A study of the hotel industry's application of the Web site as a marketing tool

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A study of the hotel industry's application of the Web site as a marketing tool

 

Author: Wu, Jun Ellen
Title: A study of the hotel industry's application of the Web site as a marketing tool
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Hotels -- Computer network resources
Internet marketing
Department: School of Hotel and Tourism Management
Pages: ix, 110 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1717678
URI: http://theses.lib.polyu.edu.hk/handle/200/817
Abstract: The purpose of this study is to provide a direction on developing effective web site marketing strategy for China hotels by evaluating, analyzing and comparing the web sites between China hotels and U.S. hotels. Firstly, the web site marketing attributes were identified and categorized into four groups "information", "communication", "distribution" and "transaction" based on the ICDT model and literature review. After that, a web site evaluation table was complied accordingly. And then, 29 China 5 Star hotels' web sites and 23 USA AAA 5 Diamond hotel's web sites were evaluated to collect the primary data. After data analysis, the results of T-test and Chi-square revealed that there was a big gap between China and USA hotels on the use of web site as a marketing strategy tool. The finding has important industry implication for China hotel mangers to see the gap and take action accordingly. Finally, structured interviewing was conducted to 3 hotel General Managers and 3 hotel Director of Sales and Marketing to assess the SPSS findings and collect their suggestions on improving China hotel web sites' effectiveness as a marketing tool.

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