Digital Marketing Strategy for Marina Cottage Business in Ampana City
DOI:
https://doi.org/10.59890/r640q373Keywords:
Digital marketing strategy, SWOT, QSPM, CottageAbstract
This study aims to analyze the digital marketing strategy implemented at Marina Cottage in Ampana City. A qualitative descriptive approach was used, with data collected through observation, in- depth interviews, and documentation. The research employed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and the QSPM (Quantitative Strategic Planning Matrix) method to determine the most effective strategic alternatives based on internal and external environmental factors. Findings reveal that efforts to strengthen internal capacity in digital marketing—such as improving human resource skills, content consistency, and digital interaction quality—yield more significant benefits than simply expanding to new platforms. Key strengths include strategic location and established brand reputation, while notable weaknesses lie in the lack of dedicated digital marketing resources. External opportunities involve increased internet usage and user-generated promotional content, while threats include negative reviews and stronger competitors. The analysis places Marina Cottage in a growth- oriented (aggressive) strategic position, suggesting digital branding, influencer partnerships, and proactive online engagement as priority strategies. This study offers practical insights for accommodation businesses in emerging tourist destinations on how to optimize digital marketing strategies for competitiveness and sustainability in the digital era
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