Digital marketing model on Hospitality business’s social media

(Study at Indoluxe Hotel Jogjakarta)

Authors

  • Fabiola Carla Puspita Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia
  • Prayudi Universitas Pembangunan Nasional "Veteran" Yogyakarta, Indonesia
  • Edwi Arief Sosiawan Universitas Pembangunan Nasional "Veteran" Yogyakarta, Indonesia

DOI:

https://doi.org/10.12928/commicast.v5i1.9492

Keywords:

Model Digital Marketing , Media Sosial , Engagement , Hotel

Abstract

The increasing growth of hotels from year to year has resulted in increasingly tight competition in the hotel business in Yogyakarta. In order to win competitive business competition, Indoluxe Hotel Jogjakarta carries out digital marketing through social media in its promotional activities. Social media in the current digital era has no doubt about its existence and has an important role in building relationships between hotels and customers. The aim of this research is to find a digital marketing model on Indoluxe Hotel Jogjakarta social media. The method used in this research uses a qualitative approach by collecting data through interviews, documents and analysis on Indoluxe Hotel Jogjakarta social media. The object of this research is Indoluxe Hotel Jogjakarta's social media with the research subject being the sales & marketing department which manages Indoluxe Hotel Jogjakarta's social media. Overall, digital marketing on social media that has been carried out by Indoluxe Hotel Jogjakarta has implemented the right steps. This can be seen from the results of analysis and evaluation using Forrester's 5I model so that hotels can find out whether the social media they run has an impact on business or vice versa. The results of this research found a digital marketing model on Indoluxe Hotel Jogjakarta social media by dividing the model into three aspects, namely planning, action and involvement. Planning phase to build brand, product and service awareness. The action phase is the stage where the brand, in this case the Indoluxe Hotel Jogjakarta, can interact with customers. Lastly, namely engagement where Indoluxe Hotel Jogjakarta maintains relationships to create customer loyalty.

References

Ahmed, Z., Fan, X., & Billah, M. (2022). Persuasive Communications, Online Reviews and Service Performances-A Study on the Hotel Industry of New Zealand. Australasian Accounting, Business and Finance Journal, 16(1). https://doi.org/10.14453/aabfj.v16i1.2

Al Alfy, N., Kouzmal, H., Safwat, B., & Saber, A. (2022). The Role of Digital Marketing in the Sustainability of the Tourism and Hotel Sector and its Services According to Different Generations. Journal of Tourism, Hotels and Heritage, 5(3), 113–144. https://doi.org/10.21608/sis.2022.173952.1090

Ali, H., & Alqudah, O. M. A. (2022). The effects of influencer marketing on overall brand equity through brand awareness and customer brand engagement. International Journal of Data and Network Science, 6(3). https://doi.org/10.5267/j.ijdns.2022.4.007

Aljumah, A. I. (2023). Harnessing IoT, E-Business, and Digital Marketing for Enhancing User Satisfaction and Performance in UAE’s Hotel Industry: An Empirical Study. In 2023 International Conference on Intelligent Computing, Communication, Networking and Services, ICCNS 2023 (pp. 259–266). https://doi.org/10.1109/ICCNS58795.2023.10193239

Antaufhan, V. J., & Isnaini, S. (2023). Digital Marketing Strategy Public Relations Miracle Aesthetic Clinic Surabaya Via Instagram @miracle_surabaya. In Jurnal Media dan Komunikasi (Vol. 3, Issue 2, pp. 136–151). Universitas Airlangga. https://doi.org/10.20473/medkom.v3i2.42171

Arias-Flores, H. (2023). Digital Marketing Strategies for Consumer Websites on the Ecuador/Colombia Border. In Communications in Computer and Information Science (Vol. 1835, pp. 323–328). https://doi.org/10.1007/978-3-031-36001-5_41

Asih, H. M., Firmansyah, F., & Faishal, M. (2021). Analysis of Halal and Marketing Strategy for Broiler Chickens’ Supply Chain during Covid-19 : A Case Study in Yogyakarta, Indonesia. TEKNIK, 42(1). https://doi.org/10.14710/teknik.v41i3.31296

Astrika, O. D., Wahab, Z., & Widiyanti, M. (2021). Effect Of Advertising And Service Quality On Customer’s Decision Stay At The Royal Hotel Darmo Malioboro Yogyakarta. Russian Journal of Agricultural and Socio-Economic Sciences, 112(4). https://doi.org/10.18551/rjoas.2021-04.06

Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1–21. https://doi.org/10.1080/19368623.2019.1588824

