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The Role of Digital Marketing in the Hospitality Industry: A Case Study of BURGUS Tribute and Design Hotel

Book Chapter

Authors: Catarina Moura Braga (Polytechnic Institute of Cávado and Ave, Portugal), Bruno Barbosa Sousa (UNIAG, School of Hospitality and Tourism, Polytechnic University of Cávado and Ave (IPCA), Portugal), Vijaya Kittu Manda (PBMEIT, India), Theodore Tarnanidis (International Hellenic University, Greece), and Sónia Nogueira (Universidade Portucalense, Portugal)

DOI: https://doi.org/10.4018/979-8-3373-8775-8.ch013

Book Name: Integrating Human Sigma and Service Excellence for Total Quality Management in Hospitality

ISBN: ISBN13: 9798337387758|ISBN13 Softcover: 9798337387765|EISBN13: 9798337387772

Publisher: IGI Global Scientific Publishing, Hershey, PA, USA

Editor(s): Paul Charalambous and Vasileios Ismyrlis

Book Chapter Number: 13

Publication Date: July 30, 2026

Pages: Pages 403-430 (28 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: The growing digitalization of the hospitality sector has significantly transformed the way hotels communicate with their audiences and shape their brand identity (Kotler et al., 2021). In this context, this study aims to analyse the role of digital marketing in the performance of hospitality business through a case study of the BURGUS Tribute & Design Hotel. This research emerges from the need to understand how digital tools, namely social media platforms, OTA and the hotel’s official website contribute to brand visibility, customer engagement and overall competitiveness, particularly in small-scale independent hotels. The results reveal significant weaknesses in the hotel’s digital presence, reflected in the slow growth of social media channels, inconsistent content publication and lack of engagement-oriented strategies. The interview confirms the absence of structured digital planning, while also demonstrating the team’s awareness of improvement needs and their willingness to evolve.

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