Award Date

1-1-2008

Degree Type

Thesis

Degree Name

Master of Science (MS)

First Committee Member

Carola Raab

Number of Pages

73

Abstract

In many ways, the emergence of the Internet means consumers are now creating and spreading marketing information for various companies. Providers and consumers have become highly connected with the Internet environment. Therefore, user-generated-marketing information should be considered an important marketing tool in the hotel industry; Consumers can write reviews on travel websites or create personal blogs about their experiences. In addition, consumers post and upload pictures or movie files on the Internet, using advanced technologies. Consumers now can create and upload more visual materials, such as picture and video files, than in the past; Finally, this study focuses on encouraging hotel management to utilize user-generated content (UGC) as a valuable marketing tool, and concludes the hotel industry must build strong relationships with consumers who are interested in UGCs.

Keywords

Content; Generated; Hotel; Impact; Industry; User

Controlled Subject

Marketing

File Format

pdf

File Size

1.72 MB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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