The results revealed that most hotels have an average performance in online referrals marketing as a whole, while hotels classified in the budget segment show the worst performance
📌 3 Key Takeaways
🎯
Objective & Hypothesis:When mentioning online referrals in tourism, the first associations for most are online reviews of guests, usually those on the most popular social media website in tourism - TripAdvisor.
📊
Key Findings & Data:In fact, online referrals1 are a much broader concept which is presented through their categorization according to their affiliation to e-marketing domains.
💡
Conclusion & Impact:The results revealed that most hotels have an average performance in online referrals marketing as a whole, while hotels classified in the budget segment show the worst performance
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters
Abstract
When mentioning online referrals in tourism, the first associations for most are online reviews of guests, usually those on the most popular social media website in tourism - TripAdvisor. In fact, online referrals1 are a much broader concept which is presented through their categorization according to their affiliation to e-marketing domains. The goal of this paper is to research the use of online referrals in hospitality according to the suggested classification. A research featuring a selection of European branded hotel chains, ranging from luxury to budget, and their use of online referrals is presented. The results revealed that most hotels have an average performance in online referrals marketing as a whole, while hotels classified in the budget segment show the worst performance
🔖
Cite This Article
BAYER, R. U., SLİVAR, I. (2022). Online Referrals Categorization and Performance of the Hospitality Industry: The Case of International Hotel Brands in Europe. İşletme ve Ekonomi Araştırmaları Dergisi, Cilt: 8 - Sayı: 4, 835–847. https://ajindex.com/articles/556496
Bandyopadhyay, S., Wolfe, J., & Kini, R. (2009). A critical review of online affiliate models. Journal of Academy of Business and Economics, 9(4), 141-147.
Bansal, H.S., & Voyer, P.A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Berman, B. (2016). Referral marketin,: Harnessin, the power of your customers. Business Horizon, 59, 19-28.
Bickart, B., & Schindler, R. M. (2001). nnternet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. Biyalo,orsky, E., Eitan, G., & Barak, L. (2001). Customer referral mana,ement: Optimal reward pro,rams. Marketing Science, 20(1), 82-95.
Buhalis, D., & Law, R. (2008). Pro,ress in information technolo,y and tourism mana,ement: 20 years on and 10 years after the internet-the state of e-tourism research. Tourism Management, 29, 609-623.
Buttle, F. A. (1998). Word of mouth: Understandin, and mana,in, referral marketin,. Journal of Strategic Marketing, 6(3), 241-254.
Cantallops, A. S., & Salvo, F. (2014). New consumer behavior: A review of research on e-wom and hotels. International Journal of Hospitality Management, 36, 41-51.
Chan, N. L., & Guillet, B. D. (2011). nnvesti,ation of social media marketin,: How does the hotel industry in Hon, Kon, perform in marketin, on social media websites? Journal of Travel and Tourism Marketing, 28(4), 345-368.
Chatterjee, P. (2001). Online reviews: Do consumers use them? nn M.C. Gilly &J. Myers-Levy (Eds.), Proceedings of the ACR 2001, pp. 129-134.
Provo, UT: Association for Consumer Research. Cheun,, P., Greenacre, L., & Freeman, L. (2014). Referral types and peer activation: Who to ask? Journal of Marketing Management, 30(3-4), 295-311. Chun,, J. Y., & Buhalis, D. (2008). Web 2.0: A study of online travel community. nn: O'Connor, P., Höpken, W., Gretzel, U. (Eds.), Information and Communication Technologies in Tourism, Sprin,er, Vienna, Austria. pp. 70-81.
Cox, C., Bur,ess, S., Sellitto, C., & Buultjens, J. (2011). Consumer,enerate media in hospitality and tourism: Travellers’ likes and their concerns about the latest innovation in hospitality marketin,. nCHLAR 2011: nnternational Conference on Hospitality & Leisure Applied Research, Lyon, France. Daniele, R., Frew, A. J., Varini, K., & Ma,akian, A. (2009). Affiliate marketin, in travel and tourism. Information and Communication Technologies in Tourism (ICTT), pp. 343-354.