An investigation of information channel management and monitoring by Swiss hotels

Murphy, Hilary (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) ; Cossutta, Mathieu (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

Though hotel s attract and manage customers on their o wn websites, their customers also use a variety of information channels to inform themselves during the hotel booking process. This paper investigates how these key information channels are managed and monitored by hotel managers in Switzerland. A quantit ative approach is deployed with questionnaires sent to members of the Swiss hoteliers association to discover their information channel management practices. Res ults show a high dependency on online travel agents (OTA) to supply information to potential cu stomers and, though the se OTAs are monitored by hoteliers, many of the widely used information channels are not. This paper highlights a lack of channel alignment be tween hotels and their customers and recommends that hoteliers need to improve their inform ation channel management . It further proposes a conceptual framework to further investigate the impact of information visibility , channel monitoring and website performance on occupancy


Mots-clés:
Type de conférence:
full paper
Faculté:
Economie et Services
Ecole:
EHL Ecole hôtelière de Lausanne
Classification:
Économie/gestion
Adresse bibliogr.:
Dubai, United Arab Emirates, 6-9 October 2014
Date:
Dubai, United Arab Emirates
6-9 October 2014
2014
Pagination:
9 p.
Titre du document hôte:
Proceedings of euroCHRIE Conference 2014
Le document apparaît dans:

Note  Le statut de ce document est: non diffusé

Note: The status of this file is: restricted


 Notice créée le 2015-10-02, modifiée le 2018-02-15

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