This document discusses permission marketing, which seeks consumer consent to receive promotional communications from companies. It examines permission marketing in the context of the lodging industry. The study aims to segment consumers based on the level of permission they grant websites and examine differences between segments in demographics, online habits, trip characteristics, and website design preferences. The results could help lodging marketers better understand effective permission marketing strategies.
This document discusses permission marketing, which seeks consumer consent to receive promotional communications from companies. It examines permission marketing in the context of the lodging industry. The study aims to segment consumers based on the level of permission they grant websites and examine differences between segments in demographics, online habits, trip characteristics, and website design preferences. The results could help lodging marketers better understand effective permission marketing strategies.