The Importance of Digital Marketing in Hospitality: The Case of Hotel Fafense

Currently, digital marketing is widely used in all sectors of activity, worldwide, with the aim of promoting, in a more agile way, any type of business. Although the concept of digital marketing emerged some years ago, it was during the period of the Covid-19 pandemic that companies, for the most part, began to bet on this concept, as a way of being able to carry on with their sales. With regard to the tourism sector, in particular the hotel industry, this type of marketing enables it to publicize the accommodation units, causing the number of reservations to increase considerably. It should also be noted that if a good marketing strategy is applied to the destination where the hotel unit is situated, all local actors will benefit from the arrival of tourists. Regarding the aim of the present paper, it is intended to present a case study, with the purpose of analyzing the impact of digital marketing in the Hotel Fafense, located in the city of Fafe. Firstly, the need to invest in technologies is explained, taking into account the importance of digital marketing. The methodology employed consists of a case study, based on a qualitative research approach. The data collection instrument used is the semi-structured interview. It should also be noted that the study presents a main starting question and five secondary research questions. Regarding the results of this study, the use of technologies has had a positive effect on the promotion of the hotel object of study. Thus, it can be concluded that the commitment toward digital marketing becomes an added value for the hotel sector. However, it has more or less impact, depending on where the unit is located.