Development and validation of the scale for measuring digital marketing orientation in the hotel industry
Purpose: This paper aims to develop and validate the scale for measuring digital marketing orientation (DMO) in the hotel industry. Methodology: The robust exploratory and confirmatory factor analysis procedure is applied to a data set collected through an online survey of 164 hotels in Bosnia and...
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| Format: | Article |
| Language: | English |
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Faculty of Economics in Osijek
2021-01-01
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| Series: | Ekonomski Vjesnik |
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| Online Access: | https://hrcak.srce.hr/file/377993 |