STAYCATION, KULINER, DAN KONTEN DIGITAL: TIGA PILAR STRATEGI PEMASARAN HOTEL DI KOTA BANDUNG
DOI:
https://doi.org/10.58268/eb.v4i2.245Keywords:
staycation, kuliner hotel, konten digital, pemasaran hotelAbstract
Changes in tourist behaviour in the post-COVID-19 period have encouraged the hospitality industry to adopt more adaptive and experience-based marketing strategies. One prominent response is the utilization of staycation concepts, the strengthening of culinary experience, and the optimization of digital content as promotional tools. This study aims to systematically examine the implementation of these three strategies in four-star hotels in Bandung. The research employed a qualitative approach using a Systematic Literature Review (SLR) complemented by field observations in three four-star hotels. The findings indicate that the integration of staycation packages, culinary innovation, and digital content marketing contributes significantly to increased room occupancy rates, food and beverage revenue, and customer engagement on social media platforms. These results offer practical implications for hotel management and serve as relevant learning references for vocational hospitality education.
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