EXPERIMENTAL MARKETING IN HOTEL OPERATIONS

Marketing Operations Term Paper

Managing green marketing: Hong Kong hotel managers’ perspective

In view of the serious environmental problems we are currently facing, taking action to protect our planet is becoming more persuasive and important. Along with various environmental initiatives, the concept of green marketing emerged in the late 1980s. Some hotels have taken various initiatives to position themselves as green hotels, including the use of eco-labels as a marketing ploy to attra...

Predicting Hotel Demand Using Destination Marketing Organizations’ Web Traffic Data

(2014). Predicting hotel demand using destination marketing organizations' web traffic data. Introduction Forecasting future hotel guest arrivals and occupancy rates is a key aspect of hotel revenue management (Weatherford and Kimes 2003). Accurate forecasting is crucial to enable hoteliers to appropriately allocate hotel resources and fix pricing strategies (Weatherford and Kimes 2003). Tradit...

Operations Research in Experimental Psychology

This chapter reviews some of the uses of operations research methods in experimental psychology. We begin by describing some basic methodological issues that arise in the study of human decision making. Next, we describe in more detail research in experimental psychology that has used methods common to operations research—such as dynamic programming—to understand sequential observation and sele...

The effect of website features in online relationship marketing: A case of online hotel booking

The primary objective of this research is to develop a theory-based model of utilitarian and hedonic website features, customer commitment, trust, and e-loyalty in an online hotel booking context. Structural Equation Modeling was deployed to test research hypotheses. Findings highlight the importance of creating loyalty by focusing on both hedonic and utilitarian features. Affective commitment ...