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DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI

Yıl 2019, Cilt 5, Sayı 14, 922 - 927, 15.09.2019
https://doi.org/10.18769/ijasos.592628

Öz

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).

Kaynakça

  • 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

Yıl 2019, Cilt 5, Sayı 14, 922 - 927, 15.09.2019
https://doi.org/10.18769/ijasos.592628

Öz

Kaynakça

  • 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

Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal
Bölüm Makaleler
Yazarlar

Lia KHMİADASHVİLİ Bu kişi benim
Georgia

Yayımlanma Tarihi 15 Eylül 2019
Başvuru Tarihi 16 Temmuz 2019
Kabul Tarihi 5 Eylül 2019
Yayınlandığı Sayı Yıl 2019, Cilt 5, Sayı 14

Kaynak Göster

EndNote %0 International E-Journal of Advances in Social Sciences DIGITAL MARKETING STRATEGY BASED ON HOTEL INDUSTRY STUDY IN TBILISI %A Lia Khmiadashvili %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

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