DocumentCode :
2963813
Title :
Web content and its influence on operational performance-case of the hotel industry
Author :
Shuai, Jia-Jane
Author_Institution :
Dept. of Inf. Manage., Ming Hsin Univ. of Sci. & Technol., HsinChu, Taiwan
fYear :
2009
fDate :
8-11 Dec. 2009
Firstpage :
885
Lastpage :
889
Abstract :
Hotels are increasingly taking advantages of the Internet as a marketing tool to provide direct contact with customers. This study evaluated the hotel´s Web sites in Taiwan from a marketing perspective. Content analysis was used to analyze and compare the marketing practice on Internet. Using data envelopment analysis, this article analysis the impact of Internet marketing on hotel performance. The result showed that Internet marketing can improve the operating performance of tourist hotels. It is suggested that hoteliers should adopt a more strategic approach to the Internet, preparing the ground for direct contact with customers.
Keywords :
Internet; data envelopment analysis; hotel industry; marketing; production engineering computing; Internet; Taiwan; Web content analysis; data envelopment analysis; hotel Web sites; hotel industry; marketing tool; tourist hotels; Advertising; Consumer electronics; Data envelopment analysis; Information analysis; Information management; Internet; Measurement; Navigation; Performance analysis; Productivity; Data Envelopment Analysis; Web content; hotel performance;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on
Conference_Location :
Hong Kong
Print_ISBN :
978-1-4244-4869-2
Electronic_ISBN :
978-1-4244-4870-8
Type :
conf
DOI :
10.1109/IEEM.2009.5372884
Filename :
5372884
Link To Document :
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