Customer relationship management in tourism: Management needs and research applications

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


This invited paper for the TIA Management Research papers provides an overview of customer relationship management (CRM) and relates this topic to the strategic marketing of and research about travel and tourism products. CRM is widely used in the tourism industry, with loyalty programs keeping customers returning and travel websites yielding a large volume of e-transactions. The question is raised whether researchers, particularly academic and government, are participating enough in industry CRM-based market research to transform consumer behavior research into more holistic consumer profiles and dynamic models of travel demand and supply. The paper ends with suggested research topics that highlight meaningful pathways and methods for further CRM implementation.

Original languageEnglish (US)
Pages (from-to)356-364
Number of pages9
JournalJournal of Travel Research
Issue number4
StatePublished - Jul 2011


  • customer loyalty and satisfaction
  • information technology
  • knowledge management
  • market research
  • marketing strategy

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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