Implementation of marketing mix strategy to increase room occupancy during covid-19 pandemic at the kayon jungle resort
DOI:
https://doi.org/10.22334/jbhost.v8i1.336Keywords:
Marketing Strategy, Marketing Mix, SWOT Analysis, Room Occupancy, Covid-19 PandemicAbstract
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.
References
Bithara, B. B., Astawa, I. K., Aryana, N. R., & Ruki, M. (2020). Analysis of Marketing Mix Strategies in Increasing Room Revenue on Grand Inna Kuta Bali. Journal of Applied Sciences in Travel and Hospitality, 3(2), 71–79.
Bungin, B. (2012). Analisis Data Penelitian Kualitatif. PT Raja Grafindo Persada.
Diayudha, L. (2020). Industri Perhotelan Di Indonesia Pada Masa Pandemi Covid-19: Analisis Deskriptif. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 3(1).
Güner, R., Hasanoğlu, İ., & Aktaş, F. (2020). Covid-19: Prevention and control measures in community. In Turkish Journal of Medical Sciences (Vol. 50, Issue SI-1, pp. 571–577). Turkiye Klinikleri.
Khaer, A. A., & Utomo, C. (2012). Pengaruh Tingkat Hunian Pada Keputusan Investasi Proyek Hotel Santika Gubeng Surabaya. Jurnal Teknik ITS, 1(1), D93–D96. http://ejurnal.its.ac.id/index.php/teknik/article/view/1235
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (Electronic Version). 1–736.
Lucaciu, O., Tarczali, D., & Petrescu, N. (2020). Oral healthcare during the COVID-19 pandemic. In Journal of Dental Sciences (Vol. 15, Issue 4, pp. 399–402). Association for Dental Sciences of the Republic of China.
Nugraha, K. S., Astuti, N. N. S., & Armoni, N. L. E. (2020). Marketing Strategy in Enhancing Competitive Advantage at Mercure Chamonix Center Hotel, France. Journal of Applied Sciences in Travel and Hospitality, 3(2), 107–115.
Putu, N., Pratiwi, L., & Sudiarta, M. (2019). Alternative Marketing Strategies For Low Season. 2(2), 109–119.
Rahmania, S. N., & Suharto. (2016). Penerapan Strategi Pemasaran Melalui Pendekatan Diferensiasi Produk Jasa Untuk Meningkatkan Occupancy Hotel Aziza Solo. Jurnal Hotelier, 2, 1–10.
Rangkuti, F. (2016). Analisis SWOT Teknik Membedah Kasus Bisnis Cara Perhitungan Bobot, Rating, dan OCAI. Gramedia Pustaka Utama.
Silalahi, R. V., Industri, J. T., Sains, F., Immanuel, I., Industri, J. T., & Sains, F. (n.d.). The Strategy of Increasing Occupancy Rate at Neo Candi Hotel Using IE Matrix and SWOT Matrix.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R &D. Alfabeta.
Wahyudin, A. (2015). Metodologi Penelitian. Unnes Press.
Wulandari, M. A., Septevany, E., Komala Sari, I. G. A. M. K., & Suarta, I. K. (2020). Marketing Strategy in Increasing Ballroom Sales at New Kuta Hotel. Journal of Business on Hospitality and Tourism, 6(2), 177.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).