MK7042

APPLIED DIGITAL MARKETING

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EXAMINING THE CRITICAL ROLE OF EMAIL MARKETING IN
THE CONTEXT OF DIGITAL MARKETING FOR HOTEL
INDUSTRY IN THE UK

A dissertation submitted in partial fulfilment of the requirements of the Royal Docks School of
Business and Law, University of East London for the degree of

Master of Business Administration – Applied Digital Marketing

MAY 2024

WORD COUNT : 6195

I declare that no material contained in the thesis has been used in any other submission for
an academic award.

Student Number: 2435368 Date 07-05-2024

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Title of thesis Examining the critical role of email marketing in

the context of digital marketing for Hotel industry
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EXAMINING THE CRITICAL ROLE OF EMAIL MARKETING IN
THE CONTEXT OF DIGITAL MARKETING FOR HOTEL
INDUSTRY IN THE UK

6
Abstract

The study sheds light on the role of email marketing in UK hospitality industry. The
study made use of secondary research methodology to accumulate qualitative data.
E-mail marketing is a vital medium, particularly for businesses that are looking to
create and maintain stronger ties with their consumers. One of the tools that may be
used for customer relationship management is email marketing. Ultimately, it should
result in increased profitability since it should maximise the retention of consumers
and the value they provide to the business. In addition, when it comes to the topic of
integrating email advertising with different forms of advertising, despite the fact that
email marketing did its job as a solitary marketing campaign, linking it with diverse
platforms, online as well as offline, can strengthen the message that a company is
trying to convey and enhance the number of replies that are received. Additionally, it
is simple, it is automated, and it is quick and effective. It has been resulted out that the
usage of email advertising gives the possibility to give any possible interested visitor
to come at the appropriate moment at the smallest cost, and the consequences of
such actions must be quantifiable, which creates a foundation for choices on ongoing
marketing efforts. Consideration should be given to the fact that the results of such
activities must be measurable. Email marketing is really the most appropriate method
for those individuals who have an item or service that they want to give directly to a
customer, whether that consumer is now in existence or will be in the future

7
Table of Contents

Chapter 1: Introduction

1.1 Overview ......................................................................................................... 10

1.2 Background ..................................................................................................... 10

1.3 Rational ........................................................................................................... 10

1.4 Problem statement .......................................................................................... 10

1.5 Aims and objective .......................................................................................... 10

1.6 Research question .......................................................................................... 11

• What are the valuable concepts covered in email marketing?........................ 11

1.7 Significance..................................................................................................... 11

1.8 Summary......................................................................................................... 11

1.9 Dissertation structure ...................................................................................... 11

Chapter 2: Literature Review .................................................................................... 13

2.1 Overview ......................................................................................................... 13

2.2 Description of Email Marketing ....................................................................... 13

2.3 The process of using email marketing strategy to attract customers............... 13

2.4 Challenges Faced by the UK Hotel Industry in Digital Marketing .................... 14

2.5 Theoretical application to suggest a solution with email marketing strategy4 . 15

2.6 Conceptual framework .................................................................................... 15

2.7 Literature Gap ................................................................................................. 16

2.8 Summary......................................................................................................... 16

Chapter 3: Research Methodology ........................................................................... 18

3.1: Overview ........................................................................................................ 18

8
 3.2: Philosophy of research:.................................................................................. 18

3.3. Research Approach ....................................................................................... 18

3.4. Research Strategy ......................................................................................... 19

3.5. Research Choice ........................................................................................... 19

3.6. Method for collecting data .............................................................................. 19

3.7. Method for data analysis ................................................................................ 19

3.8: Considering ethical factors ............................................................................. 20

3.9. Limitations ...................................................................................................... 20

Chapter 4: Data Analysis.......................................................................................... 21

4.1 Thematic Analysis ........................................................................................... 21

4.2 Results and Discussion ................................................................................... 24

Chapter 5: Conclusion and Recommendations ........................................................ 26

9
Chapter 1: Introduction

1.1 Overview

This first chapter of this dissertation study will share the background points of the
chosen research topic. The aim of choosing this topic, the problem statement, and the
objectives will be evaluated here. This chapter is also vital to get an idea about this
concept.

