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Journal of Vacation Marketing
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Marketing practices and Internet marketing: A study of hotels in Singapore

Choon-Chiang Leong

Nanyang Business School, B1C-117, Nanyang Technological University, Nanyang Avenue Singapore 639798, accleong{at}ntu.edu.sg

Singapore is renowned for its world-class airport facilities, garden city, modern and sound infrastructure, political stability and vibrant multi-racial society. It has been one of the most popular and growing tourist destinations in Asia. However, it is becoming increasingly difficult for Singapore to sustain such a high rate of growth, due to limited natural attractions and keen competition in the region. This study examines the marketing strategies adopted by local hotel establishments in the competitive hospitality industry. It also analyses the adoption and role of information technology in strategic marketing. It was found that most hotels seemed to have embraced the marketing concept, given the existence of extensive marketing plans. Although most hotels appeared to have successfully incorporated information technology into their marketing campaigns, the level of commitment seemed to be insignificant. Following a brief comparison with a similar US study, the paper concludes that there are only minor differences between US and Singapore hotels in terms of their marketing practices.

Key Words: hotel marketing • Internet marketing • hotel industry • Singapore

Journal of Vacation Marketing, Vol. 7, No. 2, 179-187 (2001)
DOI: 10.1177/135676670100700207
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M. D. Musante, D. C. Bojanic, and J. Zhang
An evaluation of hotel website attribute utilization and effectiveness by hotel class
Journal of Vacation Marketing, July 1, 2009; 15(3): 203 - 215.
[Abstract] [PDF]