The Impact Of "Digital Marketing" Strategies on Tourist Decision-Making: A Case Study of Boutique Hotels

Abstract This study investigates how “digital marketing” tactics affect traveler decision-making. Given the hotel industry's rapid digital development, it is now crucial for specialized lodging providers to comprehend how internet marketing tools affect consumer behavior. The study used an exploratory research methodology and positivist research ethic to gather primary data via a structured survey, which produced 101 responses that were purposefully chosen. Important “digital marketing” components like influencer partnerships, social media advertisements, and online reviews were investigated for their impact on travelers' decisions regarding reservation, build trust, and perceive a business. SPSS was used during statistical analysis, enabling detailed interpretation utilizing both inferential and descriptive techniques. The findings of the study also focus on indicating that the“digital marketing” strategies, particularly those focusing on visual appeal, social media engagement, and reliable customer reviews, have a consistently positive influence on tourists’ decisions to book boutique hotels.