The importance of e-commerce technology advancement and its implementation in hospitality industry / Muhamad Danish Nor Hakim and Nurazerra Md Afandi

Electronic commerce which also known as e-commerce serves as a lifeline for small and medium-sized business organization that are striving to enter the market under today's globalizing environment. Service business, at the same time, uses electronic commerce mainly in marketing activities. Especially where hotels are considered, efforts to sell services and time have made it important for consumers to increase their marketing activities in order to impact their buying decisions. Word of mouth is the most powerful marketing tool for hotel guests. Customers just believe that what non-commercial people say about the hotel represents the truth and influences their buying choices according to these discourses. In the other hand, electronic marketing is an online commerce that helps hotels to note down their former customers' views about the hotel and potential customers to review them. It is also considerable significance in the promotion and marketing of hotels. In this study, the importance of electronic commerce in the marketing of hotels is highlighted by the use of secondary data.