INVESTIGATION E- MARKETING STRATEGIES IN PAKISTAN HOTEL INDUSTRY/
Abida, Abida
INVESTIGATION E- MARKETING STRATEGIES IN PAKISTAN HOTEL INDUSTRY/ Abida Abida; Supervisor: Homayoun Pasha Safavi - sheets VIII, 81; charts, figures, tables, 30.5 cm CD
Includes CD
Thesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH Business Administration Department
Includes REFERENCES: sheets 70-78
ABSTRACT
E-marketing is smart, systematic and highly powerful tool that have been introduced into businesses worldwide and is an innovative approach that has capacity to go beyond borders and overseas. As the whole world’s business marketing strategies have switched from conventional marketing to the e-marketing, hotels in Pakistan are also shifting their marketing department on e-marketing platforms to eliminate the communication barrier between them and their customers. It is very smart way of marketing your business and in Pakistan it is spreading at a high pace. The worldwide research studies have shown that e-marketing is beneficial in every way. But many businesses in Pakistan are hesitant to adopt e marketing despite of a cost effective solution to grow business in the world. This study investigates e – Marketing tools and strategies on the performance and growth of hotel industry in Pakistan. We have lots of contributions related to this work worldwide. But we found a gap that in Pakistan we have more space of research. The use of international e-marketing strategies for hotel industry is in increasing trend and has been used worldwide but its impacts are needed to be investigated at the individual country level, this study has overcome this gap by studying its impact in Pakistan hotel industry. By this study, new and different dimensions of international e-marketing strategies might be unfolded. The research method used in this study was the qualitative research design and in-depth semi-structured interviews were conducted. The final sample size includes the 15 standard hotels from all over the Pakistan. Data was collected from the marketing managers of sample hotels and they provided the detail information about the impacts of e-marketing strategies that they have adopted on their businesses. The findings revealed that e-marketing strategies has major role in improving business performance, business growth and hotel’s position in the market. They have potential to let the hotels to become a competition in the market and to attract more customers and attain higher customer loyalty and satisfaction. These strategies causes reduction of marketing costs through automation and it has boundless universal accessibility. They have positive impact on brand building and they increases brand awareness. It has also become evident from the findings that these strategies plays role in reaching target audience more specifically and effectively. Increase in revenue generation has also been reported. These strategies have huge impacts on accomplishing business marketing goals.
Keywords: e-marketing strategies, Impacts of e-marketing, Pakistan Hotel Industry, Business performance, Customer loyalty and Satisfaction, Brand Building, Brand Awareness, Global reach, Attracting new customers, Cost reduction
e-marketing strategies
Impacts of e-marketing
Pakistan Hotel Industry
Business performance
Customer loyalty and Satisfaction
Brand Building
Brand Awareness
Global reach
Attracting new customers
Cost reduction
INVESTIGATION E- MARKETING STRATEGIES IN PAKISTAN HOTEL INDUSTRY/ Abida Abida; Supervisor: Homayoun Pasha Safavi - sheets VIII, 81; charts, figures, tables, 30.5 cm CD
Includes CD
Thesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH Business Administration Department
Includes REFERENCES: sheets 70-78
ABSTRACT
E-marketing is smart, systematic and highly powerful tool that have been introduced into businesses worldwide and is an innovative approach that has capacity to go beyond borders and overseas. As the whole world’s business marketing strategies have switched from conventional marketing to the e-marketing, hotels in Pakistan are also shifting their marketing department on e-marketing platforms to eliminate the communication barrier between them and their customers. It is very smart way of marketing your business and in Pakistan it is spreading at a high pace. The worldwide research studies have shown that e-marketing is beneficial in every way. But many businesses in Pakistan are hesitant to adopt e marketing despite of a cost effective solution to grow business in the world. This study investigates e – Marketing tools and strategies on the performance and growth of hotel industry in Pakistan. We have lots of contributions related to this work worldwide. But we found a gap that in Pakistan we have more space of research. The use of international e-marketing strategies for hotel industry is in increasing trend and has been used worldwide but its impacts are needed to be investigated at the individual country level, this study has overcome this gap by studying its impact in Pakistan hotel industry. By this study, new and different dimensions of international e-marketing strategies might be unfolded. The research method used in this study was the qualitative research design and in-depth semi-structured interviews were conducted. The final sample size includes the 15 standard hotels from all over the Pakistan. Data was collected from the marketing managers of sample hotels and they provided the detail information about the impacts of e-marketing strategies that they have adopted on their businesses. The findings revealed that e-marketing strategies has major role in improving business performance, business growth and hotel’s position in the market. They have potential to let the hotels to become a competition in the market and to attract more customers and attain higher customer loyalty and satisfaction. These strategies causes reduction of marketing costs through automation and it has boundless universal accessibility. They have positive impact on brand building and they increases brand awareness. It has also become evident from the findings that these strategies plays role in reaching target audience more specifically and effectively. Increase in revenue generation has also been reported. These strategies have huge impacts on accomplishing business marketing goals.
Keywords: e-marketing strategies, Impacts of e-marketing, Pakistan Hotel Industry, Business performance, Customer loyalty and Satisfaction, Brand Building, Brand Awareness, Global reach, Attracting new customers, Cost reduction
e-marketing strategies
Impacts of e-marketing
Pakistan Hotel Industry
Business performance
Customer loyalty and Satisfaction
Brand Building
Brand Awareness
Global reach
Attracting new customers
Cost reduction