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The aim of our research was to examine how the knowledge of customer opinion of the tourism establishments can influence their organizational communication. As main objective, we followed, on the one hand the responsiveness' assessment of tourism units' management towards customer opinion and, on the other hand, revealing how crowdsourcing can help to streamline organizational communication of tourism units. We started from the premise that streamlining the activities depends on the extent to which tourism units p...

Taking full advantage of online global development, tourism and hospitality industry is rapidly growing its e-tourism wings. In the context of globalization and high competitivity, managers must face the new dimension of the market. Speaking in terms of impact and efficiency, conversion rate optimization it's one of the elements that must be taken into consideration by any manager when establishing online strategy. Presenting case studies of online performance improvement - by changing website copy, elements displ...