SOCIAL MEDIA CAPACITY IN BRAND IMAGE AND DIGITAL MARKETING IN THE HOSPITALITY INDUSTRY

Abstract

The research objective is the use of social media for brand image and digital marketing to increase the content of online visitors, develop new marketing competencies, as well as increase sales in a cost-efficiency and effective.Qualitative research using data through observations, interviews and literature reviews of publications related to brand image content and digital marketing to find best practices that can be implemented in the small hotel industry. The informants consist of marketing practitioners in 3-star hotels and several additional informants in Merauke Regency.
The results show that building a brand image is done by managing the Web as a source of information and public relations. Building brand awareness must present fairness to become brand in mind, creating long-term loyalty. Management of brand image and digital marketing simultaneously can use social media such What’s Up, Facebook, Twitter, blogs, Google+, LinkedIn, Instagram, and YouTube to improve the company’s image and market products and up-selling.
The tools in digital marketing management to increase sales can use Market Place (Search Engine Optimization) with several available options such as; traveloka.com, Agoda.com, tiket.com. pigipigi.com, Airbnb etc.