1.2 Background

The UK hotel industry is responsible for economic growth in the country, and it is also
the third largest employer sector (Dimitrios et al., 2023). However, this industry is
facing challenges in marketing management due to higher competition. Email
marketing is a new marketing strategy to influence the customer’s attraction toward
receiving hospitability service.

1.3 Rational

The reason for choosing this paper is to generate the value of email marketing in this
current trend. Companies are prioritising this digital marketing method for hotel
industry to bring more sustainable services.

1.4 Problem statement

The UK hotel industry is responsible for the country's GDP growth. However, the
challenging factor is affecting this industry's performance (Kushwaha, 2020). In the
past few years, companies have also faced challenges in managing their revenue
earning in the hotel business.

1.5 Aims and objective

Aims

The key aim of this study is to examine the role of email marketing in the context of
digital marketing for the Hotel industry in the UK.

Objectives

1. To analyse the key concepts of email marketing.

2. To indicate the process of using email marketing in digital marketing strategy.
3. To define with example the current digital marketing challenges of the UK hotel
industry.
4. Refer to some solutions for using this new digital marketing style in this industry.
10
1.6 Research question
• What are the valuable concepts covered in email marketing?
● What is the current trend of using email marketing in the context of digital marketing?
● What are the challenges the Hotel industry in the UK is facing in digital marketing?
● What solution implementation strategy can this industry use to strengthen the digital
marketing strategy with email marketing?

1.7 Significance

At different times, different researchers have discussed using online platforms for
digital marketing strategy (Tan and Despotis, 2021). However, this paper will
specifically focus on email marketing systems and their benefits for the hotel industry
service.

1.8 Summary

This first chapter of the study is about sharing the short description of the first chapter.
This introduction chapter is developed to describe the research topic, the study aims,
objectives and the questions that the researchers will cover in the following chapters.

1.9 Dissertation structure

Figure 1: Dissertation structure

(Source: Tan and Despotis, 2021)

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Chapter 1: The introduction chapter will provide a brief overview of the study topic
and its aims and objectives.
Chapter 2: This literature review section will mention different literature statements
regarding email marketing in business.
Chapter 3: The methodology chapter mentions the research strategy followed for this
study.
Chapter 4: This data analysis and discussion chapter of the paper will mention the
data collection method and its analysis and discuss the outcome of the collected data.
Chapter 5: This conclusion chapter mentions the overall study's final result and
recommends more suggestions that the UK hotel sector can apply to email marketing.

12
Chapter 2: Literature Review

2.1 Overview
This second chapter is for literature review, and this is also one of the vital chapters
for dissertation studies. This chapter aims to confirm the thoughts and ideas of
different literature regarding the chosen topic (Gabelaia and Tchelidze, 2022). This
section of the research will address different research papers and consider the used
information regarding email marketing in the hotel industry. This chapter will provide a
clear and critical information analysis regarding email marketing strategy and the
benefits or challenges that the hotel industry has received over time. This email
marketing concept is highly appreciated by the business sectors especially the hotel
industries that are successfully connected to their customer groups.
2.2 Description of Email Marketing
Email marketing is a vital marketing channel for organisations that refer to the direct
marketing form. This email marketing style is also known as digital marketing strategy,
which allows users to use this marketing style to promote the business product or
service. Companies use email marketing to increase customer awareness and foster
integrity. The email marketing style is also responsible for offering marketing
automation efforts. It has a pivotal role in marketing strategy. According to Lasi (2021),
this marketing style can lead to brand awareness, build customer relations, and
engage them in the marketing system. The email marketing style has also become a
popular marketing tool for organisations where they can take some kind of vital action
through this style. In this marketing style, the email sits in the inbox until it comes in
front of the receivers. In any position of the consumers, email marketing can build a
relationship between the company and its consumers. Marketers are using this
strategy to develop a stronger bond between them and to take action toward the
company's best performance (Olson et al., 2021). Besides that, this email marketing
style is also beneficial for sharing personalised offers with customers, which attracts
them to receive this industry service.
2.3 The process of using email marketing strategy to attract customers
According to Veleva and Tsvetanova (2020), social media marketing may be effective
in this 21st century for the hotel industry. However, an email marketing strategy is
important for the customers to show them priority by the company. Email marketing is
more customised, where special offers are suggested only to the sender person. It is
also innovative for the organisation, as it can manage its customer relationship. Here
are some vital processes that the hotel industry can use for their customers. As per
the statement of Etim et al., (2021), the hospitality sector can use a welcome email to

