Role of Digital Marketing Strategies in Achieving Tourist Satisfaction of Star Category Hotels in Uttarakhand

Abstract

Purpose:

The current research aims to identify the different digital marketing strategies used by the star-category hotels of Uttarakhand and their perceived impact on tourist satisfaction. The current study focuses on the star-category hotels of Uttarakhand and a major focus was on the Sarovar group of hotels located in Haridwar and Roorkee. The study has attempted to present the significance of digital marketing strategies as compared to traditional marketing practices. The study has considered both the in-house guest’s staying with the star category hotels and the employees who are working in the hotels as well. The research also presents the range of digital marketing strategies and the social media strategies used by the hotels and the impact they create for the overall movement of tourists in Uttarakhand. Hence strong digital marketing strategies with a structured approach are the fastest way of advertising and promoting the hotel industry of Uttarakhand for both domestic and international tourists.

Methods and Material:-

A Qualitative research method has been used for the current research by taking the help of the case study method of two-star category hotels of Sarovar group located in Haridwar and Roorkee. An attempt was made to collect the data from all the possible sources as a result a sample of 43 respondents participated in the study which included, the GMs, HODs, supervisors, assistants, and even the in-house guests staying at the Sarovar hotels of Haridwar and Roorkee was taken as a sample for the study.

Findings: -

Digital marketing and social media marketing has emerged as major tool for the marketing and promotion of the hotel products and services of star-category hotels of Uttarakhand. Sarovar’s group of hotels has managed to capture a good percentage of the tourist market of Uttarakhand and emerged as a major competitor for Taj, Marriot, and ITC hotels. It was found that a well-designed SOP (standard operating procedure), addressing the guest preferences, meeting the guest expectations, regular training programs for the employees, and a strong feedback mechanism helped Sarovar hotels to achieve the highest guest satisfaction score and more loyal customers in the last decade.

Originality/Value:-

The paper highlights the different Digital marketing strategies used by the star-category hotels of Uttarakhand and the impact it creates on the overall satisfaction of the tourists.