| Author: | Miller, B. |
| Title: | Building e-loyalty of lodging brands: avoiding brand erosion |
| Journal: | Journal of Travel & Tourism Marketing
2004 : VOL. 17:2-3, p. 133-142 |
| Index terms: | Marketing Brands Loyalty Consumer behaviour Travel Tourist industry Hotel and catering industry Internet |
| Freeterms: | WWW |
| Language: | eng |
| Abstract: | With the proliferation and growth of travel Websites (hereafter as: W-s.) and consumers' willingness to book hotel arrangements online (here as: ol.), hotel-owned W-s. are not capturing the same share of room bookings as achieved through offline distribution channels. Using proprietary W-s. to attract, satisfy, and ultimately retain loyal e-consumers will become more critical in maintaining a competitive advantage in a marketplace being dominated by ol. travel agencies. This paper describes the importance of building e-consumer's loyalty through the proprietary W-s. of lodging brands. This paper explores hotel-owned W-s.' search engine exposure and salient factors that should be considered by the developers of hotel-owned W-s. to positively impact e-loyalty of e-consumers. |
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