13
introduce their company and service to the customers. They can add some interesting
facts about the service can attract the customer’s attention. The hospitality sector can
use the strategy of limited-time offers. It enhances the chances of fast visits from the
customers, as they are not likely to lose the offer (Etim et al., 2021). The organisation
can send emails about their new service launch. This step will make the customers
feel valuable and enhances their interest in connecting with the sector. It also helps to
increase brand awareness. Moreover, seasonal or holiday offers from the hotel
industry can be one of the beneficial advertisement strategies for the UK hotel industry,
as people tend to grab this offer. Customer like to receive the offers that is
personalised and specially send to them rather than posting it publicly.
2.4 Challenges Faced by the UK Hotel Industry in Digital Marketing
In terms of digital marketing strategy, the hotel industry has faced several challenges
in the last few years. With advanced technologies and tools, organisations have failed
to manage their performance. Here are some common areas where this industry has
failed to follow a suitable strategy in their performance.
Creating effective advertising content: In the email content, the hotel sector must
include detailed information regarding the company. According to Alrawadieh,
Alrawadieh, and Cetin (2021), without it, the organisation will fail to influence the
customer’s interest in receiving this organisation’s service. Failing to create proper
marketing content can be another reason for losing customers in this industry. It shows
a lack of concern for the business sectors.
Process of using digital platforms for customer booking: Customers need to use
digital platforms for online hotel booking. However, in the hotel industry, this booking
system is complex. Due to its complexity, customers may not feel interested in an
online booking system. This can reduce their engagement on the company's website
and lead to lower consumer booking.
Managing presence for customer queries: The company's activity on a digital
platform must be very fast (Kingsnorth, 2022). It is very common to receive customer
queries on company sites or through email. In this place, customers expect quick
responses from their chosen organisation. However, failing to share the right
information or a late reply can decrease the customer's interest in the company and
cause them to choose other options.
Tracking of measuring data: Tracking the report of consumer engagement on digital
platforms is also important. In several cases, it has been identified that hotel sectors
fail to track consumer engagement reports. This factor restricts them from
understanding the business area that is positively influenced and also the part that
they need to consider.
14
Content to showcase: This is another vital purpose of digital marketing. As per Tariq
et al. (2022), though hotel sectors are aware of digital marketing, they still lack
knowledge about the service content shown to customers. The industry fails to
mention the vital services for customer growth, which restricts customers from
enhancing their engagement with a specific company.
2.5 Theoretical application to suggest a solution with email marketing strategy4
In this theoretical application part of this paper, the hotel industry can follow “the
consumer decision-making process” for buyer decision-making. This is a five-step
formula that the industry can follow while using email marketing. According to studies,
this formula can expose the brand or service value to its customers. The five common
sections of this formula are discussed below.
Awareness: This is the first step in developing digital marketing content. For example,
in this stage, the industry can use its email marketing strategy by setting clear and
transparent service steps for customers. As per the statement of Kingsnorth, (2022),
a clearer advertising concept makes customers feel more comfortable with the
company's service. Email marketing makes the system more personalised.
Interest: In this second stage, the companies can develop the customer's interest to
receive their service. Due to a clear concept in the personalised email, the consumers
' interest in searching for the company and its service increased. The higher
engagement of the consumers on the company website indicates their interest in
receiving service.
Consideration: As per AL-Zubi (2022), the hotel industry may share a vast number
of service types with its customers. However, among these services, they trim down
their specific requirement and try to find out their service type from this organisation.
It eventually ensures that the company provides the best service for each area of their
service.
Purchase: In this stage, the consumer's purchasing decision is recognised. The
consumers justify their decision and go to receive the service from the Choose hotel
sector. The hotel industry can add the offers to the cart they can share with their
customers.
Loyalty: This is the last stage invented from the model application in solution. Based
on the hotel industry's service type, consumers decide whether they are willing to
revisit. This is another formula for understanding customer loyalty to the sector.

