On May 28, 2022, The Faculty of Business Administration held a virtual academic meeting with the participation of Prof. Pham Thi Minh Ly, lecturers, postgraduate students, and graduate students of the Faculty. MBA. Nguyen Hai Nam shared an interesting study attracting many researchers’ attention, with the title of “Digital marketing strategies, online reviews, and hotel performance”.
Based on 132 observations in Belgian hotels to analyze the relationship between the variables in the model, the findings of the study suggest that digital marketing strategies have an impact upon the hotel performance. This is because the mediating effect of the volume and valence of online reviews will respectively increase room occupancy and revenue per available room (RevPar). The above results are especially important for chain hotels and higher-star hotels rather than independent hotels and lower-tier hotels. In addition, the authors also suggest some digital marketing strategies, for example, using TripAdvisor metrics, answering guest reviews within 24h, using track software, and integrating commercial review sites’ reviews on the hotel website. These tactics would inevitably enhance room occupancy and boost the hotel performance as a result.
The academic session ended after a lively discussion about the importance of digital marketing strategies in reviving the hospitality industry in Vietnam after the Covid-19 pandemic. The activity was such a valuable opportunity that young lecturers could accumulate specific knowledge and improve their scientific research skills.
