英语论文部分 网络营销.pdfVIP

Chapter 3 METHODOLOGICAL DESIGN AND FRAMEWORK 3.1. Introduction This chapter presents the methodological foundations and i ues that are pertinent to this study. The derived hypotheses are listed in order to draw focus on the effect of the independent variables that have been considered in this study. Independent variables have been chosen on the basis of their actionability and usefulne for e-marketing interventions in future. Some variables (such as parameters of marketing evaluation of SMTE websites) have been studied for the first time in order to bring out new insights. The research design has been presented and the methodological i ues have been analyzed. The procedures for construction of the research instruments for this study, analysis of the demand- and supply-side factor of e-marketing and marketing evaluation of SMTE websites have been described. The sampling framework and inclusion and exclusion criteria, data sources and methods of statistical analysis have been presented. 3.2. Research hypothese Derived from the research objectives, the following 7 sets of hypothese were proposed and tested. Hypotheses 1 to 4 deal with the SMTI-Es (that is, the supply-side) and hypotheses 5, 6 and 7 deal with the SMTE tourist (that is, the demand-side). l. Level of e-marketing involvement and type of tourism product (Objective #1) H l: There is a difference in the level of e-marketing involvement among the SMTES representing different tourism product categories. There is a difference between the SMTES’ level of involvement in different e-marketing activities and their product categorie (that is, accommodation, acce , attractions and auxiliary products/services). 86 E-marketing tenur