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


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Subject(s):
Economie/gestion
Publisher:
Dubai, United Arab Emirates, 6-9 October 2014
Date:
Dubai, United Arab Emirates
6-9 October 2014
2014
Pagination:
9 p.
Published in
Proceedings of euroCHRIE Conference 2014
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2015-10-02, last modified 2018-12-20

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