Branding on the web: evolving domain name usage among Malaysian hotels
Hashim, N. and Murphy, J. (2007) Branding on the web: evolving domain name usage among Malaysian hotels. Tourism Management, 28 (2). pp. 621-624.
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The Internet helps tourism enterprises extend both their market reach and operational efﬁciency, yet few studies have examined the evolving nature of Internet use in developing countries. This study investigates 494 Malaysian hotels’ use of domain names for online branding and as a reﬂection of evolving Internet adoption. In line with diffusion research in other countries, there were signiﬁcant positive relationships with hotel size, category and affiliation and progressive levels of Internet use. The results extend hospitality diffusion research to Malaysia and support branded domain names as a measure of advanced Internet use
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