Journal ArticleDOI
Do small and medium-sized hotels exploit search engine marketing?
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TLDR
In this paper, the authors investigate how small and medium-sized hotels use search engine marketing (SEM) to make their hotels (services and products) more visible and easier to find for existing and potential customers.Abstract:
Purpose – The purpose of this paper is to investigate how small‐ and medium‐sized hotels use search engine marketing (SEM) to make their hotels (services and products) more visible and easier to find for existing and potential customers.Design/methodology/approach – A qualitative, exploratory approach is taken and eight case studies of small, independent hotels are conducted via in‐depth, semi‐structured interviews.Findings – These interviews reveal that though all hotels have a web site they do not exploit SEM, which may be attributable to poor marketing planning and lack of control of their web site through outsourcing key web development and optimisation activities.Practical implications – The practical implications are that small hotels risk being marginalized, losing contact with their customers and fail to maximise their return on investment on their web site.Originality/value – This research highlights the critical issues and explores the potential to re‐orient the small operator towards the opport...read more
Citations
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Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector.
TL;DR: In this paper, the authors explore the emergence of Airbnb, a company whose website permits ordinary people to rent out their residences as tourist accommodation, and examine its rise through the lens of disruptive innovation theory, which describes how products that lack in traditionally favored attributes but offer alternative benefits can, over time, transform a market and capture mainstream consumers.
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Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study:
TL;DR: In this paper, the authors investigate tourists' motivations for using Airbnb and find that the majority of tourists use the service for short-term stays. But they do not consider the long-term use of the service.
Journal ArticleDOI
Understanding small firms in tourism: a perspective on research trends and challenges.
TL;DR: In this article, the authors trace progress in this field by reviewing inter-, multi-and disciplinary studies that contribute to current understanding of small firms in tourism and how this understanding articulates with wider debates within tourism studies.
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Hospitality marketing research: Recent trends and future directions
TL;DR: In this article, a review of the hospitality marketing research published in four top hospitality journals from 2008 to 2010 for the purposes of identifying significant trends and gaps in the literature is presented.
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Progress and development of information and communication technologies in hospitality
Crystal Ip,Rosanna Leung,Rob Law +2 more
TL;DR: In this paper, the authors analyzed 88 full-length ICT-related research articles that were published in the period 1999-2008 in eight leading hospitality journals, and each article was analyzed by content analysis.
References
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Strategic use of the Internet by small- and medium-sized companies: an exploratory study
TL;DR: The research shows that the communication requirements have been a motivating factor of Internet adoption by SMEs, whereas other strategic determinants derived from the diffusion literature such as competitive pressure or support and incentives for adoption hardly stimulate SMEs to adopt the Internet.
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The Evolution of Marketing in Small Firms
TL;DR: In this paper, the authors consider the characteristics of small firms from a marketing perspective and examine the marketing undertaken by firms at different stages of development from start-up to medium-sized firms.
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A multidimensional study of the key determinants of effective SME marketing activity: Part 1
TL;DR: In this article, the authors describe the findings of a five-year piece of doctoral research that the author conducted with 57 firms in Ireland and the UK between 1995 and 1999, focusing on determining a framework of marketing competencies for SMEs, the extent of formal marketing processes, and how SME marketing decisions are made.
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Understanding the implications of ICT adoption: insights from SMEs
TL;DR: In this article, the authors present an analysis of a pilot study of 24 SMEs, which seeks to elicit the various determinants of employing ICTs and the level of sophistication of use.
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A multidimensional study of the key determinants of effective SME marketing activity: Part 2
TL;DR: In this paper, a model of SME marketing competency is developed, depicting competencies at three levels, foundation, transitional and marketing in practice, and the authors conclude with a holistic interpretation of the data that enables the development of a new model.