Belias, D., Konstantinos Skagias, Ioannis Rossidis, Angelos Ntalakos, & Nikolaos Trihas. (2023). Development of Greece as a Sustainable Destination: The Case of Mykonos Island. International Conference on Tourism Research, 6(1). https://doi.org/10.34190/ictr.6.1.1252

Berger, C. R., & Roloff, M. E. (2019). Interpersonal communication. In An Integrated Approach to Communication Theory and Research, Third Edition. https://doi.org/10.4324/9780203710753-24

Bondzi-Simpson, A., & Ayeh, J. K. (2017). Serving indigenous dishes in hotels: An inquiry into the conative response of menu decision makers. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2017.08.010

Castronovo, C., & Huang, L. (2012). Social Media in an Alternative Marketing Communication Model. Journal of Marketing Development and Competitiveness.

Chandrakar, V. (2023). A Study on Digital Marketing and Its Impacts on Indian Economy. In 2023 9th International Conference on Advanced Computing and Communication Systems, ICACCS 2023 (pp. 2343–2346). https://doi.org/10.1109/ICACCS57279.2023.10113064

Cheng, Y. (2018). How Social Media Is Changing Crisis Communication Strategies: Evidence from the Updated Literature. Journal of Contingencies and Crisis Management, 26(1). https://doi.org/10.1111/1468-5973.12130

Coker, K. K., Flight, R. L., & Baima, D. M. (2021). Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement. … of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-05-2020-0115

David, F. R. (2017). Strategic Management: A Competitve Advantage Approach. In Pearson Education Limited (Vol. 1).

Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications: Second edition. In Qualitative Research Methods in Public Relations and Marketing Communications: Second Edition (Vol. 9780203846544). https://doi.org/10.4324/9780203846544

De Pelsmacker, P., van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72. https://doi.org/10.1016/j.ijhm.2018.01.003

Dogra, P. (2023). The impact of Digital Marketing and Promotional Strategies on attitude and purchase intention towards financial products and service: A Case of emerging economy. Journal of Marketing Communications, 29(4), 403–430. https://doi.org/10.1080/13527266.2022.2032798

Florek, M., & Gazda, J. (2021). Traditional food products-between place marketing, economic importance and sustainable development. Sustainability (Switzerland), 13(3). https://doi.org/10.3390/su13031277

Fraccastoro, S., Gabrielsson, M., & Chetty, S. (2021). Social media firm specific advantages as enablers of network embeddedness of international entrepreneurial ventures. In Journal of World Business. Elsevier. https://www.sciencedirect.com/science/article/pii/S1090951620300924

Freeda Maria Swarna M, Shaheed Khan, Rajesh Nambiar, & S. Praveen Kumar. (2023). Sustainability Certifications for Tourism, Travel and Hospitality (TTH) and the Indian industry response. International Journal of Engineering Technology and Management Sciences, 7(1). https://doi.org/10.46647/ijetms.2023.v07i01.057

Garrido-Moreno, A., García-Morales, V. J., Lockett, N., & King, S. (2018). The missing link: Creating value with Social Media use in hotels. International Journal of Hospitality Management, 75, 94–104. https://doi.org/10.1016/j.ijhm.2018.03.008

Gupta, M. (2023). Impact of AI on social marketing and its usage in social media: A review analysis. In 2023 14th International Conference on Computing Communication and Networking Technologies, ICCCNT 2023. https://doi.org/10.1109/ICCCNT56998.2023.10308092

Ismoilova, G. (2022). Business In The Development Of E-Commerce. In 2022 International Conference on Information Science and Communications Technologies, ICISCT 2022. https://doi.org/10.1109/ICISCT55600.2022.10146775

Khandelwal, M., Sharma, A., Deepika Varshney, D., & Arti Dagur, A. (2018). To analyze Consumer Satisfaction level in Digital Content Marketing with Emphasis on Shopping Websites. International Journal of Engineering & Technology, 7(3.12). https://doi.org/10.14419/ijet.v7i3.12.16444

Kurniawati, D. (2023). Digital Marketing Communication Model for Encouraging Tourism Visits in Langkat Regency, Indonesia. Studies in Media and Communication, 11(7), 67–76. https://doi.org/10.11114/SMC.V11I7.6199

Kusuma, R. S. (2021). Hotel Stock Price Performance During the Covid-19 Pandemic in Indonesia. International Journal of Social Science and Business, 5(1). https://doi.org/10.23887/ijssb.v5i1.31117

Lee, H., Min, J., & Yuan, J. (2021). The influence of eWOM on intentions for booking luxury hotels by Generation Y. Journal of Vacation Marketing. https://doi.org/10.1177/1356766720987872

