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Syed, Asif Ali
- Study of Digital Marketing Effectiveness for Star Category Classified Hotels in India
Abstract Views :433 |
PDF Views:324
Authors
Affiliations
1 Research Scholar (Ph.D. Reg No. GL 3769), Aligarh Muslim University, Aligarh, IN
2 Associate Professor, Aligarh Muslim University, Aligarh, IN
3 Associate Professor, ABES Engineering College, Ghaziabad, IN
1 Research Scholar (Ph.D. Reg No. GL 3769), Aligarh Muslim University, Aligarh, IN
2 Associate Professor, Aligarh Muslim University, Aligarh, IN
3 Associate Professor, ABES Engineering College, Ghaziabad, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 18, No 2 (2020), Pagination: 30-44Abstract
The goal of this paper is to find out digital marketing effectiveness for star category hotels in India which are classified by Hotel and Restaurant Approval & Classification Committee (HRACC), Ministry of Tourism, Government of India (GoI). Extensive literature review are the founding pillars upon which this research-based study has been framed followed by categorising few research papers which have earlier examined related works in India/abroad. Findings of literature reviewed in the paper are that digital marketing is quite effective for 3 star and above category hotels in India. Optimal utilisation is the key factor. This research work is based only out of similar research works of the past and no empirical has been done. The findings of this study may be applicable to the star category or equivalent hotels in India or may be abroad. The outcomes cannot be related to other subsectors of the Hospitality industry or other constituents of wider Travel and tourism sector. The results of this study may surely help the hotel marketers to know the effectiveness of important digital marketing tools for hotels and use them strategically. It would also encourage more scholars and researchers from academia and hospitality industry to go about doing digital marketing studies exclusively for hotels in India. The value of the study is for its contribution to how digital marketing team can effectively optimise digital marketing strategies for Indian hotels. Due to the limited numbers of related papers exclusively written specifically pertaining to digital marketing for Indian hotels, the researchers have tried to examine research works of other researchers across the globe.Keywords
Effectiveness, Digital Marketing, Indian Hotels & HRACC.References
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- Master’s/Bachelor’s Thesis/Research Report:
- Bitkulova, R. (2017). Digital Marketing in Travel Industry: Case: Hotel Landing Page Optimization. (Degree program in Hotel, Restaurant and Tourism Management, Bachelor’s Thesis). Finland: Saimaa University of Applied Sciences
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- Online Report:
- KPMG-FICCI (2018) (March 2018). Expedition 3.0: Travel and hospitality gone digital. Growth of India’s travel and tourism sector. Retrieved June 18, 2019, from https://assets.kpmg/content/dam/kpmg/in/pdf/2018/03/FICCI-travel-hospitalitygone digital.pdf.Ph.D. (Doctorate) Thesis:
- Das, B. (2016). Engagement Pattern of Users in Digital and Social Media Marketing: A Service Industry perspective (Ph.D. thesis): KIIT University, Odisha, India
- Reference Books:
- Chon, K., & Sparrowe, R. (2008). Welcome to Hospitality (3rd ed.), New Delhi, India Delmar Cengage Learning. (Pg.2 ,3)
- Powers, T., & Barrows, C. (1999). Introduction to Management in the Hospitality Industry (6th ed.), New York, N.Y: John Wiley & Sons. (Pg.4)
- Websites:
- India Brand Equity Foundation (2019). Indian Tourism and Hospitality Industry Analysis. Retrieved from https://www.ibef.org/industry/indian-tourism-and-hospitalityindustry analysis-presentation
- Kamble, O., 18th June 2019. The Growth of Digital Marketing in India. Retrieved from https://yourstory.com/mystory/the-growth-of-digital-marketing-inindia#:~:text=Digital%20Marketing%20is%20growing%20at, the%20World%27s%20largest%20Facebook%20population. Retrieved On dt.27.06.2020
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- A Study of Performance Indicators of Technology Business Incubators (TBIs) in India
Abstract Views :327 |
PDF Views:1
Authors
Affiliations
1 Research Scholar, Department of Business Administration, FMS&R, AMU, Aligarh, IN
2 Associate Professor, Department of Business Administration, FMS&R, AMU, Aligarh, IN
3 Former Vice Chancellor, SMVD University, Katra, J&K, IN
1 Research Scholar, Department of Business Administration, FMS&R, AMU, Aligarh, IN
2 Associate Professor, Department of Business Administration, FMS&R, AMU, Aligarh, IN
3 Former Vice Chancellor, SMVD University, Katra, J&K, IN
Source
Parikalpana: KIIT Journal of Management, Vol 17, No 2 (2021), Pagination: 126-137Abstract
A business incubator is characterised as a point of contact between the market and the entrepreneurs’ proposed business concepts. It includes provision of differential facilities like infrastructure, mentorship, capital and expertise so that there is effective utilization of creativity and ability. This research work assess the performance of technological business incubators (TBIs) based on no. of patent granted, support services offered by TBI, services offered in TBI, selection criteria for incubate, exit criteria for incubatee, academia linkage, corporate linkage, nature of functioning as a performance indicator. Partial least squares structural equation modelling (PLS-SEM) was employed for testing the significance of hypotheses. Findings show that no. of patent granted, selection criteria for incubatee, corporate linkage, and nature of functioning of TBI have a significant influence on TBI success.Keywords
Technology Incubator, Business Incubator, Exit Criteria, Academia Linkage, Corporate Linkage.References
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