Browsing by Subject "Tourism"
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Item Restricted Digital-media and Decision-making Processes : a Road from Impression to Conversion(2023) Tiberiu-Basarab Rădan; Artinger, Florian; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: "There are decades where nothing happens; and there are weeks where decades happen", (Lenin, date of publication not identified), and how can a country tailor its marketing strategies around multiple crises is a question to be asked. The research will offer an in-depth examination of various spheres of interest, focusing on three digital media campaigns within the context of Turkey as a touristic destination. Amadeus IT Group's data will be utilized for the study, and statistical analysis will be conducted to investigate the effectiveness and the impact of these campaigns on the traveller's decision-making process. Unexpected findings will shift the existing paradigm, leading to a second round of investigation to further understand these results. Upon the potential event of failing to report positive results, a set of conclusions will be drawn, and these findings will subsequently lead to various recommendations, which form the core emphasis of this study. This research intends to contribute to the body of knowledge by providing insights into how a country's marketing strategies can be adapted, and moreover, and how a country should evaluate itself before demanding media services. In the realm of digital marketing, the study can help marketers understand how to better tailor their strategies to suit different types of customers, but moreover the existing need for exploration with a focus on campaign metrics. Keywords: crisis marketing, digital media campaigns, Turkey, tourism, Amadeus IT Group, statistical analysis, decision-making, digital marketing strategies, campaign metrics, media services evaluationItem Restricted Digitalization of the Hospitality Industry : An Analysis With a Focus on Revenue Management and Business Growth(2022) Abdelghafour Meherhera; Artinger, Florian; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract Digital transformation and the subsequent smart product and services have funda- mentally altered the hospitality industry, putting enormous pressure on traditional services provided by hotel operators, adding more value to the guest experience, and improving firms revenue, also impacting numerous markets, particularly during the coronavirus pandemic when automation services were critical to ensuring guest safety and improving remote work. This study aims to investigate the influence of digital transformation on the hotel sector and preview various techniques and fea- tures employed by revenue management and hotel practitioners to optimize revenue and expand hotel businesses. The study uses a qualitative method, eight interviews have been conducted with hotel revenue managers and specialists in the hospitality sector. Based on this data, an analysis was conducted to examine the influence of digitalization on the firm's value generation and the cost benefits of this transfor- mation. The findings of this study show that digital transformation positively influ- ences the hotel business on several fronts, including profitability maximization and guest satisfaction. These results resonate with the analysis of the "NUMA" case study. The company has recognized a 500% increase in revenue during the corona- virus pandemic. The results of this research revealed that it is incredibly vital for hotel operators to change from traditional to innovative strategies and services, and to invest more in implementing digitalization within revenue management frame- work and all related systems and services to develop their businesses. Keywords: Tourism, Hospitality, Revenue Management, Digitalization, Innova- tion, Technology