Online Word-of-Mouth Marketing Strategy in Hotel Management

摘要：

Word-of-mouth communication has a great effect on consumers purchasing behavior in terms of hotel consumption. It can contribute a lot to a hotels success in a variety of ways. The emergence of the Internet makes consumers word-of-mouth show new features, which undoubtedly provides new opportunities for hotel managers to explore their corresponding marketing strategies. This paper focuses on the new characteristics of online word-ofmouth compared with the traditional word-of-mouth so as to reveal the typology of online word-of-mouth in the background of website, bbs, blogs and email and bring about some effective strategies in hotel management in terms of online word-of-mouth marketing.

关键词： online word-of-mouth marketing hotel

作者: LI Ye LIANG Yushe

作者单位: School of Business, Tianjin University of Commerce, P.R.China, 300134

会议类型: 国际会议

会议名称: 2009 Summit International Marketing Science and Management Technology Conference(2009 国际市场营销峰会暨管理技术大会)

会议地点: 天津

会议语种:英文

页码: 3-8

在线出版日期: 2009-12-12（万方平台首次上网日期，不代表论文的发表时间）