Nur Razan Maryam Khansa Yusriyya, - (2024) IMPLEMENTASI DIGITAL MARKETING PADA HOTEL INDUSTRY : SYSTEMATIC LITERATURE REVIEW. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Digital marketing telah menjadi elemen penting dalam industri perhotelan, dengan memanfaatkan teknologi digital untuk menjangkau audiens yang lebih luas, memperkuat hubungan pelanggan, dan meningkatkan kinerja bisnis. Penelitian ini bertujuan untuk menganalisis implementasi dan dampak digital marketing dalam industri perhotelan melalui metode Systematic Literature Review (SLR) yang melibatkan analisis 22 artikel dari jurnal bereputasi. Hasil penelitian menunjukkan bahwa strategi digital marketing, seperti penggunaan media sosial, SEO, content marketing, eWOM, dan influencer marketing, memberikan kontribusi signifikan terhadap peningkatan keterlibatan pelanggan, kepuasan, citra merek, dan pendapatan. Dengan mengintegrasikan digital marketing ke dalam strategi pemasaran terpadu, hotel dapat meningkatkan daya saing melalui pendekatan personalisasi dan pengalaman pelanggan yang relevan. Penelitian ini menawarkan panduan praktis bagi pengelola hotel untuk mengoptimalkan teknologi digital guna menciptakan hubungan yang kuat dengan pelanggan dan mencapai tujuan bisnis. Digital marketing has become a crucial element in the hotel industry by leveraging digital technology to reach a broader audience, strengthen customer relationships, and enhance business performance. This study aims to analyze the implementation and impact of digital marketing in the hotel industry using the Systematic Literature Review (SLR) method, involving the analysis of 22 articles from reputable journals. The results of the study indicate that digital marketing strategies, such as the use of social media, SEO, content marketing, eWOM, and influencer marketing, significantly contribute to improving customer engagement, satisfaction, brand image, and revenue. By integrating digital marketing into an integrated marketing communication strategy, hotels can enhance their competitiveness through personalization approaches and relevant customer experiences. This research provides practical guidance for hotel managers to optimize digital technology to build strong customer relationships and achieve business objectives.
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S_MPP_1800778_Chapter1.pdf Download (116kB) |
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| Item Type: | Thesis (S1) |
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| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=id&imq=Nur+Razan+Maryam+Khansa+Yusriyya# SINTA ID : 6127535 SINTA ID : 6681704 |
| Uncontrolled Keywords: | Digital marketing, Industri Perhotelan, Media Sosial, SEO (Search Engine Optimization), systematic literature review Digital marketing, Hotel industry, Social Media, SEO (Search Engine Optimization), Systematic Literature Review |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Nur Razan Maryam Khansa Yusriyya |
| Date Deposited: | 26 Feb 2025 03:26 |
| Last Modified: | 26 Feb 2025 03:26 |
| URI: | http://repository.upi.edu/id/eprint/130939 |
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