ASSESSMENT OF THE MARKETING ACTIVITY IN FIVE-STAR HOTELS | ||||
مجلة کلية السياحة والفنادق. جامعة المنصورة | ||||
Article 3, Volume 2, Issue 2, December 2017, Page 39-59 PDF (428.47 K) | ||||
Document Type: المقالة الأصلية | ||||
DOI: 10.21608/mkaf.2017.106904 | ||||
View on SCiNiTO | ||||
Authors | ||||
إبراهيم صديق فرغلي; شريف جمال سعد سليمان | ||||
کلية السياحة والفنادق - جامعة المنصورة | ||||
Abstract | ||||
This study aims to assess the marketing activitiy in five star hotels in Greater Cairo. It identifies the factors that have an impact on customers' purchasing decisions. A questionnaire form was developed to collect the required data for this study. A total of 300 forms were randomly distributed to a sample of hotel guests; only 248 forms (82.7%) were valid for analysis. Moreover, 20 valid forms were received from marketing managers. The obtained results showed that the majority of marketing managers use face to face selling as a direct marketing, in addition to the demand based pricing, they organize celebrations of different events and they continuously update the hotels’ offers and discounts. On the other hand, the majority of the surveyed guests showed interest in offers and discounts provided by hotels; they prefer hotels that offer fair prices and ensure quality of service. In general, they use travel agents, hotels advertising campaigns and the internet for searching and they use the internet heavily to help them make travel decisions more quickly. | ||||
Keywords | ||||
Marketing Activity; Greater Cairo; Five Star Hotels; Purchasing Decision | ||||
References | ||||
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