여행․호텔․항공․외식업의 e-CRM 활동에 관한 탐색적 연구

An exploratory study of the electronic-CRM activities in tourism industry: The case of Travel agencies, Hotels, Airlines and Restaurants

This study is to investigate the availability of electronic customer relationship management(e-CRM) activities on four types of tourism related organizations including travel agencies, hotels, airlines and restaurants. The survey was conducted from August 1st to August 30th, 2007. In order to examine those activities, this study used the expert survey based on the in-depth interviews chosen since the goal of this study was to evaluate the e-CRM activities by collecting opinions and information from the experts and finding the consensus among them. Authors found that the travel agencies and airlines had significantly excellent in doing the e-CRM activities. However, most of them were found poorly operated in the hotels and restaurants because of various reasons.