Hotel Promotion Research Articles

Hotel promotion in social networks

This article examines the importance of a proper hotel social media strategy, highlighting the basic principles, tactics and tools that will help hoteliers effectively use social media platforms to achieve maximum results. It also analyzes what steps need to be taken to create a successful online strategy that increases brand awareness, increases bookings, improves guest experience and develops engagement with target audiences through digital channels.

Some aspects of using digital technology in hotel promotion

The article discusses aspects of the use of neural networks in customer-oriented hotel management. Modern technologies allow us to consider artificial intelligence in the following aspects: analysis of large databases; customer face control; a system for searching personal information to meet the individual needs of a guest; as well as for creating unique content of hotel service

Experiential-sensorial adaptive system model for hospitality based on 360° VR videos and case-based reasoning.

In this work, an adaptive software architecture is proposed for the generation of experiences for hotel promotion and marketing, based on Case-based Reasoning (CBR) that uses the attributes and user characteristics and immersive 360° videos. Considering that immersion in virtual reality (VR) environments can trigger responses in various dimensions, such as affective, cognitive, attitudinal, and behavioral dimensions, these dimensions are evaluated in immersive environments with 360° videos. To validate the results obtained with the software architecture, a quasi-experimental study was conducted through the evaluation of the experience, consisting in the visualization of the environments of a boutique hotel, with a sample of a randomly selected group of young people. The contribution of this work lies in the use of 360° VR videos, for the visualization of the hotel characteristics and environments according the user profiles, to evaluate the affective, cognitive and attitudinal and behavioral responses and their influence on the booking intention and attitude. Finally, conclusions and recommendations for future work have been established.

The Effect of Tangible Promotions on an Intangible Environment

Promotions are frequently deployed by firms in service intensive industries like tourism as a way to boost numbers like visitation and occupancy in times when excess capacity may be anticipated. While promotions may indeed augment revenues and other accounting measures commonly used by tourism firms to assess the success of marketing interventions, the impact of these sales tools on long-run finance-based indicators remains largely unexplored. Exploiting a rich dataset consisting of over 300 corporate level hotel promotions spanning nearly three decades, this study shows that promotions can be detrimental to long run performance of tourism firms. This erosion of the market value is particularly acute for promotions that involve tangible monetary components, such as price discounts. While this result supports the tenets of the hierarchy-of-effects theory and prospect theory, the observed effects of the tangible component of sales promotion entail an extension of these theoretical approaches to an intangible environment. Also available in Spanish. See supplemental material for details.

Do New Luxury Hotel Promotions Harm Member Customers?

Will customers regret their loyalty to a hotel and look for alternatives if the hotel neglects to communicate with them? Empirical research on this question is limited in the hospitality literature. To accurately determine the direction of future customer behavior, we investigate the impact of sales promotions on customer regret and switching intention, demonstrating that sales promotions can dilute customer loyalty. Using an experimental design study (n = 227) in Korea, our findings indicate that sales promotions have no effect on customer regret and switching intention. In particular, we find that customers’ regret of paying for a hotel membership is more salient than their regret of obtaining a free membership in the new luxury hotel context, regardless of the absence or presence of sales promotions. Moreover, the findings show that VIP club members tend to experience more regret and have greater switching intentions than free online membership customers. The higher the degree of customer regret, the more sensitive the customers’ reactions are to mixed promotions, leading to a rapid increase in switching intentions among customers. This study expands sale promotion knowledge by offering ample evidence of customer behavior and provides sustainable insights for hospitality managers responding to member customers’ demands.

Virtual Reality images as a tool in hotel promotions: is it effective and worth investment?

This report examines how traditional photos compare to two different types of virtual reality (VR) images (static and 360°) when used as promotional tools for hotels. An experimental study by Slevitch et al.(2022), which utilized multiple types of measures, served as the foundation for the recommendations. The results showed that static VR images performed the same way as traditional photos, however the 360° VR images had a more positive impact on participants’ emotional responses and were more engaging than other images. This suggests that 360° VR images are better for hotel promotions, especially when initial impressions, such as interest and excitement are the main concern. The results also showed that using physiological measurements (i.e. fNIR, skin conductivity, and eye tracking devices) can give a more accurate picture of how people feel about something than just asking them in a survey.

