Digital Business Management
Description
A Digital Marketing Framework for Hospitality Businesses in Bali: Integrating Branding, Artificial Intelligence, and Sustainable Tourism
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The rapid evolution of digital technologies has transformed the way hospitality businesses attract, engage, and retain customers. In Bali, where tourism is a major economic driver, hotels, villas, restaurants, surf schools, and other tourism enterprises face increasing pressure to adopt effective digital marketing strategies while maintaining sustainable and authentic visitor experiences. This paper proposes a practical digital marketing framework tailored to the hospitality sector in Bali. The framework integrates strategic branding, search engine optimization (SEO), social media marketing, content marketing, online reputation management, customer relationship management, data analytics, and emerging artificial intelligence (AI) applications. It also considers sustainable tourism principles to support long-term business resilience and destination competitiveness. The proposed framework is intended as a practical reference for tourism operators, hospitality managers, entrepreneurs, researchers, educators, and policymakers seeking to strengthen digital capabilities and improve marketing performance. Future studies may evaluate and refine the framework through empirical testing across different hospitality sectors and tourism destinations.
Institutions
- Peer ServicesIllinois, Evanston