Year 2019, Volume 5 , Issue 14, Pages 922 - 927 2019-09-15



Digital Marketing is a processual and causeful, accomplishment of daily obstacles mix. It is a broad term, refers to advertising using offline and online marketing channels. As long as there are no widely available and complete educational courses of digital marketing it becomes highly demanded almost in every field in Tbilisi, Georgia. Digital marketing requires a unique set of knowledge and a person with a classical marketing degree cannot sufficiently run digital campaigns, thus organizations mainly outsource the digital marketing to agencies or do it independently and frequently with major mistakes.
Even though “Digital marketing” is a new term in Tbilisi, Georgia, still many realize its importance for business. Proper digital marketing campaigns are most vital for some business industries. One of those industries is a tourism sector, in particular the hotel business. Tourism industry is one of the successful and rapidly growing spheres in Georgia, where digital marketing channels play a huge role for finding customers. The key determinant of the hotel business success is the proper digital marketing campaign, though inaccuracy and lack of knowledge of managing digital marketing channels negatively affect the hotels' sustainable development.
Goal of the paper is to investigate, develop and define digital marketing online communication channel strategy based on the hotel industry.
Research Objectives:
• Investigate online marketing channels in the hotel industry;
• Create online marketing channels’ allocation guide;
Research Question:
• Which are the most effective online marketing channels in hotel business?
This work aims to come up with a practical digital marketing online communication channel strategy and ready to use guidelines in hotel industry.
Research Methods:
As mentioned before, the aim of this paper is to investigate, analyze and develop digital marketing online channels strategy for hotel industry. Accordingly quantitative approach was conducted during the research.
From quantitative data sources was conducted:
• Questionnaire – 70 hotels (in Tbilisi).
Digital Marketing, Digitalize, allocation guide, hotel digital marketing
  • Alexander, L. (2019 , May 1). What Is Digital Marketing? Retrieved May 1, 2019 , from HubSpot: Cerf, V. (2012, November 30). 'Father of the internet': Why we must fight for its freedom. Retrieved November 30, 2012, from CNN BUSINESS: statista. (n.d.). Global digital population as of April 2019 (in millions). Retrieved 2019, from statista: Administration, G. N. (2018). Research. Retrieved from Georgian National Tourism Administration: Benea, I. A. (2014, June 22). Influences of Social Media on the Tourism and Hospitality Industry. Vienna. Chris, A. (2018). What is Digital Marketing? Retrieved from Pelsmacker, P. D., Tilburg, S. v., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55. Rendón, O. H., Martínez, R. M., & Flores, M. S. (2014). Marketing Strategies for Hotel Industry Internationalization in Morelia. Procedia - Social and Behavioral Sciences, 148, 271 – 279. Vyas, A. (2018, February 11). 10 Effective Hotel Digital Marketing Strategies for 2018. Retrieved February 11, 2018, from NEXA:
Primary Language en
Subjects Social
Journal Section Articles

Country: Georgia


Publication Date : September 15, 2019

EndNote %0 International E-Journal of Advances in Social Sciences DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI %A Lia KHMİADASHVİLİ %T DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI %D 2019 %J IJASOS- International E-journal of Advances in Social Sciences %P 2411-183X-2411-183X %V 5 %N 14 %R doi: 10.18769/ijasos.592628 %U 10.18769/ijasos.592628