The Role of Digital Marketing as a Marketing Tool in Hotels in Badung Regency

DOI

10.2991/assehr.k.210424.064How to use a DOI?

Keywords

digital marketing, digital marketing role, hotel digital marketing, hotels marketing tools

Abstract

The purpose of this paper is to explore the role of digital marketing as a marketing tools in hotels in Badung regency. The applications of Internet is vast in every aspect, including the hospitality industries. Marketing is viewed as a very important activity in a hotel. As Internet penetrating every aspects of life, the marketing and the internet have been integrating to become digital marketing. The problem question is the role of digital marketing as a marketing tools in hotels in Badung regency. As the research commenced, the outbreak of Covid-19 pandemic also has begun. The method used in this research is a qualitative case study. The informants are 12 persons each represents and appointed by 12 hotels respectively to explain the digital marketing policy. They are digital marketing manager, digital marketing staffs, and director of sales from various non-star hotels to five-star hotels. The summary of data and information collected then were discussed and correlated with the current phenomenon of digital marketing. The finding was that the digital marketing has a very important role in the hotel industry in the pre-Covid-19 pandemics and even during the Covid-19 pandemics. Most of hotel activities are slow downed and even stopped during the pandemics but the digital marketing activities are maintained and even increased to overcome the effect of the pandemics. The activity is increased due to the owner and the manager are keen to anticipate and pursue sales of post pandemics era. The owners are keen to expend their personal funds to support the survival of the hotels during the pandemics. Most of the digital marketing staffs are on full time job during the pandemics amid the stayed home employees.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I Gusti Agung Bagus Mataram
AU  - I Wayan Jendra
AU  - I Wayan Siwantara
AU  - Nyoman Indah Kusuma Dewi
PY  - 2021
DA  - 2021/04/26
TI  - The Role of Digital Marketing as a Marketing Tool in Hotels in Badung Regency
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science (ICAST-SS 2020)
PB  - Atlantis Press
SP  - 334
EP  - 337
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210424.064
DO  - 10.2991/assehr.k.210424.064
ID  - Mataram2021
ER  -