A study of advertising value and hotel advertising on the Internet.
Chua, Bee Yan.
Chua, Mui Yan.
Lim, Soh Hing.
Date of Issue1998
College of Business (Nanyang Business School)
The Internet has attracted enormous attention in recent years. Due to its global nature, the Internet is able to capture a wide network of users. It has become an increasingly important communication tool to facilitate the exchange of information among individuals and business organisations worldwide over the years. From our survey, we find that the four factors, informativeness, entertainment, irritation and accessibility, contribute to users' perceived value of hotel advertising on the Internet. The results also indicate that users and consumers generally have favourable attitiude and are receptive towards hotel Internet advertising.
Final Year Project (FYP)
Nanyang Technological University