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Efficiency and effectiveness of marketing in Kuala Lumpur's hotels

This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency d...

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Main Authors: Rahmati, Elham, Abdul Jalil, Suhaila
格式: Conference or Workshop Item
语言:English
出版: Faculty of Economics and Management, Universiti Putra Malaysia 2012
在线阅读:http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf
http://psasir.upm.edu.my/id/eprint/51309/
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spelling my.upm.eprints.513092017-04-03T07:47:29Z http://psasir.upm.edu.my/id/eprint/51309/ Efficiency and effectiveness of marketing in Kuala Lumpur's hotels Rahmati, Elham Abdul Jalil, Suhaila This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency does not necessarily ensure high profitability. Through star ranking analysis, this study shows that the average marketing efficiency of the hotels increased with lowering star ranking due to heightened demand of agglomeration. In contrast, marketing effectiveness of the hotels decreased with lowering star ranking due to two important factors: economies of scale and room rates. Faculty of Economics and Management, Universiti Putra Malaysia 2012 Conference or Workshop Item PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf Rahmati, Elham and Abdul Jalil, Suhaila (2012) Efficiency and effectiveness of marketing in Kuala Lumpur's hotels. In: National Research & Innovation Conference for Graduate Students in Social Sciences (GS-NRIC 2012), 7-9 Dec. 2012, Mahkota Hotel, Melaka. (pp. 981-991).
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study employs the two separate data envelopment analysis model to measure marketing efficiency and marketing effectiveness of three- to five-star hotels in Kuala Lumpur during the years 2004-2010. The efficiency and effectiveness calculated show that a high performance in marketing efficiency does not necessarily ensure high profitability. Through star ranking analysis, this study shows that the average marketing efficiency of the hotels increased with lowering star ranking due to heightened demand of agglomeration. In contrast, marketing effectiveness of the hotels decreased with lowering star ranking due to two important factors: economies of scale and room rates.
format Conference or Workshop Item
author Rahmati, Elham
Abdul Jalil, Suhaila
spellingShingle Rahmati, Elham
Abdul Jalil, Suhaila
Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
author_facet Rahmati, Elham
Abdul Jalil, Suhaila
author_sort Rahmati, Elham
title Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
title_short Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
title_full Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
title_fullStr Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
title_full_unstemmed Efficiency and effectiveness of marketing in Kuala Lumpur's hotels
title_sort efficiency and effectiveness of marketing in kuala lumpur's hotels
publisher Faculty of Economics and Management, Universiti Putra Malaysia
publishDate 2012
url http://psasir.upm.edu.my/id/eprint/51309/1/12-39.pdf
http://psasir.upm.edu.my/id/eprint/51309/
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score 13.251813

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