TOURISM AND HOTEL MANAGEMENT

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    ASSESSMENT OF E-MARKETING PRACTICES IN STAR-RATED HOTELS: A CASE STUDY OF MEKELLE CITY, TIGRAI
    (Mekelle University, 2025-02-21) Million Assfaw Gebregergs
    This study assesses the effectiveness and implementation of e-marketing practices in star-rated hotels, focusing on Mekelle, Tigrai. It examines how digital marketing strategies enhance online presence, attract customers, and drive retention. Despite the growing importance of e-marketing in tourism and hospitality, its adoption remains limited in the city. A mixed-methods approach was used, incorporating both quantitative and qualitative data collection. Primary data was gathered through semi-structured questionnaires, surveys with open- and close-ended questions, and direct assessments of online platforms such as websites and social media. Secondary data was obtained from published rating criteria. A census sampling technique was applied to collect data from 38 respondents, including hotel managers, marketing managers, receptionists, and government experts. Quantitative data was analyzed using SPSS v.30, while qualitative insights were examined through content analysis. Findings indicate that while most hotels maintain an online presence through websites and social media, e-marketing remains underutilized. Some hotels employ a multi-channel approach incorporating email marketing, Google Ads, and mobile apps, whereas others rely solely on basic digital platforms. The frequency of updates varies significantly. Key barriers to e-marketing adoption include limited market analysis, many hotels fail to analyze global trends and target markets, restricting their ability to adapt to customer needs. Additionally, a lack of understanding of the competitive landscape prevents hotels from recognizing their market position limiting opportunities for differentiation and growth. Insufficient marketing budgets and lack of technical expertise further hinder the effectiveness of digital marketing efforts, the study recommends enhanced market research initiatives that equip hotels with insights into consumer behavior, industry trends, and competitive positioning. Establishing benchmarking and competitor analysis frameworks would help hotels better understand their market standing and identify opportunities for differentiation. Additionally allocation budget, capacity-building programs, including technical training in digital marketing and the hiring of skilled professionals would further improve adoption and effectiveness. Despite these challenges, the study highlights significant opportunities for improvement. A strategic focus on digital marketing could enhance occupancy rates, strengthen customer engagement, and contribute to the growth of Tigrai’s tourism and hospitality industry.