Marketing information systems in tourism and hospitality small‐ and medium‐sized enterprises: a study of Internet use for market intelligence

Abstract

AbstractThis study investigates the nature of marketing information systems (MkIS) within small‐ and medium‐sized enterprises (SMEs) and focuses on the importance of external information and market intelligence. The sources of market intelligence are investigated with particular emphasis on understanding the usefulness of the Internet for external information gathering. The empirical research to support the study uses survey methods to investigate marketing information systems, market intelligence and Internet use within hospitality and tourism SMEs in the Yorkshire and Humber region.The findings indicate that SMEs in this sector make use of informal marketing information systems which mainly concentrate on internal and immediate operating environment data. Important wider market intelligence is underutilised owing mainly to the resource constraints of these smaller businesses. The Internet has not yet been recognised as an important source for market intelligence despite having the benefits of providing much of the necessary data more quickly and at a lower cost than many other sources. Copyright © 2001 John Wiley & Sons, Ltd.