Digital marketing performance : how effective are the tactics and metrics used by hotels ?

Murphy, Hilary Catherine (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Chen, Meng-Mei (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Shapiro, Tanya (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

Extensive resources are invested in digital marketing in the hotel sector, however, few studies examine the efficacy of these tactics. This study examines (1) the range of digital marketing tactics utilised and (2) the metrics used to monitor digital marketing performance. The research concentrates on hotels within Switzerland, and the analysis was conducted based on a survey with 31 respondents. Preliminary results indicate that a clear website address and informative content are perceived to be the highest ranked digital marketing tactics, while the highest ranked marketing performance metric are referrals to the website and social media likes and shares.


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
EHL
Classification:
Economie/gestion
Adresse bibliogr.:
Dunedin, New Zealand, 7-10 February 2017
Date:
Dunedin, New Zealand
7-10 February 2017
2017
Pagination:
13 p.
Publié dans
Proceedings of The 27th Council for Australasian Tourism and Hospitality Education (CAUTHE) Annual Conference 2017
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Note: The status of this file is: restricted


 Notice créée le 2017-10-27, modifiée le 2018-12-05

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