Marketing metrics in tourism. An explorative survey about managerial behaviours of profit oriented touristic companies
Journal title MERCATI & COMPETITIVITÀ
Author/s Attilio Bruni
Publishing Year 2013 Issue 2013/2
Language Italian Pages 25 P. 105-129 File size 845 KB
DOI 10.3280/MC2013-002006
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The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.
Il paper affronta il tema delle metriche di marketing nel turismo, settore ancora lungi dall’aver completato un percorso di maturazione della cultura manageriale specifica. Lo studio presenta i risultati di una ricerca esplorativa condotta su professionisti del settore, con lo scopo di rappresentare le tendenze in atto sull’uso delle metriche di marketing, generali e industry-specific, ed evincerne le linee guida per il miglioramento dei processi gestionali. La ricerca descrive un quadro settoriale ancora legato a prassi gestionali empiriche e destrutturate nel quale comunque le imprese tendono a riconoscere gradualmente, ma estesamente, il valore gestionale e competitivo della misurazione. Di qui il riconoscimento di un’importanza crescente alle metriche di marketing nei propri iter gestionali.
Keywords: Trends in tourism, marketing performance measurement, marketing metrics.
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DOI: 10.3280/MC2015-001004
Attilio Bruni, Le metriche di marketing nel turismo. un’indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented in "MERCATI & COMPETITIVITÀ" 2/2013, pp 105-129, DOI: 10.3280/MC2013-002006