Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels

Belias, Dimitrios; Rossidis, Ioannis; Ntalakos, Angelos; Trihas, Nikolaos

doi:10.1016/j.procs.2023.01.340

Cited by 13 publications

(7 citation statements)

References 38 publications

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“…Therefore, investment in improving service quality can have a positive impact on reservation rates and the sustainability of the hotel business. In line with relevant research in this study (Shu et al, 2023); (Bhattacharya et al, 2023); (Rajesh et al, 2022); (Ijadi Maghsoodi et al, 2019); (Yang et al, 2021); (Akbari et al, 2023); (Dimitrios et al, 2023); (Brian, 2019).…”

Section: Introductionsupporting

confidence: 87%

Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study

Candra,

Mahaputra,

Mahaputra

2024

GIJTM

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The aim of this study is to provide qualitative evidence related to the variables of this study from sources derived from national and international indexed journals or scientific articles found through Google Scholar. Researchers then make recommendations from their own perspectives. The research method used in this qualitative study uses a mini-review approach to achieve the research objectives. A mini-evaluation of the variables is done by reading and analyzing dozens of peer-reviewed journal articles. Research results, although still minimal and far from perfect, meet expectations and at least contribute to science and knowledge, especially in the areas of marketing management, service quality variables, customer satisfaction, and revenue improvement. I found out that there is. Just as customer satisfaction variables affect hotel room occupancy, service quality also affects hotel room occupancy. Increasing the above variables should always be done within the study population, especially for guests staying directly at the hotel. It should also be done in future research. There are gaps in other variables that could be used for future research, such as price, advertising, location, loyalty and brand image variables.

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Section: Introductionsupporting

confidence: 87%

Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study

Candra,

Mahaputra,

Mahaputra

2024

GIJTM

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“…Planning a promotional strategy with social media will be effective in increasing product sales [20,22], this is due to the company's continued connection with customers [23]. This has been proven by Casaló et al, [24] in revealing why Athens as a favorite tourist destination is more due to the influence of social media [20], especially [20] also emphasized that attracting social media audiences will be more effective if balanced with the use of social media influencers.…”

Section: Theoretical Backgroundmentioning

confidence: 94%

“…In an increasingly competitive business world, digital marketing, competitive advantage, and the role of influencers are intertwined with each other. Digital marketing offers many benefits to companies in its application [20] and can easily find direct communication channels with consumers. Therefore, companies can collect various valuable information and reviews through social media to improve their superior products [20,21].…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Influencers in Tourism Digital Marketing: A Comprehensive Literature Review

Iswanto,

Handriana,

Nazwin

et al. 2024

Preprint

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Almost all business sectors in various developed and developing countries have realized the importance of transforming conventional marketing to digital marketing, the goal is to increase sales. Many marketing strategies can be applied to increase sales, including utilizing influencers in digital marketing. This study aims to identify digital marketing strategies that have been widely used by researchers in various countries and look for new models or new strategies that are relevant to be applied in developing countries after COVID-19 through a systematic literature review. The author searched for scientific articles on the Scopus database that were in English and fully accessible. This research reviewed 19 articles using a systematic literature review. The results showed that the majority of related research was published in 2018-2022, ten related articles were published in 2022 with three articles published in Spain. All authors proposed various variables, but generally conventional in digital marketing, while not many authors concentrated on the utilization of influencers in carrying out digital marketing. Therefore, this research offers a digital marketing strategy combined with the role of influencers in tourist destinations that have a competitive advantage.

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“…Pemasaran digital melalui media sosial juga telah mengubah cara konsumen mencari dan membeli produk atau jasa serta menciptakan ekonomi yang digerakkan oleh konsumen. Berbagai sumber informasi yang didapat dari kemudahan media sosial yang tidak terhambat oleh batas geografis atau waktu, menjadikan konsumen memiliki lebih banyak pengetahuan dan perbandingan tentang produk atau jasa yang ditawarkan, serta menjadi tantangan persaingan lebih besar bagi organisasi bisnis (Dimitrios et al, 2023). Salah satu faktor utama yang memengaruhi keputusan konsumen untuk membeli suatu produk atau jasa adalah sumber informasi yang digunakan oleh konsumen (source of consumen information) tentang produk atau jasa.…”

Section: Pendahuluanunclassified

Analisis Faktor-Faktor yang Memengaruhi Source of Consumer Information pada Pengunjung UKM Agrowisata

Pramudya Putra,

John Nefri,

Roni Afrizal

et al. 2023

jtear

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Technological developments play an important role in marketing activities, one of which is digital marketing through social media. With the existence of social media, it becomes easier, faster and lower cost for consumers to obtain information related to products or services offered by business organizations such as Small and Medium Enterprises. However, information on social media is less trustworthy and less credible because of several biases, so many consumers still rely on word of mouth when they want to search for or dig up information about products or services. The use of appropriate information sources has an influence on marketing strategies in business organizations such as Agrotourism SMEs, one of which is Dangau Abak. The lack of marketing research in Agrotourism SMEs, especially in the field of prepurchasing, is one of the reasons why this research is important to carry out. This research aims to determine the source of consumer information used by visitors to obtain information (word of mouth or social media) and analyze the factors that influence the use of this information source. This research was conducted on visitors to the Dangau Abak Agrotourism UKM which is a Small and Medium Enterprise in the Agrotourism sector with a total of 65 visitors as respondents. Data analysts use a binary logistic regression model with data collection techniques using observation, interviews and questionnaires. This research shows that most visitors obtain information about Dangau Abak Agrotourism UKM from social media, namely 57%. This research concludes that age and interaction with social media influence the use of information sources, both word of mouth and social media.

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Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels

Cited by 13 publications

References 38 publications

Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study

Service Quality and Customer Satisfaction Have an Impact on Increasing Hotel Room Occupancy Ratio: Literature Review Study

Influencers in Tourism Digital Marketing: A Comprehensive Literature Review

Analisis Faktor-Faktor yang Memengaruhi Source of Consumer Information pada Pengunjung UKM Agrowisata

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