From disruption to absorptive capacity: The life cycle of digital marketing innovation for luxury businesses

As Internet use increases and lifestyles begin to transform in various ways, consumers have become more aware of luxury hospitality, which was originally only accessible to high aristocracy. This has led to a unique form of brand worship, increasing gravitas through digital marketing. However, luxury hospitality businesses face problems and challenges when absorbing digital marketing innovation. As such, capability factors and luxury hospitality digital marketing innovation is a hot topic worthy of repeated discussion and analysis. In the European market, digital marketing has impacted upon consumer culture in many ways. Luxury hospitality marketing strategies adapt in line with technical progress, digital platforms, and customer growth. This study extends academic literature on this subject by introducing absorptive capacity as a factor enabling the successful implementation of digital marketing innovation. The objective of this chapter is to explore the importance of absorptive capacity, marketing capability, and disruptive innovation as elements integral to the life cycle of digital marketing innovation.