document: Exploring developments in Web based relationship marketing within the hotel industry This paper provides a content analysis study of the application of World Wide Web marketing by the hotel industry . There is a lack of historical perspective on industry related Web marketing applications and this paper attempts to resolve this with a two-year follow-up case study of the changing use of the Web to develop different types of relationships . Specifically , the aims are : -LRB- 1 -RRB- to identify key changes in the way hotels are using the Web ; -LRB- 2 -RRB- to look for evidence of the adoption of a relationship marketing -LRB- RM -RRB- model as a strategy for the development of hotel Web sites and the use of new technologies ; and , -LRB- 3 -RRB- To investigate the use of multimedia in hotel Web sites . The development and strategic exploitation of the Internet has transformed the basis of marketing . Using the evidence from a Web content survey this study reveals the way relationships are being created and managed within the hotel industry by its use of the Web as a marketing tool . The authors have collected evidence by means of a descriptive study on the way hotels build and create relationships with their Web presence delivering multimedia information as well as channel and interactive means of communication . In addition a strategic framework is offered as the means to describe the mechanism and orientation of Web based marketing by hotels . The study utilizes a model by Gilbert -LRB- 1996 -RRB- as a means of developing a measurement instrument to allow a content analysis of the current approach by hotels to the development of Web sites . The results indicate hotels are aware of the new uses of Web technology and are promoting hotel products in the global electronic market in new and sophisticated ways
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