Dublin Core
Title
Evaluating hotel websites as a
marketing communication channel:
A dialogic perspective
marketing communication channel:
A dialogic perspective
Creator
Robert Ebo Hinson
Description
Abstract
The purpose of this paper is to assess hotel websites as a marketing communication tool using Kent and Taylor’s (1998) dialogic principles. This study was executed qualitatively using content analysis of 42 hotel websites
in Ghana. The results of the study show that hotels in Ghana are adequately utilising websites as a marketing
communication tool. The findings further show a preponderant use of the principle of conservation of visitors
and the dialogic loop principle by the sampled hotel websites. However, the majority of the sampled websites
performed rather poorly on the return visit principle. The research contributes to the scarce literature on
hospitality management in an emerging economy context.
The purpose of this paper is to assess hotel websites as a marketing communication tool using Kent and Taylor’s (1998) dialogic principles. This study was executed qualitatively using content analysis of 42 hotel websites
in Ghana. The results of the study show that hotels in Ghana are adequately utilising websites as a marketing
communication tool. The findings further show a preponderant use of the principle of conservation of visitors
and the dialogic loop principle by the sampled hotel websites. However, the majority of the sampled websites
performed rather poorly on the return visit principle. The research contributes to the scarce literature on
hospitality management in an emerging economy context.
Publisher
sagepub.co.uk/journalsPermission
Date
2015
Source
https://journals.sagepub.com/doi/pdf/10.1177/0266666915570506
Language
English