Tourism, hospitality and digital transformation

Tajeddini, Kayhan; Ratten, Vanessa; Merkle, Thorsten

doi:10.4324/9780429054396-1

Cited by 5 publications

(8 citation statements)

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“…The Covid-19 crisis has necessitated the future trends of digital transformation in the healthcare sector only. In the meanwhile, has become an opportunity for other stakeholders to introduce and implement the transactions without papers (Ratten & Thaicon, 2021). The results of this study supported research conducted by (Cobanoglu et al, 2021), digital marketing presents exceptional complexities.…”

Section: Discussionsupporting

confidence: 78%

“…The first research question is to answer if there is a statistically significant relationship between the impact of the post-Covid-19 Pandemic and the future trends of marketing in the hospitality industry, where the p-value of the impact of the post-Covid-19 Pandemic is 0.396 which is greater than 0.001, indicating that the result is insignificant and the hypothesis is not accepted by data. From a previous study, the rapid development of online communication networks has been one of the main changes since the Covid-19 issue (Ratten & Thaicon, 2021). This has altered how people behave and made it possible for online versions of real-world social relationships to exist.…”

Section: Discussionmentioning

confidence: 99%

“…According to (Ratten & Thaicon, 2021), supported by other researchers, the growth of the digital transformation in the marketing trends in entrepreneurship is required just in time. The Covid-19 crisis has necessitated the future trends of digital transformation in the healthcare sector only.…”

Section: Discussionmentioning

confidence: 99%

“…Digital marketers must always compete to be on top of digital technologies as digital channels multiply quickly. According to (Ratten & Thaicon, 2021) as well, the digital transformation concept is a multi-dimensional phenomenon that, no matter how will impact any entities differently based on the environmental factor. With the advancement of these new technologies, marketing has transformed into a digital environment where goods and services are available around the clock, every day of the week (Sutherland et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…The rapid development of online communication networks has been one of the main changes since the Covid-19 issue (Ratten & Thaicon, 2021). This has altered how people behave and made it possible for online versions of real-world social relationships to exist.…”

Section: Relationship Between the Impact Of The Post Covid-19 Pandemi...mentioning

confidence: 99%

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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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Section: Discussionsupporting

confidence: 78%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Relationship Between the Impact Of The Post Covid-19 Pandemi...mentioning

confidence: 99%

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