E-marketing and Perceived Brand Image of Hotels in Ghana

Abstract

This study examined the role of e-marketing in promoting perceived brand image of hotels in Ghana. The study used a quantitative approach. The correlational research design was employed. Using the random sampling technique, 420 hotel visitors were included in the study. Structured questionnaire was used for the data collection. Statistical tools of frequency, percentage, mean, standard deviation, and Pearson correlation coefficient were used to analyse the data collected. Results revealed that website contributed to building a positive brand image of hotels in Ghana. Furthermore, Facebook contributed to the construction of a positive brand image of hotels. Additionally, a positive relationship was found between the use of SMS and perceived brand image of hotels. Finally, it was revealed that the use of emails was positively associated with perceived brand image of hotels. It was recommended that management of hotels in Ghana enhance their websites and integrate Facebook features to make them easy for visitors to easily toggle between the main sites and Facebook pages.

Keywords: E-marketing, perceived brand image, hotels, Ghana

DOI: 10.7176/JTHS/64-03

Publication date: April 30^th 2023