Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/43227
Title: The marketing role of the Internet in launching a hotel : the case of Hotel ICON
Authors: Tse, TSM 
Issue Date: 2013
Source: Journal of hospitality marketing & management, 2013, v. 22, no. 8, p. 895-908
Abstract: Hotel ICON was launched in Hong Kong during April 2011, and it was ranked No. 1 on TripAdvisor.com by November 2011. One of the hotel's success factors was the creative use of Internet marketing in its launch, which included developing its website as a sales and marketing tool, working closely with online travel agents, search engine marketing, the selective use of banner advertising, and experimenting with social media. This case study describes how Hotel ICON bypassed traditional media to make extensive use of the Internet, illustrates the important role that Internet marketing can play in launching a hotel, and explores how the Internet can be better exploited in hotel marketing.
Keywords: Internet
Marketing
Hotel
Hotel ICON
OTA
Website
Publisher: Taylor & Francis
Journal: Journal of hospitality marketing & management 
ISSN: 1936-8623
EISSN: 1936-8631
DOI: 10.1080/19368623.2013.734224
Appears in Collections:Journal/Magazine Article

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