The promotion of products or services through digital technology such as the internet, mobile phones, display advertising, and any other digital medium is digital marketing. The dynamic and rapid development of information and communication technology (ICT) and the marketing opportunities supported by modern digital technology-enabled a fundamental shift in traditional marketing operations and created space for the development of digital marketing. The increasing importance of digital marketing has influenced how companies promote their offerings to existing and new customers. Hence, this study examines the importance of digital marketing in the hospitality industry by taking the Alpensia hotel as an example. Due to the explorative nature of the inquiry, this study follows the interpretive paradigm and qualitative methodology. Both primary and secondary data were used viz., a) open online questionnaire (n-21) and b) document analysis. Purposive sampling was used to acquire samples to select more context-specific and rich data. A six-stage thematic analysis was used to examine the acquired data. Four main themes were obtained a) benefits of Digital Marketing; b) most effective digital marketing channels; c) ICT developments and revitalization of hospitality marketing; and d) challenges and further strategies identified the four main themes.
The findings underline the significance of digital marketing, such as attracting more customers, enhancing brand reputation, and attaining organizational goals. In hospitality, customer preferences change constantly, and it will be challenging for the company to constantly design its product based on its target audience preferences and update its marketing strategy. This study recommended that information and communication technology in marketing should not be underestimated.