Internet Marketing Integration For Small Inns: How Is It Measured?
International Council of Hotel, Restaurant and Institutional Educators
The optimal use of internet resources and revenue management sytems requires financial capabilities generally not affordable by small lodging operations such as bed and breakfast (B&B) inns. This study addresses the issue of the marketing mix for small hotels. A survey instrument was used to collect data from this unique niche of inns. The analysis expected to reveal that a majority of B&B's are successful using only traditional print media, properietary website portals specific to this industry niche, and regional tourism/CVB portals. However, the use of third party distribution channels i snot expected to be significant. The examination expects to find that the majority of B&B's make good use of their home website, on-line directories, print materials, and statewide organizations, but cannot afford third party distribution channels. This information will be useful for business planning purposes and strategic manaement of family run B&B's.
distribution channels, bed and breakfast inns, SME's
Hospitality Administration and Management
Martha Coussement and Sylvere Hilaire Coussement (2011).
Internet Marketing Integration For Small Inns: How Is It Measured?. Presented at International Council of Hotel, Restaurant and Institutional Educators, Denver, Colorado.