期刊名称：Journal of Tourism, Hospitality and Culinary Arts
印刷版ISSN：1985-8914
电子版ISSN：2590-3837
出版年度：2014
卷号：6
期号：2
页码：22-31
语种：English
出版社：Penerbit UiTM Malaysia
摘要：This paper aims to investigate the relationship between hotel internet marketing channels and customer purchase decision of 5star hotels in Kuala Lumpur. A quantitative approach used in this paper where instrumentation design was based on previous research methodology. Questionnaires were distributed to all 5 star hotels in Kuala Lumpur official Facebook fan page using an online survey provider. From the findings, it was found that there is a significant relationship between hotel internet marketing channels and purchase decision. This paper only focused on 5 star hotels in Kuala Lumpur, and it is suggested that the study could be conducted covering all 5star hotels in Malaysia for a better scenario of the industry.
关键词：internet;direct marketing channel;indirect marketing channel;purchase decision;hotel industry
