Management Decision in Joining Hotel Network on Digital Marketing-Based for Financial and Non-Financial Impacts (Study: 4 and 5-Star Hotels in Yogyakarta Special Region)

The purpose of this study outlines the main reasons and factors driving management to join the hotel network on Digital Marketing-based. Besides, this research also wants to formulate the differences that occur before and after joining the hotel networking. This study uses a research design qualitative descriptive that is revealing facts, phenomena, variables, and circumstances that occur when the research is ongoing and presents it as it is. Data collection techniques are interviewing, observing, and studying literature. Furthermore, the data will be processed using descriptive and deductive methods in sequence. The results showed that companies that joined the budget hotel chain were facilitated because they could easily promote their hotel rooms. The facility in the hotel and website digital marketing is depending on the agreement. Today’s competition isn’t a competition between destinations, so businessmen must be able to take advantage of every opportunity. Each digital marketing has a difference in the distribution of fees or profits on the sale of hotel rooms. However, this study didn’t find significant financial and non-financial impacts on 5-star hotel. Contributions from the study provide knowledge to stakeholders about the impact received by conventional hotels that provide access to low-cost hotel aggregators to acquisition hotel