ASSESSMENT OF THE MARKETING ACTIVITY IN FIVE-STAR HOTELS

نوع المستند : المقالة الأصلية

المؤلفون

کلية السياحة والفنادق - جامعة المنصورة

المستخلص

This study aims to assess the marketing activitiy in five star hotels in Greater Cairo. It  identifies the factors that have an impact on customers' purchasing decisions. A questionnaire form was developed to collect the required data for this study. A total of 300 forms were randomly distributed to a sample of hotel guests; only 248 forms (82.7%) were valid for analysis. Moreover, 20 valid forms were received from marketing managers. The obtained results showed that the majority of marketing managers use face to face selling as a direct marketing, in addition to the demand based pricing, they organize celebrations of different events and they continuously update the hotels’ offers and discounts. On the other hand, the majority of the surveyed guests showed interest in offers and discounts provided by hotels; they prefer hotels that offer fair prices and ensure quality of service. In general, they use travel agents, hotels advertising campaigns and the internet for searching and they use the internet heavily to help them make travel decisions more quickly.

الكلمات الرئيسية

المراجع

References
Amar, J. (2009). Marketing Management. Gennext Publication.
Bowie, D. and Buttle, F. (2004). Hospitality Marketing: An Introduction. 1st edition. Elsevier Butterworth Heinemann Chennai.
Chan, B., and Mackenzie, M. (2013). Introduction to the Hospitality. Fifth Edition, Hong Kong: Wan Chai.
Chitty, W., Barker, N., and Valos, M. (2011). Integrated Marketing Communications: Asia Pacific Edition. Third edition. Australia: Cengage Learning.
Chopra, S. (2012). Basic Concepts in Marketing. [Referenced 29 February 2017]. Available at: http://www.du.ac.in/fileadmin/DU/Academics/coursematerial/EP_16.pdf.
Dann, S. (2010).Redefining Social Marketing with Contemporary Commercial Marketing Definitions. Journal of Business Research.
Gregurec, I., Vranesevic, T., and Dobrinic, D. (2011).The Importance of Database Marketing in Social Network Advertising. International Journal of Management Cases.
Johan S., Johan B., Sharon K. (2004). Introduction to Marketing. Juta and Co Ltd. South Africa (4th edition).
Kotler, P., and Armstrong, G. (2001). Principles of Marketing. 7th edition. Prentice Hall Inc. New Jersey.
Kotler, P., and Armstrong, G. (2005). Principles of Marketing. Tenth edition. United States. Pearson education Inc.
Kotler, P., Bowen, J. and Makens, J. (2004). Marketing for Hospitality and Tourism. 2nd edition. Pearson Education Limited. Harlow.
Kotler, P. and Keller, K. (2009). Marketing Management. Pearson International Edition 13th Edition. Pearson Education Inc. Upper-saddle River.
Lazer, W. and Layton, R. (1999). Contemporary Hospitality Marketing: A Service Management Approach. 1st edition. Educational Institute of the American Hotel and Motel Association. Michigen.
Medlik, S. and Ingram, H. (2000). The Business of Hotels. 4th edition. Great Britain. Elsevier Ltd.
Middleton, V., Fyall, A., Morgan, M., and Rachhod A. (2009). Marketing in Travel and Tourism. 4th edition. Great Britain. Elsevier Ltd.
Miller and Michael (2012). B2B Digital Marketing. Using the Web to Market Directly to Businesses. UK: Pearson Education. 
Mohammed, R., Fisher, R., Jaworski, B., and Paddison, G. (2003). Internet Marketing: Building Advantages in a Networked Economy. 2nd edition, McGraw Hill Inc. Singapore.
Nielsen (2012). State of The Media: The Social Media Report. From http://www.nielsen.com/content/dam/corporate/us/en/reportsdownloads/2012Reports/The-Social-Media-Report-2012.pdf.
O’Connor, P., and Murphy, J. (2004). A Review of Research on Information Technology in the Hospitality industry, 23, (5), 473-484.
O’Connor, P., and Piccoli, G. (2003). Marketing Hotels Using Global Distribution Systems Revisited. Cornell Hotel and Restaurant Administration Quarterly.
O’Flaherty, K. (2008). Keeping a Fresh Spin on Things, Marketing Week.
Perreault, W., and McCarthy, E. (2004). Basic marketing: A Global Managerial Approach (15th edition.). New York: McGraw-Hill Irwin.
Petra Z. (2012). How do Guests Choose a Hotel. University of Primorska, Faculty of Tourism Studies. Slovenia  petra.zabukovec@turistica.si .
Rafiq, M. and Ahmed, P. (2002). Using the 7Ps as a Generic Marketing Mix: An Exploratory Survey of UK and European Marketing Academics. Marketing Intelligence and Planning.
Raymond K., Chu, T. (2000). An Importance Performance Analysis of Hotel Selection Factors in the Hong Kong Hotel Industry a Comparison of Business and Leisure Travellers. The Hong Kong Polytechnic University, Hong Kong Region, People's Republic of China.
Robert P., Ozalp O. (2012), Oxford Handbook of Pricing Management, Chapter: Sales Promotions. Oxford University Press.
Sekar M. (2013). Challenges and Opportunities of E-Marketing. International Journal of Scientific Research and Management, School of Business Management, Rathnavel Subramanian College of Arts and Science.
Shaker T. (2009). The Effects of Relationship Marketing on Organizational Outcomes. An Applied Study in Jordanian Insurance Companies. European Journal of Social Sciences.
Simon H. (2008).  Tourism and Hospitality Marketing.  SAGE publications Ltd, London EC1Y 1SP
Smith, P., and Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
Solomon, M., and Stuart, E. (2000). Marketing. 2nd edition. Prentice Hall Inc. New Jersey.
Tan A., Eliza C., Yick. T., and Cynthia L. (2009). Hospitality Marketing: Manual on Elective. School of Hotel and Tourism Management, The Chinese University of Hong Kong.
Tariq, M., and Wahid, F. (2011). Assessing Effectiveness of Social media and Traditional Marketing Approaches in Terms of Cost and Target Segment Coverage. Interdisciplinary Journal of Contemporary Research in Business.
 
 
 

ملفات

شارك

إرسال الاستشهاد إلى

الإحصائيات