TY - JOUR
T1 - Website design and development as an effective and efficient promotional tool
T2 - A case study in the hotel industry in Cyprus
AU - Vrontis, Demetris
AU - Ktoridou, Despo
AU - Melanthiou, Yioula
PY - 2007
Y1 - 2007
N2 - The organizational long-term success of promotional campaigns and the integration of marketing communications (IMC) are affected by the effective use of information communication technologies (ICT). E-content that combines all media, visual, text, sound, video and animation represents the base knowledge. Internet technology, as a source of communication, has become an important and exploring tool for marketers in the past. Today, the internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback and reaches millions of people for whom the web is the centre of virtually all communications. This research is based on two survey questionnaires that were analysed both quantitatively and qualitatively. The results of this research identify that successful web-based marketing can indeed be achieved by defining a website's main objectives, designing a website through applying principles of best practice usability, tracking website visitor activity, and maximizing the site's visibility. Furthermore, this study provides suggestions that aim to benefit marketers and website developers in the Cyprus hotel industry in designing, developing, implementing and evaluating a successful web-based marketing communication plan.
AB - The organizational long-term success of promotional campaigns and the integration of marketing communications (IMC) are affected by the effective use of information communication technologies (ICT). E-content that combines all media, visual, text, sound, video and animation represents the base knowledge. Internet technology, as a source of communication, has become an important and exploring tool for marketers in the past. Today, the internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback and reaches millions of people for whom the web is the centre of virtually all communications. This research is based on two survey questionnaires that were analysed both quantitatively and qualitatively. The results of this research identify that successful web-based marketing can indeed be achieved by defining a website's main objectives, designing a website through applying principles of best practice usability, tracking website visitor activity, and maximizing the site's visibility. Furthermore, this study provides suggestions that aim to benefit marketers and website developers in the Cyprus hotel industry in designing, developing, implementing and evaluating a successful web-based marketing communication plan.
KW - Cyprus
KW - E-commerce
KW - Hotel marketing
KW - Information communication technologies (ICT)
KW - Integrated marketing communications (IMC)
KW - Promotion
KW - Website usability
KW - Website visibility
UR - http://www.scopus.com/inward/record.url?scp=39149102745&partnerID=8YFLogxK
U2 - 10.1080/15533610802174995
DO - 10.1080/15533610802174995
M3 - Article
AN - SCOPUS:39149102745
SN - 1553-3611
VL - 2
SP - 125
EP - 139
JO - Journal of Website Promotion
JF - Journal of Website Promotion
IS - 3-4
ER -