Internet Marketing In Hotelby Elena Suslovasubmission Date 23 Mar 20 ✓ Solved

Internet marketing in hotel by Elena Suslova Submission date: 23-Mar-:11AM (UTC+0000) Submission ID: File name: Internet_marketing_in_hotel.docx (220.6K) Word count: 3413 Character count: % SIMILARITY INDEX 8% INTERNET SOURCES 2% PUBLICATIONS 10% STUDENT PAPERS 1 2% 2 1% 3 1% 4 1% 5 1% 6 1% 7 1% 8 <1% 9 <1% Internet marketing in hotel ORIGINALITY REPORT PRIMARY SOURCES services.hbsp.harvard.edu Internet Source Submitted to University of Derby Student Paper Internet Source Internet Source Submitted to University of Newcastle Student Paper Internet Source docs.wixstatic.com Internet Source Submitted to University of Greenwich Student Paper Submitted to Hult International Business School Student Paper 10 <1% 11 <1% 12 <1% 13 <1% 14 <1% 15 <1% 16 <1% 17 <1% 18 <1% 19 <1% Submitted to University of West London Student Paper Submitted to Singapore Institute of Technology Student Paper Submitted to University of Bahrain Student Paper eprints.bournemouth.ac.uk Internet Source Submitted to Laureate Higher Education Group Student Paper pdfs.semanticscholar.org Internet Source link.springer.com Internet Source gtg.webhost.uoradea.ro Internet Source Riyad Eid, Ziad Abdelmoety, Gomaa Agag.

"Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs", Journal of Business & Industrial Marketing, 2019 Publication scholarcommons.usf.edu Internet Source 20 <1% 21 <1% 22 <1% 23 <1% Exclude quotes Off Exclude bibliography On Exclude matches Off Submitted to University of New South Wales Student Paper Internet Source Submitted to University of the Highlands and Islands Millennium Institute Student Paper Submitted to University of Surrey Student Paper FINAL GRADE 68/100 Internet marketing in hotel GRADEMARK REPORT GENERAL COMMENTS Instructor Individual Essay (70%) Subject analysis and Accuracy of the content (30%) Very good justification of the study and chosen direction.

Very strong sense of coherence and logic; relevant generic skills are demonstrated at a high level. Very good conclusions based on well presented arguments. The practical aspects should be more thoroughly developed though. Critical thinking (30%) Authoritative, current subject knowledge; excellent critical analysis and evaluation. Well researched with a high level of technical competence – work is accurate and extensively supported by appropriate evidence.

Clarity of information and expression (15%) The information is well presented; the statements are clear and coherent. Very good logical development of ideas. Structure (5%) Clear structure of the essay. Well organised parts of the essay with very good transitional links between the sections. References (5%) Very good referencing, correct in-text reference presentation.

Some resources could be more recent. Reflection (15%) Excellent reflection. Critical enough, holistic analysis of the team performance. Excellent connection to the topic that is covered in the essay. Video Journal (30%) Very good presentations.

All students participated actively in preparing video journals. The information is clearly presented. Students contributed to the brand development form the first video journals. The team represents strong competitors in the hotel simulation. Very good statistic support to the arguments.

Music doesn't influence the delivery of the information negatively. informative video journals with good introduction to each video. Very good connection to the main theoretic concepts in marketing strategy. very good visual appeal of the presentations, however the video journal delivery mode could be more diversified. Clear and well-structured annual analysis of the KPIs and main strategic decisions contributes positively to the general understanding of the team's achievements. Some arguments could be presented differently (in graphs, pie charts, tables so on). The message in the commercial should be refined: clearer in words, in target market, in conclusion.

Some background noise in the final video journal disturbs the delivery of the information. The final video journal could be improved though providing more critical approach and bringing more arguments to the discussion. Comment 1 either keep numbers for all sections or don't use numbers at all Comment 2 more references could be provided here Comment 3 try to avoid personal pronouns Comment 4 more references could be provided Internet marketing in hotel by Elena Suslova Internet marketing in hotel ORIGINALITY REPORT PRIMARY SOURCES Internet marketing in hotel GRADEMARK REPORT FINAL GRADE GENERAL COMMENTS Instructor PED 511 Research Critique Outline / Template (Label ALL Parts) Title Abstract Introduction Methods (Subjects/Participants) Methods (Instruments/Instrumentation) Methods (Procedures) Results Discussion 5-Paragraph Reaction Essay APA Reference for Chosen Research Article Student’s Name and final 4 digits of A# KIN 799 Research Critique Assignment #13 2 Conkle, M.

T., & Shannon, D. (2020). Correlates of winning interscholastic “Gridiron Football†championships. ASAHPERD Journal, 40 (1), 9-20. TITLE The title of this work seemingly summarized the article’s main idea simply and in an informative way. Based on the title it is somewhat difficult to know all variables concerning this study.

