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Internet Marketing Process Improvement for a Small-Town Ranch Offering an Experience as a Service.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Internet Marketing Process Improvement for a Small-Town Ranch Offering an Experience as a Service./
作者:	Hill, Rianna M.
面頁冊數:	1 online resource (157 pages)
附註:	Source: Dissertations Abstracts International, Volume: 83-09, Section: A.
Contained By:	Dissertations Abstracts International83-09A.
標題:	Web studies. -
電子資源:	click for full text (PQDT)
ISBN:	9798209883364

Internet Marketing Process Improvement for a Small-Town Ranch Offering an Experience as a Service.
Hill, Rianna M.

Internet Marketing Process Improvement for a Small-Town Ranch Offering an Experience as a Service. - 1 online resource (157 pages)

Source: Dissertations Abstracts International, Volume: 83-09, Section: A.

Thesis (D.B.A.)--Trident University International, 2022.

Includes bibliographical references

Ringneck Ranch is a small business in rural Kansas that provides an all-inclusive pheasant hunting experience as one of the many business services provided. This study involved an investigation of the process improvement planning of internet marketing for a small business in a small town. Currently, there is no existing internet marketing strategy process for Ringneck Ranch. It is unknown how proactive and strategic internet marketing could impact the digital reach and visibility of Ringneck Ranch. The identification of success factors of internet marketing with this business through qualitative process improvement research could be used as a model for the development of a long-term internet marketing strategy for Ringneck and other similar business models. The research question that guided this study was the following: RQ. What digital marketing strategies can be implemented to improve reach and visibility of Ringneck Ranch?This qualitative process improvement study included an unstructured focus group and a questionnaire, as the primary data collection instruments. The participants included six Ringneck Ranch staff in the unstructured focus group and 260 previous customers responding to the questionnaire. The questionnaire was analyzed using the process from Braun and Clarke's (2008) thematic analysis. Also, the RACE framework (Chaffey, 2020) was implemented to evaluate the data from the unstructured focus group. One key finding from the study for this organization was that some pages, visited most frequently on the website, aligned with the type of content for which people mostly used the website, according to what was reported on the questionnaire. Another key finding was that these links could be shared on social media, as many previous guests reported use of social media. The study found that only a small amount of traffic, less than 10 recorded visitors to the website, came from social media. Finally, when the unstructured focus group evaluated the baseline data collected from Google Analytics, along with the analyzed data from 260 questionnaires, they determined a few process improvements to implement. The data showed a theme of people's interest in connecting with others through shared experiences or stories, whether online or in person. In conclusion, these processes were designed to help increase the reach and visibility of the organization through internet marketing, based on the results of the study. Recommended further research includes investigating how this reach and visibility can encourage customer purchases, how these stories can better be shared through internet marketing processes as well as a specific focus on internet marketing for service-based businesses that are geographically isolated. There is also potential for a multiple-case study design. The implications of these findings can be applied to this organization as well as many other small town small businesses in geographical regions that provide a service, particularly if this service is an experience.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798209883364Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Experience as a serviceIndex Terms--Genre/Form:

554714
Electronic books.

Internet Marketing Process Improvement for a Small-Town Ranch Offering an Experience as a Service.
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