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All Journal Jurnal Master Pariwisata (JUMPA)
I Dewa Gde Satrya
Dosen Program Studi Pariwisata, Universitas Ciputra Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Strategi Bisnis Primebiz Hotel Surabaya Menghadapi Pandemi Covid-19 Michelle Vebby Tanzil Salim; I Dewa Gde Satrya; Mohamad Yusak Anshori
JURNAL MASTER PARIWISATA Volume 08, Nomor 01, Juli 2021
Publisher : Magister Tourism Study, Faculty of Tourism, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JUMPA.2021.v08.i01.p10

Abstract

The Covid-19 pandemic has a negative impact on the tourism and hospitality sector, one of which is PrimeBiz Hotel Surabaya (PHS). The lack of income for the hotel forces hotel management to think creatively and make the right decisions to maintain hotel operations. This study aims to describe the strategies that PHS has implemented during the Covid-19 pandemic. The research method was carried out qualitatively, the data were obtained through structured interviews with key informants from management, marketing experts, hospitality experts and PHS consumers. The conclusion of this study are; first, the Covid-19 pandemic makes PHS management have to weigh income and expenditure to be balanced. Second, the marketing strategy implemented by PHS is to maximize the use of social media for all employees. Third, the strategy carried out by PHS is to continue to implement a multitasking system, employees must be able to innovate and make adjustments to conditions that occur in the future. Keywords: business strategy, hotel, Covid-19
Co-Authors Michelle Vebby Tanzil Salim Mohamad Yusak Anshori