E-MARKETING IN THE HOSPITALITY INDUSTRY PROSPECTS AND CHALLENGES

ABSTRACT

The research work takes a holistic view of some of the problems facing E-Marketing in the hospitality industries, such as low marketing education, preferences for products and low patronage for non-essential products, high cost of production, inadequate infrastructures. Others are few competitive opportunities, excessive government regulations and interference, political instability and civil unrest. Despite these problems, there are prospects for improvement in the nearest future based on the high growing population of hospitality in the country. Though the Internet provides a new means for conducting business but fundamental of doing business remain unchanged. The present study has designed to examine the marketing strategy on Internet. For this purpose, it says that by integrating the Internet technology into the marketing strategy, hospitality industries will be able to use the Internet as a tool to gain competitive advantage, this research work explains Internet marketing mix, which consist five P’s: product, price, promotion, place and personalization. The concept of marketing has not changed in essential has a result of using the Internet as a new marketing channel but Internet offers an unlimited opportunity for hospitality industries. Internet marketing goes beyond banner advertising and e-mail marketing. It includes all the activity aimed at creating a distinct niche for the business like segmentation, differentiation.

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