Conceptual Marketing Framework for Online Hotel Reservation System Design

Tourism Today, Vol. 8/2008, pp. 7-32

43 Pages Posted: 9 Nov 2008 Last revised: 25 Jun 2012

See all articles by Stanislav Hristov Ivanov

Stanislav Hristov Ivanov

Varna University of Management (VUM); Zangador

Date Written: November 5, 2008

Abstract

The paper presents a theoretical framework of online hotel reservation systems' (OHRS) design. The author introduces the value model of an OHRS as a central concept in the OHRS's design process. Several marketing principles of the system's design are presented - ease of use, information sufficiency, information transparency, personalized service, ease of updating, compatibility, and interactivity. The paper also elaborates some of the critical marketing decisions in the design process - orientation of the system (to agents or direct customers), net or commissionable rates, room inventory, booking additional services, booking limitations, issuing travel and booking related documents, online payments, market intelligence, customer feedback capabilities and additional onsite resources.

Keywords: e-commerce, internet, hotel, reservation system, website design, hotel marketing, tour operator, booking

Suggested Citation

Ivanov, Stanislav Hristov, Conceptual Marketing Framework for Online Hotel Reservation System Design (November 5, 2008). Tourism Today, Vol. 8/2008, pp. 7-32. Available at SSRN: https://ssrn.com/abstract=1296040 or http://dx.doi.org/10.2139/ssrn.1296040

Stanislav Hristov Ivanov (Contact Author)

Varna University of Management (VUM) ( email )

13 Oborishte Street
Varna, 9000
Bulgaria
+359 898 680713 (Phone)

HOME PAGE: http://www.vumk.eu

Zangador ( email )

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.eu

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