2.6 Conceptual framework

15
 Full metric Customer gaining
Campaign
reporting
objectives

CRM integration
Define KPIs
Email marketing
strategy

List
segmentation
and targeted Professionally
email designed
emails

Website Professionally
integration designed
Contact list
leading pages
management

Figure 2: Conceptual framework of using email marketing strategy

This conceptual framework discusses email marketing, where the company's chosen
marketing style influences vital segments and is also responsible for the action taken.
2.7 Literature Gap
In past papers, the authors discussed digital marketing strategies and their possible
benefits. However, they did not mention the industry's challenges. With time, new
challenges are also arriving in this business industry, and the authors have mentioned
the previous challenges that the organisations have dealt with (Al-Azzam and Al-
Mizeed, 2021). On the other hand, the literature mentions different types of digital
marketing strategies, but no theoretical concepts are mentioned. This current paper
will use theory and focus on an email marketing strategy which is highly effective for
the hotel industry in the UK. The literature review is investigated to confirm that all
those areas should be covered first.
2.8 Summary
This second chapter mentions the literature's statement and understanding of email
marketing. Four study objectives are analysed in this chapter, which helped complete
an in-depth analysis of this paper. The above chapter mentions the process of using
an email marketing strategy, the benefits for the company, and the challenges in the

16
current business (Gabelaia and Tchelidze, 2022). Email marketing is also a part of
digital marketing, and the literature’s statement on this marketing strategy is
mentioned in the second chapter. The literature gap section in this chapter mentions
the areas that the previous literature did not cover, and this paper will focus on them.

17
Chapter 3: Research Methodology

3.1: Overview
This is the meat and potatoes of the study, including all the steps used to compile and
analyse the data. Here, we go into the specifics of how we gathered the data and how
we did the analysis. In order to ensure that the researchers are doing their studies
correctly and to get a satisfactory result, the research technique is an essential
component. Researchers also have a firm grasp on the right order to conduct their
studies, which aids in fostering the right kind of research activity and ensuring that all
study goals are satisfied. As a result, it's safe to say that researchers use the research
onion framework. It is because this framework guides their methodological decisions.

3.2: Philosophy of research:

As the foundation of the research process, it aids in the dissemination of sound
research ideas. Interpretivism, positivism, as well as realism are three schools of
thought within research philosophy that might guide researchers towards valid
findings. According to Panday and Pandey (2021), the interpretivism process is useful
for investigating the research's correct ideas. This is because interpretivism aids in
understanding those concepts and exploring other facets of the study. Research in
this study adheres to the interpretivism philosophy, which allows for the examination
of many ideas on the use of email marketing in enhancing digital marketing of UK hotel
sector. Therefore, it is reasonable to assume that this research philosophy also
promotes correct data collection as well as accurate interpretation of the obtained
data.

3.3. Research Approach

In addition to promoting the researchers' use of best practice research methodologies,
the research strategy serves as the second layer of the research onion. Researchers
obtain the right methods, which aid in collecting data correctly and achieving study
goals. In research, there are two main schools of thought: inductive and deductive
(Amanov, 2023). As a result, the method that promotes the hypotheses that need to
be tested in this study is known as the inductive research strategy. Researchers do an
analysis of the hypothesis after study in deductive research. To better understand how
use of email marketing in enhancing digital marketing of UK hotel sector, this study
adheres to inductive research methodologies that allow for the investigation and
analysis of relevant theories.

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3.4. Research Strategy
The research strategy, the third onion in the research onion, promotes the right
approach, which in turn helps to do the right study. So, it's safe to say that this tactic
plays a role in advancing the right research goals, and that researchers use a variety
of tactics to accomplish these ends. Researchers employ a variety of strategies, such
as experimental methods, grounded theory, survey research, and action research. The
study effort has informed the researchers' correct approach. According to Mishra and
Alok (2022), grounded theory is a useful tool for researchers to properly analyse the
theories linked to this study. Researchers are tasked with choosing an existing theory,
which aids in doing research and promoting accurate theory analysis.

3.5. Research Choice

This approach is the most crucial part of the research process as it encourages the
right choice of research methodology. As a result, researchers may choose from a
variety of approaches while carrying out their studies; these approaches include mono
methods, mixed methods, and multi mixed methods. Researchers use two distinct
research strategies in a mixed-methods study, but in a mono-method study they stick
to a single strategy (Kumari et al., 2023). Researchers in this study opted for a
qualitative research approach that drew on prior studies on AI's impact on
manufacturing to compile their data, so they could use the established methodologies
to analyse the data.

