The Role Of Digital Marketing In Strengthening Crisis Management In Hotel Establishments Marriot International Case Study

Abstract

Crises are accumulating in economic institutions and countries of the world due to the current conditions imposed by Covid-19 - or Corona according to its common name - which has left significant effects whether moral or economic on the whole world. In this research paper, we are going to analyze the countermeasures that institutions should have taken at the global level or the special ones, to overcome the crises facing economic institutions with creativity taking hotel institutions as an example. We have found that digital marketing has an effective role in strengthening crisis management by focusing on the interaction with the customer since it has an immediate impact and helps maintaining a sense of trust and loyalty.