In general, the development of a company is certainly inseparable from the Human Resources (HR) within it. There is a lot of history of a company being able to achieve extraordinary rapid development due to the professionalism of HR which is very well managed. This community service aims to 1) Increase knowledge and understanding of effective digital marketing strategies for HR at Kala Hotel Semarang. 2) Improve Kala Hotel Semarang's ability to manage digital platforms such as social media, websites and SEO and 3) Assist Human Resources or Kala Hotek employees in developing a comprehensive digital marketing strategy to increase brand awareness and reach market targets. So the result of this service is to open up insight to hotel HR about the importance of digital marketing in the industry by always contributing individually without coercion and being able to create interesting and effective social media content so that the media can become promotional material.

The hotel industry is currently facing a digital transformation driven by technological advancements and changing consumer behavior. This research aims to explore how digital transformation in hotel management can optimize the guest experience in the industry 4.0 era. The research methodology primarily relies on a comprehensive literature review and analysis of industry documents to provide a robust and broad foundation for this study. The findings indicate that integrating technologies such as property management systems (PMS), Internet of Things (IoT), artificial intelligence (AI), and data analytics can enhance operational efficiency, service personalization, and data-driven decision-making in hotel management. However, the implementation of digital transformation also faces challenges, such as significant investments, cybersecurity, and resistance to change. Case studies of hotels that have successfully adopted digital technologies reveal best practices and valuable lessons, including the importance of top management support, strategic alignment, and stakeholder engagement. This article contributes to the literature by integrating the diffusion of innovation (DOI) theory and the technology acceptance model (TAM) to develop a conceptual framework that explains the adoption and success of digital transformation in hotels. The research findings have practical implications for hotel managers in designing and implementing digital transformation initiatives. Although this research primarily relies on secondary data sources, future research can adopt a multi-method research design incorporating primary data to provide further insights into this phenomenon.

Jembrak In this era of globalization, service is the main key in building positive relationships between service providers and consumers. One of the critical aspects in providing services is attitude or Service Attitude, namely the attitude shown by individuals or organizations in providing services to the community. Service Attitude is not just about providing services, but also creating positive experiences and added value for the communities served. In this context, research and in-depth understanding of Service Attitude becomes very important. Ethics is a branch of philosophy that considers concepts such as morality, values, and human actions. This includes consideration of what is right and wrong, both in relationships between individuals and in social and professional contexts, improving Human Resources (HR) for employees at Kotta Hotel Semarang.