Rashmeet Kapoor and Kush Kapoor
The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the…
Abstract
Purpose
The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges with regards to its application.
Design/methodology/approach
A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools.
Findings
This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space.
Practical implications
This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms.
Originality/value
Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.
Details
Keywords
Rashmeet Kapoor, Anjana Singh and Geetika Manchanda
The aim is to provide insights on the inclusion of sustainability training during internship and the engagement of interns in the sustainability practices of the hotel. The paper…
Abstract
Purpose
The aim is to provide insights on the inclusion of sustainability training during internship and the engagement of interns in the sustainability practices of the hotel. The paper investigates how aspects of knowledge and participation in sustainable practices can bring about a positive change in the industry's future and also aid in the creation of smart green leaders.
Design/methodology/approach
The paper utilizes qualitative research methodology and draws on in-depth interviews with students and learning and development managers using multiple sources of evidence to derive a holistic picture.
Findings
The paper aims to highlight the importance of incorporating sustainability training as an indispensable part of hotel internships. It also reveals the positive impact and long-term behavioural changes of students along with presenting strategies to create student stewards for sustainability.
Research limitations/implications
The limitations of the study arise from its small sample size, which nonetheless generated some rich insights.
Originality/value
There has been much research in the area of hospitality internships, however, it has not been considered from the perspective of sustainability development or green internships. In this sense, the paper is novel as it challenges the traditional expectations of hospitality internships.