Analyzing e-marketing strategies in luxury hotel chains

Pao Yue-kong Library Electronic Theses Database

Analyzing e-marketing strategies in luxury hotel chains

 

Author: Lam, Christina
Title: Analyzing e-marketing strategies in luxury hotel chains
Degree: DHTM
Year: 2016
Subject: Branding (Marketing)
Hotels -- Marketing
Electronic commerce -- Management.
Internet marketing.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: x, 196 pages
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2949937
URI: http://theses.lib.polyu.edu.hk/handle/200/8846
Abstract: The last decade was marked by a tremendous growth in the luxury market, strong buying power, and increased demand in luxury goods. The financial crisis of 2007-2008 did not stop nor affect consumers from purchasing and enjoying luxury products and services. In particular, new money came from the emerging markets. In the time of financial crisis, it is the high-end inconspicuous, and fully priced products that are flying off the shelves (Clifford, 2011). Given its success, the luxury market has become dynamic and competitive. Every luxury brand aims to differentiate itself and stand out from its competitors by strengthening its brand image, sustaining its market position, and penetrating its targeted market segments. In the hospitality industry, luxury hotel chains are part of the luxury market. Hence, they also benefit from the growth of this market and are continuously prospering and expanding globally. Given that the current business environment in the hospitality industry is changing dramatically, luxury hotel chains are facing intense competition, rapid technological advances, and increasing consumer sophistication. Therefore, every luxury hotel chain is striving to keep up and anticipate the changing behavior and expectations of their target consumers, and consequently, earn brand and consumer loyalty. Marketing strategy becomes crucial for hotel practitioners because this important step leads their companies to succeed in terms of building brand awareness, gaining consumer loyalty, attracting investor interest, and generating company revenues.
In the old days, marketing strategies in the hospitality industry relied completely on traditional marketing tools. Entering into the information technology century, the Internet has fundamentally changed business and marketing strategies in the hospitality industry. The use of digital and modern technologies has enabled the industry to change their common practices. Considering that the luxury market in the hospitality industry is intensely competitive, adopting advanced technologies to enhance their marketing strategy and increase their competitive edge is critical. Most luxury hotel chains are attempting to respond rapidly to this radical change, and are focusing on e-marketing strategies to reach out to their customers at the global level, because e-marketing channels allow engaging with people at the global level without time constraints. Such channels have opened tremendous opportunities to reach out to a large number of consumers. Through the study, the researcher aims to analyze how effective of the e-marketing strategies have been implemented in the luxury hotel chains and further explore what are the major challenges and potential obstacles affect their decision in e-marketing strategies. In the current study, the researcher employs a qualitative research approach to investigate e-marketing strategies adopted by luxury hotel chains by conducting in-depth interviews with experts (i.e., hotel marketers) who are actively involved in the decision-making process for e-marketing strategies. After analyzing the data, the researcher shares the findings and provides recommendations to help industry practitioners improve their business practices, build a strong brand, and increase their competitive advantages through e-marketing strategies.

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