Competitiveness analysis of the marketing strategies of hotels in Satu Mare

Abstract

Our study analyzes the online marketing strategies and competitiveness of the most important hotels in Satu Mare, with particular attention to digital presence and competitor analysis. The city has significant tourism potential, although its tourism indicators are currently weaker than those of other cities along the western border. The research aims to analyze the online marketing of accommodations, particularly the performance of search engine optimization (SEO), as well as social media presence and management of online reviews. Most of the hotels studied performed well in search engines (Google, Bing, Yandex), with most appearing in the top three results. Based on this, a Competitive Profile Matrix (CPM) matrix was created, illustrating the relative competitive positions of the hotels. The study emphasizes the importance of competitiveness in the accommodation sector, particularly the role of branding, cost-effective innovation, and the application of unique marketing strategies.