This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Hu, C. Articles by Bai, B. Search for Related Content Social Bookmarking                   What's this?

E-Relational Characteristics on Hospitality and Tourism Program Web Sites

Temple University, clark.hu{at}temple.edu

Yunxuan (Tess) Han

Temple University, tesshan{at}temple.edu

SooCheong (Shawn) Jang

Purdue University, jangs{at}purdue.edu

Billy Bai

University of Nevada, Las Vegas, billy.bai{at}ccmail.nevada.edu

The increasingly competitive market of recruiting prospective students stimulates academic program administrators to adopt relationship marketing (RM) principles and to leverage the capacity of the Internet technologies in facilitating RM practices. The authors develop an operational framework to evaluate electronic RM (e-RM) features on the Web sites of selected postsecondary hospitality and tourism programs in the United States. As a result of the two-step cluster analysis procedure, the sampled programs are first grouped into two distinctive categories based on designed measures of preidentified e-RM features adopted on their Web sites. A logistic regression analysis then reveals that the program size and the level of the program (undergraduate vs. graduate) are significant indicators of the level of e-RM Web feature adoption.

Key Words: electronic relationship marketing • hospitality and tourism educational programs • Internet technology • program Web sites • Web site features

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?