The Importance of Digital Marketing in the Sale and Promotion of Tourist Accommodation

Abstract

Purpose: The research explores the role of digital marketing and its tools in tourism, including a case study of a hotel. The first part of the paper focuses on the theoretical background, describing different tools that are used in the industry and focusing on those that are particularly useful in the field of tourism. In the second part of the paper, we wanted to examine how these insights are reflected in an actual tourist facility.

Study design/methodology/approach: In order to better understand how the target group of the selected hotel behaves online and on social networks, we decided to use a quantitative research method. The data collection technique chosen was a survey questionnaire. We have chosen Slovenian-speaking guests, who benefit from the selected "Pampering for Two" package as our target group. This is a package aimed at couples who are the target group of the selected hotel. The survey was carried out in person, at the hotel reception, at the time of check-out, so that we were also able to get an impression of the stay itself.

Findings: In the last eight years of presence in the tourism industry, and more specifically in the hotel industry, the importance of this type of marketing has become increasingly apparent every year, and in general, we have seen a rise in social networks and tourism offers on them. Our research has confirmed this and demonstrated the importance of digital marketing in tourism.

Originality/value: Based on the results and findings, we wrote proposals that will enable the hotel to design a digital strategy that will help increase online sales and strengthen its brand.