3.6. Method for collecting data

An additional crucial layer of the study onion, this one determines how the researchers
will go about gathering their data. Accurate data collecting aids accurate data analysis,
which in turn helps researchers achieve their study goals. Two methods exist for
gathering information: primary data collection and secondary data collection.
Researchers gathered information from a variety of sources, including selected
respondents for primary data collection and preexisting journals and websites in the
case of secondary data collection (Newman and Gough, 2020). Researchers in this
study are using secondary sources to fill their knowledge gaps; specifically, they are
perusing scholarly articles, books, and websites that discuss use of email marketing
in enhancing digital marketing of UK hotel sector.

3.7. Method for data analysis

In order to correctly analyse the research data, estimate the right results, and reach
the study's conclusion, data analysis is an essential component of the research
technique. A variety of methods exist for examining secondary source data. Thematic
analysis and content analysis are the two approaches to the analysis. To ensure

19
accurate research, the investigators in this study used a thematic data analysis
approach (Nayak and Singh, 2021).

3.8: Considering ethical factors

In order to reduce the likelihood of encountering ethical concerns, it is imperative that
all researchers adhere to all applicable principles and ethics. Researchers are
adhering to all the rules and regulations of secondary research in this study.
Researchers do not use or get any unlawful data in violation of the Data Protection Act
of 2018 (Nayak and Singh, 2021). Everyone may see the publication for free, and the
researchers only used reliable sources to compile their data.

3.9. Limitations
Since primary research has not been carried out in this study, the researchers do not
have access to first-hand accounts from those working in the industrial sector. Some
limitations of this study arise from the fact that the researchers did not collect firsthand
information from the individuals

20
Chapter 4: Data Analysis

4.1 Thematic Analysis

Theme 1: Past trend of using email marketing in the context of digital marketing

During the 1990s, when the Internet was just beginning to gain popularity, email
advertising developed as a feasible marketing activity. Because of the proliferation of
websites and online traffic, companies were able to utilise email to reach an increasing
number of prospective consumers at a fee that was very inexpensive (Samanta, 2009).
E-mail marketing is particularly useful for businesses in the hotel and travel industries,
since it helps them retain long-term relationships with their consumers. In light of the
fact that there are no empirical studies on e-mail newsletters, particularly studies that
concentrate on e-mail e-newsletter in the hospitality as well as travel sectors, this study
continues by taking into consideration the literature on email marketing, customer
retention, and relationship marketing, in addition to information on hospitality and
travel companies, in order to provide insights into the efficiency of using e-mail
newsletters. In the past quarter century, one of the biggest shifts in the communication
between companies has been the rapid growth of the use of email (O'Connor, 2006).

Its widespread adoption has had a profound impact on both society and commerce,
bringing about changes in the manner in which individuals interact with one another
on a personal level as well as the manner in which businesses communicate with
consumers. They use it to notify prospective of offers and solutions; acquire fresh
clients; boost revenue and, most significantly, foster a continual conversation and
connection with their consumers (O'Connor, 2008). Email is now a key element of the
marketing strategy of the majority of companies, and they utilise it to accomplish these
goals. In a similar vein, email has emerged as the preferred method of business
communication for a great number of other organisations. From a business point of
view, the popularity of email as a marketing communication medium can be due to the
advantages that it delivers. Email is simple, easy to use, affordable, and to a great
degree very successful as a technique of communicating with people, selling to them,
and turning them into customers. On the other hand, its usefulness is being severely
constrained by the persistent expansion of "spam" and "junk mail," which are
conventional phrases that are used to refer to unsolicited mass email messages, which
are often of a commercial character (Siakalli et al., 2017).

21
Theme 2: Current trend of using email marketing in the context of digital
marketing

Following the commercial launch of the World Wide Web at the tail end of the previous
century, it did not take that much time for a variety of economic operators to recognise
the marketing potential that the Internet had. It is possible to draw the conclusion that
the Internet has gradually evolved from a means of communication into an avenue of
sales and distribution, and then finally into an infrastructure for managing interactions
with customers and online communities (Parvez et al., 2018). This conclusion can be
reached by examining a large number of scientific and professional papers, as well as
the operations of a number of economic operators located all over the world. One of
the most important characteristics of the Internet is its ability to facilitate interaction,
which has opened up a new level of connectivity between all of the market players.
Market research, consumer behaviour analysis, management of a marketing network,
and evaluation of the success of marketing activities are some of the key areas of
marketing that have been given a whole new dimension as a result of the digital nature
of the Internet. This has made it possible to maintain track of every interaction that
take place in the electronic environment (Habibi et al., 2015).

