الفهرس 
THE PROBLEM AND ITS SETTINGOnly 14 pages are availabe for public view
 |  | from | 214 |  |  |
| | | from | 214 | | |
Abstract
The major aim of the study is to explore the extent to which managers use the full potential of internet marketing to enhance hotel image. More specifically, how internet as virtual place where the potential customers can experience some attributes of hotel services can be used to convey favorable image about the hotel. Also, to make recommendations about how such usage can be enhanced. To accomplish that goal, it became necessary to reach some prerequisite goals as follows;
1. To examine the reality of an image among five- star hotels in Alexandria.
2. To evaluate how internet marketing can be used to present an image of the hotel.
3. To activate the role of internet marketing to improve hotel image.
4. To study and discuss principles of applying benchmarking approach.
5. To develop a model identifying key issues relating to internet marketing usage to enhance hotel image.
6. To provide valuable recommendations based on study findings that help managers to improve hotels images.
Regarding to collected data, the study depended on books and periodicals which are related to the subject of the study. Moreover, it was developed customers’ questionnaire form which distributed mainly by mail to customers who don’t have previous visits to the hotel and are interested in finding out hotels on internet, where respondents were asked to rate their agreements on internet marketing practices and image components. It was also used web analytics tools to gather directly technical information. By collecting data using web analytics tools and customers’ questionnaire, it could be able to calculate overall score for each hotel in all dimensions of internet marketing practices and image formation. Another method was structured interview with marketing manager of the best hotel performance. This interview identified detailed practices of using internet marketing to project positive image.