CRM Concepts & Practices in Hotel and Tourism Operations

The hospitality and tourism industries have witnessed unprecedented growth and competition in recent years as customers become increasingly discerning and tech-savvy, hotels, travel companies and tourism boards must adapt to meet their evolving needs and expectations. Customer Relationship Management (CRM) has emerged as a critical strategy for hospitality and tourism businesses to build loyalty, drive revenue, and gain a competitive edge.

This book aims to provide a comprehensive understanding of CRM principles and their application in the hospitality and tourism industries. Written for students, practitioners, and managers, this book explores the latest CRM concepts, technologies, and best practices, with a focus on hotel and tourism operations.

Through a combination of theoretical foundations, real-world industry examples, this book will equip readers with the knowledge and skills necessary to design, implement, and evaluate effective CRM strategies in hospitality and tourism settings. Whether you are a hospitality or tourism professional, educator, or student, this book will serve as a valuable resource for understanding the role of CRM in driving business success in these dynamic industries.

Prof. (Dr.) Bibhuti Bhushan Pradhan is presently the Pro-Vice Chancellor-cum-Registrar, Siksha O Anusandhan University. He has more than forty-two years' experience in research and teaching in Strategic Management, Finance and Accounting. He has served as Dean(R&D), Principal at School of Hotel Management and Institute of Business & Computer Studies, Siksha O Anusandhan. Prior to this, Prof. Pradhan was the Associate Professor and Head of Department of Commerce, Manipur University, Imphal and Lecturer, North-Eastern Hill University, Shillong. He has published five books and more than one hundred referred papers in SCOPUS and WEB of Science listed journals, besides organizing more than fifteen international and national conferences, seminars and workshops and participating more than thereof. He has awarded PhD to seventeen research scholars and is a member of professional bodies like, International Engineering and Technology Institute; Hong Kong, Indian Accounting Association; IAA Research Foundation, Kolkata; Indian Commerce Association; Indian Institute of Public Administration, New Delhi; Indian Association for Educational Technology, New Delhi; Research Development Association, Jaipur, World Researchers Associations, Indore.

Prof. (Dr.) Sasmita Mohanty has done her MBA (Hospitality & Tourism Management and Human Resource Management) from Utkal University and is Ph.D (Hospitality & Tourism Management) from Siksha 'O' Anusandhan deemed to be University. She has also done her Master's Degree in Home Science with Nutrition as specialisation from Utkal University and has been the University Rank Holder as well. Her research and teaching interests have been fostered by several years of teaching and mentoring at School of Hotel Management, Faculty of Hospitality & Tourism Management, Siksha 'O' Anusandhan deemed to be University. Prof. Mohanty has published research articles in Scopus Indexed, Web of Science and UGC Care List Journals and has co-authored two Patents in the area of Management (received early publications of the same) and has two books published under her name. Prof. Mohanty is a certified trainer from Administrative Staff College of India (ASCI), Hyderabad who has conducted numerous soft skills training programmes and faculty development programmes.

Dr. Ashish Mohanty has done his Masters in English, Masters in Business Administration with specialisation in Human Resource Management and Ph.D in English (Communication Management) from Ravenshaw University. He has rich and varied experiences of more than two decades, both in industry as well as academics. His research and teaching interests have been fostered by several years of teaching and mentoring at various b-schools and presently at Siksha 'O' Anusandhan deemed to be University, Bhubaneswar, Odisha as Associate Professor. Dr.Mohanty has conducted various workshops, training programmes and MDPs for working professionals from organisations like Apollo Hospitals, Odisha Mining Corporation (OMC), Computer Lab, Tata Iron & Sponge, Mondelez International Ltd., (Cadbury India), etc on Effective Communication for Professional Excellence and Professional Etiquette. He is a certified English Language Teaching expert by the British Council. His research areas include: Organisational Communication, Team Communication and Group Dynamics. His areas of training & development include: Soft Skill Training, Voice & Accent Neutralisation Training, Team Building, Management Games and Behavioural Etiquette Training.