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22Jun

E-COMMERCE MANAGEMENT IN THE LODGING INDUSTRY

I GUSTI PUTU NGURAH BUDIASA

STP Nusa Dua Bali

 

ABSTRACT

 

The adoption ofinternet in marketing of lodging industry is the right strategy to respond theglobal competition and the dynamic of the market changes. Nowadays, customers needan easy, real time, and secure transaction when they want to make hotelreservation. E-commerce is the right answer for this need. E-commerce involveselectronic fund transfer, exchange data electronic, automatic room inventorymanagement system, and automatic data collection. Information Technology (IT)and internet provides more benefits compared to others hotels distributionchannels.  The purpose of this study isto find out factors that influenced on the effectiveness of e-commercemanagement and the implementation of e-commerce strategies in lodging industry.Data were collected by self administered questionnaire by e-commerce manager orsales manager responsible of handling e-commerce and then were analyzed usingfactor analysis. The result shows that there are four factors that areinfluenced on the effectiveness of e-commerce management strategy namelycustomers reviews, dynamic pricing, aggressiveness on the promotionactivities, and quality of e-commerce team.


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Keywords: e-commerce, lodging industry, roomrevenue, strategy