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Approaches by hotels to the use of the Internet as a relationship marketing tool

David C. Gilbert (University of Surrey, Guildford, Surrey, UK)
Jan Powell‐Perry (University of Surrey, Guildford, Surrey, UK)
Sianandar Widijoso (University of Surrey, Guildford, Surrey, UK)

Journal of Marketing Practice: Applied Marketing Science

ISSN: 1355-2538

Article publication date: 1 February 1999

Abstract

Offers a study of the current use of the Internet, as a marketing tool, by the hotel industry. Such a study is timely given that the growth rate of the World Wide Web (WWW or the “Web”) is estimated at about 50 per cent per month, with the number of sites doubling every 53 days. Seeks to present an argument for the application of the relationship marketing (RM) model as a framework for the development of hotel Web sites. The authors believe that a successful Web presence depends upon more than just the technology used and the “look and feel” of the site. Hotels need a framework which can bridge the gap between simply connecting to the Web and harnessing its power for competitive advantage.

Keywords

Citation

Gilbert, D.C., Powell‐Perry, J. and Widijoso, S. (1999), "Approaches by hotels to the use of the Internet as a relationship marketing tool", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 1, pp. 21-38. https://doi.org/10.1108/EUM0000000004549

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited