Assessment of E-Marketing Practices of Star- Rated Hotels in Addis Ababa
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Date
2022-07
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Addis Ababa University
Abstract
This research was aimed to Assessments of E-marketing Practice of Star- Rated Hotels in Addis Ababa. However, the existing empirical evidence in contrast with more settled theoretical evidence show the mixed result that the study got. The study employed a mixed-approach & descriptive design to answer the questions and achieve the research objectives. The information was obtained from sample respondents through questionnaires. As the sampling technique was implemented the study used two stage cluster sampling. The quantitative data were analyzed using frequency, percentage and tabulation by using SPSS 26 version. And hotels conduct e-marketing in a way of creating a web site. The Lack of privacy is challenging in practicing E-marketing. In addition there is insecurity (information abuse) as the challenge. Regarding to prospects even though there is government IT and E‐Commerce Policy, Laws, Rules and Support are in place. Meanwhile, IT and Telecommunication Infrastructure Costs are not affordable. In addition there is no general IT Knowledge and Culture in star rated hotel Community (including customers). Moreover, there is unavailability of resources and environmental opportunity. So, the study finally proposed are commendation it is better for the hotel industry to snatch out opportunity rather than seeking for it to minimize the adverse effect in absence of prospects for e-marketing. Finally the overall finding summary conclusion and recommendation indicated that the Ethiopia E-marketing system, works and implementation in the case of the starrated hotels still lack advanced, quality, various options to meet the desired goals of international hotel standards and satisfying its customer.
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Assessment of E-marketing Practice of Star rated Hotels in Addis Ababa