LITERATUR RIVIEW PEMANFAATAN TIKTOK DAN INSTAGRAM SEBAGAI MEDIA PROMOSI HOTEL DI ERA DIGITAL

Abstract

This study aims to examine how the social media platforms TikTok and Instagram are used as promotional media by the hospitality industry in the digital era. Through a literature review method, this study analyzes ten scientific articles that discuss digital marketing strategies for hotels using social media. The results of the study show that the use of TikTok and Instagram can increase brand awareness, customer engagement, and interest in visiting. Attractive visual content, influencer marketing, and the use of platform algorithms are the main factors in the success of hotel promotions on social media. However, the success of digital promotion strategies is also influenced by content consistency and interaction with users.