The Role Of Social Media In Digital Marketing Strategis To Increase Occupancy Rate (A Case Study at Kayu Arum Resort Salatiga)

Abstract

 The development of digital technology has driven significant changes in marketing strategies within the hospitality industry, particularly through social media. This study aims to analyze the implementation of digital marketing using social media to increase the room occupancy rate at Kayu Arum Resort, Salatiga. A descriptive qualitative method was employed, involving observation of social media activity, in-depth interviews with the Head of the Sales and Marketing Department and several guests, and analysis of occupancy rate data and social media insights during the same period. The findings indicate that digital marketing strategies play a crucial role in enhancing the visibility of Kayu Arum Resort and improving its occupancy rate. Engaging visual content, influencer marketing, and social media advertising significantly expanded audience reach and increased bookings. Furthermore, the study reveals a correlation between increased social media activity and rising occupancy rates.