DIGITAL MARKETING INNOVATION OF HOTEL BUSINESS

Abstract

This academic article aims to study marketing innovations in the digital era of hotel businesses to create competitive advantages and to find ways to apply knowledge appropriately in hotel business operations by applying concepts and theories as follows: Marketing innovation in hotel business, Digital marketing, Hotel business management and the context of business in the digital era. Analyze and synthesize the content are study methods. The study found that Digital marketing innovation is a modern marketing tool that uses technology to innovate to gain insights into customer behavior. There are four strategies in digital marketing innovation based on the theory of Ansoff 1987: 1) market penetration strategy 2) market development strategy 3) product and service development strategy 4) product and service diversification strategy. For the online marketing mix, 9P’s for digital marketing tools. It can be used through 3 channels: 1) social media 2) web marketing 3) content marketing. Moreover, Digital marketing innovation of modern hotel business has begun to use digital technology fully. It is a tool of automation and the use of artificial intelligence (AI) systems that focus on building a customer database, customer retention, building a long-term relationship with customers and appropriate technology development.