This research project focuses on the role of e-marketing in the hospitality industry, specifically its impact on consumer buying behavior. The study uses a case study of Dorsett Shepherds Bush Hotel in London to explore the relationship between e-marketing and consumer behavior, identify strategies for enhancing e-marketing usage, and examine challenges faced by companies in managing e-marketing. The research aims to understand the importance of e-marketing in influencing consumer buying behavior in the hospitality industry.