Predicting future trends of media elements in hotel marketing by using Change Propensity Analysis

The purpose of this study is to examine a moderating effect of demographic factors on the relationship between the importance of media elements and their propensity of utilization. Change propensity analysis (CPA) is utilized to examine the current use and predict future trends of media elements in media marketing activities of hotel companies. A survey is conducted with a focus on domestic media users with a previous experience of acquiring domestic and international hotel information through media. The results indicate that certain demographic factors moderate the relationship of certain media elements. In addition, the results of CPA demonstrate which media elements have high importance as well as utilization and which ones have not. For instance, emoticons are found to be the least effective media element used in media marketing. Future trends of media elements in media marketing activities of hotel companies are evaluated using CPA and suggest a number of activities that will emerge. Finally, implications and suggestions for the future research are discussed based on the results.