The Role of Electronic Marketing Practices in Improving Performance in Hurghada Hotels in Egypt

Abstract

The main purpose of this paper is to examine the relationship between applying electronic marketing practices and achieving high performance rates in Hurghada City in Egypt, as it is considered as one of major tourism destinations in Egypt. The research was conducted using a survey method. Questionnaire forms were distributed to hotel executives in addition to pre-planned interviews with hotel managers. Data were analyzed by using Statistical Packages for Social Science - SPSS software version 22. The research results show that five-star shain hotels use electronic marketing practices more effectively than independent hotels. Moreover, the e-marketing practices help the firms to achieve better business performance. The findings of this study states that the major benefits of applying e-marketing practices include: maintaining a relationship with hotel guests, growth of total revenues, and achieving hotel goals. In addition, there is a growing interest among Hurghada hotel guests in using the internet services as a source of tourism information.