A study of World Wide Web marketing in China's hotel industry

Pao Yue-kong Library Electronic Theses Database

A study of World Wide Web marketing in China's hotel industry


Author: Huang, Xin Truman
Title: A study of World Wide Web marketing in China's hotel industry
Degree: M.Sc.
Year: 2002
Subject: Hong Kong Polytechnic University -- Dissertations
Internet marketing -- China
Hotels -- China
Hospitality industry -- China -- Marketing
Department: Multi-disciplinary Studies
School of Hotel and Tourism Management
Pages: xv, 134 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1643122
URI: http://theses.lib.polyu.edu.hk/handle/200/3588
Abstract: This research aims to comparatively evaluate the performance of websites between Mainland luxury hotels and Hong Kong luxury hotels by developing a model of website performance. A content analysis was adopted for this research. This research has involved marketing mixes including 8Ps from industry perspective and 4Cs from customer perspective, which attempts to evaluate hotel website components and attributes. Website promotion is also evaluated in this research. Each component of marketing mix were ranked according to its importance and scored based on a 100-point judgmental scale. A total of 42 components with various attributes from industry and customer perspectives were scored to measure the performance of selected websites. 74 hotel websites including 45 Mainland luxury hotels and 29 Hong Kong luxury hotels were scored. The results show that the websites performance of Hong Kong hotels received higher scores than Mainland hotels and significant differences apparently existed between these two regions. This result typically reflects that the website application of Mainland hotels still remain in the stage of "electronic brochure" whereas the website application of Hong Kong hotels are already in the stage of "marketing tool". A hotel website model was proposed for the hotel industry when developing website as a marketing tool. In addition, website database marketing was mentioned for future research.

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