Meta-Synthesis for Small and Medium-Sized Hotels’ Social Media Integration and Digital Marketing Competence

Abstract

The article examines how small and medium-sized hotels can enhance performance through effective social media marketing and digital integration. Using a meta-synthesis approach, it identifies key challenges such as limited resources, lack of strategy, and insufficient training. Findings show that social media significantly improves sales, brand awareness, and customer loyalty, with measurable financial returns. The study emphasizes integrated digital strategies, data-driven decision-making, and managerial competence as essential for competitiveness and long-term growth.

Keywords: social media marketing; small and medium-sized hotels; return on investment; digital marketing competence; meta-synthesis review