Lin, Y. H., Chen, C. Y., Chou, Y. L., & Yeh, C. J. (2020). Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification. European Sport Management Quarterly. https://doi.org/10.1080/16184742.2020.1843514

Manning, J., & Kunkel, A. (2014). Researching Interpersonal Relationships: Qualitative Methods, Studies, and Analysis. In Researching Interpersonal Relationships: Qualitative Methods, Studies, and Analysis. https://doi.org/10.4135/9781452270142

Martín, F. M. M. (2023). Production and Profile of Spanish Senior Influencers on Instagram. Fonseca Journal of Communication, 26, 103–120. https://doi.org/10.14201/fjc.31237

Mohamad, N. (2022). Understanding the Mediating Effects of Technology Factor on Social Media Acceptance among Budget Accommodations. Jurnal Komunikasi: Malaysian Journal of Communication, 38(1), 221–239. https://doi.org/10.17576/JKMJC-2022-3801-12

Nurcahyo, R. (2023). Fintech Digital Marketing Strategy to Increase User Acquisition. In 2023 International Seminar on Application for Technology of Information and Communication: Smart Technology Based on Industry 4.0: A New Way of Recovery from Global Pandemic and Global Economic Crisis, iSemantic 2023 (pp. 52–57). https://doi.org/10.1109/iSemantic59612.2023.10295355

Odoom, R. (2023). Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship? Journal of Marketing Communications. https://doi.org/10.1080/13527266.2023.2249013

Palla, P. J. (2023). The effect of involvement on attitude formation and strength in the digital domain. Journal of Marketing Communications, 29(2), 137–160. https://doi.org/10.1080/13527266.2022.2154062

Pandjaitan, D. R. H., Kosasi, A., Ambarwati, D. A. S., & Hadianto, B. (2022). Electronic Word of Mouth, Brand Image, Trust and Online Utilization Intention. Academic Journal of Interdisciplinary Studies, 11(2). https://doi.org/10.36941/ajis-2022-0057

Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology and Tourism, 22(3). https://doi.org/10.1007/s40558-019-00160-3

Popp, N., McEvoy, C., & Watanabe, N. (2017). Do college athletics marketers convert social media growth into ticket sales? … Journal of Sports Marketing and …. https://doi.org/10.1108/IJSMS-05-2017-090

Puspitasari, C. D. (2021). Utilization of Digital Content Marketing for Msglow Products on Tiktok Social Media. Use of Digital Content.

Putra, I. K. R., & Darma, G. S. (2021). Process of decisions making purchase online on Instagram social media. International Journal of Business, Economics and …. https://www.neliti.com/publications/329584/process-of-decisions-making-purchase-online-on-instagram-social-media

Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services. https://www.sciencedirect.com/science/article/pii/S096969892031345X

Qorin Munandiyal, Q. M. H., & Fajar Junaedi, F. J. (2022). Production management of digital content for social media in the department of communication and informatic Batang Central Java. COMMICAST, 3(3), 181–191. https://doi.org/10.12928/commicast.v3i2.5953

Rachmawati, M. A., & Afifi, S. (2022). The integrated marketing communication in digital environment: a case study of local radio in Yogyakarta. The Indonesian Journal of Communication Studies, 14(2). https://doi.org/10.31315/ijcs.v14i2.5470

Ramadhan, S., Sukma, E., & Indriyani, V. (2019). Teacher competence in utilizing digital media literacy in education. Journal of Physics …. https://doi.org/10.1088/1742-6596/1339/1/012111

Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using TikTok in Social Media Marketing to Create Brand Awareness, Brand Image, and Brand Loyalty on Tourism Sector in Indonesia. The Winners, 22(2). https://doi.org/10.21512/tw.v22i2.7597

Rosnberg, L. (2022). Marketing in the Metaverse and the Need for Consumer Protections. In 2022 IEEE 13th Annual Ubiquitous Computing, Electronics and Mobile Communication Conference, UEMCON 2022 (pp. 35–39). https://doi.org/10.1109/UEMCON54665.2022.9965661

Saxena, D., & McDonagh, J. (2021). Communication breakdowns during business process change projects – Insights from a sociotechnical case study. International Journal of Project Management. https://doi.org/https://doi.org/10.1016/j.ijproman.2021.11.011

Shah, S. A. A., Sukmana, R., Fianto, B. A., & ... (2019). Effects of Halal social media and customer engagement on brand satisfaction of Muslim customer: Exploring the moderation of religiosity. … of Islamic Marketing. https://doi.org/10.1108/JIMA-06-2019-0119

Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & ... (2018). Advertisements on Facebook: Identifying the persuasive elements in the development of positive attitudes in consumers. Journal of Retailing and …. https://www.sciencedirect.com/science/article/pii/S0969698918300869

Silva, N., & Morais, D. (2020). Marketing digital através da ferramenta Instagram Digital marketing through the Instagram tool. E-Acadêmica, 2020.

