LITERATUR RIVIEW PENGARUH STRATEGI PEMASARAN DIGITAL TERHADAP PENGEMBANGAN DAN DAYA TARIK HOTEL

Abstract

Digital marketing strategies have revolutionized the hospitality industry by enhancing global market access, business innovation, and customer appeal. This paper analyzes their impact on hotel development (expansion and innovation) as well as attractiveness (visibility and loyalty) through a review of 7 recent journals (2021-2025). A qualitative methodology based on literature analysis demonstrates an increase in occupancy rates of up to 45% through SEO, social media, and AI. The discussion highlights challenges such as data privacy, while the conclusion recommends rapid adoption for hotels in Indonesia.