Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy

被引：75

作者：

Shuai, Jia-Jane ^{[1
]}

Wu, Wei-Wen ^{[2
]}

机构：

[1] Ming Hsin Univ Sci & Technol, Dept Informat Management, Hsinchu 30401, Taiwan

[2] Ta Hwa Inst Technol, Int Trade Dept, Hsinchu 307, Taiwan

来源：

EXPERT SYSTEMS WITH APPLICATIONS | 2011年 / 38卷 / 07期

关键词：

E-marketing; Hotel performance; Data envelopment analysis (DEA); Grey entropy; DATA ENVELOPMENT ANALYSIS; RANKING EFFICIENT UNITS; MANAGERIAL EFFICIENCY; WEB SITES; DESIGN; INTERNET; WEBSITES; IMPACT; MODEL;

D O I：

10.1016/j.eswa.2011.01.086

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

This study evaluated the hotels' websites in Taiwan from an Internet marketing perspective. Content analysis was used to analyze and compare the marketing practice on Internet. DEA and grey entropy were used to analyze the impact of Internet marketing on hotel performance. The result showed that Internet marketing can affect the operating performance of tourist hotels. Hoteliers should adopt a more strategic Internet approach to increase business success. (C) 2011 Elsevier Ltd. All rights reserved.

引用

页码：8763 / 8769

页数：7

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