Development of an Algorithm for Internet Marketing Strategy Implementation: A Case Study in the EU Hotel and Restaurant Sector

This article is dedicated to the development of an algorithm for the implementation readiness of an Internet marketing information technology strategy within the enterprise context, specifically focusing on the EU market's hotel and restaurant services sector. The research adopts modern quantit...

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Vydané v:Ingénierie des systèmes d'Information Ročník 28; číslo 6; s. 1549 - 1556
Hlavní autori: Kolisnychenko, Tetiana, Sefikhanova, Kateryna, Kapral, Olha, Karpenko, Vitalii, Sylkin, Oleksandr
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Edmonton International Information and Engineering Technology Association (IIETA) 01.12.2023
Predmet:
Advertising expenditures
Algorithms
Artificial intelligence
Business models
Competition
Consumers
Cost control
Decision making
Hotels
Information technology
Internet
Market entry
Market strategy
Marketing
Online advertising
Questionnaires
Regression models
Restaurants
Sales
Software utilities
Statistical analysis
Statistical methods
Technology
ISSN:1633-1311, 2116-7125
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Abstract This article is dedicated to the development of an algorithm for the implementation readiness of an Internet marketing information technology strategy within the enterprise context, specifically focusing on the EU market's hotel and restaurant services sector. The research adopts modern quantitative assessment methods and constructs a multifactor correlation regression model as its core methodology. Statistical analyses have been conducted, leading to the formation of a multifactorial correlation and regression model, which underpins the development of the implementation readiness algorithm for the Internet marketing information technology strategy. The outcomes of this study comprehensively address the set objectives and tasks. The novelty lies in the proposed methodological approach for presenting the implementation readiness algorithm, offering an innovative perspective on constructing the algorithm for developing a marketing strategy. However, the study's applicability is limited, as it focuses on enterprises within the EU market with specific operational directions. Therefore, the effectiveness of the current model may be reduced when applied to enterprises outside the EU market or those with significantly different activities. Future research directions should consider adapting and expanding this methodology to other business sectors and markets beyond the EU, with a particular emphasis on its applicability in different segments of the IT sector.
AbstractList This article is dedicated to the development of an algorithm for the implementation readiness of an Internet marketing information technology strategy within the enterprise context, specifically focusing on the EU market's hotel and restaurant services sector. The research adopts modern quantitative assessment methods and constructs a multifactor correlation regression model as its core methodology. Statistical analyses have been conducted, leading to the formation of a multifactorial correlation and regression model, which underpins the development of the implementation readiness algorithm for the Internet marketing information technology strategy. The outcomes of this study comprehensively address the set objectives and tasks. The novelty lies in the proposed methodological approach for presenting the implementation readiness algorithm, offering an innovative perspective on constructing the algorithm for developing a marketing strategy. However, the study's applicability is limited, as it focuses on enterprises within the EU market with specific operational directions. Therefore, the effectiveness of the current model may be reduced when applied to enterprises outside the EU market or those with significantly different activities. Future research directions should consider adapting and expanding this methodology to other business sectors and markets beyond the EU, with a particular emphasis on its applicability in different segments of the IT sector.
Author Kolisnychenko, Tetiana
Kapral, Olha
Sefikhanova, Kateryna
Karpenko, Vitalii
Sylkin, Oleksandr
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SubjectTerms Advertising expenditures
Algorithms
Artificial intelligence
Business models
Competition
Consumers
Cost control
Decision making
Hotels
Information technology
Internet
Market entry
Market strategy
Marketing
Online advertising
Questionnaires
Regression models
Restaurants
Sales
Software utilities
Statistical analysis
Statistical methods
Technology
Title Development of an Algorithm for Internet Marketing Strategy Implementation: A Case Study in the EU Hotel and Restaurant Sector
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