Online Relationship Marketing by Singapore Hotel Websites

Abstract

This paper investigates the level of Internet adoption by Singapore hotels for the purpose of relationship marketing (RM). An RM model was created as a means of developing a measurement instrument to allow content analysis of the current development of Singapore hotel websites. This paper also attempts to examine the relationship between the level of online RM and the star rating of the hotels, the number of rooms, and the locality of the hotels' web domain, respectively. We found that the majority of Singapore hotels are in “level 2,” the stage of database collection. Specifically, we found the level of online RM adoption is positively related to the hotel rating and the number of rooms, but negatively related to the local web domain. This paper will benefit hotels in Singapore by indicating their degree of adoption in online RM, thus recommending the enhancement of their websites towards fostering a long-term relationship with customers.