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Upscale And Luxury Hotels In Romania Facing Digital Advocacy: Success Or Failure?

Author

Listed:
  • MARIA-LUMINITA COJOCEA

    (Data Analyst, UK)

  • MONICA-MARIA COROS

    (Department of Hospitality Services, Faculty of Business, Babes-Bolyai University of Cluj-Napoca, Romania)

Abstract

Digital marketing is rapidly changing the current state of the hospitality industry, starting from how services and information are provided, communication and interaction with the customer is done, to the incentives that persuade customers to purchase. These challenges could not have been foreseen at the beginning of the Millennium. Not only the concept ‘digital marketing’ became commonplace but businesses that implemented digital strategies have become highly sought after by customers and praised by the media. This paper aims at analyzing the digital means and information tools used by 4 and 5-star hotels in Romania to promote themselves online, as they are supposed to have the financial funds to be early adopters of technology, how the customers actually see these hospitality businesses and the hotels’ online presence and activity impact on their prevailed rates.

Suggested Citation

  • Maria-Luminita Cojocea & Monica-Maria Coros, 2018. "Upscale And Luxury Hotels In Romania Facing Digital Advocacy: Success Or Failure?," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2018_2_2_cojocea
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    File URL: https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_2_2018.pdf
    File Function: Revised version, 2018
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    References listed on IDEAS

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    Cited by:

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    2. Anastasia Velentza & Theodore Metaxas, 2023. "The Role of Digital Marketing in Tourism Businesses: An Empirical Investigation in Greece," Businesses, MDPI, vol. 3(2), pages 1-21, April.

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    More about this item

    Keywords

    internationalization of firms; born global; high-techs;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory

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    Access and download statistics

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