Implementation of marketing mix strategy to increase room occupancy during covid-19 pandemic at the kayon jungle resort

Authors

  • Ni Made Rian Juniari Putri Politeknik Negeri Bali
  • I Nyoman Rajin Aryana Politeknik Negeri Bali
  • I Gusti Agung Mas Krisna Komala Sari Politeknik Negeri Bali

DOI:

https://doi.org/10.22334/jbhost.v8i1.336

Keywords:

Marketing Strategy, Marketing Mix, SWOT Analysis, Room Occupancy, Covid-19 Pandemic

Abstract

This research was conducted to know the strengths, weaknesses, opportunities, and threats of The Kayon Jungle Resort during Covid-19 pandemic, business position in IE (Internal – External) matrix, and to find the marketing strategies that can be implemented to increase room occupancy at The Kayon Jungle Resort during Covid-19 Pandemic. Data collection methods that were used in this research were interviews, observation, and questionnaires.  Data analysis techniques were descriptive qualitative analysis, SWOT Analysis, IFAS matrix, EFAS matrix, and IE matrix. The sample in this research used 7 people from Sales and Marketing Department employees, Resort manager, and General Manager of The Kayon Jungle Resort. The results of this research showed 15 internal factors become strengths and 5 internal factors become weaknesses. On the other hand, there were 5 external factors that were opportunities, and 4 external factors become threats. The results of the IE Matrix showed that the position of the company was in the growth strategy (cell II). SWOT analysis produced 9 alternative strategies to increase room occupancy during Covid-19 pandemic at The Kayon Jungle Resort.

Author Biographies

Ni Made Rian Juniari Putri, Politeknik Negeri Bali

085943419979

I Nyoman Rajin Aryana, Politeknik Negeri Bali

08123996595

I Gusti Agung Mas Krisna Komala Sari, Politeknik Negeri Bali

081238457323

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Published

2022-06-29

How to Cite

Putri, N. M. R. J., Aryana, I. N. R., & Komala Sari, I. G. A. M. K. (2022). Implementation of marketing mix strategy to increase room occupancy during covid-19 pandemic at the kayon jungle resort. Journal of Business on Hospitality and Tourism, 8(1), 124–139. https://doi.org/10.22334/jbhost.v8i1.336

Issue

Vol. 8 No. 1 (2022): JOURNAL OF BUSINESS ON HOSPITALITY AND TOURISM

Section

Articles

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