infonet-economy

Extensive resources are invested in digital marketing in the hotel sector, however, few studies examine the efficacy of these tactics. This study examines (1) the range of digital marketing tactics utilised and (2) the metrics used to monitor digital marketing performance. The research concentrates on hotels within Switzerland, and the analysis was conducted based on a survey with 31 respondents. Preliminary results indicate that a clear website address and informative content are perceived to be the highest ranked digital marketing tactics, while the highest ranked marketing performance metric are referrals to the website and social media likes and shares.