi stanje i nivo poznavanja trenutno dostupnih sistema informacionih tehnologija (IT), da utvrdi razumevanje budućih IT mogućnosti i uslova u hotelskoj industriji od strane zaposlenih, ali i da se stekne razumevanje IT zahteva u bliskoj budućnosti iz njihove perspektive. Rad se takođe bavi pitanjima koja se tiču upotrebe e-marketinga uopšte, kao i u interakciji sa klijentima. Istraživanje je pokazalo da u hotelima u Srbiji postoji pozitivan stav kada je u pitanju upotreba i značaj informaciono komunikacionih tehnologija. Osim toga, vlada i razumevanje za buduće IT mogućnosti i uslove u hotelskoj industriji od strane zaposlenih. Na polju e-marketinga rezultati su pokazali da je moguće izdvojiti tri bitna faktora koja utiču na sprovođenje e-marketing prakse u hotelskoj industriji. Time je potvrđena pretpostavka da su hoteli u Srbiji prihvatili i da svoje poslovanje dosta baziraju na e-marketingu.
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