Media społecznościowe a e-marketing hotelarski w Iranie – przykład Parsian International Hotels
DOI:
https://doi.org/10.18778/0867-5856.26.2.02Keywords:
marketing internetowy, Parsian Hotels, Iran, Internet, marketing hotelarskiAbstract
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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