UTILIZATION OF SOCIAL MEDIA AS A HOTEL MARKETING TOOL IN BANDUNG CITY
Keywords:
Social Media Marketing, Marketing Tools, HotelAbstract
The city of Bandung is known as one of the popular tourist destinations in Indonesia, with a number of varied hotels competing in the hospitality industry. Social media has become an important platform in marketing strategies in various sectors, including the hospitality industry. This research aims to explore and analyze the use of social media as an effective marketing tool for hotels located in the city of Bandung. This research uses a qualitative approach with descriptive methods. The research results show that the use of social media as an effective marketing strategy has become an important key for the hotel industry in developing and maintaining their brand presence amidst increasingly fierce competition. By leveraging social media, hospitality brands can leverage a variety of tools, including targeted advertising, reputation management, and high-quality content, to capture customer attention, increase engagement, and drive increased bookings and sales. In optimizing the use of social media, it is important for hospitality brands to ensure that interactions with customers remain responsive, positive and informative, as well as ensure that the user journey from social media to the booking platform runs smoothly. Thus, social media is not only a powerful marketing tool, but also an important tool in building strong relationships between hospitality brands and their customers, generating extraordinary experiences and creating unforgettable impressions for users.
Downloads
References
Ardiyansyah, A., Fahrizal, F., & Nurkhayati, A. (2023). Peningkatan Kompetensi Pemasaran Produk Melalui Pelatihan Digital Marketing Bagi Pelaku UMKM. TAAWUN, 3(02), 182-190.
Aripin, Z. (2021). Marketing Management. Deepublish.
Awali, F. P., & Astuti, S. R. T. (2021). Pengaruh Social Media Marketing Activities Dan Brand Experience Terhadap Brand Loyalty: Peran Brand Trust Sebagai Variabel Mediasi (Studi pada Pelanggan Produk Kosmetik Pixy di Wilayah Jawa Tengah). Diponegoro Journal of Management, 10(4).
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.
Evans, D., Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.
Fatihudin, D., & Firmansyah, A. (2019). Pemasaran Jasa (strategi, mengukur kepuasan dan loyalitas pelanggan). Deepublish.
Handika, M. R., & Darma, G. S. (2018). Strategi pemasaran bisnis kuliner menggunakan influencer melalui media sosial instagram. Jurnal Manajemen Bisnis, 15(2), 192-203.
Heggde, G., & Shainesh, G. (Eds.). (2018). Social media marketing: Emerging concepts and applications (p. 72). Singpore: palgrave macmillan.
Hendrayati, H., & Nurwulandari, A. (2022). Pengaruh Gaya Hidup, Lokasi Dan Digital Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Pada Kedai Latar Kopi Jagakarsa Jakarta Selatan. Syntax Literate; Jurnal Ilmiah Indonesia, 7(12), 16308-16325.
Jett, L. G. (2010). A validation study of university level food and beverage curriculum. University of Missouri-Columbia.
King, C. A. (1995). What is hospitality?. International journal of hospitality management, 14(3-4), 219-234.
Kurniawan, F. R., Setyowati, S., & Ihsaniyati, H. (2018). Strategi integrated marketing communication (imc) usaha kedai susu mom milk untuk menarik minat konsumen. SEPA: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 13(2), 167-177.
Masriansyah, L. (2020). Go Digitial and Customer Relationship Marketing sebagai Strategi Pemulihan Bisnis UMKM yang Efektif dan Efisien di Masa Adaptasi New Normal. Equator Journal of Management and Entrepreneurship, 8(4), 126-140.
Miles, M. B., & Huberman, A. M. (1992). Analisis data kualitatif.
Moleong, L. J. (2014). Metode penelitian kualitatif edisi revisi. Bandung: PT Remaja Rosdakarya.
Nurmalasari, N., & Masitoh, I. (2020). Manajemen Strategik Pemasaran Pendidikan Berbasis Media Sosial. Journal Of Management Review, 4(3), 543-548.
Nurwulandari, A. (2022). THE EFFECT OF FINANCIAL INCLUSION AND FINANCIAL LITERACY ON MSME FINANCIAL PERFORMANCE. INFOKUM, 10(5), 1344-1350.
Sya'idah, E. H., & Jauhari, T. (2022). Pengaruh Content Marketing terhadap Customer Engagement pada TESTOEFL. ID. Jurnal Ecoment Global, 7(2).
TESONE, D. (2010). Principles of Management for the Hospitality Industřy.
Tuten, T., & Mintu-Wimsatt, A. (2018). Advancing our understanding of the theory and practice of social media marketing: Introduction to the special issue. Journal of Marketing Theory and Practice, 26(1-2), 1-3.
Untari, D., & Fajariana, D. E. (2018). Strategi pemasaran melalui media sosial instagram (studi deskriptif pada akun@ subur_batik). Widya Cipta: Jurnal Sekretari Dan Manajemen, 2(2), 271-278.