Virtual Reality images’ impact on cognition and affect in hotel promotions: Application of self-reported and psycho-physiological measures

The current study examines how two types of Virtual Reality (VR) hotel images impact cognition and affect when used for promotional purposes. The study employs psycho-physiological measurement tools along with a self-reported survey method to evaluate: (1) affective responses, (2) Cognitive Load, and (3) and attitudinal and behavioral intention responses that two types of VR hotel images, static and 360°, produce in an experimental lab setting. A boutique hotel lobby and a guest room were captured as static and 360° VR images. Participants were randomly assigned to one of the two types of VR images. The sample was comprised of 60 university students from the South-Central United States. Parametric and non-parametric tests were used to compare survey, fNIR, Biopac MP-160 skin conductance and heart rate, and eye tracking responses. No statistically significant differences between two experimental conditions were found by means of self-reported measures, except temporal dimension of Cognitive Load. However, psycho-physiological measures detected statistically significant differences between the two experimental groups in arousal (one of the main affective dimensions), thus, supporting usefulness of adding psycho-physiological tools in consumer behavior studies and usage of more immersive and engaging 360° VR images. The findings also help to explain inconsistencies in previous VR imaging studies that relied on self-reported measures only.

Exploring the impact of social media platform image on hotel customers’ visit intention

PurposeMany tourism-related industries, such as hotels, use social media as a marketing tool for promotion and distribution. This paper aims to use a model that explores the impact of social media platform image (SMPI) on customers’ visit intention (VI) in a hotel context, using hotel image (HI), motivation (Mot) and anticipated service quality (ASQ) as mediators. The objectives of this study are then: to understand the interactions between the two brand images, to test the mediation effect of HI, Mot and ASQ and to investigate how this interaction contributes to customers’ VI to hotel.Design/methodology/approachThis study used a convenience sampling method that targeted respondents who are willing to book a hotel using a social media platform such as Facebook and a hotel reservation website (Agoda, Airbnb, Booking.com, Hotels.com and Trivago) that have forums that allow customers to share their experiences. The survey was conducted through various social media platforms, with 349 responses being collected.FindingsThis study finds that SMPI contributes to Mot largely through HI, Mot partly mediates the relationship between HI and ASQ and Mot contributes to VI mostly through direct impact and a small part through ASQ. The findings also indicate that SMPI is less potent in terms of contributing to the later constructs if HI is low.Practical implicationsThis research provides practical implications for marketers serving the hotel industry, and social media sites, and establishes the interrelationship between them. This research also offers insight to the hotel managers for using social media platforms to attract potential visitors because social media platforms in recent years have become significant contributors to customers’ decision-making process of booking and visiting a hotel.Originality/valueThis study provides results on how social media platforms can be caused to become a more effective hotel promotion channel.

STRATEGI PROMOSI DALAM MENINGKATKAN TAMU HOTEL GRAND BARUMBAY SAMARINDA SEBERANG

Precisely on the opposite side of Samarinda City which limits the flow of the Mahakam river, Grand Barumbay Hotel Samarinda Seberang is one of the resort hotels that has its own unique characteristics located in Samarinda Seberang. The purpose of this research is to find out and identify how the hotel promotion strategy in increasing Grand Barumbay hotel guests and what are the obstacles faced by the manager in promoting the Grand Barumbay Hotel Samarinda. This study aims to determine the hotel promotion strategy in increasing the number of guests visiting the Grand Barumbay hotel, Samarinda opposite. This type of research is qualitative. Sources of research data are key informants and informants. Data collection techniques in this research are in the form of observation, interviews, documentation, and literature study. Data analysis techniques used are data reduction, data presentation, and drawing conclusions. The results of this study indicate that the Grand Barumbay Samarinda Hotel Promotion Strategy is running with a promotional strategy that is applied, namely the marketing mix which includes Advertising, Personal Selling, Publicity, and Sales Promotion. The conclusion in this study is that the Personal Selling of the Grand Barumbay Samarinda hotel opposite is not in accordance with the theory because it is inefficient in promoting a hotel because of its individual nature in offering a product or service personally, Advertising, Publicity and Sales Promotion of Grand Barumbay Samarinda Hotel are in accordance with the theory, for hotel promotions, it is expected to update the latest promotional advertisements, create separate social media, especially Instagram and collaborate with tourism agencies or institutions for example travel, tourist attractions, tourism offices, organizations, and companies, and improve again in terms of appearance the front view of the hotel which can be seen clearly and attractively when viewed, especially guests or hotel visitors.

