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Web Marketing Features of UK Rural Hospitality Businesses

  • Conference paper
Information and Communication Technologies in Tourism 2011

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Abstract

This paper evaluates the operational environment of rural hospitality enterprises as the sector is recognised making significant contribution to the UK economy. Most enterprises in the sector are small and medium sized hospitality organisations (SMHOs) and were found in previous studies to lack the resources and relevant skills to manage web-related tasks. This study has therefore collated website features from past studies and investigated if they were employed by UK rural hospitality businesses (n=325). These were then factor analysed to reveal four key uses of website marketing by UK rural hospitality businesses’: Information provision, Communications, Promotions and to enhance Transactions.

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Author information

Authors and Affiliations

  1. School of Tourism and Hospitality, University of Plymouth, UK

    Wai Mun Lim

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  1. Wai Mun Lim
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Editors and Affiliations

  1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, China

    Rob Law

  2. European Tourism Research Inst. (ETOUR), Mid Sweden University, Östersund, Sweden

    Matthias Fuchs

  3. Faculty of Computer Science, Free University of Bozen-Bolzano, Bozen-Bolzano, Italy

    Francesco Ricci

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Lim, W.M. (2011). Web Marketing Features of UK Rural Hospitality Businesses. In: Law, R., Fuchs, M., Ricci, F. (eds) Information and Communication Technologies in Tourism 2011. Springer, Vienna. https://doi.org/10.1007/978-3-7091-0503-0_21

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  • DOI: https://doi.org/10.1007/978-3-7091-0503-0_21

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-7091-0502-3

  • Online ISBN: 978-3-7091-0503-0

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