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Dimensions of Internet Marketing Mix
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| bet | 34/66 | | Sana | 19.03.2017 | | Hajmi | 2.14 Mb. | | #258 |
3.2.1 Dimensions of Internet Marketing Mix
Transformation of Product (VIS): According to Angehrn, (1997) simply creating a web site does little to stimulate interest, It only establishes contact. Thus the availability of static information on the hotel Web site is characterized as low sophistication aspect, whereas the remaining aspects represent high sophistication because they reflect the use of multimedia features as well as the use of customer information for providing customized interfaces and products/services (Angehrn, 1997).
Transformation of Pricing (VTS): The availability of prices on the hotel Web site is characterized as of a low sophistication aspect in the VTS. Whereas hotel websites that make provisions to regularly change their prices online depending on demand, guest profiles, and/or when customers could negotiate room rates online (i.e., bidding/auctions), are classified as high sophistication because they reflect the use of the networking and informalization (i.e., reach and richness) capabilities of the Internet (O’ Connor, 2002; Sigala et al., 2001 cited Sigala, 2003).
Transformation of Place (VDS): The two features of the VDS indicating unavailability of online booking options (i.e., bookings received by email requests) as well as the hotel website promoted on the Internet (e.g., through search engines, infomediaries) are characterized as low sophistication. The provisions of online bookings and secure payments indicates high sophistication aspects as their provision requires the use of higher and more complex technological functionality (Wen et al., 2001; Zott et al., 2000)
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