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The use of Internet as a marketing strategy in hotel market: A comparison between Brazil, Ghana, and Sweden
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID-id: 0000-0002-0554-9591
Universidade Regional de Blumenau, Brazil.
2007 (portugisisk)Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

The new information technologies (NIT), especially the Internet, have created opportunities for companies. NIT can be used as a tool to execute marketing activities on three levels: (1) a firm can convey information about its products and services, using various communications tools, (2) conduct transactions by means of e-commerce and deliver its products/services online or (3) by the help of the conventional delivering way. In the tourism market, which is an information-oriented phenomenon, the NIT has had strong influence because people use the Internet to search for information to better plan their trips. In the hotel business, for example, the customers search for the company’s core service and support services, which can fulfill their basic and secondary needs. In this perspective, this study analyzed how hotels presented their services, prices, and communicated with their customers on the Internet. The main objective was to analyze the presentation of the marketing mix strategies in the hotels’ websites. The methodology used was first an exploratory research and then a descriptive study. The method was a qualitative and the population was hotels from three countries, Ghana, Sweden and Brazil. The results showed that the information aired in the hotels’ web pages were clearly directed to their respective target audience. To promote their services, the companies studied used, as their main communication tools, advertising, Customer Relationship Management (CRM) and public relations. It can be inferred that the companies uniformly used marketing and communication tools in their websites. Thus, to market their services, no difference was found among the three firms’ use of those tools.

sted, utgiver, år, opplag, sider
2007.
Emneord [en]
Marketing mix, Internet, Strategy, hotels, Brazil, Ghana, Sweden
HSV kategori
Identifikatorer
URN: urn:nbn:se:hh:diva-4955OAI: oai:DiVA.org:hh-4955DiVA, id: diva2:326232
Konferanse
X Encontro Nacional de Turismo com Base Local, June 5-9, João Pessoa, Brazil
Tilgjengelig fra: 2010-06-22 Laget: 2010-06-22 Sist oppdatert: 2018-03-23bibliografisk kontrollert

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