Media społecznościowe a e-marketing hotelarski w Iranie – przykład Parsian International Hotels

  • Banafsheh Nasihatkon Uniwersytet Teherański
  • Jamal Kheiri
  • Oriol Miralbell Uniwersytet Barceloński

Abstract

Celem badań ilościowych była analiza roli mediów społecznościowych w marketingu hoteli irańskich za pośrednictwem Internetu. Zastosowano technikę kwestionariuszową na próbie 149 marketerów zatrudnionych w dziale marketingu sieci Parsian International Hotels. Do oceny danych zastosowano program SPSS. Przeprowadzono testy Kolmogorowa-Smirnowa, Cochrana, regresji, według współczynników niestandaryzowanych i standardowych. W oparciu o wyniki możemy stwierdzić, że media społecznościowe nadal nie stanowią istotnego narzędzia marketingowego w hotelach irańskich. Facebook i YouTube są mediami najczęściej wykorzystywanymi do celów marketingowych, jako że filmy oraz zdjęcia mogą być używane na ich stronach w większym stopniu niż na innych. Wyniki pokazują, że możliwości marketingowe Parsian Hotels rosną wraz z powszechniejszym korzystaniem z mediów społecznościowych, jednakże sektor marketingu hotelarskiego na razie nie traktuje Internetu jako odgrywającego najistotniejszą rolę narzędzia marketingowego.

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Published
2016-12-30
How to Cite
Nasihatkon, B., Kheiri, J., & Miralbell, O. (2016). Media społecznościowe a e-marketing hotelarski w Iranie – przykład Parsian International Hotels. Turyzm/Tourism, 26(2), 15-22. https://doi.org/10.18778/0867-5856.26.2.02
Section
Articles