Measuring Guest Attitudes Towards Effective E-Marketing Strategies for Five-Star Hotels

Abstract

This research explores the impact of e-marketing strategies on guest attitudes in five-star hotels in Syria, with a focus on understanding guests’ perceptions of these digital approaches. Despite the growing importance of e-marketing, there remains limited empirical examination of its effectiveness in the Syrian hotel industry, which this study addresses by examining guest satisfaction and engagement. Data were collected via survey and in-depth interviews with page subscribers and hotel management, providing both quantitative and qualitative insights. Findings showed that page attractiveness and ease of access positively impact guest attitudes, while inadequate information and limited responsiveness from administrators reduce satisfaction. Younger, local subscribers especially females reported higher satisfaction with hotel e-marketing, contrasting with lower satisfaction among public sector employees. These insights highlight the importance of visually engaging, accessible, and informative content to foster positive guest perceptions. This study contributes to the literature by highlighting specific guest segments’ varied responses to e-marketing in tourism, underscoring the need for tailored strategies. Providing actional guide for Syrian hotel professionals/managers to enhance page credibility and engagement by aligning content with guest expectations and preferences, thereby improving overall service perception and guest loyalty.

Keywords: E-Marketing Strategies, Hotel Industry, Guest Satisfaction, Hospitality Marketing

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