The evaluation of hotel advertising effectiveness in the Gaza Strip

مقدم أطروحة جامعية

Salim, Muhammad Zaydan Muhammad

مشرف أطروحة جامعية

Wadi, Rushdi Abd al-Latif Salman

الجامعة

الجامعة الإسلامية

الكلية

كلية التجارة

القسم الأكاديمي

قسم إدارة الأعمال

دولة الجامعة

فلسطين (قطاع غزة)

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2003

الملخص الإنجليزي

This research attempts to evaluate and point out the level of hotel advertising effectiveness in the Gaza Strip.

Thus, the research concerns itself with studying the setting of hotel advertising objectives and importance of allocating budget in hotels.

Moreover, the research, in doing so, identifies the difficulties in understanding hotels’ advertising message.

It also focuses on the advertising media in the Gaza Strip and the evaluation process of hotel advertising effectiveness.

In the light of this, the research offers solutions and recommendations to help hotels in the Gaza Strip to overcome their obstacles and problems.

An empirical study was conducted to collect the primary data.

The researcher used two questionnaires, the first was for hotel managements, and the second for hotel guests.

The findings of the study show the following: lack of setting hotel advertising objectives contribute to ineffectiveness of hotel advertising; non-allocation of budget contributes to ineffectiveness of hotel advertising; ineffectiveness of message formulation contributes to ineffectiveness of hotel advertising; lack and ineffectiveness of advertising media contributes to ineffectiveness of hotel advertising.

Moreover, the unavailability of advertising evaluation contributes to ineffectiveness of hotel advertising.

Finally, there are significant inter-correlations among the factors of Kotler model, which influence the effectiveness of hotel advertising.

The research came to the following recommendations: hotel management should follow scientific methods in setting advertising objectives; it should allocate an annual advertising budget; it should set plans for their advertising messages; fourth, it should choose the appropriate advertising media; and it should evaluate hotel advertising effectiveness.

التخصصات الرئيسية

التسويق

الموضوعات

• التسويق
• الإعلان
• فلسطين
• قطاع غزة
• الفنادق

عدد الصفحات

137

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-300144