Egyptian hotel marketing managers’ perceptions of the Internet’s impact on marketing

Abstract

While the Internet is having a profound effect on the economies of the developed world, there is less evidence of its impact on developing economies. There is a lack of empirical evidence in terms of what the managers of independent Egyptian hotels are actually thinking and more importantly doing in response of the diffusion of the Internet. This study examines managers’ perceptions of the impact of the Internet on key marketing activities: changes in the conceptualisation of the marketing activity, changes in market definition and value creation. Findings suggest that the impact of the Internet will urge hotels to redefine markets, improve marketing activities and value creation. Although these changes are more dramatic with large hotels, the majority of hotels still use the Internet for informational purposes but they are optimistic regarding the way in which hotels will be marketed via the Internet in the future.