Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy

摘要

This study evaluated the hotels’ websites in Taiwan from an Internet marketing perspective. Content analysis was used to analyze and compare the marketing practice on Internet. DEA and grey entropy were used to analyze the impact of Internet marketing on hotel performance. The result showed that Internet marketing can affect the operating performance of tourist hotels. Hoteliers should adopt a more strategic Internet approach to increase business success.