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Branded domain name as an online marketing tool : a case study in hospitality industry

Murphy, Jamie and Hashim, Noor Hazarina (2008) Branded domain name as an online marketing tool : a case study in hospitality industry. In: Application Issues in E-Business. Penerbit UTM , Johor, pp. 71-80. ISBN 978-983-52-0698-6

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Abstract

While they could plead ignorance last century, hospitality enterprises cannot ignore the Internet this century; effective Internet use is a competitive advantage. Choosing the right domain name or names is a critical key to effective Internet use. In addition to the branding opportunities and protection from fraudulent websites, customers often guess the website address. Current and potential guests seeking Hyatt hotels’ Swiss and global operations would type hyatt.ch or hyatt.com, respectively. For as little as 10USD annually, hotels can protect their brand, strengthen their brand and increase website visitors via a branded domain name. Choosing the right name necessitates answering two key questions – what name and how many names.

Item Type:Book Section
Uncontrolled Keywords:online marketing tool, domain, hospitality enterprises
Subjects:H Social Sciences > HE Transportation and Communications
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:Management and Human Resource Development (Formerly known)
ID Code:17034
Deposited By: Ms Zalinda Shuratman
Deposited On:30 Nov 2011 03:20
Last Modified:30 Nov 2011 03:20

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