With continuous developments in information technology leading to increasingly sophisticated and fickle customers, the hotel industry is under pressure to invest in e-commerce capabilities. But is it a worthwhile investment or are loyalty programs enough to drive profitable repeat visits? Dr. Nan Hua, Dr. Wei Wei, and Dr. Ahmet Ozturk from the Rosen College of Hospitality Management, University of Central Florida, investigate the synergy between e-commerce, customer loyalty programs, and hotel operating performance.
Hua, N., Hight, S., Wei, W., Ozturk, A.B., Zhao, X.(R)., Nusair, K. and DeFranco, A. (2019), The power of e-commerce: Does e-commerce enhance the impact of loyalty programs on hotel operating performance?, International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, pp. 1906-1923. Available at: https://doi. org/10.1108/IJCHM-02-2018-0168
Hua, Nan; Wei, Wei; and Ozturk, Ahmet
"The Power of E-commerce in the Hotel Industry,"
Rosen Research Review: Vol. 2:
2, Article 11.
Available at: https://stars.library.ucf.edu/rosen-research-review/vol2/iss2/11