INFLUENCE OF MARKETING PERFORMANCE & DIGITAL MARKETING ON ONLINE BOOKING VILLA INDUSTRY IN BALI DURING THE COVID-19 PANDEMIC

Abstract

The impact of the Covid-19 pandemic on the world economy has caused instability. Likewise with Indonesia, especially the condition of tourism in Bali. The level of tourist visits has decreased quite drastically. The use of the internet in the form of online bookings is expected to be able to improve the marketing performance of the villa industry during the pandemic and the tourism recovery period after the pandemic. Even so, the Villa Industry in Bali in particular has not fully recovered as it was before the pandemic. The high interest in Online Services and Online Shops proves that the digital economy has the potential to improve and strengthen the Indonesian economy in the midst of the Covid-19 pandemic. To answer the research questions above, the literature on strategies and practices during the economic crisis was reviewed and compiled based on marketing mix tools using a systematic literature review approach. Design/methodology/approach due to the recession caused by the COVID-19 crisis is one of the key drivers of the business environment and changing customer behavior. This assumption is in accordance with the findings of previous empirical research which states that it includes three factors, namely (1) data and information completeness factors, (2) service product promotion factors, (3) business transaction processing factors.