Applying Tourism and Hospitality Customer Relationship Management in practice: case studies

This week’s topics

Applying Tourism and Hospitality Customer Relationship Management in practice: case studies

1. Case analysis
2. Linking theory to practice
3. Evaluating evidence
4. Customer relationship management and customer analysis - CIMA E3

What you will be able to do

• 1.2 Analyse the different functions within tourism and hospitality businesses that are linked to customer relationship management.
• 1.3 Analyse the factors that influence customer relationship management in the tourism and hospitality industry.
• 2.2 Assess the factors that influence consumer purchase decisions in the tourism and hospitality industry.
• 2.3 Analyse the different techniques and methods organisations can apply to increase customer relationships and customer loyalty.
• 3.3 Discuss how tourism and hospitality managers can promote effective team working in their areas of responsibility.

Activity

Start with this week’s video, then: Case-study workshop: apply the unit’s concepts to a real or realistic case and evaluate the outcome.

Study materials

Videos

• Customer relationship management and customer analysis - CIMA E3 · YouTube · OpenTuition · 17 min · for registered students
• Customer Retention Methods · YouTube · Galton College · 8 min · for registered students

Further resources

• European Capital of Smart Tourism (EU initiative and best-practice compendia) · Reading · Eu, case study · for registered students
• Five Misunderstandings About Case-Study Research · Reading · Arxiv, article · for registered students
• Writing Guide with Handbook, ch. 8.5: Writing an analytical report · PDF · OpenStax, textbook chapter; pp. 254–267 · for registered students