CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN VIỆC ỨNG DỤNG MARKETING TRỰC TUYẾN CỦA CÁC KHÁCH SẠN TRÊN ĐỊA BÀN THÀNH PHỐ HUẾ
Vol. 131 No. 6B (2022), Tạp chí Khoa học Đại học Huế: Khoa học Xã hội và Nhân văn
Vol. 131 No. 6B (2022)

CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN VIỆC ỨNG DỤNG MARKETING TRỰC TUYẾN CỦA CÁC KHÁCH SẠN TRÊN ĐỊA BÀN THÀNH PHỐ HUẾ

Tạp chí Khoa học Đại học Huế: Khoa học Xã hội và Nhân văn
https://doi.org/10.26459/hueunijssh.v131i6B.6562
Published 2022-08-22
Nguyen Thị Thuy Van
Khoa Du lịch - Đại học Huế
Nguyễn Thị Minh Nghĩa
Ngô Văn Sơn
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Keywords

Digital marketing, Online marketing; hotel; Hue. Marketing trực tuyến, mức độ ứng dụng, khách sạn, thành phố Huế

Abstract

Online marketing is one of the essential activities and is suitable with the development trend of the market in the current 4.0 technology revolution. This study examines the research framework proposed by Viggo Host et al. (2001) on assessing the factors affecting the application of online marketing to the business activities of 93 hotels (1-5 stars) in Hue city. The results show that five groups affect the application of online marketing including IT knowledge, hotel size, top management support, future market focus and Internet ownership in online marketing activities. Among those groups, IT knowledge is considered the most critical factor and is highly appreciated by hotels in the remaining groups. From that implication, the management and development of online marketing applications of hotels are also proposed to contribute to improving the use of this activity in the future.

https://doi.org/10.26459/hueunijssh.v131i6B.6562
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