The impact of digital marketing on increasing the level and volume of hotel bookings: An analytical study in Karbala hotels

Abbood Awdaa, Ali; Yousif Darjal, Ali; Saleh Hadi, Hayder; Matloob Koshan, Hayder

doi:10.33916/qjae.2026.02163190

	The impact of digital marketing on increasing the level and volume of hotel bookings: An analytical study in Karbala hotels
AL-Qadisiyah Journal For Administrative and Economic sciences
Volume 28, Issue 2, July 2026, Pages 163-190 PDF (1.72 M)
Document Type: Research Paper
DOI: 10.33916/qjae.2026.02163190
Authors
Ali Abbood Awdaa¹; Ali Yousif Darjal²; Hayder Saleh Hadi³; Hayder Matloob koshan⁴
¹Faculty Member, University of Karbala, Karbala, Iraq
²Faculty member, Karbala University, Faculty of Tourism Science, Karbala, Iraq
³Faculty Member, University of Karbala, College of Tourism Sciences, Karbala, Iraq;
⁴Department of Accounting / College of Management and Economics / University of Al Qadisiyah / Iraq
Abstract
This study aimed to analyze the impact of digital marketing on increasing the level and volume of hotel bookings in Karbala, given the growing use of digital technologies and guests' reliance on online platforms for accommodation and booking decisions. The research problem lies in the limited use of digital marketing tools by some hotels, despite the rapid shift towards online booking. This raises questions about the extent to which the dimensions of digital marketing contribute to boosting hotel bookings. The study employed a descriptive-analytical approach, and data was collected through a questionnaire distributed to a random sample of 437 guests from 18 hotels in Karbala. The dimensions of digital marketing included: the hotel's digital presence, the use of social media in hotel promotion, and the hotel's digital trust and online reputation. The data was analyzed using SPSS version 24, employing statistical methods such as frequencies, percentages, arithmetic means, standard deviations, Cronbach's alpha, and multiple regression analysis. The results showed that the level of application of digital marketing dimensions was relatively high, with the mean score for digital presence reaching 3.79, social media use 3.88, and digital trust and online reputation 3.10. The overall mean for the hotel booking level and volume variable was 3.63. Multiple regression analysis demonstrated a significant effect of digital marketing dimensions on increasing the hotel booking level and volume at a significance level of 0.05. The hotel's digital presence ranked first with a regression coefficient of 0.942, followed by social media use (0.684), and then digital trust and online reputation (0.502). The study underscores the importance of enhancing hotels' digital presence, developing social media marketing strategies, and improving online reputation management, all of which contribute to increased booking rates and improved competitive performance in the tourism market.
Keywords
Digital marketing; hotel booking; internet; hotels; World Wide Web

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