The evaluation of hotel advertising effectiveness in the Gaza Strip
Dissertant
Salim, Muhammad Zaydan Muhammad
Thesis advisor
Wadi, Rushdi Abd al-Latif Salman
University
Islamic University
Faculty
Faculty of Commerce
Department
Department of Business Administration
University Country
Palestine (Gaza Strip)
Degree
Master
Degree Date
2003
English Abstract
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.
Main Subjects
Topics
No. of Pages
137
Table of Contents
Abstract.
Table of contents.
Chapter one : A background context.
Chapter two : Review of related literature and studies.
Chapter three : Research design and methodology.
Chapter four : Empirical analysis and hypotheses testing.
Chapter five : Conclusions and recommendations.
American Psychological Association (APA)
Salim, Muhammad Zaydan Muhammad. (2003). The evaluation of hotel advertising effectiveness in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University, Palestine (Gaza Strip)
https://search.emarefa.net/detail/BIM-300144
Modern Language Association (MLA)
Salim, Muhammad Zaydan Muhammad. The evaluation of hotel advertising effectiveness in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University. (2003).
https://search.emarefa.net/detail/BIM-300144
American Medical Association (AMA)
Salim, Muhammad Zaydan Muhammad. (2003). The evaluation of hotel advertising effectiveness in the Gaza Strip. (Master's theses Theses and Dissertations Master). Islamic University, Palestine (Gaza Strip)
https://search.emarefa.net/detail/BIM-300144
Language
English
Data Type
Arab Theses
Record ID
BIM-300144
