Title Page
Contents
ABSTRACT 10
CHAPTER 1. INTRODUCTION 13
1.1. Introduction 13
1.2. Background of the study 16
1.3. The research question and sub-questions 21
1.4. Operational key terms 23
1.5. Organization of chapter 25
CHAPTER 2. LITERATURE REVIEW 27
2.1. Introduction 27
2.2. ICT as a changing force which shapes hospitality technologies 27
2.3. Marketing Performance in Hospitality Firms 30
2.4. Social Media 33
2.5. The Impact of the digital marketing revolution on the hospitality industry 33
2.6. Summary of the chapter 35
CHAPTER 3. METHODOLOGY 36
3.1. Introduction 36
3.2. Defining Research Strategy 36
3.2.1. Research paradigm 37
3.2.2. Ontology and Epistemology 38
3.3. Methodology 40
3.3.1. Qualitative Research 40
3.3.2. Quantitative Research 41
3.3.3. Qualitative versus Quantitative Research 42
3.4. Methods 43
3.5. Sample selection 45
3.6. Data Analysis 46
3.7. Conduct of the study 49
3.8. Conclusion 52
CHAPTER 4. FINDINGS AND DISCUSSION 53
4.1. Introduction 53
4.2. Findings 53
4.2.1. Benefits of Digital Marketing 54
4.2.2. Most influential digital marketing channels 55
4.2.3. ICT developments and revitalization of hospitality marketing 60
4.2.4. Challenges and further strategies 61
CHAPTER 5. SUMMARY 64
5.1. Introduction 64
5.2. Summary of Findings 64
5.2.1. Significance of digital marketing techniques in hospitality 66
5.3. Limitations of the study 67
5.4. Recommendations 68
5.4.1. Recommendations for the managerial bodies 68
5.4.2. Recommendations for future research 69
5.5. Contribution to Knowledge 69
REFERENCES 71
APPENDICES 9
APPENDIX 1. INTERVIEW CONSENT FORM 82
APPENDIX 2. PARTICIPANT INFORMATION FORM 84
APPENDIX 3. QUESTIONNAIRE 87
APPENDIX 4. RESPONSES 92
APPENDIX 5. DATA ANALYSIS MATRIX-CODE GENERATION AND THEME FORMATION 98
Table 3.7. Respondent's profile 50
Figure 1.1. Holiday Inn Resort 20
Figure 1.2. Holiday Inn Suites 20
Figure 1.3. Intercontinental Hotel 21
Figure 3.6. Thematic analysis step by step process 47
Figure 3.7. Data collection and analysis 51
Figure 4.2. Expense percentage for digital marketing 62