However, the word “correlates†implied there are at least two significant independent variables tested and found in the study, and the dependent variable is obviously winning an interscholastic “American†football championship. The sample in this research report was mentioned. It was non-human and non-animal since it is football championship games. No geographic location was specified, but it was a region of the world where “American Football†competitions occur (and champions determined) at the high school level. Since this research did not involve school curricula, no subject matter was addressed in the title; but, from a physical activity perspective, football might be considered the focus area.

Waste-words were not found at the beginning on the title. From this research report’s title, it is difficult to determine what the most important word or phrase should have been, all seem vital given how short the title was. The title was seven words long, so it complies with the 3rd through 7th editions of the APA Publication Manual (that have fluctuated relative to title length guidelines). ABSTRACT There was no Abstract for this work. (07 words) INTRODUCTION The authors set the context for their study by citing several works from the previous literature. It appears that sources ranged from 1931 through the second decade of the 21st Century, providing some reasonably thorough historical background.

There were two previous studies mentioned that related directly to high school football, Barker (1964) and Brown (2008), which were not only the most recent pertinent studies - presumably those were the only studies linked to interscholastic football. Citations for interscholastic football were both research reports, but there were also sources in the Introduction that included studies at higher levels of football as well as “opinion,†“philosophical,†and “theoretical†works. Justification for the study was given, and a scarcity of studies regarding interscholastic football was noted. Based on the literature review in the Introduction, Conkle and Shannon replicated the Barker (1964) study, testing “in-game statistics†or variables (on a much larger scale, when looking ahead in the report).

Four objectives were stated. Based on the study’s purposes, there are indications that it was a mixed-methods quantitative study (it dealt heavily in game statistics), since it mentioned correlations (association), sought to determine the most significant variables, and compared winning and losing teams (difference) in championship games. Data were testable given how the problems were phrased. METHODOLOGY (Subjects, Sample, or Participants) This study was unique in that it did not involve human or animal subjects, it concerned sport events. The sample included championship football games (N = 280).

ALL championship football games (a type of “census†study) governed by the Alabama High School Athletic Association (AHSAA) were analyzed, except four that ended in ties and had co-champions crowned - which nullified that data. Both public and parochial schools participating in the games were included. To this point no subdividing or assigning games to groups was evident. Games in the sample were treated as one large group, comparing winners to losers, as noted earlier, and no special treatments or manipulations. Finally, the study was approved by an Institutional Review Board at the institution where Conkle was employed at the time. (131 words) METHODOLOGY (Instrumentation) Data were collected from public-domain records found on the Internet from the AHSAA, a “historical web-site,†and box scores, game summaries, and newspaper articles reviewed in key libraries that housed major newspaper archives.

Data were “cross-checked†for accuracy and reliability of information. Given that data were verified from multiple sources, the authors apparently did everything humanly possible to ensure data accuracy. METHODOLOGY (Procedures) There is no strict description of the procedures they followed other than what is stated in the previous section. The authors could have addressed the timeline and procedures followed, in better detail. How long it took to gather all data from start to finish could be useful information for anyone wanting to conduct a similar study, so they would be more aware of time and effort involved.

It may have been over-kill, but it would be informative if they mentioned whether notebooks, pens/pencils, photocopies, a computer, etc. were used (but it could be helpful for readers learning about research methods) in data collection. RESULTS and DISCUSSION Findings relative to the previous literature were discussed, so the Results and Discussion sections are combined here, as they were in the published research report. For this reason, the authors did a good job discussing their results relative to previous studies and the existing, related, literature. The specific data analysis program used was reported in the article – SPSS Version 23. Descriptive statistics were computed (i.e., frequencies, percentages, ranges, means, and standard deviations) and discussed, as well as presented in tabular form.

Those tables displayed somewhat massive but clear information. Reading so many numbers in text format would have been difficult. Data analyses and tables indicated this was a mixed methods study - with correlations, descriptive summaries, MANOVA and ANOVA. Statistical tests used by the researchers seem appropriate for their purposes. Who performed the data analyses is not addressed.

All data were reliable and valid, based on how they were reported. All tables are clear and understandable, including the one at the end being logical and insightful. Outcomes are summarized well in-text and are comprehendible. Altogether, the text and tables balance one another and are beneficial. The researchers’ conclusions state clear answers to the research problems in the introduction.

They also urged other researchers to investigate this issue in their locales. In other words, others are encouraged to refine the methods used in this study or to modify the research design to study similar problems or questions. Restricted suggestions made for good study replication. REACTION / REFLECTION (5-paragraphs) Conkle and Shannon’s research report covers most things that readers need to know, and other researchers should find, in a well-organized study and article. There were some things missing that may have improved the article’s quality.