The Internet ceased to be only a component of the tactical marketing management,

and it became necessary to implement a holistic management strategy for the
activities involved in internet advertising at the scale of all the components of the
marketing network. One of the most important factors that contributes considerably to
the success of marketing operations in the electronic environment is the incorporation
of an integrated strategy to internet advertising and the integration of this Internet
marketing plan (Batinić, 2015). E-marketing is the application of a wide range of
information technology for the purpose of as follows: translating marketing strategies
to create more value for the customer; more efficient execution and planning of the
concept, shipping, promotion, and cost of products, services, and ideas; and the
creation of exchange that will satisfy both the objectives of organised consumers and
the objectives of individual consumers. Internet (electronic) marketing can be defined
as the application of technological innovation in the process of creating, delivering,
and communicating the value to customers, as well as managing the relationship with
customers, with the goal of achieving the marketing goals that have been set (Zhang,
Kumar and Cosguner, 2017). This conclusion can be reached by taking into
consideration the descriptions of popular theorists regarding Internet (electronic)
marketing that have been mentioned above.

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Theme 3: Challenges the Hotel industry in the UK is facing in digital marketing

In the modern hotel sector, the business model and philosophy of the industry must
necessarily bring into clear focus the thinking of the end consumer, who is the client
of the hotel's goods and services and is thus the guest. As a consequence, the
marketing idea plays a preeminent position in the whole of the hotel's company and
ideology. The core of marketing in the hospitality business can be found in the
definition of marketing, which states that marketing is the process of analysing,
organising, planning, and regulating possible sources of consumers (Gavrilets,
Chuchka and Gajdoš, 2020). This is done with the goal of meeting the demands and
requirements of a certain set of visitors, and then generating a profit as a result of this.
The purpose of hotel marketing is to evaluate the possibilities and circumstances for
the placement of present and future services, as well as sales arrangement, which
refers to the selection of amenities that are deemed to have a value for sale on the
tourist market.

It has been made possible for conventional marketing activities to undergo significant
transformations as a result of the fast growth of Internet technology and the marketing
possibilities afforded by current digital technology. Additionally, this has opened up a
new area for the growth of specialised forms of marketing, including Internet
marketing. Because of the cutthroat competition in the requesting tourist marketplace,
every serious hotelier, irrespective of its size, season, or position in the market, must
develop particular advertising activities via the Internet in order to retain current
consumers of its goods and services as well as attract new ones. This is necessary in
order to attract new customers and keep the ones they already have (Kaur, 2017).
Internet marketing via the hotel's website plus Internet marketing via e-mail are two of
the most powerful and successful Internet marketing activities. These activities have
the potential to increase revenues and attract new consumers.

Theme 4: Solution implementation strategy can this industry use to strengthen

the digital marketing strategy with email marketing

A nicely thought out and built website is a need for any hotel website, in addition to
being an incredibly effective advertising tool. Marketing professionals are tasked with
developing websites that are appealing to consumers, figuring out how to get people
to visit the website, retaining them for an extended period of time, and encouraging
them to return to the website on a regular basis (Reimers, Chao and Gorman, 2016).
Each hotel website is required to provide the following: information that can be relied
upon on the location of the hotel; information regarding the goods and services offered
by the hotel; and the ability to make reservations for hotel items and amenities without
23
taking any risks (a booking system). Because there is no need to pay fees to
middlemen, direct booking is the technique that results in the lowest overall cost. In
light of this, it is imperative that each and every hotel maintains its own webpage as
the primary sales channel. Hotel web sites, as the primary carrier of marketing
activities on the Internet, have the ability to influence the creation of a solid trust among
service users and hoteliers, profitability, as well as the building of the brand on the
demanding tourist market. Some of the methods that hotels may draw more potential
customers to their own website include regular updating of the website content with
current happenings in the hotel's destination, and hotel-tourist company, as well as
promotions and discounts (Buhalis and Mamalakis, 2015).

