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Study of Digital Marketing Effectiveness for Star Category Classified Hotels in India


Affiliations
1 Research Scholar (Ph.D. Reg No. GL 3769), Aligarh Muslim University, Aligarh, India
2 Associate Professor, Aligarh Muslim University, Aligarh, India
3 Associate Professor, ABES Engineering College, Ghaziabad, India
 

The goal of this paper is to find out digital marketing effectiveness for star category hotels in India which are classified by Hotel and Restaurant Approval & Classification Committee (HRACC), Ministry of Tourism, Government of India (GoI). Extensive literature review are the founding pillars upon which this research-based study has been framed followed by categorising few research papers which have earlier examined related works in India/abroad. Findings of literature reviewed in the paper are that digital marketing is quite effective for 3 star and above category hotels in India. Optimal utilisation is the key factor. This research work is based only out of similar research works of the past and no empirical has been done. The findings of this study may be applicable to the star category or equivalent hotels in India or may be abroad. The outcomes cannot be related to other subsectors of the Hospitality industry or other constituents of wider Travel and tourism sector. The results of this study may surely help the hotel marketers to know the effectiveness of important digital marketing tools for hotels and use them strategically. It would also encourage more scholars and researchers from academia and hospitality industry to go about doing digital marketing studies exclusively for hotels in India. The value of the study is for its contribution to how digital marketing team can effectively optimise digital marketing strategies for Indian hotels. Due to the limited numbers of related papers exclusively written specifically pertaining to digital marketing for Indian hotels, the researchers have tried to examine research works of other researchers across the globe.

Keywords

Effectiveness, Digital Marketing, Indian Hotels & HRACC.
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  • Conference Address by Keynote Speaker:

  • Andrews, S., (2020, February 15th-17th). Redesigning Tourism in the Digital Age (Power Point live Presentation). International Conference on “Transforming Hospitality & Tourism: Sustainable goals and strategies for future”, Banarsidas Chandiwala IHMCT, Delhi

  • Master’s/Bachelor’s Thesis/Research Report:

  • Bitkulova, R. (2017). Digital Marketing in Travel Industry: Case: Hotel Landing Page Optimization. (Degree program in Hotel, Restaurant and Tourism Management, Bachelor’s Thesis). Finland: Saimaa University of Applied Sciences

  • Sakib, N. (2014). Marketing Strategy of Hotel Link Solutions: Digital Marketing for Hotels and Resorts in Bangladesh. (Internship Report: BUS 400). Bangladesh: BRAC University

  • Online Journals:

  • Caliskan, S., Kutlu, B., & Kimiloglu, H. (2013). The contribution of online travel agencies to the profitability of hotels: case of Turkey. Interdisciplinary Journal of Research in Business, 3(3), 8-18. Retrieved from: https://www.researchgate.net/publication/ 274720665_The_Contribution_of_Online_Travel_Agencies_to_the_Profitability_of_ Hotels_Case_of_Turkey

  • Dara, S. (2016). Effectiveness of digital marketing strategies, International Journal for Innovative Research in Multidisciplinary field, Vol. 2, Issue 12, 290-293. Retrieved from: https://www.ijirmf.com/wp-content/uploads/2016/12/201612063.pdf

  • Devendra, A. (2001) The Hotel Industry in India—The Past and The Present, The Journal of Hospitality Financial Management, 9:1, 65-73, DOI: 10.1080/10913211.2001.10653748

  • Dwivedi, Y.K., Ismagilova, E. , Hughes, D.L., Carlson, J, Filieri, R Jacobson, J , Jain, V., Karjaluoto, H., Kefii, H., Krishen, A.S., Kumar, V. , Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J. , Salo, J., Tran, G.A. , Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions, International Journal of Information Management. 30. 1-37. https:// doi.org/10.1016/j.ijinfomgt.2020.102168

