E-Relational Characteristics on Hospitality and Tourism Program Web Sites

The increasingly competitive market of recruiting prospective students stimulates academic program administrators to adopt relationship marketing (RM) principles and to leverage the capacity of the Internet technologies in facilitating RM practices. The authors develop an operational framework to ev...

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Bibliographic Details
Published in:Journal of hospitality & tourism research (Washington, D.C.) D.C.), 2005-11, Vol.29 (4), p.508-522
Main Authors: Hu, Clark, Han, Yunxuan (Tess), Jang, SooCheong (Shawn), Bai, Billy
Format: Article
Language:English
Subjects:
Relationship marketing
Tourism
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Summary:The increasingly competitive market of recruiting prospective students stimulates academic program administrators to adopt relationship marketing (RM) principles and to leverage the capacity of the Internet technologies in facilitating RM practices. The authors develop an operational framework to evaluate electronic RM (e-RM) features on the Web sites of selected postsecondary hospitality and tourism programs in the United States. As a result of the two-step cluster analysis procedure, the sampled programs are first grouped into two distinctive categories based on designed measures of preidentified e-RM features adopted on their Web sites. A logistic regression analysis then reveals that the program size and the level of the program (undergraduate vs. graduate) are significant indicators of the level of e-RM Web feature adoption.
ISSN:1096-3480
1557-7554
DOI:10.1177/1096348005276496