Abstract
Hotel companies could include marketing messages with their e-mail signature files (.sig files), but this study found that fewer than half of 392 hotels did so. Many e-mail signature files simply contained the title and contact information of the responding party, often with a privacy statement. Since the prospective customer has contacted the hotel for information, it seems appropriate to include a .sig file that includes marketing elements, such as hotel attributes, promotions and special offers, and awards or honors received. The addition of a .sig file costs nothing and provides a way for the hotel to build its brand identity while cutting through advertising clutter on the inter-net and in other media.
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