The impact of a short-term digital marketing campaign on improving the sales of hotel capacities
Keywords:
digital marketing, campaign, social networks, hotel, Kopaonik
Abstract
This paper aims to present an example of an active approach to the use of social networks as a part of marketing activities, to stimulate short-term capacity sales in specific terms. The subject of the research is the influence of a specific online marketing campaign through selected social networks on the improvement of the sales of accommodation capacities with the example of the hotel Putnik on Kopaonik. The goal of the campaign is to find a quick way to potential users and to encourage their interest. It is of great importance to plan and direct the marketing campaign because the wide distribution does not directly affect the results. Online marketing has shown to be a useful tool for fast group targeting to which the offer will be directed.
The research aims to present preliminary short-term results of social media marketing activities on increasing capacity utilization and achieving higher business results. The data used in the paper are unpublished, acquired from the official business report of the hotel software "PROTEL".
References
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Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The impact of marketing mix strategy on hospitals performance measured by patient satisfaction: an empirical investigation on Jeddah private sector hospital senior managers perspective. International Journal of marketing studies, 5(6), 210.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review 35(9), 770-790.
Buhalis, D., & Mamalakis, E. (2014). Social Media Return on Investment and Performance Evaluation in the Hotel Industry Context. Information and Communication Technologies in Tourism 2015 (pp. 241-253). Springer, Cham. doi:10.1007/978-3-319-14343-9_18
Chen, C. M., & Chang, K. L. (2012). Effect of price instability on hotel profitability. Tourism Economics, 18(6), 1351-1360.
Dominique-Ferreira, S., & Antunes, C. (2019). Estimating the price range and the effect of price bundling strategies. European Journal of Management and Business Economics.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Greenwood, S., Perrin, A., & Duggan, M. (2016). Social media update 2016, Available at: http://www.pewinternet.org/2016/11/11/social-media-update- 2016/?utm_source=Pew+Research+Centerandutm_campaign=e140e347a3- EMAIL_CAMPAIGN_2016_11_17andutm_medium=emailandutm_term=0_3e953b9b70 -e140e347a3-400186125
Hongcharu, B., & Eiamkanchanalai, S. (2009). A comparative study of traditional mass media, the Internet and mobile phones for integrated marketing communications. Journal of Business and Economics Research, 7(12), 31-40.
Inversini, A., & Masiero, L. (2014). Selling rooms online: the use of social media and online travel agents. International Journal of Contemporary Hospitality Management, 26(2), 272-292.
Калинић, Ч. (2018). Аналитика друштвених мрежа као фактор промоције хотела у Србији. Докторска дисертација. Нови Сад: ПМФ-ДГТХ
Kalinić, Č., & Vujičić, M. (2019). A Subnational Assessment of Hotel Social Media Metrics – the Case of Serbia. Geographica Pannonica, 23(2), 87-100.
Kiang, M. Y., Raghu, T. S., & Shang, K. H. M. (2000). Marketing on the Internet—who can benefit from an online marketing approach?. Decision Support Systems, 27(4), 383-393.
Kokaz Pucciani, K., & Murphy, H. C. (2011). An investigation of data management and property management systems in hotels. Tourism and hospitality management, 17(1), 101-114.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, 8(2), 239–255.doi:10.1108/jhtt-02-2017-0012
McKinsey Global Institute (2007). How Companies can Make the Most of User-generated Content. The McKinsey Quarterly. Available at: www. mckinseyquarterly.com.
Michopoulou, E., & Moisa, D. G. (2019). Hotel social media metrics: The ROI dilemma. International Journal of Hospitality Management, 76, 308-315.
Moyeenudin, H. M., Parvez, S. J., Anandan, R., & Narayanan, K. (2018). Data management with PMS in hotel industry. International Journal of Engineering & Technology, 7(2.21), 327-330.
Momany, M., & Alshboul, A. (2016). Social Media Marketing: Utilizing Social Media To Advance Brand Awareness And Increase Online Sales. International Journal of Business, Marketing, & Decision Science, 9(1).
Moro, S., Rita, P. & Oliveira, C. (2017). Factors influencing hotels’ online prices. Journal of Hospitality Marketing and Management, 27(4), 443-464.
Ochenatu, N. C., & Foris, D. (2019). Identifying the Promotion Techniques Used in Hotels in Brasov. Journal of Tourism and Hospitality Management. Proceedings from 5th International Tourism and Hospitality Management Congress, October 02-06, Sarajevo.
Parvez, S. J., Moyeenudin, H. M., Arun, S., Anandan, R., & Janahan, S. K. (2018). Digital marketing in hotel industry. International Journal of Engineering & Technology, 7(2.21), 288-290.
Parise, S., & Guinan, P.J. (2008). Marketing using web 2.0. In: Proceedings of the 41 St Hawaii International Conference on System Sciences. Waikoloa, HI: IEEE.
Rathore, S. (2020). Analyzing the Influence of User-Generated-Content (UGC) on Social Media Platforms in Travel Planning. Turizam, 24(3), 125-136.
Stankov, U., Jovanović, T., Pavluković, V., Kalinić, Č., Drakulić-Kovačević, N., & Cimbaljević, M. (2018). A regional survey of current practices on destination marketing organizations' Facebook pages: The case of EU and US. Geographica Pannonica, 22(2), 81-96.
Stankov, U., Dragićević, V., Pavlović, T., & Kovačević, M. (2012). The Conceptual Framework of Relationship between Web Marketing and Tourism Products. Researches Review of the Department of Geography, Tourism and Hotel Management 41, 350-359.
Stelzner, M. A. (2016). 2016 Social media marketing industry report, Available at: http://www.socialmediaexaminer.com/wp- content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
Tešić, D., Blagojević, D., & Lukić, A. (2020). Bringing ,,smart’’ into cities to fight pandemics – with the reference to the Covid-19. Researches Reviews of the Department of Geography, Tourism and Hotel Management, 49(1), 99-112.
