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The usage of internet technology for marketing: Perspectives from local entrepreneurs of the small and medium hotel organizations in Langkawi


Mohd Yusof, Mohd Fadil (2010) The usage of internet technology for marketing: Perspectives from local entrepreneurs of the small and medium hotel organizations in Langkawi. In: The First Seminar On: Entrepreneurship and Societal Development in Asean (ISE-SODA 2010) "Achieving Regional Growth through Entrepreneurship Education", 27th February-1st March 2010, City Bayview Hotel Langkawi. ASEAN Universities Consortium of Enterpreneurship Education (AUCEE), pp. 189-201. ISBN 983-2078-36-4

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Abstract

Small and medium hotel organizations (SMHOs) are recognized as one of the major businesses in the tourism industry. They usually provide employment benefits to the host community, expand local economy and therefore very important to accommodate tourism demand. Taking example of SMHOs run by local entrepreneurs in Langkawi, this paper proposed that the internet is one of the most important tools for these organizations to market their products and services to a global market. It explored the perceptions of local entrepreneurs in Langkawi about utilizing the internet and analyzed the impact of this technology to their marketing strategy. This paper also highlights that internet technology provide a wide range of benefits to the entrepreneurs in terms of distributing information, establishing customers' relationship program and competing against big hotel companies. In the case of Langkawi, it was evident that the local entrepreneurs did not utilize the internet to its fullest potential and they were still adapting to this new technology as part of their marketing tool. By employing a qualitative method and using face-to-face semistructured interviews as a form of data collection, SMHOs operators were interviewed to examine the function of the internet for their organizations. The findings indicated that factors such as lack of IT's skill and limited financial resources were some of the issues that might slow down the progress of internet usage among SMHOs on the Island.

Item Type: Book Section
Additional Information: This seminar is collaboration between The Co-operative and Entrepreneurship Development Institute (CEDI) of Universiti Utara Malaysia; National Entrepreneurship Institute (INSKEN); Universiti Padjajaran (UNPAD), Bandung; Universiti Komputer Indonesia (UNIKOM) and Prince Songkla of University (PSU), Thailand.
Uncontrolled Keywords: Internet marketing, hotel industry, Langkawi Island, hotel websites
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: School of Business Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 22 May 2011 07:38
Last Modified: 25 Apr 2016 06:59
URI: http://repo.uum.edu.my/id/eprint/2977

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