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Exploration of 3 W’s of Web Marketing in the Hotel Sector – A Study Conducted at the Casa da Calçada Hotel

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Advanced Research in Technologies, Information, Innovation and Sustainability (ARTIIS 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1485))

Abstract

Hotels should implement new digital strategies, to become more competitive and guarantee confidence and security for their guests. In a more technological world, it is possible for hotels to gain a competitive advantage through digital and internet marketing strategies to capture potential customers. The purpose of this study is to explore the importance of webmarketing strategies in the hotel sector, namely, webdesign, webpromotion and webperfomance, using the Casa da Calçada hotel, as a case study. For this, three objectives were defined: i) to analyze the current digital marketing strategy; ii) to identify the most effective tools in the Web Marketing strategy and iii) to explore web marketing opportunities to improve the hotel’s performance on the internet. To achieve these objectives, various data collection methods were used, such as semi-structed interviews and netnography. Also, an analysis of the digital marketing strategies implemented by the hotel was carried out. Results show that the global classification achieved was 60%. Of the five categories analyzed, the criteria’s usability and promotion presented the best rating, followed by customer relationship and point of sale and price and product. At the end, limitations are identified and theoretical and practical recommendations in the hotel sector are presented, also future research is pinpointed.

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Author information

Authors and Affiliations

  1. Universidade Europeia, Lisbon, Portugal

    João Marinho & Catarina Neto

  2. Universidade Europeia e CEG/Territur, Universidade de Lisboa, Lisbon, Portugal

    Sofia Almeida

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  1. João Marinho
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  2. Sofia Almeida
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  3. Catarina Neto
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Editors and Affiliations

  1. Universidad Estatal Península de Santa Elena, La Libertad, Ecuador

    Teresa Guarda

  2. Universidade do Minho, Guimarães, Portugal

    Filipe Portela

  3. Universidade do Minho, Guimarães, Portugal

    Manuel Filipe Santos

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Marinho, J., Almeida, S., Neto, C. (2021). Exploration of 3 W’s of Web Marketing in the Hotel Sector – A Study Conducted at the Casa da Calçada Hotel. In: Guarda, T., Portela, F., Santos, M.F. (eds) Advanced Research in Technologies, Information, Innovation and Sustainability. ARTIIS 2021. Communications in Computer and Information Science, vol 1485. Springer, Cham. https://doi.org/10.1007/978-3-030-90241-4_55

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  • DOI: https://doi.org/10.1007/978-3-030-90241-4_55

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