E-Journal of Tourism Vol.10. No.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 33 e-ISSN 2407-392X. p-ISSN 2541-0857 How Digital Technology Enhances Hotel Experience? Examining Experiential Marketing of Two Four-Star Hotels in Yogyakarta Maryness Patrick*, William Msilu Paulo, Antonius Sumarwan Universitas Sanata Dharma, Faculty of Economics Magister Management Program, Yogyakarta- Indonesia *Corresponding Author: marynesspatrick1996@gmail.com DOI: https://doi.org/10.24922/eot.v10i1.98359 Article Info Submitted: February 17 th 2023 Accepted: March 10 th 2023 Published: March 30 th 2023 Abstract This study intends to understand how digital technology in particular dig- ital marketing and e-commerce enhance hotel experience. There are few studies discussing how these aspects of technology enhances hotel expe- rience through adoption of the sensory elements of experiential market- ing. This is a qualitative study conducted through observation and au- thors’ individual experience of digital and e-commerce channels of the two four-star hotels in Yogyakarta. Content analysis was used to draw conclusion about the data obtained from observation, individual experi- ence, and electronic media of professional publications. The results sug- gest that stimulating and enhancing hotel experience with digital market- ing and e-commerce was inseparable with involving the sensory ele- ments. Moreover, the two hotels not only optimized the sensory elements, but also presented these elements interestingly, creatively, uniquely, and thoughtfully. Those sensory elements were designed to communicate, persuade, and impact users of the hotels whilst observing consistency and clear purpose. This study extends the hotel sector digital and experiential marketing literature. Moreover, the study’s results assist hotel service providers in understanding the importance of involving experiential as- pects in their marketing. Thus, the paper relieves hotel managers for more added values especially in marketing plans. However, this study focuses exclusively on four-star hotels in Yogyakarta Region in Indonesia. Keywords: Digital Technology; Digital Marketing; E-Commerce; Experience; Experiential Marketing; Sensory Elements. INTRODUCTION Background Since the 1960s, the concept of ex- perience has been the object of a great deal of marketing research (García et al., 2018). Experiences are subjective, highly per- sonal, and intangible phenomenon (O’Dell and Billing, 2005). They are a consumer response to the occurrence of a particular stimulating event, usually induced by di- rect observation or involvement in it (Schmitt, 2000). The tourists’ experience remains in the memory, proceeded by mo- tivations and expectations and a result is satisfaction or dissatisfaction (Quinlan-