Digital Marketing and Branding Strategy for the Hotel Industry in the Pandemic Era Cindy Ayu Agustin, Siti Nahdiah, Ferane Aristrivani Sofian
Binus University
Abstract
The impact of the coronavirus (Covid-19) pandemic is being felt in the business and economic world. One of the most affected is the tourism and hospitality business. Thus, the hotel industry must find alternative solutions to be able to market their services to consumers. In this condition, online marketing and digital branding are more optimized as a means of communication with their target consumers because these are the most effective options during this pandemic. The purpose of this study is to analyse the digital marketing and branding strategy carried out by Fox Harris Hotel Pangkal Pinang in the era of the covid 19 pandemic and find out the most effective online media in carrying out the digital marketing and branding strategy, as well as the difficulties faced when carrying out a digital marketing strategy. and branding during the covid 19 pandemic. The approach used in this research is a qualitative approach with a case study method through in-depth interviews with internal parties at Fox Harris Hotel and non-participant observations.
Keywords: Digital Branding, Digital Marketing, Hospitality Industry