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.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Subject(s):
Economie/gestion
Publisher:
Dunedin, New Zealand, 7-10 February 2017
Date:
Dunedin, New Zealand
7-10 February 2017
2017
Pagination:
13 p.
Published in:
Proceedings of The 27th Council for Australasian Tourism and Hospitality Education (CAUTHE) Annual Conference 2017
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2017-10-27, last modified 2019-06-11

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