Digital Marketing Strategies To Increase The Competitiveness Of The Hospitality Industry

Asminar Mokodongan; Lisna Bantulu

doi:10.63922/ijebir.v5i05.6558

Asminar Mokodongan Universitas Negeri Gorontalo
Lisna Bantulu Universitas Negeri Gorontalo

DOI: https://doi.org/10.63922/ijebir.v5i05.6558

Keywords: Digital Marketing, Competitiveness, Hospitality Industry, Social Media, E-WOM, Online Reputation

Abstract

Abstract

This study aims to analyze digital marketing strategies implemented by the hotel industry to increase competitiveness amidst changing consumer behavior and the development of digital technology. The study used a descriptive qualitative approach with data collection through in-depth interviews, observation, and documentation of hotel digital marketing activities. Data analysis was carried out through the stages of data reduction, data presentation, coding, theme identification, and drawing and verifying conclusions. The results show that digital marketing strategies are implemented through the use of social media, content marketing, online travel agents (OTAs), electronic word of mouth (e-WOM), digital customer engagement, and online reputation management. Social media and visual content play a role in increasing brand awareness and expanding market reach, while customer reviews and ratings are important elements in building trust with potential customers. Responsive digital interactions also help hotels understand customer needs and build better relationships. However, the implementation of digital marketing strategies still faces obstacles such as limited human resource competency, consistency in content production, marketing creativity, and price competition on digital platforms. The study concludes that digital marketing strategies integrated with service quality can strengthen reputation, increase customer trust, expand the market, and create a sustainable competitive advantage for the hotel industry.

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