Skawanti, J. R. (2021). Effect of Instagram Social Media With Guest Purchase Decisions At Ibis Style Hotel Bogor Raya. Jurnal Hospitality Dan Pariwisata, 7(2). https://doi.org/10.30813/jhp.v7i2.3012

Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing digital marketing communication of coffee shop using instagram. International Journal of Interactive Mobile Technologies, 14(5). https://doi.org/10.3991/IJIM.V14I05.13351

Sun, Y. (2022). Corporations’ Owned Social Media Narrative. In IEEE Transactions on Professional Communication (Vol. 65, Issue 2, pp. 280–293). https://doi.org/10.1109/TPC.2022.3155917

Suprapto, W., Hartono, K., & Bendjeroua, H. (2020). Social Media Advertising and Consumer Perception on Purchase Intention. SHS Web of Conferences, 76. https://doi.org/10.1051/shsconf/20207601055

Taherdoost, H. (2023). Digital Marketing. In EAI/Springer Innovations in Communication and Computing (pp. 205–236). https://doi.org/10.1007/978-3-031-39626-7_9

Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration and service innovation in social commerce: the role of social media influencers. Journal of the Academy of Marketing Science, 50(3). https://doi.org/10.1007/s11747-022-00837-y

Xiao, R. (2023). Marketing Strategy of Digital Transformation of Electricity Market in the Internet Era. In Lecture Notes on Data Engineering and Communications Technologies (Vol. 122, pp. 271–279). https://doi.org/10.1007/978-981-19-3632-6_34

Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5). https://doi.org/10.1108/K-03-2016-0038

Yin, J. Y. B., Saad, N. H. M., & Yaacob, Z. (2022). Exploring Sentiment Analysis on E-Commerce Business: Lazada and Shopee. TEM Journal, 11(4). https://doi.org/10.18421/TEM114-11

Yudha, I. P. (2022). Online Business Practices for Video-Based Learning in Discovery English Academy. Utsaha Journal of Entrepreneurship. https://journal.jfpublisher.com/index.php/joe/article/view/105

Zowisło, M. (2019). From the volume Editor: Some remarks on sport from its historical-cultural horizon. Studies in Sport Humanities, 25. https://doi.org/10.5604/01.3001.0013.7838

Downloads

Published

2024-03-31

Issue

Vol. 5 No. 1 (2024): March - List of Accepted Papers

Section

Articles

License

Copyright (c) 2024 Fabiola Carla Puspita, Prayudi, Edwi Arief Sosiawan

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

License and Copyright Agreement

In submitting the manuscript to the journal, the authors certify that:

  • They are authorized by their co-authors to enter into these arrangements.
  • The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal. Please also carefully read Commicast's Posting Your Article Policy at http://journal2.uad.ac.id/index.php/commicast/about/editorialPolicies#custom-5
  • That it is not under consideration for publication elsewhere,
  • That its publication has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
  • They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
  • They agree to the following license and copyright agreement.

Copyright

Authors who publish with Commicast agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal. 
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.

Licensing for Data Publication

Commicast use a variety of waivers and licenses, that are specifically designed for and appropriate for the treatment of data:

Other data publishing licenses may be allowed as exceptions (subject to approval by the editor on a case-by-case basis) and should be justified with a written statement from the author, which will be published with the article.

Open Data and Software Publishing and Sharing

The journal strives to maximize the replicability of the research published in it. Authors are thus required to share all data, code or protocols underlying the research reported in their articles. Exceptions are permitted but have to be justified in a written public statement accompanying the article.

Datasets and software should be deposited and permanently archived inappropriate, trusted, general, or domain-specific repositories (please consult http://service.re3data.org and/or software repositories such as GitHub, GitLab, Bioinformatics.org, or equivalent). The associated persistent identifiers (e.g. DOI, or others) of the dataset(s) must be included in the data or software resources section of the article. Reference(s) to datasets and software should also be included in the reference list of the article with DOIs (where available). Where no domain-specific data repository exists, authors should deposit their datasets in a general repository such as ZENODO, Dryad, Dataverse, or others.

Small data may also be published as data files or packages supplementary to a research article, however, the authors should prefer in all cases a deposition in data repositories.