A few more re-readings will be necessary to decide. Overall, the work was excellent (even if I did not understand everything about the statistics). It opened my eyes wider to the sport of football and helped me understand how many possible statistics or variables that can influence which team wins or loses a game – in this case, championship competitions. Until now I never realized that sport statistics can be variables and utilized from a research perspective. I always thought game statistics were simply to help coaches know who plays well and who has not, as well as to establish individual and team records.

As a former high school football player, it was always obvious that the final score matters most in any sport or game. Points scored in a certain half or a given quarter maybe affecting the outcome more than other times in a game was a surprising factor in this study. That was enlightening. It was interesting to see the possible connections and differences among variables concerning “Margin of Victory†and what correlated to “Winning†football games. It is also clearer what possibly had a negative influence and what had a positive influence back in my high school (and now) in games.

As a volunteer coach at James Madison High School, I will discuss this article and its results with the school’s full-time coaches. There is a lot from the report that should be considered and discussing it with seasoned football coaches could serve as professional development for me and the entire coaching staff. With 17 football coaches at James Madison, and three volunteer coaches, there could be many viewpoints to ponder. That many perspectives could help me (and them) refine my beliefs. It could also help the veteran coaches become more successful coaches (and the football program improve overall) in the future.

As a hopeful (future) head coach, I will emphasize the “running game†over the “passing game,†when the talent is available to do that (based on what I saw in this article). Maybe there will be follow-up research studies reported by Conkle and Shannon that shed more light on this issue. It would also be interesting to read research conducted in other states or regions of the United States, as well as from other nations where “American Football†is played. Most specifically, findings being very different or quite similar could benefit me greatly. In the right circumstances, what I learn could motivate or stimulate me to move outside my comfort-zone as a coach, and use new strategies and tactics to win games, that I would have never contemplated before.

In summary, this was an article that I rate highly. It was a new or unfamiliar line of research to me . Given a lack of published studies regarding which variables or statistics help teams win high school football games most, it seems reasonable that it is a new line of research for many readers. It has become obvious that research is conducted in countless areas of interest. Some researched issues or problems are obvious because they are often in the news.

Many people may never consider other topics as something that could be (or are) studied by researchers – until they read research studies on new or obscure topics. February 31, 2050 Terry Conkle A# 6285 The article this paper matches is posted too. Note how everything is 3rd-person throughout the paper until the end, and at that point 1st-person is minimal and there is no “you†or “your†anywhere in the paper (those words are preachy and/or accusatory – not to mention they get redundant very quickly). Many student papers get too wordy within sentences, and every attempt was made here to maintain brevity and conciseness yet still provide good flow and transition. This sample assignment is ~1550 words (student assignments may be much longer or shorter depending on each article critiqued).

DO NOT PLAGIARIZE by copying this and simply typing in a few choice words that pertain to each specific assignment. All articles are very different and require good discussion of the topic and the given article’s content. Read the “Writing Tips†that have been posted, they will eliminate possible errors that are commonly noted in graded papers. Strategic Marketing for Entrepreneurs Question: How can hospitality brands use loyalty programs effectively against Airbnb?

Paper for above instructions

Introduction

The hotel industry has undergone dramatic transformations in recent years, primarily due to the rise of internet marketing. Online platforms have become the cornerstone for hotels in promoting their services, interacting with customers, and ultimately increasing bookings. Internet marketing incorporates various strategies and tools designed to attract potential clients, enhance customer relations, and manage a hotel’s reputation in a highly competitive market. The primary goal of this paper is to delve into the essential facets of internet marketing within the hotel sector, exploring its strategies, challenges, and future trends.

Evolution of Internet Marketing in the Hotel Industry

The shift towards online marketing can be traced back to the advent of the internet itself. Early hotel marketing relied heavily on traditional methods such as print advertising, direct mail, and television commercials. However, as internet usage surged, hotels began exploring digital channels, leveraging websites for promotions, and utilizing email marketing to reach potential guests effectively (Baker, 2020).
With the introduction of online travel agencies (OTAs) like Booking.com and Expedia, hotels faced new challenges and opportunities. OTAs operate as intermediaries, allowing hotels to gain visibility among a broader audience while often incurring higher commission fees. In response, many hotels have embraced internet marketing strategies including search engine optimization (SEO), social media marketing, and content marketing to increase direct bookings and minimize reliance on OTAs (Sigala, 2021).

Key Strategies in Hotel Internet Marketing

1. Search Engine Optimization (SEO)

SEO is crucial for hotels aiming to increase their visibility on search engine results pages (SERPs). By optimizing website content with relevant keywords and ensuring a fast, mobile-friendly user experience, hotels can improve their organic search rankings (Morrison & Liao, 2022). This helps attract potential guests actively searching for accommodation in specific locations.

