Philippine E-Journals

Digital Marketing Strategies and Guest Booking Behavior in Hospitality: A Narrative Literature Review in the Philippines

Nicole Marion M. Polines | Nora D. Mendoza | Jordan B. Ortaleza | Rey Eliseo F. Regidor

Discipline: business and management (non-specific)

 

Abstract:

The hospitality industry has been reshaped by digital transformation, with hotels and resorts increasingly relying on online platforms to attract and convert guests. This narrative literature review synthesizes studies published between 2015 and 2025 to examine how digital marketing strategies influence booking behavior in the Philippine hospitality sector. Guided by the Technology Acceptance Model, Stimulus-Organism-Response framework, and Social Proof Theory, the review highlights the mediating roles of visibility, ease of use, trust, and engagement. Literature was identified through searches in Scopus, Web of Science, and Google Scholar using keywords such as digital marketing, hospitality booking, and social proof. Findings reveal that frequent, engaging, and platform-specific content enhances visibility and brand recall, while intuitive booking interfaces reduce friction. Trust, reinforced by reviews and reputation management, mitigates perceived risk, and engagement metrics act as social proof that amplifies credibility. Integrated strategies across search engines, OTAs, and social media consistently yield stronger booking outcomes, including higher direct reservations and improved loyalty. The review contributes new knowledge by situating Philippine practices within global benchmarks, identifying contradictions in mediating factors, and underscoring gaps in causal evidence. For practitioners, the study emphasizes continuous investment in visibility, usability, credibility, and authentic engagement. For scholars, it calls for longitudinal and experimental designs to explore emerging technologies such as AI-driven personalization, blockchain, and immersive VR/AR in pre-booking phases.