Analysis of Internet Usage in Four Star Hotels of Addis Ababa
| dc.contributor.advisor | Ibrahim, Yassin (PhD) | |
| dc.contributor.author | Tafessework, Roman | |
| dc.date.accessioned | 2021-05-26T06:50:26Z | |
| dc.date.accessioned | 2023-11-04T14:10:29Z | |
| dc.date.available | 2021-05-26T06:50:26Z | |
| dc.date.available | 2023-11-04T14:10:29Z | |
| dc.date.issued | 2015-05 | |
| dc.description.abstract | Internet marketing is viral and has the potential to spread brand awareness quickly and far and it is said to be able to develop link pulls, attention and massive amounts of traffic. The usage of Internet marketing in hotels has been growing rapidly in the tourism industry worldwide. Even though there is a large variation in the intensity of use of Internet marketing in the hospitality industry. However the Ethiopian Hospitality Industry, especially the hotel sector has not utilized this important tool to market them and find new niche. While the Internet usage varies across countries, even within a country there are large variations amongst hotels. These variations are mainly due to the impacts of several factors associated with the internal and external factors of the establishment. This study attempts to analyze the Internet marketing usage rate of fourstar hotels in Addis Ababa. The facets are classified into three broad groups: the location of the hotel, internal facets of the hotel and technological facets. This study was conducted with 17 four-star hotels in Addis Ababa Ethiopia is used to assess the relationship of these facets. The gap seen here is that the market and marketing strategies implemented are in totally different directions. Hotels promote their facilities and services on local Media while their target market in most cases is foreign countries because there is no justification for Addis Ababa residents stay in hotel except in rare cases as witnessed in this research. Judgmental sampling technique was implemented while the methodology used is mainly descriptive research with some correlation analysis. Conclusions reached are four-star hotels in Addis Ababa are not utilizing Internet marketing to the fullest. The research has recommended on how to resolve internal, technological and location facets that hampered them from implementing this useful marketing tool, signifying the strongest relationship is seen between the internal facets followed by location and technological facets. It highlighted on how to best utilize websites, social media, search engines, training skills, web trafficking system and working on change of perception to do Internet marketing | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26560 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Internet Marketing | en_US |
| dc.subject | Hotel | en_US |
| dc.subject | Internet Usage Rate | en_US |
| dc.title | Analysis of Internet Usage in Four Star Hotels of Addis Ababa | en_US |
| dc.type | Thesis | en_US |