Affiliate Marketing Optimisation in Hospitality and Tourism: a Multiple Stakeholder Perspective
نویسندگان
چکیده
This article discusses the enabling conditions that may allow hospitality and tourism businesses, and their affiliate stakeholders, to optimise and exploit affiliate marketing to its fuller potential, and proposes an affiliate marketing optimisation framework. The empirical findings are generated from an in-depth analysis of 72 online discussions from affiliate forums; and 38 interviews with the representatives of four major stakeholder groups from the hospitality and tourism industries merchants, affiliates, affiliate agencies and affiliate networks. The paper furthers the emerging conceptualisation of the affiliate marketing construct, and provides practical recommendations on optimising the affiliate channel.
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