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All Journal Journal of Indonesian Tourism, Hospitality and Recreation
Fadila Ainur Jamil
Universitas Muhammadiyah Surakarta
Decision Sciences, Operations Research & Management Health Professions Social Sciences Other

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The Analysis of the Mid-Range Islamic Hotel Marketing Strategy Azhar Alam; Ririn Tri Ratnasari; Fadila Ainur Jamil; Aminudin Ma'ruf
Journal of Indonesian Tourism, Hospitality and Recreation Vol 6, No 1 (2023): Journal of Indonesian Tourism, Hospitality and Recreation (April)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jithor.v6i1.50584

Abstract

This paper aims to address the marketing strategy performed by a mid-range Islamic hotel in Indonesia which distinguishes it from other non-sharia hotels by analyzing its marketing strategy using the SWOT analysis approach. This research was a field study that incorporated the qualitative method and descriptive-qualitative approach as well. Data of the research were obtained through observation and interview in Multazam sharia hotel. To analyze the data, SWOT (Strength, Opportunity, Weakness, Threats) analysis was performed. The findings of the study showed that the marketing strategy undertaken by Multazam Sharia Hotel was different compared to non-sharia hotels due to feature distinctions. This hotel applied Islamic principles in carrying out its marketing strategies to avoid immoral acts and fraud and also the facilities and services provided were different that made it distinct from non-sharia hotels. Regarding the results of the SWOT analysis, in SO strategy, the hotel should use its strength to make use of the opportunity to achieve the goals of the hotel. In WO, the hotel was expected to maximize the opportunity by minimizing the weakness. ST strategy analysis revealed that this hotel needed to move fast in dealing with threats and minimize the unexpected consequence of the threat. The last, the WT strategy, Multazam sharia hotel must be careful with the weaknesses and threats it faced. If the hotel cannot make improvements in facilities and services, the hotel may be displaced by the times.
Co-Authors Aminudin Ma'ruf Azhar Alam Ririn Tri Ratnasari