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Title: Online marketing communication for a small guesthouse: applied to the case of pension sonntag
Authors: Sonntag, Janna Eva
Orientador: Rita, Paulo
Brochado, Ana Margarida
Keywords: Hospitality
Social media
Product review
Social network
Issue Date: 2013
Citation: SONNTAG, Janna Eva - Online marketing communication for a small guesthouse: applied to the case of pension sonntag [Em linha]. Lisboa: ISCTE-IUL, 2013. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<>.
Abstract: The purpose of this study is to give useful recommendations on how the guesthouse Pension Sonntag in Hamburg/Germany can improve its online communication, in order to overcome lower demand in the winter months. After defining the most important factors to consider in online communication through the review of recent literature, a questionnaire was developed to ask clients of the guesthouse and also potential clients about their habits on the internet related to searching for Pension Sonntag before booking /accommodations in general (in the case of the potential clients), reading and writing online product reviews and the use of social networks. The results indicate that interviewees generally search for accommodations online and product reviews take an important part in their decision making process. Though, relatively few people write reviews and get in contact with brands on social networks frequently. Based on the conclusions of the research, recommendations for improvement of the online communication of Pension Sonntag are made.
Peer reviewed: Sim
Thesis identifier: 201055244
Designation: Mestrado em Finanças
Appears in Collections:T&D-DM - Dissertações de mestrado

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