Hotel Internet Marketing Strategies

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dc.contributor.authorLettas, Nikolaosen
dc.date.accessioned2017-03-18T11:29:44Z
dc.date.available2017-03-19T01:00:15Z
dc.date.issued2017-03-18
dc.identifier.urihttps://repository.ihu.edu.gr//xmlui/handle/11544/15189
dc.rightsDefault License
dc.subjectMarketing strategiesen
dc.subjectHotel marketingen
dc.subject4 and 5 stars hotelsen
dc.titleHotel Internet Marketing Strategiesen
heal.abstractIn the very beginning there are two essential things to take into consideration. Those are the strategy and planning of what you have to do. The Internet has rapidly changed the way people behave and the techniques that are used and in my thesis I will demonstrate techniques that hotels need to take into consideration such as PPC (Adwords), SEO, SEM (Search Engine Marketing), Remarketing and third party websites (such as booking, trivago etc) . There are many success stories that take place in Greec e mainly in 4 and 5 stars hotels that led to conversion rate, booking and revenue increase and at the same time to a bounce rate decrease.All these meanings are going to be covered in details.en
heal.academicPublisherIHUen
heal.academicPublisherIDihuel
heal.accessfreeel
heal.advisorNameDrosos, Dimitriosen
heal.committeeMemberNameGatzianas, Mariosen
heal.committeeMemberNameBerberidis, Christosen
heal.keywordURI.LCSHHospitality industry--Management
heal.keywordURI.LCSHHospitality industry--Information technology
heal.keywordURI.LCSHHospitality industry--Marketing
heal.keywordURI.LCSHInternet marketing
heal.keywordURI.LCSHHotels--Marketing
heal.languageenel
heal.licensehttp://creativecommons.org/licenses/by-nc/4.0el
heal.numberOfPages63el
heal.publicationDate2017-01-15
heal.recordProviderSchool of Science and Technology, MSc in e-Business and Digital Marketingel
heal.referencesAn 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). The influence of user - generated content on traveler behavior: An empirical investigation on the effects of e - word - of - mouth to hotel online bookings. ComputersinHumanBehavior, 27(2), 634 - 639el
heal.spatialCoverageGreeceen
heal.tableOfContentsAbstract ................................ ................................ ................................ .......................... 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 ................................ ................................ ................................ ............... 61en
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