Parvaz Ahmad

PhD - A Critical Analysis of Digital Marketing Strategies and Communication Channels Used By Non-branded Hotels in the Emerging Markets of South Asia.

York Business School - Research Student

E: Parvaz.ahmad@yaorksj.ac.uk

Parvaz Ahmad

Further Information

Background

I have competed MSc. Degree with merit from BPP university, United Kingdom in business management (April 2017). Prior to the MSc, I've done BSc and MSc. Degree in tourism and hospitality management at Sunderland University, United Kingdom.

Research

PhD Thesis: A Critical Analysis of Digital Marketing Strategies and Communication Channels Used By Non-branded Hotels in the Emerging Markets of South Asia.

Supervisors: Dr George Boak, Dr Brendan Paddison and Dr Rebecca Biggins

Tourism in the countries of South Asia (Bangladesh, Sri Lanka, Pakistan, Nepal and India) is growing rapidly this has led to many big hotel chains such as Accor, Marriott, Radisson Blue and several others to open up or build new hotels in the region. This has created a new kind of competition for the locally owned non-branded hotels operating in these countries. While it is apparent that Internet development and its application in tourism have attracted the attention of many researchers in both developed and developing nations, not much research has been carried on how non- branded hotel properties in the new emerging markets are adopting digital marketing communication channels. My research will focus on independent (non-branded) hotels in Bangladesh, to analyse their understanding of the new marketing communication channels and their potential in creating a competitive advantage.

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