Internet marketing and its impacts on the four star hotels in Cyprus

Abstract

The application of the traditional marketing techniques has been widespread within the Cyprus hospitality industry. The purpose of this descriptive study was to determine the level of awareness of the latest performances of the Internet usage among Cyprus four-star hotels and suggest some additional online marketing multimedia techniques for more exploitation of this lucrative tool between the customers and the hotels. This was determined through the collection of questionnaires and the examination of each of the Cyprus four-star hotels websites. Overall, the study has revealed that the level of awareness for both the online marketing and the Internet usage among the four-star hotels was a moderate one with expanded room for improvements. Thus, based on the survey results the study has recommended a list of proven Internet tools through an extended utilization of the electronic distribution systems that when implemented accurately would meticulously identify the visitors and potential customers, enhance online marketing relationships and allow a more intimate and direct communication between the hotels and their current and potential customers.