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The Role of Digital Marketing on Customer Engagement in the Hospitality Industry
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Author(s): Sanjeev Kumar (Lovely Professional University, India)
Copyright: 2024
Pages: 15
Source title:
Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement
Source Author(s)/Editor(s): Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Abdul Hafaz Ngah (Faculty of Business Economics and Social DevelopmentUniversiti Malaysia Terenganu, Malaysia), Aziza Chakir (FSJES AC, Hassan II University, Casablanca, Morocco)and Nishita Pruthi (Maharshi Dayanand University, India)
DOI: 10.4018/979-8-3693-0815-8.ch010
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Abstract
Digital technology plays a vital role in the hospitality sector, which creates a strong relationship with customers and a practical experience. Adopting online digital marketing strategies and different platforms include social media marketing, content writing, SEO, PPC, email and online marketing. Earlier, hotel and restaurant owners only believed in word-of-mouth and print advertising to attract customers. But nowadays, digital media has become the first choice to attract guests; it is more engaging content, and builds a solid connection with online platforms. Through online digital marketing, the hotel industry can target different demographics and connect with guests worldwide. Digital marketing gives customers memorable experiences while staying in hotels, dining at a restaurant, and attending mega-events. Customers always see the reviews, comments, and ratings of the hotels/restaurants on the social platform, and customers decide to visit the hotel/restaurant where digital networks play an essential role in promotional activities in the hospitality sector.
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