Hotel Performance in the Digital Era: Roles of Digital Marketing, Perceived Quality and Trust

Abstract

Over the past 15 years, online travel agencies (OTAs), such as Booking.com and Expedia.com, have grown significantly. This growth is correlated with their spending on R&D and marketing initiatives. Digital marketing promotes services and products by using an electronic platform. This study aims to ascertain the role of digital marketing in perceived quality and consumer confidence in hotel performance in the age of digital technology. This quantitative study employs statistical testing, namely the partial least squares (PLS) design, in order to understand the link between the two aforementioned variables. In the meantime, the authors conducted a data search by going through a Google form questionnaire on hotel visitors in Tangerang, specifically between October 2020 and October 2021. The survey questionnaires were distributed to 145 respondents, and Smart PLS 3.0 was used in the analytic procedure. The results of digital marketing, including consumer perceptions of quality and trust, play a key role in hotel success. This conclusion is a succinct summary of the research findings in the hope that it will be useful for future research on a comparable topic by academics and other hotel managers.