'The use of email marketing gives the possibility to offer any possible interested visitor
to come at the appropriate moment at the smallest cost, and the results of such
activities must be quantifiable, which creates a foundation for choices on ongoing
marketing efforts.' [C]onsideration should be given to the fact that the results of such
activities must be measurable. Email marketing is really the most appropriate method
for those individuals who have an item or service that they want to give directly to a
customer, whether that consumer is now in existence or will be in the future (Salem,
2021). Hoteliers may derive multiple benefits by establishing direct contact to current
and prospective consumers of hotel services and goods through the utilisation of
email. These benefits include: attracting new users of hotel goods and services;
retaining existing users of hotel products and services; creating reputation and
enhancing market position; gaining access to study data related to all other company
and promotional objectives; and, in comparison with advertising communications in
other forms of media, email marketing is significantly more cost-effective and efficient.
Because they want to have total control, maximise outcomes, and minimise expenses
associated with email newsletter campaigns, the owners of many firms engage in
independent email column marketing at their work spaces and residences. E-mail
marketing is a significant marketing technique that allows direct connection and
provides prospective customers with the opportunity to get acquainted with the hotel's
offer as well as a selection of additional advantages (Rather and Sharma, 2017).

4.2 Results and Discussion

The most significant benefit of e-mail marketing is that it allows for it to be
personalised. The message is tailored to a particular user, and if that user finds the
offer to be intriguing, it frequently ends in buying it without the need to compare it to
other products or services offered by rivals. Internet marketing via social media sites
must represent the required marketing idea which must be targeted at encouraging

24
prospective consumers to voluntary and free sharing of details concerning hotel goods
and services (Chong, Bian and Zhang, 2016). When it comes to the process of
developing, delivering, and communicating value to customers, Internet marketing is
the utilisation of information and communication technologies throughout the process.
The ability of Internet marketing to collect a great deal of information regarding
consumers and their behaviour in the electronic environment, the ability to measure
the effects of marketing tasks, and the ability to communicate with consumers in a way
that enhances its function are the key distinctions between Internet marketing and
conventional advertising (Noorbehbahani, Salehi and Zadeh, 2019).

Because of the cutthroat competition in the discerning tourist market, any serious
hotelier, irrespective of its size, season, or position in the market, must develop
particular advertising tasks through the Internet in order to retain current consumers
of its offerings and attract prospective clients. This is necessary in order to attract new
customers and keep the ones they already have. Internet marketing via the hotel's
website, Online marketing via e-mail, and Internet advertising through social media
platforms are the three most powerful and successful Internet marketing activities
(Morrison, 2022). These activities have the potential to increase revenues and attract
new consumers. An Internet advertising approach (concept) that may significantly
impact the continued use of existing users of products and services as well as the
attraction of prospective purchasers of goods and services as well as enable greater
visibility on the market for tourists must include important components such as
websites that are appealing and entertaining, direct communication through email, and
promotion of goods and services by means of social networks (Džamić, 2016).

Marketing via email continues to be one of the cheapest and most effective ways to
communicate with potential consumers and clients. Not only is it far less expensive
than conventional bulk postage mail, but it also has the potential to have a significantly
greater influence on immediate sales and the strength of long-term relationships than
traditional advertising does (Leun, Bai and Stahura, 2015). Email marketing has the
potential to be an exceptionally strong and efficiency-oriented marketing strategy if it
is executed properly. It is a medium that enables a buyer and a seller to freely connect
with other people and to construct a relationship that is founded on trust and value.
Email marketing, on the other hand, may be harmful, undermine brand equity, and
convert your satisfied customers into litigious flamers if it is not done right.

25
Chapter 5: Conclusion and Recommendations

When it comes to marketing communication, e-mail marketing is a vital medium,

particularly for businesses that are looking to create and maintain stronger ties with
their consumers. One of the tools that may be used for customer relationship
management (CRM) is email marketing. This extension of permission-based
marketing has the potential to produce one of the best returns on investments (ROI)
of any digital marketing activity if it is used appropriately. Ultimately, it should result in
increased profitability since it should maximise the retention of consumers and the
value they provide to the business. In addition, when it comes to the topic of integrating
email advertising with different forms of advertising, despite the fact that email
marketing may function as a single marketing campaign, connecting it with different
platforms, online as well as offline, can strengthen the message that a company is
trying to convey and enhance the number of replies that are received. The majority of
what you put in gets returned to you, and it is highly significant and quantifiable.
Additionally, it is simple, it is automated, and it is quick and effective.

