LITERATUR RIVIEW STRATEGI MANAJEMEN HOTEL DALAM MENGHADAPI PERSAINGAN DI ERA DIGITAL

Abstract

The hospitality industry is facing significant changes due to the development of digital technology and changes in consumer behavior. To remain competitive, hotel management must develop adaptive and innovative strategies. This study aims to examine hotel management strategies in facing competition in the digital era through a literature review of ten scientific journals. The results of the study show that the main strategies used by hotels include the development of digital human resources, the implementation of technology-based service innovations, collaboration with digital platforms, and the application of sustainability management concepts. These strategies have been proven to improve operational efficiency, customer satisfaction, and hotel competitiveness.