Digital marketing in hotel industry

Parvez, Shaik Javed; Moyeenudin, H. M.; Arun, S.R.; Anandan, R.; Janahan, Senthil Kumar

doi:10.14419/ijet.v7i2.21.12383

Cited by 20 publications

(8 citation statements)

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“…Several studies on the adoption of SM by agencies have revealed that Facebook is by far the most used SM platform; others worth mentioning are (not in order of importance): YouTube, Twitter, WhatsApp, LinkedIn, Instagram and Telegram (Sengtong et al ., 2022; Sharma et al ., 2020; Parvez et al ., 2018; Fernandes et al ., 2016; Oji et al ., 2017; Ainin et al ., 2015; Aspasia and Ourania, 2014; Fedushko and Bekesh, 2014). The various web platforms are usually adopted in parallel and their usage is not exclusive to any one of them.…”

Section: Literature Review and Research Objectivesmentioning

confidence: 99%

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

Splendiani

Dini

Rivetti

et al. 2023

TQM

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PurposeThe purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer.Design/methodology/approachThe research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance.FindingsThe results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies.Research limitations/implicationsThe two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship.Originality/valueThe study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole.

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Section: Literature Review and Research Objectivesmentioning

confidence: 99%

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

Splendiani

Dini

Rivetti

et al. 2023

TQM

View full text Add to dashboard Cite

show abstract

“…This reflects the need of the industrial hotel practitioner to apply the transition process from traditional ways to digital marketing platforms. The demand for digital marketing nowadays has increased through Social Media Marketing (SMM) which collaborated with Search Engine Optimization (SEO) and Search Engine Marketing (SEM) enhancement (Parvez et al, 2018).…”

Section: Research Problem Statementsmentioning

confidence: 99%

A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

Sivaraman¹,

Zahrin²,

Roni³

et al. 2023

EJMMS

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The hospitality industry has been impacted by the Covid-19 Pandemic and is still ravaging several nations. Therefore, changing the normality of business operations and activities, especially in marketing trends, is crucial. This research evaluates the factors that impact future marketing trends, focusing on the employees in the hospitality industry within Klang Valley, Malaysia. In this research, the independent variables (impact of the post-Covid-19 Pandemic, transition process from traditional to digital marketing methods, consumers’ reactions towards digital marketing, and possibility of leveraging Industry 4.0) and their relationship to the dependent variable (future trends of marketing in the hospitality industry) were studied. Surveys via Google Forms were disseminated to employees in the hospitality industry within the Klang Valley. The data collected from 390 respondents from the hospitality industry contributed to this research by determining the correlated factors which shaped the future trends and practices in marketing. These factors were supported by the analysis modules and the underpinning theory developed by previous researchers. Based on the response, female respondents have responded more than male respondents, with the Malay ethnic group being the majority. Subsequently, most respondents have attained a bachelor’s degree and worked in the industry as junior executives for nearly 15 years. This study has proven that the transition process from traditional to digital marketing methods, consumers’ reaction, and the possibility of leveraging industry 4.0 has a significant relationship with future marketing trends. In conclusion, this research shows that technology transformation and consumer-centric methods can significantly change the landscape of marketing for the hospitality industry in the future. Article visualizations:<img src="/-counters-/edu_01/0209/a.php" alt="Hit counter" />

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“…• Advertising: TV, radio, magazines, newspapers • Direct marketing: direct selling, telemarketing, and direct-response advertising through direct mail, online, various broadcast and print media. Based on this classification, Promotional video (PV) is included in the third group, Digital or internet marketing (Parvez, Moyeenudin, Arun, Anandan, & Janahan, 2018). Digital/internet marketing uses the internet in order to inform the customers about the product or service.…”

Section: Promotionmentioning

confidence: 99%

“…It is important for a hotel to have PV as it can market their products; rooms, restaurants, facilities, etc (Parvez et al, 2018). Furthermore, it can highlight the important/unique parts of the hotel.…”

Section: Promotional Videomentioning

confidence: 99%

Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

Cindy

2020

katakita

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This is a Creative Thesis Final Project Report on a problem at Swiss-Belinn Airport Hotel Surabaya (SAHS). SAHS is a hotel that is located strategically in close proximity to Juanda Airport. The hotel has three types of rooms and provide various facilities, such as restaurant, pool etc. The target markets for these products are people who need meeting rooms, and are away on business trips, vacations, and transit. However, the hotel is struggling to reach out to individual guests. Thus, in order to effectively introduce and inform the hotel to a wider population, a tool is needed. A Promotional Video (PV) is a short video or movie to promote a product or service to potential customers. PV can highlight the USP of the hotel. However, due to the current pandemic, creating the promotional video is unattainable. Thus, this thesis would cover interviews for the data and/until the act of creating the plotline for the promotional video.Keywords: Promotional tool, promotional video, USP, target market

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Digital marketing in hotel industry

Cited by 20 publications

References 0 publications

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

A Study on the Factors That Impact the Future Trends of Marketing: Evidence From the Hospitality Industry in Klang Valley, Malaysia

Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

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