Purpose - Hotels are immersed in a very competitive environment and hoteliers have to plan and redesign their strategies to stay in the hospitality industry while faced with a steady rise in competition. Hoteliers can employ horizontal differentiation strategies and pricing decisions to gain a...

A brief review of bibliometric analysis use in marketing studies -- Geographic information system in hospitality: Spatial clustering of hotels based on marketing variables -- Analyzing the relationship between healthcare quality and patient satisfaction in the case of Spain. Some panel data...

Customer experience is a relevant concept in marketing and tourism research since its correct understanding allows companies to achieve competitive advantage and service providers can reach several outcomes such as customer engagement, loyalty, and customer satisfaction. This chapter aims to...

This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company's sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads,...

This study describes the chatbot journey and focuses on its implementation within the digital marketing strategy in the first part of a company's sales funnel. The main goal was to apply a chatbot via Facebook Messenger supported by the ManyChat platform to increase the number of leads,...