| List of figures
Figure 2.1 Internet Value Chain: Input from Suppliers . . . 22
Figure 2.2 Internet Value Chain: Internal Operations . . . 22
Figure 2.3 Internet Value Chain: Customer Relation . . . . 23
Figure 2.4 Web Marketing Mix (WMM) . . . . . 25
Figure 2.5 ICDT Model . . . . . . . 29
Figure 2.7 Classification of the ICDT model by level of
Sophistication and customization . . . . . 30
Figure 2.7 Online Marketing Tools . . . . . . 32
Figure 4.1 The research “onion” . . . . . . 42
Figure 5.1 Respondents level of education . . . . . 73
Figure 5.2 Hotel Type . . . . . . . . 74
Figure 5.3 Hotel Category . . . . . . . 75
Figure 5.4 Hotel Size . . . . . . . . 76
Figure 5.5 Location of Hotel . . . . . . . 77
Figure 5.6 Distribution of used aspects in the Product Dimension . . 79
Figure 5.7 Distribution of used aspects in the Price Dimension . . 81
Figure 5.8 Distribution of used aspects in the Place Dimension . . 82
Figure 5.9 Distribution of used aspects in the Promotion Dimension . 83
Figure 5.10 Distribution of used aspects in the
Customer Relation Dimension. . . . . . 84
Figure 5.11 Dimensions of Hotels’ Internet Marketing Mix
and Their Degree of Transformation . . . . 88
List of tables
Table 1.1 Ghana’s Internet Usage and Population Growth . . . 12
Table 1.2 Members of Ghana Hotels Association
and their location by Regions . . . . . 13
Table 3.1 Extended internet marketing mix . . . . . 40
Table 4.1 Research Paradigm . . . . . . . 44
Table 4.2 Research Strategy . . . . . . . 48
Table 4.3 Sample Design and Response Rate . . . . . 58
Table 4.4 Demographic information of the respondents . . . 59
Table 4.5 Internet marketing dimensions construct . . . . 63
Table 4.6 Reliability statistic for marketing mix dimensions . . 70
Table 5.1 Respondent educational level . . . . . 72
Table 5.2 Hotel Type . . . . . . . . 73
Table 5.3 Hotel Category . . . . . . . 74
Table 5.4 Hotel Size . . . . . . . . 75
Table 5.5 Location of Hotel . . . . . . . 77
Table 5.6 Frequency, percentage of product dimension . . . 79
Table 5.7 Frequency, percentage of price dimension . . . . 80
Table 5.8 Frequency, percentage of place dimension . . . . 82
Table 5.9 Frequency, percentage of promotion dimension . . . 83
Table 5.10 Frequency, percentage of customer relation dimension. . . 84
Table 5.11 Frequency and Degree of Transformation of each of the
five Internet Marketing Dimensions . . . . 85
Table 5.12 Case summary statistics of the Hotels Internet
Marketing Mix Dimension. . . . . . 87
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