5-Star Luxury Hotels’ Instagram Performance as a Digital Marketing Strategy during the Travelling Restriction

Desi Andriany (Applied Research Link)
Ni Gusti Nyoman Suci Murni (Applied Research Link)
Ni Nyoman Triyuni (Applied Research Link)
Ni Made Sudarmini (Applied Research Link)
Raden Ayu Trisnayoni (Applied Research Link)

International Journal of Glocal Tourism
Vol. 3 No. 2 (2022): International Journal of Glocal Tourism - June 2022

Purpose: This study aims to enhance knowledge and improvement in online digital marketing, especially to increase domestic customers at 5-star luxury hotels in Nusa Dua, Bali, Indonesia. Research methods: Qualitative descriptive analysis technique is used to explain the development of digital marketing function towards tourism business. The object study is 5-star luxury hotels in Nusa Dua. Findings: Instagram performance during travel restriction and review in 4Ps marketing mix; product, price, place, and promotion. A strategy to increase and promote activities to meet customer needs in various occasion. Implication: Instagram has significant role in selling and promoting every brand of 5-star luxury hotels in Nusa Dua and its significant improvement following the updated technology progress and customer demand.