Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels

Xue Sun, Yuhao Li, Bo Guo and Li Gao ()
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Xue Sun: School of Business and Management, Shanghai International Studies University, Shanghai 200083, China
Yuhao Li: School of Business and Management, Shanghai International Studies University, Shanghai 200083, China
Bo Guo: School of Business and Management, Shanghai International Studies University, Shanghai 200083, China
Li Gao: SILC Business School, Shanghai University, Shanghai 200444, China

Sustainability, 2023, vol. 15, issue 5, 1-20

Abstract: With many outdated hotels in urgent need of refurbishment in China, chain hotel groups are under mounting pressure to expand their market share by strengthening advertising performance. This study aims to explore the effects of sender types and anonymous clues on advertising exposure as well as the impacts of the above factors and content narratives on service conversion (e.g., link clicks) for hotel franchise promotion. In addition to increasing exposure action, use of the AA-IDA model can effectively increase the possibility of hotel advertising conversion. Two experiments were employed to examine the impacts of advertising design factors on exposure and conversion rates of hotel franchise promotion. A behavioral experiment and a field experiment were carried out to examine the critical effect of advertising design factors on advertising exposure and conversion. The Wald tests for parameters show that the effect of anonymity on advertising conversion was significant (β = 0.479, p < 0.01). Objective content narratives had a significant positive impact on advertising conversion (β = 0.594, p < 0.01). Furthermore, The ANOVA results show that hoteliers in groups with different design elements applied had significant differences in post-conversion service usage (F = 33.809, p < 0.001). The AA-IDA model provides a new framework for future hotel franchise promotion research. Additionally, the important design factors of promotional ads and their reorganization (e.g., sender types, anonymous clues, and content narratives) had a significant impact on the view action and conversion action.

Keywords: franchise promotion; mobile marketing; advertising conversion; hospitality marketing; hotel mobile advertisement; social reconstruction (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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