Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy

Authors:
Jia-Jane Shuai;Wei-Wen Wu
Affiliations:
Department of Information Management, Ming Hsin University of Science and Technology, No. 1, Xinxing Rd., Xinfeng, Hsinchu 30401, Taiwan;International Trade Department, Ta Hwa Institute of Technology, No. 1, Ta Hwa Road, Chiung-Lin, Hsinchu 307, Taiwan
Venue:
Expert Systems with Applications: An International Journal
Year:
2011

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Abstract

This study evaluated the hotels' websites in Taiwan from an Internet marketing perspective. Content analysis was used to analyze and compare the marketing practice on Internet. DEA and grey entropy were used to analyze the impact of Internet marketing on hotel performance. The result showed that Internet marketing can affect the operating performance of tourist hotels. Hoteliers should adopt a more strategic Internet approach to increase business success.