  • Hsu, Y., & Ting, Y. (2013). The Application of E-marketing Strategies in US Hospitality Industry. Storage management solutions, 3(1), 1-14. Retrieved from: http://fguir.fgu.edu.tw:8080/bitstream/039871000/12542/2/Hsu-10.pdf

  • Kaur, G. (2017). The importance of digital marketing in the tourism industry. International Journal of Research Granthaalayah, Vol. 5 Issue: 6, pp. 72-77, https://doi.org/10.5281/ zenodo.815854

  • Khan, F., & Siddiqui, K. (2013). The importance of digital marketing. An exploratory study to find the perception and effectiveness of digital marketing amongst the marketing professionals in Pakistan. Journal of Information Systems & Operations Management, 1. Retrieved from: https://ideas.repec.org/a/rau/journl/ v7y2013i2p221-228.html

  • Leite, R.A. & Azevedo, A. (2017). The role of digital marketing: A perspective from Porto hotels’ managers. International Journal of Marketing, Communication and New Media, 2, 88-105, Retrieved from: http://repositorium.sdum.uminho.pt/ bitstream/1822/54115/1/240-1465-1-PB.pdf

  • Lončarić, D., & Radetić, N. (2015). The implementation of e-marketing in the hotel industry: The case of Istria county. Zbornik Veleučilišta u Rijeci, 3(1), 15-26. Retrieved from: https://www.researchgate.net/publication/283716465_ THE_IMPLEMENTATION_OF_EMARKETING_IN_THE_HOTEL_INDUSTRY_THE_CASE_OF_ISTRIA_COUNTY

  • Mahendru., A. (2015), Indian Hotel Industry: Transformation Through Digital Marketing, International Journal Of Business Management, Available at www.ijbm.co.in, ISSN No: 2349-3402, Vol.2 (1), 2015. Retrieved from: http://www.ijbm.co.in/downloads/vol2-issue1/15.pdf

  • Nair, S., & Shobana, S. (2018). Measuring Digital Marketing Performance: Key Performance Indicators and Metrics. Journal of Management, 5(6). Pp. 89-95. Available online at http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=6

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  • Parvez, S. J., Moyeenudin, H. M., Arun, S., Anandan, R., & Janahan, S. K. (2018). Digital marketing in hotel industry. International Journal of Engineering & Technology, 7(2.21), 288-290. https:// DOI: 10.14419/ijet.v7i2.21.12383

  • Ristova, C., & Dimitrov, N. (2019). THE VALUE OF SOCIAL MEDIA AS DIGITAL TOOL IN HOSPITALITY. International Journalof Information, Business and Management, 11(3), 155-162. Retrieved from https://search.proquest.com/docview/2216890474?accountid=199227

  • Saraswati, A., Syed, A., & Singh, S. (2016). Investigating the dilemmas of Online Travel Agencies in India: An exploratory view. International Journal of Management Research and Business Strategy, 5(3), 208 217. Available at: http://www.ijmrbs.org/CurrentIssue.php

  • Siakalli, M., Masouras, A., & Papademetriou, C. (2017). e-Marketing in the Hotel Industry: Marketing Mix Strategies. In: Kavoura A., Sakas D., Tomaras P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham, 50-54. https://DOI:10.1007/978-3-319-33865-1_15

  • Sufi, T., & Singh, S. (2016). Online and Offline Hotel Ratings: A Case study of Indian Hotels. International Journal of Applied Business and Economic Research (IJABER), Vol. 14, No. 4: 2555-2574. Available at: https://www.researchgate.net/publication/306893972_ONLINE_AND_OFFLINE_HOTEL_RATINGS_A_CASE_STUDY_OF_INDIAN_HOTELS

  • Verma, S., & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing. Vol. 53. Pp. 111-128. doi.org/10.1016/j.intmar.2020.07.001

  • Vinnakota, S. (2017). Impact of Digital Marketing on Hospitality Business Performance. International Journal of Research, 4(17), 3893-3898. Available at: https://1library.net/document/y9n8oorz-impact-ofdigital marketing-on-hospitality-businessperformance.html

  • Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: The new hybrid element of digital marketing communications. Procedia-social and behavioral Sciences, 189(1), 335-343. https://doi.org/10.1016/j.sbspro.2015.03.229

  • Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80. Available at: https://researchleap.com/category/international-journalof-management-science-and-businessadministration/

  • Online Report:

  • KPMG-FICCI (2018) (March 2018). Expedition 3.0: Travel and hospitality gone digital. Growth of India’s travel and tourism sector. Retrieved June 18, 2019, from https://assets.kpmg/content/dam/kpmg/in/pdf/2018/03/FICCI-travel-hospitalitygone digital.pdf.Ph.D. (Doctorate) Thesis:

  • Das, B. (2016). Engagement Pattern of Users in Digital and Social Media Marketing: A Service Industry perspective (Ph.D. thesis): KIIT University, Odisha, India

  • Reference Books:

  • Chon, K., & Sparrowe, R. (2008). Welcome to Hospitality (3rd ed.), New Delhi, India Delmar Cengage Learning. (Pg.2 ,3)

  • Powers, T., & Barrows, C. (1999). Introduction to Management in the Hospitality Industry (6th ed.), New York, N.Y: John Wiley & Sons. (Pg.4)

  • Websites:

  • India Brand Equity Foundation (2019). Indian Tourism and Hospitality Industry Analysis. Retrieved from https://www.ibef.org/industry/indian-tourism-and-hospitalityindustry analysis-presentation

  • Kamble, O., 18th June 2019. The Growth of Digital Marketing in India. Retrieved from https://yourstory.com/mystory/the-growth-of-digital-marketing-inindia#:~:text=Digital%20Marketing%20is%20growing%20at, the%20World%27s%20largest%20Facebook%20population. Retrieved On dt.27.06.2020

  • Ministry of Tourism. (2020). Hotels & Restaurants, Retrieved from http://tourism.gov.in/sites/ default/files/2020-02/Hotel_Guidelines_ From%2019-01-2018.pdf7890


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  • Study of Digital Marketing Effectiveness for Star Category Classified Hotels in India

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Authors

Amol Kumar
Research Scholar (Ph.D. Reg No. GL 3769), Aligarh Muslim University, Aligarh, India
Asif Ali Syed
Associate Professor, Aligarh Muslim University, Aligarh, India
Ajay Singh
Associate Professor, ABES Engineering College, Ghaziabad, India

Abstract


The goal of this paper is to find out digital marketing effectiveness for star category hotels in India which are classified by Hotel and Restaurant Approval & Classification Committee (HRACC), Ministry of Tourism, Government of India (GoI). Extensive literature review are the founding pillars upon which this research-based study has been framed followed by categorising few research papers which have earlier examined related works in India/abroad. Findings of literature reviewed in the paper are that digital marketing is quite effective for 3 star and above category hotels in India. Optimal utilisation is the key factor. This research work is based only out of similar research works of the past and no empirical has been done. The findings of this study may be applicable to the star category or equivalent hotels in India or may be abroad. The outcomes cannot be related to other subsectors of the Hospitality industry or other constituents of wider Travel and tourism sector. The results of this study may surely help the hotel marketers to know the effectiveness of important digital marketing tools for hotels and use them strategically. It would also encourage more scholars and researchers from academia and hospitality industry to go about doing digital marketing studies exclusively for hotels in India. The value of the study is for its contribution to how digital marketing team can effectively optimise digital marketing strategies for Indian hotels. Due to the limited numbers of related papers exclusively written specifically pertaining to digital marketing for Indian hotels, the researchers have tried to examine research works of other researchers across the globe.

Keywords


Effectiveness, Digital Marketing, Indian Hotels & HRACC.

References





DOI: https://doi.org/10.20968/rpm%2F2020%2Fv18%2Fi2%2F156853