Using of Electronic Marketing Channels in Building Customer Loyalty in Hotels

Saeed, Ahmed; Arous, Saleh; Ahmed, Gihan

doi:10.21608/mfth.2018.26251

Using of Electronic Marketing Channels in Building Customer Loyalty in Hotels

Document Type : Original Article

Authors

¹ Faculty of Tourism and Hotels, University of Sadat City

² Faculty of tourism and hotels, University of Sadat City

10.21608/mfth.2018.26251

Abstract

As the lodging sector evolves into a more technology-oriented industry, the need to understand electronic marketing practices becomes more important for marketing strategies. The main purpose of this study is to understand the ability of Egyptian hotels to adopt electronic marketing strategies as vital marketing tools in marketing management, and discuss the benefits and challenges facing decision makers at five star Egyptian hotels.
A field study was conducted with customers in 23 five star hotels in Cairo, Hurghada and Sharm El Sheikh. The collected data have been classified and tabulated to be thoroughly analyzed through computer software. The researcher has calculated the necessary percentages and formed the required repetitive tables to satisfy one of the most important descriptive statistical techniques in identifying and defining the research variables and their repetition rates within the drawn sample.
The results indicated that customer is not satisfied with Egyptian electronic marketing content, Egyptian hoteliers are aware of the importance of electronic marketing and its effect on building customer loyalty. This study recommended that hoteliers have to increase the electronic marketing budget and use new communication and distribution technology to encourage customers to the Internet.

Keywords