Within-case analysis allows researcher to analyze the interview data from hotels against the previous research or literature, boiling down a large amount of data into readily digestible and easily understood segments. Afterwards cross-case analysis is implemented to compare all cases to each other in order to find common patterns or themes, which also makes it easier to conclude the research. In general, case study methodology requires multiple sources of data. In the case of this study, the observation of mobile application, Internet website and mobile website of interviewed hotels was central to the research. Some hotels also provided the author with some artifacts that are also considered as sources of data (such as a flier and chocolate bar which had QR code on them). Conclusion

In this chapter, the author has mapped out issues with regard to mobile networks and their use in marketing in hotels. A literature review, research objectives, the research problem and research questions were listed as well as the research methodology and the direction for more research was mapped out in detail.

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