Integrating Digital Marketing Platforms to Enhance Customer Engagement in Travel Agency Services

Abstract

This study aims to examine how PT Oke Trans Lombok utilizes digital marketing in its promotional activities and to identify the strategies that enhance customer engagement and business performance. A qualitative case study approach was employed through observations, semi-structured interviews with company management and administrative staff, and document analysis. The collected data were analyzed using thematic analysis to identify key dimensions of digital marketing implementation. The findings reveal that the company adopts an integrated digital marketing strategy by combining a website, Instagram, Facebook, TikTok, and WhatsApp throughout the customer journey. Digital platforms are supported by visual content, promotional campaigns, customer testimonials, and responsive communication, which collectively strengthen customer engagement, improve brand visibility, and contribute to customer growth. The study further indicates that digital marketing effectiveness depends not only on technology adoption but also on organizational capabilities, including content management, responsiveness, and continuous adaptation to changing market trends. These findings provide practical insights for travel agencies seeking to optimize digital marketing strategies while contributing to tourism marketing literature by proposing an integrated digital marketing framework for travel agency operations in emerging destinations. The study concludes that sustainable digital marketing requires the alignment of digital platforms, organizational capabilities, and customer relationship management to achieve long-term business competitiveness.