ONLINE MARKETING OF HOSPITALITY SERVICES : Tourist satisfaction with online accommodation booking
Kaakinen, Heidi; Purkayastha, Eshita (2016)
Kaakinen, Heidi
Purkayastha, Eshita
Centria-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120919789
https://urn.fi/URN:NBN:fi:amk-2016120919789
Tiivistelmä
The aim of this thesis was to study tourist satisfaction in online accommodation booking. Nowadays it is very common to conduct any kind of business online because of its practicality, accessibility and convenience. These days online is a community and it is a very effective way to build relation with the consumers. Hospitality firms like hostel and restaurants are using online community as a marketing tool to reach their customers. Studies have found four participation benefits as to participate in the online community marketing service. Internet is a communication tool which allows individuals and the organization to overcome geographical, time and age constraints. It also allows that the consumers and the companies around the world can connect at any time they want.
The target group for the survey were the students in Jakobstad studying at Centria UAS. As the researchers were students themselves it was interesting to find out about other students’ traveling experiences and where they particularly preferred to stay during their travels. Students usually cannot afford to expensive luxury accommodation so therefore it was truly intriguing to find out their habits on this matter. In the survey the main questions were asked like which booking systems and sites did they mostly use and if they were satisfied with the services they received.
This thesis report was divided into two parts whereas the theoretical framework was first introduced and then followed the empirical framework with the research methodology part. The quantitative research method was used in the report. Based on the study results it appeared that both online marketing and online accommodation booking had mainly caused positive impacts on the respondents’ travels and they found that online booking system was very helpful, accessible and convenient. There were a few respondents who on the contrary did not have much or at all experience in any kind of online booking hence they were not used to travel much.
The target group for the survey were the students in Jakobstad studying at Centria UAS. As the researchers were students themselves it was interesting to find out about other students’ traveling experiences and where they particularly preferred to stay during their travels. Students usually cannot afford to expensive luxury accommodation so therefore it was truly intriguing to find out their habits on this matter. In the survey the main questions were asked like which booking systems and sites did they mostly use and if they were satisfied with the services they received.
This thesis report was divided into two parts whereas the theoretical framework was first introduced and then followed the empirical framework with the research methodology part. The quantitative research method was used in the report. Based on the study results it appeared that both online marketing and online accommodation booking had mainly caused positive impacts on the respondents’ travels and they found that online booking system was very helpful, accessible and convenient. There were a few respondents who on the contrary did not have much or at all experience in any kind of online booking hence they were not used to travel much.