THE ROLE OF DIGITAL MARKETING IN ESTABLISHING RELATIONSHIPS WITH GUESTS IN TOURISM AND HOSPITALITY

Međusobno utjecanje turizma i ugostiteljstva na upravljanje odnosa bitan je čimbenik za uvođenje digitalnog marketinga i njegovo razvijanje kroz poslovanje ugostiteljskih objekata. Upravljanje odnosima koji uključuju velike količine podataka dobivaju se tehnologijom, a realiziraju osobnim pristupima. Zaposleni koji obavljaju djelatnosti u ugostiteljskom objektu ulaze u kontakte s gostima te ispunjavaju njihove potrebe. Kako bi zaposleni na pravi način ispunili njihova očekivanja moraju im se posvetiti, iskazati zanimanje za komunikaciju, ne prikazivati razlike, te učiniti njihovu okolinu što pozitivnije.The mutual influence of tourism and hospitality on relationship management is an important factor for the introduction of digital marketing and development through the business of hospitality facilities. Relationship management involving large amounts of data is obtained through technology, and realized through personal approaches. Employees who perform activities in the catering facility enter into contacts with guests and meet their needs. In order for employees to meet their expectations in the right way, they must dedicate themselves to them, show interest in communication, not show differences, and make their environment as positive as possibl