INNOVATIOVE DIGITAL MARKETING OF SME HOTELS

State of the art digital marketing enters into all the spheres of marketing positioning in the hotel industry. As opposed to large hotel companies, small and medium sized hotels are in a more disadvantageous position with respect to the size of marketing budgets; they, however, find new strength in proactive and dynamic tools of e-placements. They include search engine optimisation (SEO), search engine marketing (SEM), Metasearch, dynamic rate marketing(DRM), email marketing, as well as a strong social presence. Description of research sample - for the purposes of achieving a synergic conclusion, the research was conducted on two levels: stakeholders - researched hotels and implemented digital marketing tools and market – tourists' response to recognition of the said tools. Research methods – the methodology used includes quantitative, statistical and qualitative research methods, which include interview and creative thinking techniques. Findings and outcomes of the research – the research results point to a recommendation for the implementation of an optimal mix of digital marketing components for the purposes of realisation of results and return on investment. Application in practice - conclusions and recommendations are implicative and represent a new potential for application in practice, as well as support for new market recognisability and competitiveness.