Browsing by Author "Helina Asrat"

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    The Effect of Digital Marketing On Hotel Business Performance: Star Hotels In Addis Ababa
    (AAU, 2023-05-16) Helina Asrat; Abera (PhD)
    The purpose of this study was to investigate the effect of digital marketing tools on the performance of starred hotels in Addis Ababa. Prior studies on electronic marketing and hotels focused on internet adoption and financial metrics like return on investment and sales margin, neglecting issues like the impact of specific e-marketing tools such as websites, email, and social media on non-financial hotel performance. To address this gap, this quantitative study adapted a framework to examine the research question.. Data was collected from 112 employees of Addis Ababa starred hotels and analyzed using factor analysis and multiple regression. The findings showed mobile phones, websites, and social media were the most significant digital marketing tools, while email was rarely used for customer communication by the surveyed hotels. The study recommends hotels regularly update and interact with customers on their online platforms as consumers increasingly use technology. Further research could examine non-starred hotels, guest houses, and budget hotels since this study concentrated on Addis Ababa starred hotels