Naroth Beach Bungalow in Koh Rong, Cambodia is a newly-built resort yet the owners have a great mindset of entrepreneurs who realize the importance of digital marketing for their business. This study aims to study their current digital marketing strategies, find out how their targets use the digital platform during their consumer decision journey for online accommodation booking, and develop a new digital market strategy to help their business grow and prepare for future expansion.
Based on the literature review on digital marketing, I did a semi-structured interview with the resort's owner in order to analyze the current digital marketing and SWOT of the re-sort and I did the competitors' analysis using the secondary data. Based on the literature review on consumer behavior in the hotel industry and guests' data from Booking.com providing by the owners, I did the other semi-structured interview with four major targets including German, French, British and Spanish to create consumer personas and a custom-ized consumer decision journey map. As a result, from all of my analyses, I recommend the resort to focus on OTAs, create a website with a blog, continue improving their social media, and create better contents in all their platform. Importantly, I built the strategies based on the McKinsey consumer decision journey.
Annotation in English
Naroth Beach Bungalow in Koh Rong, Cambodia is a newly-built resort yet the owners have a great mindset of entrepreneurs who realize the importance of digital marketing for their business. This study aims to study their current digital marketing strategies, find out how their targets use the digital platform during their consumer decision journey for online accommodation booking, and develop a new digital market strategy to help their business grow and prepare for future expansion.
Based on the literature review on digital marketing, I did a semi-structured interview with the resort's owner in order to analyze the current digital marketing and SWOT of the re-sort and I did the competitors' analysis using the secondary data. Based on the literature review on consumer behavior in the hotel industry and guests' data from Booking.com providing by the owners, I did the other semi-structured interview with four major targets including German, French, British and Spanish to create consumer personas and a custom-ized consumer decision journey map. As a result, from all of my analyses, I recommend the resort to focus on OTAs, create a website with a blog, continue improving their social media, and create better contents in all their platform. Importantly, I built the strategies based on the McKinsey consumer decision journey.
Keywords
hotel industry, digital marketing, social media marketing, website with blogging, SEO, content marketing, online advertising, online travel agencies (OTAs), McKinsey consumer decision journey
Keywords in English
hotel industry, digital marketing, social media marketing, website with blogging, SEO, content marketing, online advertising, online travel agencies (OTAs), McKinsey consumer decision journey
Length of the covering note
122 p. (136,975 characters)
Language
AN
Annotation
Naroth Beach Bungalow in Koh Rong, Cambodia is a newly-built resort yet the owners have a great mindset of entrepreneurs who realize the importance of digital marketing for their business. This study aims to study their current digital marketing strategies, find out how their targets use the digital platform during their consumer decision journey for online accommodation booking, and develop a new digital market strategy to help their business grow and prepare for future expansion.
Based on the literature review on digital marketing, I did a semi-structured interview with the resort's owner in order to analyze the current digital marketing and SWOT of the re-sort and I did the competitors' analysis using the secondary data. Based on the literature review on consumer behavior in the hotel industry and guests' data from Booking.com providing by the owners, I did the other semi-structured interview with four major targets including German, French, British and Spanish to create consumer personas and a custom-ized consumer decision journey map. As a result, from all of my analyses, I recommend the resort to focus on OTAs, create a website with a blog, continue improving their social media, and create better contents in all their platform. Importantly, I built the strategies based on the McKinsey consumer decision journey.
Annotation in English
Naroth Beach Bungalow in Koh Rong, Cambodia is a newly-built resort yet the owners have a great mindset of entrepreneurs who realize the importance of digital marketing for their business. This study aims to study their current digital marketing strategies, find out how their targets use the digital platform during their consumer decision journey for online accommodation booking, and develop a new digital market strategy to help their business grow and prepare for future expansion.
Based on the literature review on digital marketing, I did a semi-structured interview with the resort's owner in order to analyze the current digital marketing and SWOT of the re-sort and I did the competitors' analysis using the secondary data. Based on the literature review on consumer behavior in the hotel industry and guests' data from Booking.com providing by the owners, I did the other semi-structured interview with four major targets including German, French, British and Spanish to create consumer personas and a custom-ized consumer decision journey map. As a result, from all of my analyses, I recommend the resort to focus on OTAs, create a website with a blog, continue improving their social media, and create better contents in all their platform. Importantly, I built the strategies based on the McKinsey consumer decision journey.
Keywords
hotel industry, digital marketing, social media marketing, website with blogging, SEO, content marketing, online advertising, online travel agencies (OTAs), McKinsey consumer decision journey
Keywords in English
hotel industry, digital marketing, social media marketing, website with blogging, SEO, content marketing, online advertising, online travel agencies (OTAs), McKinsey consumer decision journey
Research Plan
Introduction
Define the objectives and the application methods used in the Master's thesis.
I. Theoretical part
Explore the theoretical background of digital marketing in service and consumer behavior in tourism.
II. Practical part
Evaluate the current digital marketing strategy of Naroth Beach Bungalow Resort.
Analyze the behavior of targeted customers of Naroth Beach Bungalow Resort.
Develop digital marketing strategy for Naroth Beach Bungalow Resort.
Elaborate on cost, risk and time analysis of the project.
Conclusion
Research Plan
Introduction
Define the objectives and the application methods used in the Master's thesis.
I. Theoretical part
Explore the theoretical background of digital marketing in service and consumer behavior in tourism.
II. Practical part
Evaluate the current digital marketing strategy of Naroth Beach Bungalow Resort.
Analyze the behavior of targeted customers of Naroth Beach Bungalow Resort.
Develop digital marketing strategy for Naroth Beach Bungalow Resort.
Elaborate on cost, risk and time analysis of the project.
Conclusion
Recommended resources
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Sixth edition. Harlow: Pearson, 2016, 702 s. ISBN 9781292077611
HAWKINS, Del I. and David L. MOTHERSBAUGH. Consumer behavior: building marketing strategy. Twelfth edition. New York: McGraw Hill Education, 2014, 772 s. ISBN 9789814607537
KAUFMAN, Ira Morton and Chris HORTON. Digital marketing: integrating strategy and tactics with values:a guidebook for executives, managers, and students. New York: Routledge, Taylor & Francis Group, 2015, 353 s. ISBN 9780415716758.
SCHIFFMAN, Leon G., Leslie Lazar KANUK and Joseph WISENBLIT. Consumer behavior. 10th ed., global ed. Boston: Pearson Prentice Hall, 2010, 592 s. ISBN 9780137006700
TSIOTSOU, Rodoula H. and Ronald Earl GOLDSMITH. Strategic marketing in tourism services. Bingley: Emerald, 2012. ISBN 9781780520711
Recommended resources
CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital marketing. Sixth edition. Harlow: Pearson, 2016, 702 s. ISBN 9781292077611
HAWKINS, Del I. and David L. MOTHERSBAUGH. Consumer behavior: building marketing strategy. Twelfth edition. New York: McGraw Hill Education, 2014, 772 s. ISBN 9789814607537
KAUFMAN, Ira Morton and Chris HORTON. Digital marketing: integrating strategy and tactics with values:a guidebook for executives, managers, and students. New York: Routledge, Taylor & Francis Group, 2015, 353 s. ISBN 9780415716758.
SCHIFFMAN, Leon G., Leslie Lazar KANUK and Joseph WISENBLIT. Consumer behavior. 10th ed., global ed. Boston: Pearson Prentice Hall, 2010, 592 s. ISBN 9780137006700
TSIOTSOU, Rodoula H. and Ronald Earl GOLDSMITH. Strategic marketing in tourism services. Bingley: Emerald, 2012. ISBN 9781780520711
