Purpose - The main purpose of this work is to evaluate the long-term effectiveness of a hotel's chain loyalty program from a behavioral perspective. Design/methodology/approach - A Dirichlet model was estimated to assess purchase frequency and hotel choice within one of the biggest hotel chains in...

Smell is considered to be the sense that is most closely attached to emotional reactions. This makes scent in the hotel environment an important atmospheric variable to study, because fragrances are expected to increase the likelihood of producing an emotional reaction from consumers. Capitalizing...

The internet services market in tourism is developing intensively. Among factors affecting the quality of hotel services, modern information technologies play an important role, so hotels need to adapt to this dynamically changing virtual environment. Since more and more Internet users use mobile...

Customer Relationship Management (CRM) can bring many benefits to the hotel business, though there are some associated challenges. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels. This study considers the changes that have emerged...

Purpose - This study aims to examine various forms of hotel businesses' social media (SM) practices by analysing TripAdvisor (TA) and examining its critical role in decision-making. As a well-known platform of SM in tourism, TA serves as an independent review site where visitors share their holiday ...

This section brings together four papers that collectively offer new insights into the domain of tourism marketing. The papers deal with customer loyalty in the context of a hotel chain and a motor sport event, repeat visitation in a creative tourism destination, and emotions and visitors'...