1 research outputs found
LA VISIBILITĂ€ ON-LINE DELLE IMPRESE ALBERGHIERE: UN POSSIBILE MODELLO DI MISURAZIONE
none4noIn a tourist scenario profoundly transformed by the advent of new online players, hotel
companies are called today to exploit the online communication tools in a more and more
conscious way.
In this context, for hotel SMEs, it becomes fundamental to achieve a correct perception
of the online presence in order to intervene in real time with specific web marketing actions.
The research objectives are 1) to explore the firms’ online presence through an economic
literature review 2) to define an online visibility measurement indicator. The research has
provided for three sequential phases: 1) the economic literature analysis (to explore the
online presence issue/ its principal dimensions) 2) creation of an Index of Online Visibility
of Hotel 3) test through three successive measurements of the online visibility of all 227
Hotels of Cattolica. The research has produced three mutually coherent online visibility
charts, showing, albeit with some limitations, the validity and the efficacy of the index.openMarco, Cioppi; Ilaria, Curina; Fabio, Forlani; Tonino, PencarelliCioppi, Marco; Curina, Ilaria; Forlani, Fabio; Pencarelli, Tonin