Evaluation of Hotel Services Utilizing Digital Marketing Strategies in Less Developed Countries Within the Hospitality Industry

Constantinos Halkiopoulos (), Giorgos Igoumenakis and Alexandra Theodoropoulou
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Constantinos Halkiopoulos: University of Patras
Giorgos Igoumenakis: University of Patras
Alexandra Theodoropoulou: University of Patras

A chapter in Recent Advancements in Tourism Business, Technology and Social Sciences, 2024, pp 323-346 from Springer

Abstract: Abstract Information and communication technology (ICT) implementation has contributed to the effective administration of the hotel industry and is essential to the success and competitiveness of commercial hotels. The official Web sites of business hotels are crucial touchpoints for digital marketing, as they convey the hotel’s identity and brand services to potential guests. Consumer perceptions and behavior are influenced by the quality of information on facilities and services, as well as supporting material (images and videos) and supporting information systems (such as online booking systems). This study intends to investigate the official Web sites of hotel units located and operating in LDCs. We evaluated Web site optimization, domain trust flow, domain referral flow, relevant Web sites, affiliate social networking, organic web keywords, and expected monthly SEO traffic. This study aims to address questions about the current state of tourism industry Web sites, the most recent technology they employ to maintain a strong online presence, and methods for optimizing their interaction to attract more potential customers–tourists. In conclusion, the findings of this study highlight the significance of integrating cutting-edge technology for communication and information into hotel units of all categories across the nation, as this will result in significant long-term benefits for the tourism industry’s communication policy pertaining to the provision of current hosting services.

Keywords: Digital marketing techniques; Hotel industry; Website evaluation; Web technologies; SEO; Social media; Online reservation systems (search for similar items in EconPapers)
JEL-codes: L86 M31 M37 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-54338-8_18

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