Abstract
The utility of email as a marketing medium is being limited by the growth in spam — unsolicited commercial bulk messages. Given the access that hotels companies have to personal data, and the potential that this resource has for promotional purposes, this study sets out to establish if hotel companies conform to legislative guidelines (specifically the United States CAN-SPAM Act 2003) with regard to their use of this data for commercial email marketing purposes. By monitoring multiple email accounts over a one year period, the study establishes that not only are hotel companies highly ethical with regards to their use of their customer’s personal data, but in fact may serve as an example of best practise for many other industries.
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© 2006 Springer-Verlag Wien
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O’Connor, P. (2006). An Analysis of Email Marketing Practices of International Hotel Chains: Compliance with Legislative Requirements?. In: Hitz, M., Sigala, M., Murphy, J. (eds) Information and Communication Technologies in Tourism 2006. Springer, Vienna. https://doi.org/10.1007/3-211-32710-X_61
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DOI: https://doi.org/10.1007/3-211-32710-X_61
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-30987-2
Online ISBN: 978-3-211-32710-4