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All Journal Journal of English Language Studies PRASASTI: Journal of Linguistics Jurnal Madah International Journal of Glocal Tourism Jurnal Ilmu Sosial dan Humaniora International Journal of Green Tourism Research and Applications Widyaparwa
Indah Utami Chaerunnisah
Politeknik Negeri Bali
Arts Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation

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Journal : International Journal of Glocal Tourism

 1 
Marketing Strategy to Increase Occupancy Rate at The Jayakarta Lombok Beach Resort & Spa, West Nusa Tenggara Annisa Ramadhanty; I Ketut Suarja; Made Sudiarta; Indah Utami Chaerunnisah
International Journal of Glocal Tourism Vol. 3 No. 4 (2022): International Journal of Glocal Tourism - December 2022
Publisher : Yayasan Sinergi Widya Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58982/injogt.v3i4.271

Abstract

Purpose: This research aimed to determine the strengths, weaknesses, opportunities, and threats of marketing strategies in increasing occupancy rate at the Jayakarta Lombok Beach Resort & Spa, West Nusa Tenggara, Indonesia. Research methods: The analysis techniques used were quantitative Descriptive Analysis, Qualitative Descriptive Analysis, Internal Factor Analysis Summary (IFAS) Matrix, External Factor Analysis Summary (EFAS) Matrix, Internal - External (IE) Matrix, SWOT Analysis, and Quantitative Strategic Planning Analysis (QSPM) Matrix. Findings: Based on the results of IFAS matrix analysis, the main strength wasobtaining benefits from room usagein line with the reality from which room sales couldincrease hotel revenue. Based on the results of EFAS matrix analysis, the main opportunity was the government's policy related to the COVID19 pandemic with use the hotel as a place of isolation. Implication: The results of IE Matrix analysis put the company in the position of Growth Strategic (Cell II).
Implementation of Digital Marketing in Increasing Room Occupancy Rate at Hilton Bali Resort Hotel Krisnha Dwi Kusuma; Ni Luh Eka Armoni; I Ketut Astawa; Putu Tika Virginiya; Indah Utami Chaerunnisah
International Journal of Glocal Tourism Vol. 4 No. 1 (2023): International Journal of Glocal Tourism - March 2023
Publisher : Yayasan Sinergi Widya Nusantara

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Abstract

Purpose: This study aims to analyze the application of digital marketing dimensions and the influence of digital marketing on room occupancy rates at the Hilton Bali Re-sort hotel in the Nusa Dua tourism area, Bali, Indonesia. Research methods: The data are obtained from interviews, documentation, litera-ture studies, and distributed questionnaires to 60 respondents. The question-naires data is then processed using the Structural Equation Modeling-Partial Least Square technique (SEM-PLS) by using SmartPLS that presented in the table. Findings: The implementation of each digital marketing dimension by the Hilton Bali Resort management, and the impact of digital marketing in increasing the room occupancy rate at the Hilton Bali Resort. Implication: The hotel management needs to create better quality content and promotional methods through online media so that online media customers know and are interested in products from Hilton Bali Resort.
Co-Authors Annisa Ramadhanty I Ketut Alit Widiana I Ketut Astawa I Ketut Astawa I Ketut Suarja Krisnha Dwi Kusuma Made Sudiarta Ni Luh Eka Armoni Ni Nyoman Triyuni Putu Tika Virginiya