Investigating Internet Marketing Strategies among Hotels in Ghana

Hotel category	Sample
Response rate
N	%	N	%
1 star	24	23.3	18	75
2 star	35	33.9	30	85
3 star	31	30.1	28	90.3
4 star	9	8.7	8	88.9
5 star	4	4.0	3	75
Total	103	100	87	84.50

The questionnaire is divided into two parts; first demographic information about hotel is asked (Table 4.4), secondly question about the transformation of the five internet marketing mix dimensions are brought (table 4.5)

Table 4.4: Demographic information of the respondents

Section	Variable	Related Question (SPSS Name)	Scale	Form of answer
Profile of respondents	Hotel type	Hotel Type	Nominal	Multi-answer
	Hotel size	No. of rooms	Scale	Multi-answer
	Hotel category	Hotel star category	Ordinal	Multi-answer
	Level of education	Hotel manager’s level of education	Ordinal	Multi-answer
	Hotel location	Hotel location	Nominal	Multi-answer

1. 
   Independent hotels: Independent hotels do not have ownership or management affiliation with other properties. They have no relationship to other hotels regarding policies, procedures, financial obligations, management, accounting among others. They are usually registered as sole proprietor-ship or a private limited company whereby the owner decides on the standards, type of clientele and the tariff. They usually tie up with travel agencies and tour operators to sell their property against commissions
   
2. 
   Chain hotels: Chain hotels are usually two or more hotels that come under the same management. In general, the more centralized the organization the stronger the control over the individual property. Some chains have strong control over the architecture, management and standards of affiliated properties. Other chains only concentrate on advertising, marketing, purchasing.
   
3. 
   Franchise hotel: Franchise is a system in which the franchise owner grants another the right or privilege to merchandise a product or service for a specified return. Franchise Agreement is an agreement under which the owner operates a hotel as a member of chain of hotels, utilizing the brand image, name and goodwill and obtaining for a certain fee some services of marketing and operating nature support from resources of a large hotel as well as benefiting from advertising, sales promotion, technical and financial help.
   

1. 
   One Star Hotels: they are small and independently owned with family atmosphere. Services may be provided by the owner on informal basis. They have limited range of facilities and meals are fairly simple.
   
2. 
   Two Star Hotels: they are small to medium sized and offer more extensive facilities than one star hotels. They offer comfortable and well equipped overnight accommodation usually with an en-suite bath/shower room. Staff usually offers more professional presentation than at one star level.
   
3. 
   Three Stars Hotels: These hotels are usually of size to support higher staffing levels and a significantly greater quality and range of facilities than at the lower stars. Public rooms are more spacious and the restaurant also caters for non-residents. All bedrooms are en-suite bathrooms.
   
4. 
   Four Star Hotels: Hotels under this category provide some degree of luxury as well as quality in the furnishings, decor and equipment in every area of the hotel. Staff to guest ratio is high enough to provide services like porterage, 24-hour room service and laundry services. The restaurant demonstrate a serious approach to it cuisine.
   
5. 
   Five Star Hotels: They provide spacious and luxurious accommodation matching the best international standards. The interior designs impresses with its quality and attention to details, comfort and elegance. Services are highly formal, well supervised and flawless in attention to guest needs without being intrusive. The restaurant demonstrates high level of technical skill and produces dishes to the highest international standards. Staff are knowledgeable, helpful, well versed in all aspects of customer care, combining efficiency with courtesy (Brody, 2009).