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Opportunities and Challenges of ICT-Based Marketing in the Accomodation Sector: A Study of Gurugram (Haryana), India

Opportunities and Challenges of ICT-Based Marketing in the Accomodation Sector: A Study of Gurugram (Haryana), India
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Author(s): Lakhvinder Singh (Government College, Kaithal, India) and Dinesh Dhankhar (Kurukshetra University, India)
Copyright: 2022
Pages: 16
Source title: Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
Source Author(s)/Editor(s): Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal & and CEFAGE, University of Évora, Portugal) and Miguel Belo (Lisbon University, Portugal & Portuguese National Funding Agency for Science, Research and Technology, Portugal)
DOI: 10.4018/978-1-7998-8306-7.ch005

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Abstract

Digitalization has forced the accommodation sector to use information and communication technology (ICT) to excel in their business performance. Hence, it is of paramount importance to scan the pros and cons associated with use of ICT marketing in the accommodation sector. This chapter considers this fact and focuses on opportunities and challenges associated with the use of ICT-based marketing in the accommodation sector of Gurugram (Haryana) region of India. The phenomena of ICT marketing is exhaustively assessed and highlighted through different components such as introduction, ICT as emerging concept, application of ICT tools in the marketing accommodation sector, opportunities associated with using ICT-based marketing, challenges faced during applying ICT marketing in the accommodation sector, followed by a conclusion. This study has been considered as a modification and addition to the existing body of knowledge in the accommodation sector. Moreover, the tourism and accommodation marketers also apprehend practical implications to augment their services for survival in a competitive business environment.

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