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.: Home > International Journal of Economics & Management Sciences > 2014 > Volume 3 Number 2 > Muhammad Imran Hanif1*, Shao Yunfei1 , BAI Xiu-Yin2 , Hanif Muhammad Shahzad3 and Muhammad Tariq Shareef4

The Efficiency of Innovative Marketing Information System: An Empirical Study of Tourism Industry of Pakistan

Muhammad Imran Hanif1*, Shao Yunfei1 , BAI Xiu-Yin2 , Hanif Muhammad Shahzad3 and Muhammad Tariq Shareef4
1School of Management and Economics, University of Electronic Science and Technology, Chengdu, 610054, P.R. China 2College of Humanities and Law, Chengdu University of Technology, Chengdu, 610059, China 3Manager Network Operations-PTCL-Etisalat Pakistan 4Islamia University Bahwalpur-Pakistan
Abstract :

An empirical study is conducted to explore the Innovative Marketing Information System in Tourism industry of Pakistan. The study is very beneficial for Hotels, fast food restaurants, tourist resorts, picnic spots and other areas of the sector to measure to what extent Innovative MKIS is efficient and effective. How much Innovative MKIS is contributing to the increase profitability and market value of tourism and can enhance performance of this sector by Innovative MKIS in Pakistan. The study was conducted to identify the importance of procedural improvements of Innovative MKIS and to support the marketing staff. Furthermore, it will add value for customers with product knowledge and help the business organizations to customers preferences and market response. IT based Innovative MKIS efficiency is measured on bases of four models proposed as organizational efficiency proportions by Gounaris, Panigyrakis and Chatzipanagiotou.

Keywords :
Innovative MKIS; Tourism; Hotels; Restaurants; Fast food restaurants; Market research system; Knowledge sharing; Innovation management; Market

Date Deposited : 16 May 2016 19:13

Last Modified : 16 May 2016 19:13

Official URL: http://www.omicsonline.com/

Volume 3, Number 2, September 2014 , ISSN 2162-6359

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