أثر الموقع الإلكتروني على تعزيز قيمة العلامة التجارية للمؤسسة الفندقية

Abstract

This study aimed to highlight the impact of websites on enhancing the brand equity of hotel establishments, providing an analytical study of the opinions of a number of employees and visitors of hotels in the province of Bordj Bou Arreridj, the study sample consisted of 46 website users, including visitors and some employees of hotels in the province, and the questionnaire was used as the primary data collection tool for the study, and the collected data were analyzed using the SPSS software. The study results revealed that a hotel establishment's website contributes to positive publicity, especially when it possesses the necessary quality characteristics, the hotel can leverage its website to position its brand at the forefront of its field of activity, this is because websites facilitate rapid and accurate access to information regarding the services and products offered, while enabling the hotel to reach a broader audience at a lower cost.