Evaluating the Influence of E-Marketing on the Hotel Performance: The Case of Star-Related Hotels in Bahir Dar City

Yidersal Mengistu

dc.contributor.author	Yidersal Mengistu
dc.date.accessioned	2021-08-20T09:42:11Z
dc.date.available	2021-08-20T09:42:11Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12540
dc.description.abstract	The purpose of this study was to examine the influence of e-marketing on hotel performance in the case of the star-related hotel in Bhir Dar city. The study strived to investigate the practical implementations of electronic marketing. The data used to conduct this research was collected from a sample of 56 management staff in Bahir Dar city through the questionnaire and 51 collected used for analyzes. A purposive sampling technique was used to select sample respondents. The research used a quantitative approach and descriptive and explanatory research design. The analysis of the data was done with the help of the SPSS v 23 software package. The study confirmed that website marketing, social network marketing, email marketing employed in a great extent, and mobile phone marketing employed in a moderate extent. Also the result of the study showed that website Marketing, Email Marketing, and Social Networks Marketing has a strong positive relationship with hotel performance and have high significant influence According to Sig. value on star-related hotels in Bahir Dar city. But, Mobile Phone Marketing as indicate moderate positive relationship & slight significant influence with hotel performance. Furthermore, based on study finding, the researcher recommended that star-related hotels should work with the telecom company to improve mobile phone marketing activities to obtain better contributions from the electronic marketing tools that using for enhancing hotel performance.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Evaluating the Influence of E-Marketing on the Hotel Performance: The Case of Star-Related Hotels in Bahir Dar City	en_US
dc.type	Thesis	en_US