The impact of E-Commerce on the performance of marketing activities in the hotel industry
Nyaguthii, Nyokabi Susan
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This research project offers a study of the current use of the Internet as a marketing tool in a world of E-commerce, by the hotel industry. Such a study is timely given that the growth rate of the web and E-commerce is overwhelming in the 21st century. Therefore, the hotel industry have adapted to the E-commerce with an aim of improving their customer service and support, sales and revenue, marketing research, relationship marketing and promotion activities. The study has made policy recommendations and suggested areas of implementation for the benefit of all stakeholders in the hospitality industry. It has also highlighted the concepts, strategies and technologies that can be used to build E-commerce application for profitability and growth by hotel practitioners. Chapter two reviews the available and relevant literature on the six variables focused on the study: E- commerce, promotion, selling, customer service, relationship marketing, and market research. A descriptive research was used to attain data to answer questions concerning the current status of the subjects in the study and it also focus on the 8 five star hotels in Nairobi. Purposive sampling method was used in the choice of respondents since only the customer contact personnel were used, that is, the marketing and the front office personnel. The primary data was mainly obtained using structured and self- administered questionnaire, which was pre-tested to ensure reliability and validity. The data collected was analysed using a combination of statistical techniques. Chapter four covers the findings of the study, which can be summarised that though the usage of internet is relatively low and there are many challenges of e-commerce development in Kenya such as poor connectivity and limited access to telephone and electricity, the need to adopt e-commerce is clearly evident as the challenges and costs are outweighed by the benefits accrued as a result of its adoption. Chapter five covers recommendations and implications of e-commerce on the performance of marketing activities in the hotel industry.