Analytical study of digital marketing applications in Algerian hotels: a case study of 13 hotels in Constantine Province
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Date
2019-09-30
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University of Oum El Bouaghi
Abstract
The aim of the article is to analyzes the digital marketing tools uses by hotels such Social Media Marketing, Search Engine Optimization, Google AdWords, Booking.com and tripAdvisor. We adopt a descriptive research by using a case-study method comprising the analysis of the process of booking customers for a room in the hotel and we divided the process into four levels: traffic, website, booking system and booked, each level incorporating a set of indicators integrated into digital marketing tools. We choose 13th hotels in the state of Constantine- Algeria. The results show that the majority of hotels in the province of Constantine do not apply digital marketing tools and even free of charge, except for international hotels that have branches in the province of Constantine. Finally, a set of recommendations have been proposed for hotels to achieve their objectives in light of environmental complexity.
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Digital marketing; Hotels; booking process; Constantine