Hotel internet marketing channels and purchase decision

被引：0
|
作者：
Amrahi, A. M. [1 ]
Radzi, S. M. [1 ]
Nordin, S. K. A. [1 ]
机构：
[1] Univ Teknol MARA, Selangor, Malaysia
来源：
HOSPITALITY AND TOURISM: SYNERGIZING CREATIVITY AND INNOVATION IN RESEARCH | 2014年
关键词：
internet; direct marketing channel; indirect marketing channel; purchase decision; hotel industry;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper aims to investigate the relationship between hotel internet marketing channels and customer purchase decision of 5 star hotel in Kuala Lumpur. A quantitative approach used in this paper where instrumentation design based from previous research methodology. Questionnaire distributed to all 5 star hotels in Kuala Lumpur official Facebook fan page using an online survey provider. From the findings, there is a significant relationship between hotel internet marketing channels and purchase decision. This paper only focused on 5 star hotels in Kuala Lumpur, and if this study can be done towards 5 star hotels in Malaysia could be beneficial. This paper provides not only knowledge about the channels, but the practitioner also can know how the customer perceived when they get promotion from them.
引用
收藏
页码：455 / 459
页数：5
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