ВНЕДРЕНИЕ DIGITAL-ИНСТРУМЕНТОВ В МАРКЕТИНГ И ОПЕРАЦИОННУЮ ДЕЯТЕЛЬНОСТЬ ГОСТИНИЧНОГО ПРЕДПРИЯТИЯ С ЦЕЛЬЮ ПОВЫШЕНИЯ КАЧЕСТВА ПРОДВИЖЕНИЯ И ПРЕДОСТАВЛЕНИЯ УСЛУГ

The article discusses modern digital tools that can help hotel companies improve the quality of services provided and improve the efficiency of promotion. The authors identified the main trends in changing the behavior of the population under the influence of external and internal factors in the development of the hotel business, identified the leading digital technologies in the hotel business, presented their hierarchy, identified digital technologies as part of the hotel business product. The article also substantiates the use of digital technologies in hotel promotion and shows the effectiveness of introducing key digital tools into the activities of enterprises in the hospitality industry. It is concluded that digital technologies improve the quality of hotel services and increase hotel brand awareness. When selecting certain technologies, it is necessary to accurately determine the goals that the technology will cover, to research your target audience, the market of competitors, take into account that the hiring of competent specialists or a consulting firm will be in demand for the implementation of digital technologies in a hotel.

Kebijakan Promosi Selama Pembatasan Sosial Berskala Besar di The Sultan Hotel & Residence, Aryaduta Suites Semanggi dan Grandhika Iskandarsyah

In early 2020, the entire world suffered the Covid-19 Pandemic which impacted the hotel industry enormously. One of the impacts felt by several hotels was a decline in hotel occupancy, resulting in a quite shortfalls. To suppress the increasing number of Covid-19 virus cases, the regional government of DKI Jakarta Province has implemented a Large-Scale Social Ristictions Policy (PSBB). Hence, the objectives of this study are (1) to find out the impacts on hotels’ during the PSBB period, (2) to find out hotel’s promotion policy during the Covid-19 pandemic (3) to find out the outcomes of hotels’ promotion policy implementation during the Covid-19 pandemic. This study uses qualitative research with a descriptive approach. Data collection techniques are used by conducting interviews and documentation studies. The results showed that hotel industry undergone a tremendous impact, one of which was the decrease in hotel occupancy. Some hotels have developed some promotion policy to keep their operation wheels moving. The following is the hotel promotion policy, including creating a “Work From Hotel” package or working in a hotel, namely by designing hotel rooms as personal offices equipped with fast Wi-Fi, selling 3 night packages for 2 nights including 2 breakfast, selling complete sanitation packages for living quarters, offices, houses of worship, schools or other areas, selling food in boxes that can be delivered to the destination and selling the "Buy Now Stay Later" promotion, namely buy now, stay later "

Development of Motion Graphic as Educational Material for Hotel Promotion Using EPIC Model Testing

Beverly Hotel Batam is a four-star hotel located in the city of Batam. In this case, Motion Graphic became the media information to introduce Beverly Hotel Batam to the public. The Motion Graphic implementation in this video offers to provide interesting information to provide attraction and be easily accepted by the recipient of the information. Motion Graphic in this video will provide Beverly Hotel Batam information, and how to use a website to make online bookings at Beverly Hotel Batam. From this promotional media, it will help staff at Beverly Hotel Batam to no longer have to explain it manually and make Motion as a website promotion media, so that in the future guests who want to stay at the Beverly Hotel Batam can make online reservations easily on a website that is already there is. The resulting video is very effective as a promotional media, based on the EPIC Model analysis which reaches an average value of 4.58 based on a scale of 1-5. Empathy: In this dimension, the respondent's response is reached 4.56. In the evaluation it means very effective as a promotional media, Persuasion: In this dimension, the respondent's response reached 4.50. In the evaluation it means very effective as a promotional media, Impact: In this dimension, the respondent's response reached a value of 4.68. In the evaluation is interpreted as effective as a promotional media, Communication: In this dimension, the respondent's response reached 4.59. In the evaluation, it means very effective as a promotional media. Also, the material expert gives a score of 4.71 in the evaluation it means very effective.

SEMIOTIC ANALYSIS OF HOTEL ADVERTISEMENT

The phenomenon of misinterpretation and the mismatch of the desired meaning in a hotel advertisement gives significant losses to hoteliers in Bali. The purpose of this study is to understand the meaning contained in a hotel promotion advertisement. This study aims to align the problem of conveying meaning in promotional advertisements that are often not understood by tourist targets so that there is a misunderstanding between the wishes of the hotel marketing and the needs of the tourists themselves. This study analyzes (1) ads part segmentation, (2) describes the relationship between signs in the form of markers and signs in hotel advertisements, (3) describes and provides an overview of suggestions regarding the role of the proper meaning in hospitality advertisements. The design of this study uses a qualitative design collected from study subjects in the form of hotel advertisements collected from promotional advertisements (brochures or websites) of hotels in Bali. The objects in this study are in the form of words, phrases, sentences, and images in the advertisements. The study stage begins with data collection on hotel advertisements regarding the advertisements being promoted. Then a picture of the proper meaning of promotional advertising based on semiotics will be drawn up. The results achieved are the connection between symbols and meanings used in a hotel promotion advertisement. Semiotic science variables can be added in the design of a hotel advertisement so that it provides an illustration of the suitability between the application of semiotics and hotel marketing practices as outlined in the advertisement. The exact match between the desires and the meaning to be conveyed can be developed properly to avoid misunderstandings between the hotel and the target market.
 Keywords: advertising; Bali; hospitality; promotion; semiotics

