Septiano, Lugas and Dr. Iwan Permadi,, S.H., M.Hum. and Dr. Dini Kurnia Irmawati,, S.Pd., M.Pd. (2023) Strategi Promosi Dalam Meningkatkan Room Occupancy Saat Pandemi di UB Guest House. Diploma thesis, Universitas Brawijaya.
Abstract
Sektor pariwisasta menyumbang 5,25 % dari devisa negara dan BPS Kota Malang menyebutkan bahwa sektor penyedia akomodasi penginapan dan restoran menyumbang 5,17 persen dari pertumbuhan ekonomi di Kota Malang. Melihat potensi dari wisaata yang begitu besar, pada akhirnya mendorong banyak pengusaha menguasai ingin sektor pariwisata. UB Guest House menjadi salah satu unit usaha yang ikut bersaing dalam sektor pariwisata khususnya dibidang hotel. Melihat persaingan bisnis dibidang hotel dan pariwisata yang ketat, tentunya tiap unit memiliki strategi promosi untuk menarik tamu dan meningkatkan penjualan room occupancy hotel. Penelitian ini bertujuan untuk mengetahui strategi promosi dan kendala yang dihadapi UB Guest House dalam meningkatkan room occupancy saat pandemi. Metode penelitian yang digunakan adalah kualitatif dengan teknik pengambilan data mengunakan wawancara dan observasi. Sumber data yang digunakan adalah sekunder dan primer. Narasumber berasal dari Departemen Operasional dan Pemasaran serta uji keabsahan data menggunakan teknik triangulasi. Hasil penelitian diperoleh bahwa strategi pemasaran yang dilakukan oleh UB Guest House meliputi: (1) advertising yang meliputi postingan yang dilakukan karyawan melalui media sosial berupa instagram dan juga whatsapp. (2) personal selling yang tidak diberlakukan pada saat pandemi. Jadi promosi hanya dilakukan melalui media sosial, dan follow up tamu yang sudah pernah menginap. (3) Sales promotion yang dilakukan dengan banting harga tanpa, bekerja sama dengan agen OTA (online travel agent) dan dengan meningkatkan pelayanan. (4) direct marketing yang dilakukan dengan memberikanvii broadcast yang dikirim melalui sosial media
English Abstract
Tourism contributed 5.25 percent of the country's foreign exchange and BPS Malang City said that the lodging and restaurant accommodation provider sector contributed 5.17 percent of economic growth in Malang City. Seeing the potential of such a large region, in the end it encourages many entrepreneurs to master the tourism sector. UB Guest House is one of the business units that compete in the tourism sector, especially in the hotel sector. Seeing the tight business competition in the hotel and tourism sector, of course, each unit has a promotional strategy to attract guests and increase hotel room occupancy sales. This research aims to find out the promotion strategies and obstacles faced by UB Guest House in increasing room occupancy during a pandemic. The research method used is qualitative with data collection techniques using interviews and observations. The data sources used are secondary and primary. The resource persons came from the Operations and Marketing Departments and tested the validity of the data using triangulation techniques. The results of the study found that the marketing strategies carried out by UB Guest House include: (1) advertising which includes posts made by employees through social media in the form of Instagram and WhatsApp. (2) personal selling that is not enforced during the pandemic. So promotion is only done through social media, and follow up guests who have stayed. (3) Sales promotion carried out by slamming prices without, in collaboration with OTA agents (online travel agents) and by improving services. (4) Direct marketing carried out by providing broadcasts sent through social media.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170641 |
| Uncontrolled Keywords: | hotel, pariwisata, pemasaran, promosi, room occupancy-hotel, marketing, promotion, room occupancy, tourism |
| Divisions: | Program Vokasi > D4 Manajemen Perhotelan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 21 Jun 2024 03:50 |
| Last Modified: | 21 Jun 2024 03:50 |
| URI: | http://repository.ub.ac.id/id/eprint/221057 |
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