Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar

Tourism is one of the important income-generating sectors in Sabah and contributes to its high economic growth. The objective of this study is to analyze the current business situation of Maxim Hotel, to recommend appropriate promotional strategies (social media marketing) and to recommend new and a...

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Main Authors:	Khazali, Siti Hajar, Jaafar, Rozilydia
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/107023/1/107023.pdf
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id	my-uitm-ir.107023
record_format	uketd_dc
spelling	my-uitm-ir.1070232024-12-11T03:13:19Z Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar 2017 Khazali, Siti Hajar Jaafar, Rozilydia Marketing Tourism is one of the important income-generating sectors in Sabah and contributes to its high economic growth. The objective of this study is to analyze the current business situation of Maxim Hotel, to recommend appropriate promotional strategies (social media marketing) and to recommend new and alternative strategies for Maxim Hotel. The unit of analysis is the stakeholder of the hotel, which comprised the management team, guests of the hotel, people around the business area, and the competitors. This study distributed the questionnaire to 30 respondents. The research method employed in this study is an interview with the owner of Maxim Hotel, distributed questionnaire to the people around the business area and competitors, and the' analysis of SWOT and TOWS. The findings of the interviews and observation revealed that Maxim Hotel did not focus on the promotional strategies. The development of an official website and the setting up of its Facebook and Instagram accounts were a significant contribution of this study towards the promotional effort of Maxim Hotel. 2017 Thesis https://ir.uitm.edu.my/id/eprint/107023/ https://ir.uitm.edu.my/id/eprint/107023/1/107023.pdf text en public masters Universiti Teknologi MARA, Sabah Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Marketing
spellingShingle	Marketing Khazali, Siti Hajar Jaafar, Rozilydia Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
description	Tourism is one of the important income-generating sectors in Sabah and contributes to its high economic growth. The objective of this study is to analyze the current business situation of Maxim Hotel, to recommend appropriate promotional strategies (social media marketing) and to recommend new and alternative strategies for Maxim Hotel. The unit of analysis is the stakeholder of the hotel, which comprised the management team, guests of the hotel, people around the business area, and the competitors. This study distributed the questionnaire to 30 respondents. The research method employed in this study is an interview with the owner of Maxim Hotel, distributed questionnaire to the people around the business area and competitors, and the' analysis of SWOT and TOWS. The findings of the interviews and observation revealed that Maxim Hotel did not focus on the promotional strategies. The development of an official website and the setting up of its Facebook and Instagram accounts were a significant contribution of this study towards the promotional effort of Maxim Hotel.
format	Thesis
qualification_level	Master's degree
author	Khazali, Siti Hajar Jaafar, Rozilydia
author_facet	Khazali, Siti Hajar Jaafar, Rozilydia
author_sort	Khazali, Siti Hajar
title	Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
title_short	Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
title_full	Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
title_fullStr	Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
title_full_unstemmed	Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar
title_sort	promotional and social media strategy for budget hotel: the case at maxim hotel, kota kinabalu / siti hajar khazali and rozilydia jaafar
granting_institution	Universiti Teknologi MARA, Sabah
granting_department	Faculty of Business and Management
publishDate	2017
url	https://ir.uitm.edu.my/id/eprint/107023/1/107023.pdf
_version_	1818588199827537920

Promotional and social media strategy for budget hotel: the case at Maxim Hotel, Kota Kinabalu / Siti Hajar Khazali and Rozilydia Jaafar

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