Management Decision in Joining Hotel Network on Digital Marketing-Based For Financial and Non-Financial Impacts

The purpose of this study outlines the main reasons and factors driving management

to join the hotel network on Digital Marketing-based. Besides, this research

also wants to formulate the differences that occur before and after joining the

hotel networking. This study uses a research design qualitative descriptive

that is revealing facts, phenomena, variables, and circumstances that occur

when the research is ongoing and presents it as it is. Data collection techniques are interviewing,

observing, and studying literature.

Furthermore, the data will be processed using descriptive and deductive methods

in sequence. The results showed that companies that joined the budget hotel

chain were facilitated because they could easily promote their hotel rooms. The

facility in the hotel and website digital marketing is depending on the

agreement. Today’s competition isn’t a competition between destinations, so

businessmen must be able to take advantage of every opportunity. Each digital

marketing has a difference in the distribution of fees or profits on the sale

of hotel rooms. However, this study didn’t

find significant financial and non-financial impacts on 5-star hotel. Contributions from the study provide knowledge to stakeholders about

the impact received by conventional hotels that provide access to low-cost

hotel aggregators to acquisition hotel rooms.