UNLOCKING THE POTENTIAL OF INTEGRATED MULTICHANNELSERVICES FOR IMPROVED CUSTOMER REACH IN THE LEBANESEHOSPITALITY INDUSTRY.

Abstract

This study examines the opportunities and problems of adopting integrated multichannel services in Lebanon's hotel sector, using a service science viewpoint. In light of increasing digital technologies and changing consumer behavior, an exploratory study was undertaken with hotel managers and online travel agencies to investigate hotels' integrated multichannel offerings. The findings indicate that hotels have multiple channels with integrated multichannel services. However, deviations exist in the integration of direct and indirect channels via online travel intermediaries. The
report suggests ways to improve integrated multichannel offerings in the hospitality industry and increase domestic tourism demand. This study adds to a better knowledge of the obstacles and opportunities in implementing integrated multichannel strategies.