تقييم مستوى تطبيق أبعاد التسويق الرقمي في فنادق الأربع والخمس نجوم "دراسة ميدانية في محافظة اللاذقية"

Abstract

The aim of the research was to evaluate the level of application of digital marketing dimensions (attraction, immersion, retention, learning, communication) in four- and five-star hotels in Lattakia Governorate, from the point of view of administrative officials in these hotels.

The research adopted the descriptive analytical approach, and the questionnaire as a tool for collecting information, as it was designed by the researcher after reviewing the different concepts of digital marketing and its dimensions.

The research community consisted of all administrative officials in four- and five-star hotels in Lattakia Governorate, numbering (152) administrative officials. Based on the comprehensive enumeration method, (152) questionnaires were distributed, and (144) complete questionnaires were retrieved and valid for statistical analysis, with a response rate of (94.74%).

The results of the study showed that the level of application of digital marketing dimensions in four- and five-star hotels in Lattakia Governorate was at an average level, as the percentage reached (61.9%). As for each of the sub-dimensions, the results were arranged in descending order as follows: retention, attraction, absorption, learning, communication.

The research recommends that hotels should focus on producing high-quality and engaging content that highlights the unique features of each hotel, invest in building active virtual communities on social media platforms, and collect and analyze data related to customer interaction with the hotel and communicate with them effectively and transparently across various digital channels.