Table 5.5 Location of Hotel
Location of Hotel/Region
|
Frequency
|
Percentage
|
Volta
|
4
|
4.6
|
Western
|
11
|
12.6
|
Greater Accra
|
32
|
36.8
|
Ashanti
|
14
|
16.1
|
Northern
|
4
|
4.6
|
Central
|
6
|
6.9
|
Brong Ahafo
|
6
|
6.9
|
Upper East
|
2
|
2.3
|
Upper West
|
3
|
3.4
|
Eastern
|
5
|
5.7
|
Total
|
87
|
100
|
Source: field data 2011
Source; field data 2011
Table 5.5 and figure 5.5 depicts location of hotels within the ten regions of Ghana. It indicates that a relatively larger number of the hotels 36.8% are located in Greater Accra followed by Ashanti Region representing 16.1%. 12.6% of the hotels are in the Western Region while Central and Brong Ahafo regions are each represented by 6.1%. 5.7% are located in the Eastern region while both Volta and Northern are each represented by 4.6%. 3.4% of hotels are located in Upper West and Upper East has a hotel representation of 2.3%.
5.2 Composition/Structure of the Internet Marketing Mix
In this section, in order to answer the research questions of the study, the responses to the questions in each of the five internet marketing dimensions would be investigated.
As it has been discussed in Chapter Four, the suitable statistical method for identifying the composition/structure of hotels internet market mix and the degree of transformation is by analyzing the responses in frequencies and proportion (percentages) using the multiple response command were the counted value are hotels that have designed their web sites for activities in each of the five internet marketing dimensions. (i.e hotels that responded “yes” to items within each of the internet marketing mix dimensions). Analysis of the five dimensions is presented in tables (5.6, 5.7, 5.8, 5.9, and 5.10)
In all the cases we are going to describe the tables by these definitions; the tables are made up of four major columns – “Variable name” represents the construct for the measuring instrument within the internet marketing mix dimensions: The “Responses/Frequency” column shows how many of the hotels have designed their websites to make use of items within a dimension. Note that since each respondent in the survey can answer “Yes” to each and every item within the dimensions or to none at all, in most of the cases, the number of responses does not necessarily equal the sample size. It may be higher or it may be lower: The “Responses/Percent” column indicates what percentage of the total number of responses is represented by each of the items in a dimension. This column adds up to 100% as it is calculated on the total number of responses: “Percent of Cases” shows what percentage participating hotels in a dimension answered Yes to each item. However this column does not add up to 100% which is simply a reflection of the fact that, respondent’s hotel website could have more than one feature within a dimension: The last column “% of Respondent” shows what percentage of all the surveyed hotels answered yes to an item in a dimension.
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