Assesement of E-Marketing and Crisis Management Practices Of Star-Rated Hotels in Addis Ababa amid Covid-19 and Ongoing Internal Conflict
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Date
2022-06
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Addis Ababa University
Abstract
The emergence of digital technology mainly has shifted the business practice in the world; this recent development has been playing an increasing role in the hospitality and tourism industry as well. Among others, star-rated hotels often apply various marketing and crisis management activities. However, there is hardly any study conducted on assessment of Emarketing and practice of crisis management strategy among Addis Ababa star-rated hotels. The purpose of this study is to assess E-marketing and crisis management practices among star-rated hotels in Addis Ababa amid COVID 19 and on-going internal conflicts. The research employed through mixed approach. Data (n=125) are collected from purposely selected marketing managers of star-rated hotels. Both primary and secondary sources of information were used. The analysis is followed by using a descriptive analysis for quantitative data and thematic analysis for qualitative data. The empirical findings show that star-rated hotels practice E-product, E-price, E-promotion and E-place in their business since internet marketing plays a vital role in the business by providing access to global consumer markets as well as growing their market share during the current crisis. Based on the result, workforce reduction was a dominant component of crisis management, followed by cost control, organizational support, and customer-oriented market respectively. The emarketing practices among star-rated hotels in Addis Ababa are challenged by poor infrastructure, Shortage of ICTs facilities and skills, Limited financial resources, speed and intermittency of internet connection, monopoly of telecom service by the state and absence of adequate room for private telecommunication service providers. The study also recommended that star-rated hotels in Addis Ababa could adopt a hybrid of e-marketing and practice of crisis management activities in order to remain profitable and the concerned body should give top priority for factors that hinders practice of electronic marketing during the course of COVID 19 and ongoing internal conflicts.
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Keywords
Addis Ababa, challenges, crisis management, E-marketing, practice, and starrated hotels.