Keputusan Afiliasi OTA dan Kinerja Hotel: Studi Pada Hotel Berafiliasi

Setiawan, Antonius Singgih and ., Lina (2020) Keputusan Afiliasi OTA dan Kinerja Hotel: Studi Pada Hotel Berafiliasi. Journal of Business and Information Systems, 2 (2). pp. 106-112. ISSN 2685-2543

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At present, the hotel industry is at a very dynamic level of competition. The intense competition requires hotel managemet to implement the right strategy. One strategy that must be implemented is a digital marketing strategy. Digital marketing strategy is a choice of strategies that are developing at this time. However, the development of hotel marketing practices through digital marketing has not been much followed by research developments in the field of digital marketing in the hotel industry. Therefore, this study aims to prove whether the hotel's decision to implement a digital marketing strategy by affiliating with an online travel agent (OTA) will achieve better performance. The research uses exploratory quantitative methods. Using data collected from 65 respondents who are hotel owners/managers, the data is processed using descriptive statistics. The results showed that the hotel decision affiliated with OTA had a positive impact on hotel performance.

Item Type: Article
Uncontrolled Keywords: digital marketing strategy, online travel agent, hotels performance
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Journal Publications > Faculty of Bussiness and Accounting
Depositing User: Antonius Singgih Setiawan
Date Deposited: 08 Aug 2020 04:09
Last Modified: 08 Aug 2020 04:09

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