DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI

Lia Khmiadashvili

doi:10.18769/ijasos.592628

EN

DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI

Abstract

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).

Keywords

Digital Marketing,Digitalize,allocation guide,hotel digital marketing

References

Alexander, L. (2019 , May 1). What Is Digital Marketing? Retrieved May 1, 2019 , from HubSpot: https://blog.hubspot.com/marketing/what-is-digital-marketing Cerf, V. (2012, November 30). 'Father of the internet': Why we must fight for its freedom. Retrieved November 30, 2012, from CNN BUSINESS: https://edition.cnn.com/2012/11/29/business/opinion-cerf-google-internet-freedom/index.html statista. (n.d.). Global digital population as of April 2019 (in millions). Retrieved 2019, from statista: https://www.statista.com/statistics/617136/digital-population-worldwide/ Administration, G. N. (2018). Research. Retrieved from Georgian National Tourism Administration: https://gnta.ge/statistics/ 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 reliablesoft.net: https://www.reliablesoft.net/what-is-digital-marketing/ 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: https://blog.digitalnexa.com/10-hotel-digital-marketing-strategies-for-2018

Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Lia Khmiadashvili
Georgia

Publication Date

September 15, 2019

Submission Date

July 16, 2019

Acceptance Date

September 5, 2019

Published in Issue

Year 2019 Volume: 5 Number: 14

DOI

https://doi.org/10.18769/ijasos.592628

IZ

https://izlik.org/JA95KY47SN

Cite

RIS / Bibtex

EndNote

Khmiadashvili L (September 1, 2019) DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI. IJASOS- International E-journal of Advances in Social Sciences 5 14 922–927.

DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI

DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI

Abstract

Keywords

Öz

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

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