Efficiency and effectiveness of marketing in Kuala Lumpur's hotels

Citation

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).

Abstract

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.

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Additional Metadata

Item Type:	Conference or Workshop Item (Paper)
Divisions:	Faculty of Economics and Management
Publisher:	Faculty of Economics and Management, Universiti Putra Malaysia
Keywords:	Data envelopment analysis; Marketing efficiency; Marketing effectiveness; Occupancy rate; Profitability
Depositing User:	Nabilah Mustapa
Date Deposited:	03 Apr 2017 07:47
Last Modified:	03 Apr 2017 07:47
URI:	http://psasir.upm.edu.my/id/eprint/51309
Statistic Details:	View Download Statistic

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