Hotel Marketing Campaigns and Consumer Behavior
| dc.contributor.author | Loulou, Aikaterini | en |
| dc.date.accessioned | 2024-06-20T12:24:41Z | |
| dc.date.available | 2024-06-20T12:24:41Z | |
| dc.date.issued | 2024-06-20 | |
| dc.identifier.uri | https://repository.ihu.edu.gr//xmlui/handle/11544/30470 | |
| dc.rights | Default License | |
| dc.subject | Hotel marketing campaigns | en |
| dc.subject | Consumer behavior | en |
| dc.title | Hotel Marketing Campaigns and Consumer Behavior | en |
| heal.abstract | It is well-known that marketing campaigns play a crucial role in shaping consumer behavior. As far as hotels are concerned, it is important for their future success. The purpose of this study is to examine the effectiveness of hotel marketing campaigns on consumer behavior. The factors used in this analysis were hotel's brand image, price, trust and value on purchase intentions. Additionally, this study examines the effectiveness of online reviews and UGC and whether photo or video aesthetics affect consumer engagement the most. The method used for this analysis was an online questionnaire, consisted of 3 parts, which tested the hypothesized relations. The findings manifest that the respondents purchase intention differs among the three hotels that were chosen for the questionnaire, concerning value and trust. Additionally, they perceive that when a hotel is well-known it affects purchase intentions. An unexpected result is price perception that was positive in all three hotels, despite the fact that hotels were of different price ranges, as well as, price perception affects perceived value. Another unexpected result is that online reviews and UGC don’t affect purchase intentions. Furthermore, for visual aesthetics, the majority of respondents disagree that they should yield more positive responses. Lastly, for video aesthetics again opinions differ. | en |
| heal.academicPublisher | IHU | en |
| heal.academicPublisherID | ihu | en_US |
| heal.access | free | en_US |
| heal.advisorName | Tzafilkou, Aikaterini | en |
| heal.classification | Marketing | en |
| heal.committeeMemberName | Karapiperis, Dimitrios | en |
| heal.committeeMemberName | Akritidis, Leonidas | en |
| heal.creatorID.dhareID | louloukaterina@hotmail.com | |
| heal.dateAvailable | 2024-06-07 | |
| heal.language | en | en_US |
| heal.license | http://creativecommons.org/licenses/by-nc/4.0 | en_US |
| heal.numberOfPages | 69 | en_US |
| heal.publicationDate | 2024-06-07 | |
| heal.recordProvider | School of Science and Technology, MSc in e-Business and Digital Marketing | en_US |
| heal.type | masterThesis | en_US |
Αρχεία
Πρωτότυπος φάκελος/πακέτο
1 - 1 από 1
Δεν υπάρχει διαθέσιμη μικρογραφία
- Ονομα:
- MASTER THESIS.docx
- Μέγεθος:
- 1.79 MB
- Μορφότυπο:
- Microsoft Word XML
- Περιγραφή:
Φάκελος/Πακέτο αδειών
1 - 1 από 1
Δεν υπάρχει διαθέσιμη μικρογραφία
- Ονομα:
- license.txt
- Μέγεθος:
- 2.58 KB
- Μορφότυπο:
- Item-specific license agreed upon to submission
- Περιγραφή: