2017-03-18T11:29:44Z

2017-03-18

Default License

Hotel marketing

Hotel Internet Marketing Strategies

Hospitality industry--Management

Hospitality industry--Marketing

Hotels--Marketing

free

An Overview of Change Management in the Hospitality Industry Jennifer Lee, academic paper Evolution in Electronic Distribution: Effects on Hotels and Intermediaries , Cornell University School of Hotel Administration the Scholarly Commons Pros and Cons of Internet Marketing, Vladislav Yurovskiy, Research paper The role of the tourism sector in expanding economic opportunity , Caroline Ashley, Peter De Brine, Amy Lehr and Hannah Wilde https://www.tnooz.com/article/internet - of - things/ http://www.hospa.org/en/weblog/2014/03/24/hospa - explains - internet - things/#.V3q4E_mLSM9 https://strategymeetsaction.com/ Travel & Tou rism Paper, Economic Impact 2015 Greece by WTTC https://www.tripadvisor.com.gr/TravelersChoice - Hotels - cTop - g189398 Eurobank Economic Analysis and Financial Markets Researc h Tourism in Greece: Strategic Analysis and Challenges Dimitrios Buhalis School of Management Studies for the Service Sector, University of Surrey, Guildford GU2 7XH, UK http://blog.milestoneinternet.com/roi - tracking/2015 - top - digital - marketing - trends - infographic - recap/ Strategic marketing plan for a hotel, Maarit Karppinen paper http://www.wordstream.com/blog/ws/2015/09/28/hotel - marketing https://traveltechstrategies.com/2015/09/best - online - marketing - strate gies - for - small - hotels/ 58 Marketing to a high - end consumer, using the luxury strategy, Vincent Bastien Professor of Marketing, HEC Paris Modelling E - Marketing Strategies: Internet Presence and Exploitation of Greek Hotels, Journal of Travel & Tourism Marke ting Sotirios Sarantakos, Social Research, Third Edition, 2005 The implementation of E - marketing in the hotel industry: The case of Istria County Marketing practises of hotels and resorts in ChiangMai: A study of products, pricing and promotional practi ses, Journal of Management and Marketing research Selling Rooms online: The use of social media and online travel agents Developing and benchmarking internet marketing strategies in the hotel sector in Greece. Journal of Hospitality and tourism research Anderson, C. (2009). The Billboard effect: Online travel agent impact on non - OTA reservation volume. Carroll, B., &Siguaw, J. (2003). Evolution in electronic distribution: Effects on hotels and intermediaries. Del Chiappa, G. (2013). Internet versus travel agencies the perception of different groups of Italian online buyers. JournalofVacationMarketing, 19(1), 55 - 66. Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word - of - mouth) messages. CyberPsychology& Behavior, 12(2), 193 - 197. Gretzel, U., &Yoo, K. H. (2008). Use and impact of online travel reviews. Information and communication technologies in tourism 2008, 35 - 46. Hu, Y. H., & Chen, K. (2016). Predicting hotel review helpfulness: The impact of review visibility, and interaction between hotel stars and review ratings. International Journal of Information Management, 36(6), 929 - 944. 59 Kim, E. E. K., Mattila, A. S., &Baloglu, S. (2011). Effects of gender and expertise on consumers’ motivation to read online hotel reviews. CornellHosp italityQuarterly, 52(4), 399 - 406. Kusumasondjaja, S., Shanka, T., &Marchegiani, C. (2012). Credibility of online reviews and initial trust The roles of reviewer’s identity and review valence.Journal of Vacation Marketing, 18(3), 185 - 195. McCarthy, L., Stoc k, D., &VermaPh D, R. (2010). How travelers use online and social media channels to make hotel - choice decisions. Panneerselvam, R. (2014). Research methodology. PHI Learning Pvt. Ltd.. Park, Y. A., Gretzel, U., &Sirakaya - Turk, E. (2007). Measuring web site quality for online travel agencies. JournalofTravel&TourismMarketing, 23(1), 15 - 30. Purnawirawan, N., De Pelsmacker, P., & Dens, N. (2012). Balance and sequence in online reviews: How perceived usefulness affects attitudes and intentions. Journal of inter active marketing, 26(4), 244 - 255. Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management , 32(6), 1310 - 1323. Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online trav el reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management , 39, 1 - 9. Toh, R. S., Raven, P., &DeKay, F. (2011). Selling rooms: Hotels vs. third - party websites. Cornell Hospit ality Quarterly, 52(2), 181 - 189. Tse, A. C. B. (2003). Disintermediation of travel agents in the hotel industry.International Journal of Hospitality Management, 22(4), 453 - 460. Vermeulen, I. E., &Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism management , 30(1), 123 - 127. 60 Wen, I. (2009). Factors affecting the online travel buying decision: a review. International Journal of Contemporary Hospitality Management, 21(6), 752 - 765. Ye, Q., Law, R., Gu, B., & Chen, W. (2011). 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2017-01-15

Abstract ................................ ................................ ................................ .......................... 2 1. Introduction ................................ ................................ ................................ ........ 4 2. Literature Review ................................ ................................ ................................ ... 7 2.1 Changes in the Hotel Industry ................................ ................................ .............. 7 2.2 How Internet has changed hotels ................................ ................................ ........ 8 2.3 Advantages and Challenges of Internet Marketing ................................ ............. 9 2.3.1 Tourism and Hotel Industry ................................ ................................ .......... 9 2.3.2 Hotel Industry and the Internet ................................ ................................ .. 10 2.4 Tourism Sector in Greece ................................ ................................ ................... 11 2.5 Top 25 Hotels in Greece in 2015 ................................ ................................ ........ 14 2.6 Greek tourism sector: recent trends, outlook and challenges .......................... 16 2.7 SWOT analysis ................................ ................................ ................................ .... 19 3. Hotel Internet Marketing Strategies ................................ ................................ .... 21 3.1 Digital Marketing Trends of 2015 ................................ ................................ ...... 21 3.2 Importance of Digital Marketing in a hotel’s Marketing Strategy ..................... 23 3.3 Essential Hotel Marketing Strategies ................................ ................................ . 25 3.3.1 Clever pricing strategies for Small Hotels ................................ ................... 29 3.3.2 Clever pricing strategies for 5 star Hotels ................................ ................... 30 3.4 Digital Marketing Strategies in Greece ................................ .............................. 31 4. Research Model ................................ ................................ ................................ ... 38 4.1 Model of the research ................................ ................................ ....................... 38 4.2 Objectives for this research ................................ ................................ ............... 38 4.3 Questions for the research ................................ ................................ ................ 39 4.4 Th eoretical framework ................................ ................................ ...................... 39 5. Research Methodology ................................ ................................ ........................ 42 5.1 Research tool ................................ ................................ ................................ ..... 42 5.2 Suggested analysis ................................ ................................ ............................. 42 5.3 Sample ................................ ................................ ................................ ................ 42 5.4 Contact method ................................ ................................ ................................ . 43 5.4.1 Questionnaire questions ................................ ................................ ............. 43 5.4.2 Pilot survey ................................ ................................ ................................ .. 43 5.4.3 Data sample ................................ ................................ ................................ 44 5.4.4 Survey conduction ................................ ................................ ...................... 44 5.5 Methods of Data Analysis ................................ ................................ .................. 45 6 . Results ................................ ................................ ................................ .................. 46 7 . Conclusions ................................ ................................ ................................ .......... 54 Bibliography ................................ ................................ ................................ ................. 57 Appendices ................................ ................................ ................................ ............... 61

Gatzianas, Marios

IHU

63