TITLE:
Management Decision in Joining Hotel Network on Digital Marketing-Based for Financial and Non-Financial Impacts (Study: 4 and 5-Star Hotels in Yogyakarta Special Region)
AUTHORS:
Afni Sirait, Sri Luna Murdianingrum
KEYWORDS:
Hotel Budget Chain, Financial, Non-Financial, Improving Process, Profit
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.2,
March
19,
2020
ABSTRACT: 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.