بررسي تطبيقي ويژگي هاي طراحي و بازاريابي تارنماها (وب سايت هاي) هتل هاي لوكس (4 و 5 ستاره) ايران، تركيه و دبي

A Comparative Analysis of Ebsite Design and Marketing Characteristics of 4 and 5 Star Luxury Hotels in Iran, Turkey &Dubai

Internet with its multimedia features is one of the most effective ways of marketing which provides countless opportunities for most businesses particularly service companies. Being prepared to deal with the intangible nature of services and transform marketing mix variables to utilize all informational and transactional potentials of internet, offers a competitive advantage to service companies. This research utilizes content analysis to analyze the websites of a sample group of 4 and 5 star luxury hotels in Iran, Turkey and Dubai in terms of website design characteristics (interactivity, navigation, and functionality) and internet marketing. Also to reveal the similarities and differences regarding design and marketing features based on hotels in the three tourist locations, multiple correspondence analysis and multivariate analysis of variance were used. Based on the findings, hotels sampled in general are not utilizing internet in its full potential to effectively marketing their services. Nevertheless, findings analyses indicated that 4 and 5 star luxury hotels in Dubai have performed better than hotels in Iran and Turkey in terms of site design and internet marketing characteristics.