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Abstract
This paper aims to explore digital marketing usage among hotels in Hue city. With a qualitative approach, this study investigated six hotel cases. The data was collected by in-depth interviewing the hotel's owner or manager with a semi-structured interview. Template analysis style was applied to analyze the interview data. The findings show a difference between the group of hotels from 3-star ranking and the lower level of digital marketing usage. The application of digital marketing among hotels in Hue was described following a process from addressing customers to post-service consumption. There are several research implications for improving digital marketing usage among hotels in Hue. First, hotels should invest in digital marketing based on their revenue management. Second, hotels should implement digital marketing to lead the customer journey. Third, hotels should improve their digital marketing capabilities.