Email marketing, on the other hand, has a number of drawbacks, including the
undelivered email, the deterioration of the email response, the rendering ability, and
the overflow of emails. During the process of developing and optimising email
marketing software, the goal is to send numerous messages to subscribers while
simultaneously providing marketers with access to various vital data. Marketing
professionals now have the ability to effortlessly monitor and optimise their campaigns
based on the activity histories of subscribers. However, when you consider the fact
that the majority of people who use email consider unsolicited e-mail marketing
messages to be intrusive and that many of them have begun to take precautions to
protect their identities from getting spam, there's little reason for any email marketer
to make an effort to establish a relationship with consumers without first obtaining their
permission. Opt-in and opt-out are the two primary methodological approaches that
may be used in this context to get the customer's consent to contact them. According
to the opt-in policy, the client is required to make it clear that they are willing to be
addressed by e-mail and that they are given permission to do so.

During the process of registering for a username to use with an online service, for
instance, it is possible to inquire about this kind of authority. In order to comply with

26
the optout strategy, the customer must take the initiative to remove themselves from
the email contacts list if they do not desire to receive their communications.

When it comes to marketing, social media platforms are among the most significant
instruments for the tourist business. It is possible to satisfy the requirements of the
clients online and, as a result, turn them into prospective customers if it is applied
correctly. Furthermore, social media are associated with the idea of innovation due to
the fact that they may be used to promote the new proposals and actions of
businesses. Digital advertising is a method that is described by authors as a quick and
inexpensive approach for a company to communicate with its target audience, whether
it be for the marketing of brands or for the promotion of merchandise and services.

The aspect of interaction, the online connection that is formed with the consumers,
and the options should be offered to the customers to engage in online marketing
initiatives in a variety of ways, such as online special offers, contests, and so on, are
all things that make digital advertising an intriguing kind of advertising. Interactivity is
also connected to online customer service, which helps to support client relationships
via the use of a variety of apps and technologies, such as live chat and online chat.
This kind of marketing is known as relationship marketing (De Pelsmacker, Van Tilburg
and Holthof, 2018). The marketing mix is comprised of four distinct factors, each of
which has an equal amount of importance.

A conclusion that can be drawn from the findings presented in this article is that the
hotel sector should use the conventional 4Ps and C in their online marketing tactics.
Having said that, not every component has the same amount of weight. It will be
necessary for the hotel sector to completely reevaluate their plans in order for the e-
marketing strategy to achieve its desired level of success. In spite of the fact that one
component is more important than the other, this does not always mean that the plan
is not successful. It is possible that it is successful; nevertheless, it is very unlikely that
it has better performance, or that the company does not think that every component is
of comparable worth when developing their plan.

In other instances, the findings did not match up with what was anticipated because
of the low response rate. In order to get findings that are more pertinent to the situation,
more research should be conducted with a sample that is more representative. It was
anticipated that the five elements that make up the marketing mix would have a
considerable influence on the typical level of full occupancy (Labanauskaitė, Fiore and

27
Stašys, 2020). The outcomes, on the other hand, did not reflect this outcome. The
reason for this might be linked to the reality that the occupancy level can be dependent
on other variables that were not accounted for in the model. Instead, more study needs
to include the yearly average occupancy rate in order to verify that none of the factors
have a substantial influence on the outcome.

Furthermore, in order to get a comprehensive understanding of the efficacy of the e-

marketing strategy in the hotel business, it would be beneficial to conduct research
that includes both financial and competitive market measurements. The utilisation of
each component of e-marketing is influenced by the type of hotel that is being used.
Overall, the findings indicated that hotels with five stars and hotels with four stars are
present in the market and fall under the same categories of e-marketing mix
components. On the other hand, there are substantial distinctions between luxury
hotels and three-star boutique hotels. It is possible to justify this since their target
audiences may be different (De Pelsmacker, Tilburg and Holthof, 2018). Due to the
fact that the marketplace is very competitive, it is of the utmost necessity for
professionals to take control of the plans for e-marketing and to have particular
methods in order to achieve the highest possible level of profitability.

28
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