Sardinia Hotel industry between intermediation and online marketing
pubblicato nel numero 2012 anno 1
ICT are a primary factor in explaining tourism sector trends, driving competition among destinations and accommodation segments, and encouraging vertical integration processes along the sector value chain. From an updated overview of regional sector, this paper investigates the presence of a company website as well as the penetration rate of web booking engines within Sardinia hotel industry. If only the most relevant structures have adequate technological equipments, the survey reveals a widespread delay in adopting appropriate tools for direct marketing. Development potentials are therefore contextualized within the actual institutional framework, aimed to sustain a progressive upgrade of hospitality sector in order to meet renewed tourism market needs.