Exploring the impact of internet on hospitality industry's marketing practices: A case of Hamilton, New Zealand

Abstract

This study assesses the impact `internet’ has had on marketing practices of hotels and other sectors of the hospitality industry. Debate continues to establish a definitive image for internet marketing and assess its impacts. The current study draws upon the literature review undertaken for the purposes and options of senior industry people accumulated through in-depth interviews The interview analysis focused on five criterions based on type of the respondent, their current marketing practice and future intentions regarding internet as a marketing tool. An agglomerated analysis illustrated that although internet may be more powerful than traditional marketing, traditional marketing still enjoys good popularity within masses. Internet as a fast growing entity by itself, requires the company managers to give it a strong consideration as part of company polices and be prepared to adapt changes as they arise.