| Sumario: | This study aims to evaluate how 3-star, 4-star, and 5-star accommodation businesses in Bolu utilise digital marketing tools. Using a qualitative content analysis approach, the research examined the websites, social media accounts, and search engine activities of selected businesses. The findings indicate that these businesses effectively use their websites to facilitate customer decision-making and employ various digital marketing tools--particularly social media platforms such as Instagram and Facebook, as well as email marketing and search engine optimisation--to build sustainable relationships with their target audiences. The results highlight the strategic role of digital marketing in enhancing marketing efficiency and customer engagement within the accommodation sector. The study also offers practical implications for business managers and provides valuable insights for future research on digital transformation in the hospitality industry.
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