The Influence of Room Prices and Promotion Costs on Hotel Room Occupancy Rates in Palopo City, South Sulawesi

Hotel competition in South Sulawesi Province in 2018 has increased. This study aims to: determine the price of hotel rooms in the city of Palopo, South Sulawesi Province, find out how the cost of hotel promotions in the City of Palopo, South Sulawesi Province, find out whether the room price and promotion costs have a significantly positive effect on hotel room occupancy rates in Palopo City, South Sulawesi Province. This type of research is descriptive quantitative research. Data collection techniques used are the method of observation, documentation techniques and questionnaires. The results showed that of 17 Hotels / Pensions / Villas in Palopo City, South Sulawesi Province, the room occupancy rate was on average 27%. Promotion fee is Rp. 17,368, - per room. Of the two regression coefficients possessed by the two independent variables, the two independent variables (X1) namely room price and promotion costs (X2) have a significant positive effect on the occupancy rate of the room (Y).

Getting Shariah Brandmark: Strategy And Management Promotion of Cordova Hotel in Accelerating the Image as a Shariah Hotel

Purposes:. The purpose of this study was to determine the governance process of Cirebon Cordova hotel, the Cirebon promotional strategy of the Cordova hotel and how the governance & promotion strategy of the Sharia Cordova hotel image of Cirebon.Design/Methodology/Approach: The research method used in this study is to use analysis with an inductive approach, processes and meanings from a subject perspective that are more highlighted or can be referred to as descriptive qualitative research. The technique of collecting data uses observation, documentation, and interviews. The data is validated using the triangulation method. Data analysis techniques using data reduction, data presentation, and research / verification conclusions.Findings: The results of this study in the governance of the Cirebon Cordova Hotel use the Sharia concept, which is realized to provide the best comfort, security and service. The promotion strategy of the Cordova Cirebon hotel uses social media and print media and collaborates with travel services. The governance carried out by the Cirebon Cordova hotel already uses sharia principles, as evidenced by applying sharia concepts such as the rules applied in guest services that violate the opposite sex who are not muhrim, violations do not carry items that are prohibited according to Islamic and state religious rules. The Cirebon cordova hotel promotion strategy is carried out to do ethics & honesty in communicating product offerings to hotel visitors. To improve the image of Sharia Hotel, Cordova Hotels always recite the verses of the Holy Qur'an, prayer and do not provide entertainment facilities that cause disobedience such as discotheques, clubs, bars and gambling.Originality/Value: The article offers a new evidence of how a hotel endeavors in getting shariah image. Appealingly, the study can deeply describe the strategy and management promotion in reaching that reputation.

IDENTIFYING THE PROMOTION TECHNIQUES USED IN HOTELS IN BRASOV

This research project aims at identifying promotion techniques in the hospitality industry. It consists of identifying existing promotional techniques and finding new promotion techniques from hotel managers using the interviewing method as a research method. Over time, some hotel promotion techniques have been used to attract tourists, and these techniques have been used depending on the hotel's classification category, depending on the target market to which it is targeting, and the budget allocated to promote the hotel product. Therefore, in this research project, we will analyze the most applicable, cost-effective promotional techniques used by the managers or representatives of the hotels in Braşov through a semistructured interview made up of several questions to which interviewees will respond freely and precisely. In this project were identified the basic aspects of the research topic, the questions that come to respond to what was to be determined by the research, as well as the objectives subsequently identified. The results of the promotional actions adopted by the Braşov hotels aim to attract new customers and keep old ones, addressing directly to target customer categories as well as to the travel agency network. Also, the general public is not neglected. As a general conclusion on sales promotion techniques used in Braşov hotels, following the arguments put forward, it can be deduced that the categories of customers with income from the environment to the highest are considered for the most part but are not left apart from those with lower incomes.

