Hotel database marketing in asia: Towards an object-oriented approach

This paper introduces the Object-Oriented Database Marketing (OODM) model and attempts to incorporate this model into the Asian hotel industry. An OODM differs from traditional database marketing models by integrating object-oriented technology, a recently developed computer software technology, into the hotel database marketing context. The adoption of OODM by Asian hotels will allow the region to remain competitive in an era of Information Technology (IT) applications, and hence to retain their relative competitiveness in the present fierce business environment.