Direct marketing, presence on social networks of hotel enterprises in Kosovo

Author:Jahja Lataj
Pages:31-35
SUMMARY

The main purpose of this paper is to analyze and clarify how direct marketing is and how should be developed through the presence on social networks in hotel enterprises. Direct marketing is a process of direct communication between enterprises and consumers to achieve customer feedback and stimulate a positive att itude towards the company’s products and services. We are living in a digital... (see full summary)

 
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Vo
l.
6
N
o
. 2
Jul
y
, 2020
ISS
N 2410-391
8
A
cces on
l
ine at www.ii
p
cc
l
.or
g
3
1
A
cademic Journal o
f
Business,
A
dministration, Law and Social Sciences
II
PCCL Publishin
g
, Graz-
A
ustria
Direct marketin
g
, presence on social networks of hotel enterprises in Kosov
o
Jah
a Lata
Ab
str
a
ct
T
he main purpose of this paper is to analyze and clarify how direct marketing is and how
s
hould be developed through the presence on social networks in hotel enterprises.
D
irect marketing is a process of direct communication between enterprises and consumers to
achieve customer feedback and stimulate a positive a itude towards the company’s products
and services. We are livin
g
in a di
g
ital world and throu
g
h social media this communication
can be achieved.
A
social network is a website or other application wherein people with similar
i
nterests come together to communicate. Knowing that the main social media plat
f
orms on the
I
nternet are Facebook,
I
nsta
g
ram and Twi er, then our research is also based on these three
p
latforms. The research was done online and the quantitative method was used. The sample is
from hotels that operate in Kosovo. The research process is based on the presence of hotels in
the three social networks and the comparison between them. The measuring elements used in
the questionnaire are: number o
f
comments, number o
f
posts, engagement,
f
ans, interactivity,
d
aily posting, reactions, comments and distribution and number o
f
likes. Based on our
ndings, the hotel enterprises of our country should increase their posts on a daily basis and
i
ncrease the number of fans. By increasing these two elements then we will have positive
i
mplications for the other elements as well.
I
f this is achieved then we will have a greater and
more direct communication between potential customers and hotel enterprises. This results in
the development o
f
direct marketing in these enterprises through social networks
.
Ke
y
word
s
:
direct marketin
g
, social networks, Facebook,
I
nsta
g
ram, Twi er
.
I
ntr
oduc
t
io
n
T
ra
d
itiona
l
mar
k
eting is not
d
ea
d
! Peo
pl
e watc
h
TV, a
l
t
h
oug
h
t
h
e
p
revai
l
ing
advertisements are
f
rom mobile
p
hone service
p
roviders, car manu
f
acturers, insurance
c
om
p
anies and sho
pp
ing centers. Peo
p
le still listen to the radio, read news
p
a
p
ers and
magazines. The
y
can hear and see certain advertisements. Direct mail and brochures
are still success
f
ul
f
or some com
p
anies. However, more and more, we are living in
a digital world. Toda
y
we receive news
f
rom online news
p
a
p
ers and magazines. We
visit websites and social networking sites to learn about the com
p
anies and
p
roducts
that the
y
o
er them. Ten
y
ears ago, various travelers and visitors would enter a travel
agenc
y
and the agent was the one who in
uenced their decision-making
p
rocess,
while toda
y
the
y
are com
p
letel
y
inde
p
endent and ver
y
in
f
ormed in choosing a hotel.
Reviews available to the
p
ublic are ever
y
where,
f
rom the main travel
p
ages to the
websites o
f
the hotels themselves.
E
ver
y
thing is trans
p
arent: good, bad and ugl
y
.
If
we consider the chains o
f
the biggest hotels in the world, such as: H
y
a Hotels, Hilton
W
orldwide and Premier
I
nn, all these com
p
anies have their own
p
ages on social
n
etworks and have a strong
p
resence in these networks.
A
s result o
f
this it
f
ollows

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