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Hotellens marknadsföring: En fråga om olika förhållningssätt
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Tidigare forskning kring de två aktörerna hotell och onlineresebyråer har koncentrerats runt intäktsoptimering samt konsumentbeteende gällande omdömen relaterat till onlineresebyråer. Det råder däremot en avsaknad gällande tidigare forskning runt hotellens strategiska marknadsföringsbeslut i och med att de ansluter sig till olika onlineresebyråer.

Syftet med studien är att få en insikt i hur hotellen arbetar med sin marknadsföring gentemot onlineresebyråerna. Vidare besvaras frågeställningen om vad effekten blir när hotellen lämnar över delar av sin marknadsföring till onlineresebyråerna. I studien tillämpades ett kvalitativt förhållningssätt där fem telefonintervjuer genomfördes. Resultaten indikerar på att hotellen i studien inkluderar onlineresebyråerna i delar av sina marknadsföringsstrategier och att det i viss bemärkelse kan vara positivt men å andra sidan kan medföra vissa risker för de olika hotellen.

Abstract [en]

Previous research on the two actors’ hotels and online travel agencies has been concentrated around revenue management as well as consumer behavior regarding ratings related to online travel agencies. There is, however, a lack of research regarding hotels’ strategic marketing decision when joining online travel agencies.

The purpose of this study is to explain how hotels approach their marketing strategies in relation to online travel agencies. Furthermore, the paper answers the question; what are the effects for hotels, when handing over part of their marketing to online travel agencies.

The study applied a qualitative approach where five telephone interviews were conducted.

The results indicate that the hotels in the study include online travel agencies in parts of their marketing strategies, and that in some regards can be positive but on the other hand, can lead to certain risks for the hotels.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Hotel, online travel agency, marketing, marketingmix
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-20766OAI: oai:DiVA.org:du-20766DiVA: diva2:893407
Available from: 2016-01-12 Created: 2016-01-12

Open Access in DiVA

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf