Peran Pemasaran Digital: Sebuah Perspektif Dari Manajer Hotel Di Sumbawa

Abstract

The role of the Internet in the buying behavior of tourists has led to a change in increasingly digital marketing plans. This study aims to find out how hotel industry managers use digital marketing as a marketing tool. In this study, using qualitative methodologies was adopted. Then semi-structured interviews were conducted with managers and marketers from 39 hotels that participated in the study. Digital marketing tools provide many benefits to the hospitality industry. However, managers still haven't used their potential in the realm of digital marketing. Although the data was collected at the end of 2020, we believe that the findings and recommendations are still valid and relevant. This study offers several recommendations to improve the effectiveness of hotel digital marketing in Sumbawa. Although it uses a thematic approach, this article provides an extensive assessment of the range of digital marketing communications in the luxury segment of the hospitality industry. In addition, these estimates are made for all units on a municipal scale.

Dampak Pemasaran Digital terhadap Minat Beli Dengan Citra Merek sebagai Variabel Pemoderasi

“…Kim dan Ko (2018) merujuk pada tiga dimensi faktor pemasaran media sosial yang disebut entertainment, engagement, dan fashion. Aspek penting lain dari pemasaran digital, yaitu electronic word of mouth (e-wom), yang merupakan pernyataan negatif atau positif berdasarkan pengalaman pelanggan aktual sebelumnya atau potensial dengan merek atau perusahaan dan pendapat itu penting bagi orang atau perusahaan melalui media sosial (Cahyono, 2022). Kata elektronik dari mulut ke mulut telah menjadi tempat penting bagi pelanggan untuk berbagi umpan balik dan pengalaman mereka dan menyampaikannya kepada calon pelanggan; selain itu, ini dianggap sebagai pendekatan yang lebih efektif daripada metode tradisional dari mulut ke mulut (Priansa, 2017).…”