Marketing Strategy for Chinese Market to Increase Room Occupancies at The Plataran Ubud Hotel

Authors

  • I Ketut Muliadiasa Institut Pariwisata dan Bisnis Internasional
  • Ni Putu Isha Aprinica Institut Pariwisata dan Bisnis Internasional

DOI:

https://doi.org/10.22334/jbhost.v7i1.260

Keywords:

Marketing Strategies, Chinese market, SWOT Analysis

Abstract

Nowadays, Chinese tourists dominate Indonesian tourism, an increase in the number of Chinese tourists visiting Bali is quite significant every year. The marketing method that focuses on the Chinese market is still not maximized. This is evidenced by a decrease in the number of Chinese tourists visits. Even now the room occupancy rate targeted by Plataran Hotel Ubud has not yet reached the desired target. The urgency of this research is a degradation in the volume of sales of rooms at Hotel Plataran Ubud, which causes a derivation in the quantity of tourist visits which results in a decrease in employment for the community. Data collection techniques used were observation, interviews, document studies and questionnaires. The data analysis technique is using qualitative descriptive analysis, IFAS EFAS and SWOT analysis. The results of this study are to produce the right marketing strategy used in increasing the sales volume of hotel rooms at the Ubud Plataran Hotel.

Author Biographies

I Ketut Muliadiasa, Institut Pariwisata dan Bisnis Internasional

Ketut muliadiasa is a lecturer in Institu pariwisata dan bisnis internasional which located in Bali

Ni Putu Isha Aprinica, Institut Pariwisata dan Bisnis Internasional

Ni Putu isha Aprinica is a english lecturer in Institut Pariwisata dan Bisnis Internasional. 

Phone Number: +6281225245165

References

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Permadi, A., Sanjaya, I., & Narrotama, N. (2017). TOURISTS AND OPPORTUNITIES TO FILL HOTEL OCCUPANCY. (CASE STUDY AT NUSA DUA BEACH HOTEL). Journal of Business on Hospitality and Tourism, 2(1), 361-368. doi:http://dx.doi.org/10.22334/jbhost.v2i1.71

Suarthana. (2006). Hospitality Management Front Office Edition. North Kuta: Mapindo.

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Wulandari, M., Septevany, E., Komala Sari, I., & Suarta, I. (2020). Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel. Journal of Business on Hospitality and Tourism, 6(2), 177-189. doi:http://dx.doi.org/10.22334/jbhost.v6i2.225

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Published

2021-06-29

How to Cite

Muliadiasa, I. K., & Aprinica, N. P. I. (2021). Marketing Strategy for Chinese Market to Increase Room Occupancies at The Plataran Ubud Hotel. Journal of Business on Hospitality and Tourism, 7(1), 50–63. https://doi.org/10.22334/jbhost.v7i1.260

Issue

Vol. 7 No. 1 (2021): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM

Section

Articles

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