The impact of e-marketing strategies on the profitability of classified hotels according to a qualitative evaluation model

Purpose. The aim of the research is to determine the impact of digital marketing on the profitability of classified hotels in Algeria, a topic of significant interest due to the growing importance of digital presence for businesses in the current market. The authors aim to analyse digital marketing strategies and their role in attracting customers and improving hotel performance in terms of profitability. Results. The research reveals a statistically significant positive effect of digital marketing on profitability, representing a qualitative leap in understanding how digital technology influences business operations in the hospitality sector. Additionally, the study highlights factors that enhance the effectiveness of digital marketing, such as expanding the range of services offered, utilising automation, and improving website conversion rates. Moreover, successful digital marketing strategies identified include utilising diverse distribution channels, designing user-friendly websites, engaging with the community, offering tailored promotional offers, and providing superior customer service. Scientific novelty. It is noteworthy that the research focuses on classified hotels in Algeria, a specific and important category within the hospitality industry that has not received adequate attention in previous research. Furthermore, the proposed model for measuring competitiveness is a significant contribution as it enables hotels to gain a better understanding of their market position and adjust their strategies accordingly, thereby enhancing their chances of success and sustainability in both local and international markets. Practical value. The findings of the research hold considerable value for Algerian hotels, as they can use them to improve their online presence, increase guest attraction, and consequently achieve higher profitability. Additionally, the proposed competitiveness measurement model serves as a valuable tool for hotels to understand their market position and identify opportunities and challenges, thus enabling them to develop the most appropriate strategies for market dominance.