E-marketing strategies in accommodation facilities: case study of the Blue Tree Hotels network.
Authors: Rodriguez Consoni, M. and Correa, C.
Journal: Turismo y Desarrollo : Revista de Investigación en Turismo y Desarrollo Local
Volume: 7
Publisher: Universidad de Málaga
eISSN: 1988-5261
ISSN: 1988-5261
Abstract:Through networks infrastructure as the internet, a lot of social practices like business were developed on the World Wide Web. The Web is remarkable as a channel of promotion and commercialization of goods and services for enterprises of various scales and areas, as tourism. In the context of e-Tourism, some traditional strategies of marketing and ways of relationship with clients and partners in local and global spheres are being transformed to suit the called e-Marketing. As Brazil has advanced as an international destination, this research aims to investigate marketing strategies via the internet related to Brazilian hotel chains, from a case study of Blue Tree Hotels, market leader in Brazil. This qualitative and exploratory study was based on a literature review and analysis of e-Marketing strategies focused on four categories: Information content, Design, Transaction, and Interactivity. As a result, the Blue Tree Hotels plans Marketing strategies via the internet, when it provides quality information, online booking tools, communication channels and social media profiles to interact with all the stakeholders. However, the Design category should be improved to offer an appropriate web page format and size to users.
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