Digital Marketing Strategies for Small Hotels
Nikko, Kellyta (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401302246
https://urn.fi/URN:NBN:fi:amk-202401302246
Tiivistelmä
The thesis was conducted for a small hotel situated in Seinäjoki, Finland, which maintains its online presence through a website and social media platforms. The primary objective of the research was to determine the viability of targeting senior audiences (aged 55 and above) online. Additionally, the author recognized the importance of providing a comprehensive overview by comparing the online behaviour of other generations regarding the digital marketing of and booking with a hotel. The study also aimed to analyse how customers perceive the content marketing of a hotel and what type of content should be shared across channels.
To fulfil the objectives of the thesis, in the literature review, the author addresses the key aspects of digital marketing, emphasizing its significance for businesses and providing a thorough understanding of strategies, frameworks, channels, techniques and metrics. With a special focus on content creation, particularly relevant to the case company’s objectives, the study also explores other digital marketing techniques and metrics for assessing the success of future strategies. Moreover, the literature review concentrates on the study of metrics that can contribute to a comprehensive evaluation of the effectiveness digital marketing across channels with emphasis on Facebook and Instagram, as those are the main social media channels used by the hotel.
Additionally, the author carried out an analysis of the current digital marketing situation of the case company. The researcher assessed the engagement rates on Facebook and Instagram, and a SWOT analysis was performed. The SWOT analysis confirmed some positive aspects, but also indicated opportunities and targets for improvement to the case company. After this, the author conducted a quantitative study with touches of qualitative research. The data collection was implemented through a questionnaire with 10 closed-ended questions and 1 open-ended question, where the respondents could freely provide their own insights. The questionnaire was distributed among the author’s friends, who shared it with among their networks. Altogether, the questionnaire received 130 answers, which provided valuable information for the creation of recommendations for the case company. Overall, the thesis met its objectives, and the case company will be able to enhance communication with its audience with the recommendations included in this thesis.
To fulfil the objectives of the thesis, in the literature review, the author addresses the key aspects of digital marketing, emphasizing its significance for businesses and providing a thorough understanding of strategies, frameworks, channels, techniques and metrics. With a special focus on content creation, particularly relevant to the case company’s objectives, the study also explores other digital marketing techniques and metrics for assessing the success of future strategies. Moreover, the literature review concentrates on the study of metrics that can contribute to a comprehensive evaluation of the effectiveness digital marketing across channels with emphasis on Facebook and Instagram, as those are the main social media channels used by the hotel.
Additionally, the author carried out an analysis of the current digital marketing situation of the case company. The researcher assessed the engagement rates on Facebook and Instagram, and a SWOT analysis was performed. The SWOT analysis confirmed some positive aspects, but also indicated opportunities and targets for improvement to the case company. After this, the author conducted a quantitative study with touches of qualitative research. The data collection was implemented through a questionnaire with 10 closed-ended questions and 1 open-ended question, where the respondents could freely provide their own insights. The questionnaire was distributed among the author’s friends, who shared it with among their networks. Altogether, the questionnaire received 130 answers, which provided valuable information for the creation of recommendations for the case company. Overall, the thesis met its objectives, and the case company will be able to enhance communication with its audience with the recommendations included in this thesis.