Investigating Internet Marketing Strategies among Hotels in Ghana




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1.3 Justification of the Study

The internet can offer a powerful competitive advantage for hotels the world over however very little is known on how effectively hotels based in Ghana are using the internet to market their facilities and services globally. It is argued that smaller accommodation establishments in developing countries can equally increase their competitive edge the same as developed nations do (Anckar & Walden, 2001; Paraskevas & Buhalis, 2002; Kilic & Okumus, 2005; Migiro & Ochalla, 2005).


Challenges abound in the industry and so taking advantages of other channels of marketing through the use of the internet will help Ghanaian hotels to improve on their occupancy rate.

It is envisaged that findings from this research will be useful for the hotel industry. Especially, managers of Ghanaian hotels will get the opportunity to learn about new internet marketing strategies they can adopt to make their businesses more successful.


The hotel industry in Ghana is a major sector providing livelihood for many families as well as a source of foreign exchange earner to the economy of Ghana therefore this study will make the sector more competitive and more sustainable in the long run in the face of global challenges.
The potential benefits of using the Internet as a marketing tool in the hospitality industry have been well documented by various authors. These benefits include cost savings in terms of advertising, accessibility and communicating to a large number of people at the convenience of the potential customer. The implications of these benefits for smaller hotels are extremely important as it makes it possible for these businesses to compete in markets that were hitherto inaccessible (Haynes, et al., 1998).



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Investigating Internet Marketing Strategies among Hotels in Ghana

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