Qualitative Study to Propose Digital Marketing based on Customer experience: Considering Grounded theory (GT)

Abstract

The paper aims to analyze the potential of Qualitative Study to Propose Digital Marketing in the hospitality industry, with appropriate emphasis on Customer experience. In addition, the study offers valuable insights and guidance for effectively implementing Digital Marketing in marketing strategies. In-depth interviews of 19 seasoned professionals from various positions in the iranian hospitality industry sector were conducted for the study. A Grounded theory (GT) approach of coding that includes open, axial and selective coding was made to recognize the themes that represent AI-enabled marketing practices. This approach ensured that the themes were precisely identified and comprehensively analyzed. Interviews followed by a rigorous coding process provide valuable insights into the practical implementation of digital content marketing-enabled marketing practices for the hospitality industry. The results indicated that several causal conditions (giving identity to Digital Marketing in the hospitality industry, developing the digital environment), underlying conditions (adopting a focus strategy, promoting digital branding, implementing digital marketing, meeting various needs in the digital environment, and optimizing digital activities), intervening factors (customer insight, environmental factors, digital capabilities), and core categories (behavioral branding, interactive approach, customer expectations of hotel services) influence Customer experience -based digital marketing in the Iranian hospitality industry. This study outlines the potential for enhancing marketing practices by adapting Digital Marketing in the Marketing environment for hospitality industry, highlighting the importance of Customer experience in achieving this goal.