An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao

ABSTRACTChinese outbound tourism represents the world’s largest and highest yield travel segment. Western social media influence on travel decisions via Facebook and Twitter are commonly cited in research. Yet these social media platforms are banned in China. Using the Chinese equivalent of Twitter, this research investigates the sentiment of posts on Chinese Sina Weibo with regard to those staying at a hotel in Macao. The use of key opinion leaders (KOLs) on Weibo for brand promotion, some with several million followers, is now increasingly used in Macao’s integrated resort communication strategy. Separating what is celebrity buzz and self-promotion from hotel promotion, this research suggests examining the commercial value of Chinese social media posts and reposts on creating incremental room purchases as a direct consequence of post sentiment. This could be extended to other hospitality products and has marketing implications on the global hospitality industry wishing to engage and attract Chinese visitors.

ONLINE TRAVEL AGENTS USE FOR SALES AND PROMOTION OF HOTEL IN KALIURANG YOGYAKARTA

Although traditional travel agents have played an important role as proxies enabling travelers to make connections with hotels, the emergence of the internet has changed the traditional relationship between hotels and travel agents. Instead of a traditional agent–principal relationship, online travel agents (OTAs) seem to act as more than just intermediaries and more as business partners or vendors. Scholars have previously observed troubled, if not hostile, relationships between hotels and OTAs. There has been a growing tendency for hotel and accommodation business worldwide to use Online Travel Agents (OTAs) to promote and sell their rooms. This research discusses the advantages and disadvantages of the promotion and sales through OTAs for hotel business in Kaliurang a famous tourism destination object in Yogyakarta. The object of the research is the hotel manager, supervisors and staff who handle the hotel promotion and sales of their accommodation business. Hotel were located in Kaliurang chosen based on cluster proportional and the informants were chosen based on purposive sampling technique. The result shows that the disadvantages in using OTAs as promotion and sales tool are rising occupancy, direct payment, and as a tool in making hotel well known worldwide. The disadvantages are decrease net sales, over booking, negative comments could downgrade the hotels rank, and OTAs make hotels website got limited traffic. The motivation of hotel managements in using OTAs is highly motivated. The dominant factor of the perception included factors in self-perception of the target, factor in the self-perception., and factors perception of situation. This research suggests to the villa management to recruit special personnel for handling OTAs as well as to manage own websites to increase the net sales.
 Keywords: promotion, sales, hotel management, online travel agents

PENGARUH STRATEGI TARIF DAN PROMOSI HOTEL TERHADAP KEPUTUSAN MENGINAP WISATAWAN NUSANTARA PADA HOTEL MELATI DI GILI TRAWANGAN

The objective of the study was to evaluate the influence of strategic price and hotel promotions toward consumer decision to stay in non-star hotel. Associative research design was adopted as the study guide. Purposive sampling techniques were used in which 100 copies of the research instrument were administered to domestic tourists which stayed for two or more days in non-star hotels, Gili Trawangan, out of which 100 copies of questionnaire were filled and returned. Pearson Product Moment correlation was used to analyse the data generated from respondents. The findings revealed that strategic price and hotel promotions have significant influence on consumer decision at 0,05 level (2-tailed). The result of the research shows both of the variables significantly affecting consumer decision. Furthermore, hotel promotions ranks the first follow by strategic price. This research will help the management of hotel to understand and recognize the ranking of variables affecting consumer decision of domestic tourists to stay in non-star hotel. Keywords: Hospitality, Strategic Price, Promotion, Decision to Stay, Domestic Tourist, and Gili Trawangan.

ICT for external use in Croatian four- and five-star hotels

The Purpose – The objective of the paper is to examine the implementation of advanced technology and promotional supports in hotel companies and to compare their performance in four- and five-star hotels. More specifically, ICT for external use are analysed, i.e. customer relationship management (CRM), communication with customers, promotional supports, and online order receptions. Design/Methodology/Approach – The empirical research took place in 38 upscale (26 four and 12 five-star) hotels located in Croatia, in the regions of Dalmatia, Istria, and Kvarner, and in the city of Zagreb. The data were collected through a structured questionnaire administered mainly during personal interviews with hotel and marketing managers. The SPSS software was used for data analysis. Findings – Findings reveal a relatively high implementation of technology solutions, reaching promotional supports the highest scores. Four-star hotels perform significantly better than fivestar hotels in most of the ICT items. Originality – The study provides insights into the external role of ICT for upscale hotels from the standpoint of customer relationship management (CRM), communication with customers, promotional supports, and online order receptions as tools for enhancing hotel promotion. These can be used as a valuable source of information between academics and can be additionally useful to marketing managers in hotels that intend to find as more as innovative ways for hotel promotion.