الفهرس | Only 14 pages are availabe for public view |
Abstract The major aim of this study is to measure the effectiveness of the electronic advertising in five star hotels in Cairo. For data collection, about 153 questionnaires were distributed online for customers. The results of this study revealed that online advertising is an effective advertising tool for hospitality organizations. This study presented a questionnaire (0.821 Cronbach’s Alpha) to measure the effectiveness of electronic advertising. Consequently, this study is a very important for marketing and advertising managers because it provides some of important information enable them to determine the effectiveness of online advertising in order to identify the right channels for advertising based a customer opinion. This leads to success of the advertising and marketing plan, avoids the expenditure on wrong advertising channels, and builds a good relationship with customers to persuade them to purchase the product or the service. Finally, advertising managers obviously can identify powerful marketing and advertising tools in hospitality industry. |