E-marketing in hotel business: A study in four and five star hotels in Astana (Kazakhstan)

ABSTRACTMaster?s ThesisE-Marketing in Hotel Business: A study in four and five star hotels in Astana (Kazakhstan)İrina BANDURİNADokuz Eylül UniversityGraduate School of Social SciencesDepartment Tourism ManagementTourism Management ProgramThe most recent developments in information and communication technologies have resulted in significant changes in marketing strategies actively used by hotel establishments. Competitive practices have been modified under the influence of electronic marketing development and in order to adapt to evergoing globalization process of the world. New information technologies and internet created outstanding conditions for the improvement in the accommodation sector. These have also led to the creation of new e-products, e-communication networks, use of e-distribution channels and modern web-marketing technologies in this particular area. As a result, it has become very crucial to be up-to-date and to apply a wide variety of marketing and e-marketing technologies in order to survive and compete in the dynamic hotel market.The current study is a result of detailed research of 15 four and five star hotels located in Astana, Kazakhstan. Semi-structured in-depth interviews have been used to collect the primary data from marketing managers. The obtained information was then analyzed using content analysis and was compared to related data obtained from literature review.The results of this study revealed that the majority of hotels in Astana have started to use standard marketing as well as e-marketing tools. Several hotels which have not been using e-marketing actively before, now invest and research for possible ways of utilizing e-marketing tools. Hotel managers are open to employ e-marketing methods and innovations. The development of tourism business, along with increasing number of hotels are making e-marketing crucial. The hotels need to apply a wide variety of e-marketing tools starting from the web sites to the e-distribution channels in order to compete on the modern international market. The use of e-marketing tools and methods in hotel businesses should result in a positive growth in Kazakhstan tourism and hotel industry.Key Words: Hotel business, e-marketing, e-product, e-marketing tools, Astana, Kazakhstan.