Hotel Business in Bangkok and Information Technology Use for Marketing and Promotion

Abstract

     The research aimed at studying guidelines for appropriate Information Technology (IT) application for marketing and promotion in hotel businesses. The research methodology used qualitative analysis. The sample of this research consisted of 400 customers of hotel businesses in Bangkok. The tools for this research was a questionnaire and the collected data were analyzed using percentage, mean and standard deviation. Researcher also conducted interviews with 10 marketing and promotion corporate executives and computer staffs in hotel businesses in Bangkok.

      The research findings showed that guidelines for IT use for marketing and promotion in hotel business were 1) hotel business should set up the development of IT use for marketing and promotion in business process; 2) they showed support marketing research; 3) they should develop modern information system; 4) they showed allocate enough budgets and human resources for the development of information systems; 5) they should integrate strategic marketing mix with the use of information technology; and 6) they should build co-operation network with external business.