2. Social Media Marketing

Social media platforms, such as Facebook, Instagram, and Twitter, provide hotels with the opportunity to connect with customers in real time. Engaging posts showcasing hotel amenities, local attractions, and guest experiences can create a buzz and encourage potential visitors (Dawar & Bendle, 2020). Moreover, user-generated content, such as reviews and guest pictures, can enhance credibility and desirability.

3. Content Marketing

Creating valuable, relevant content that addresses potential guests’ needs and interests can foster brand loyalty. Blogs, video tours, and destination guides can draw in travelers seeking information. By establishing a hotel as a knowledgeable source in the travel space, it builds a connection with customers (Harrison & Jeyaraj, 2020).

4. Email Marketing

Email remains a powerful tool for personalized communication. Hotels can send targeted promotions, follow-ups after guest stay, and special offers that meet guests' needs. Effective segmentation lists can yield significant conversion rates when crafting messages that resonate with each audience group (Chaffey, 2021).

5. Pay-Per-Click Advertising (PPC)

Paid advertising through platforms like Google Ads allows hotels to target specific audiences searching for accommodation. With clearly defined budgets and metrics, PPC campaigns can quickly drive traction and bookings (Zhang & Wu, 2019). It is essential, however, to measure return on investment (ROI) to ensure efficacy.

Challenges in Internet Marketing for Hotels

Despite the various strategies available, hotels face challenges in their internet marketing efforts. Increasing competition from OTAs and alternative lodging platforms such as Airbnb presents a pressing issue. These platforms not only offer competitive prices but also unique experiences that traditional hotels may struggle to match (Chechi et al., 2020).
Another challenge lies in effectively managing online reputation. Potential guests often rely on reviews found on travel sites or social media, making it imperative for hotels to actively monitor and respond to feedback. Negative reviews, if left unaddressed, can deter future bookings (Mason, 2021).
Additionally, the constantly evolving digital landscape places pressure on hotels to stay ahead of trends and technologies. The rise of artificial intelligence (AI) and data analytics can help drive efficiencies in marketing strategies, but leveraging these technologies comes at a significant cost (Huang & Liao, 2021).

The Future of Internet Marketing in the Hotel Industry

The future of internet marketing in the hotel industry is defined by personalization and a focus on customer experience. Advances in AI and machine learning will facilitate tailored marketing messages that resonate with individual preferences and behaviors (Bacile et al., 2020). Additionally, emerging trends such as voice search and virtual/augmented reality will redefine how hotel information is accessed and experienced.
Sustainability and social responsibility will also play a crucial role in shaping marketing strategies. Today’s travelers tend to prioritize eco-friendly practices when choosing accommodations. Thus, hotels that effectively communicate their sustainability efforts will likely gain a competitive advantage (Ghaderi et al., 2020).

Conclusion

In conclusion, internet marketing is vital for hotels to thrive in a competitive landscape marked by changing consumer preferences and technological advancements. The diverse strategies outlined—SEO, social media engagement, content marketing, email marketing, and PPC—are essential tools for driving hotel bookings and enhancing customer relations. While challenges such as competition from OTAs and managing online reputation persist, adaptation and innovation will enable hotels to harness the full potential of internet marketing. By embracing personalization and sustainability, hotels can position themselves for success in the digital age.

References

1. Baker, M. (2020). Marketing Strategy and Management. Palgrave Macmillan.
2. Bacile, T. J., et al. (2020). A Framework for Marketing in the Digital Age. Journal of Marketing Theory and Practice, 28, 23-40.
3. Chaffey, D. (2021). Digital Marketing: Strategy, Implementation, and Practice. Pearson.
4. Chechi, A., et al. (2020). Sharing Economy in Hospitality: A New Paradigm for Competition. International Journal of Hospitality Management, 87, 102446.
5. Dawar, N., & Bendle, N. (2020). Marketing Management. McGraw-Hill.
6. Ghaderi, H., et al. (2020). The Role of Sustainability in Customer Loyalty in the Hospitality Industry. Journal of Sustainable Tourism, 28(6), 892-910.
7. Harrison, T., & Jeyaraj, A. (2020). Exploring Competitive Advantage Through Content Marketing. Journal of Business Strategy, 41(6), 36-44.
8. Huang, S., & Liao, C. (2021). Artificial Intelligence in Hotel Marketing: A Review and Research Agenda. International Journal of Hospitality Management, 93, 102800.
9. Mason, K. (2021). Online Reputation Management for Hotels: Importance and Best Practices. Journal of Tourism & Hospitality, 10(2), 715-726.
10. Morrison, A. M., & Liao, C. (2022). Strategic Marketing for Hospitality and Travel. Routledge.