Resumo

BOARIA, Francieli; ANJOS, Sara Joana Gadotti dos  e  RAYE, Roberta Leal. Implementation of e-marketing in the Brazilan hotel chains. TMStudies [online]. 2014, vol.10, n.2, pp.116-122. ISSN 2182-8458.

The emergence of the Internet in the 1960s, and in particular, its popularization in the 1990s, led to different developments and improvements in information and communication technology (ICT) on a global scale, and revolutionized the behavior of individuals and organizations in relation to the traditional forms of purchase and sale. These effects contributed to the creation of various e-marketing tools aimed at enabling organizations to be present in the everyday lives of people, through the social media, with positive repurcussions on personalization and the strengthening of customer relations. This work aims to identify e-marketing strategies used by national and international hotel networks in Brazil. The research is characterized as quantitative and qualitative, with a framework constructed by the technique of bibliographic research. For the data investigation, a self-administered electronic survey was used. It was concluded that the hotel networks of this research do not make strategic use of e-marketing tools.

Palavras-chave : Hotel networks; e-marketing; e-commerce; mobility; mobile devices.

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