DEVELOPING THE OCCUPANCY RATE AND CUSTOMER AWARENESS: CASE STUDY AURORA CIREBON HOTEL

• Main Author: Himawan Masyhudi, Nurman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35613
• Institution: Institut Teknologi Bandung

Cirebon is a large city in West Java, including one of the districts in West Java. Located 200km from DKI Jakarta, 120km from Bandung. Cirebon is a place to explore the history of the creation of the Unitary State of the Republic of Indonesia and the place of Islamic religious broadcasting in West Java by the sunan, spreaders of Islamic religion in Indonesia in the past. Hotel Aurora is one of the resorts located in West Java, Cirebon City. Hotel aurora provides a resting place for travelers who aim to carry out activities or activities in the city of Cirebon. Hotel Aurora needs a way to improve and change the old hotel paradigm that has been embedded and increase occupancy rate through increasing awareness of the surrounding community about Aurora hotels. The data needed for this study were obtained from two sources, data sought by the author with qualitative and quantitative methods, and obtaining the data provided by Hotel Aurora such as hotel financial data, hotel occupancy rates and hotel management. Business analysis and strategy development will be carried out with the following paths, defining the problem statement, knowing what will be discussed and what will be used as the topic of writing this thesis, to see whether this research is beneficial to the company in the long term, writers conduct analysis for 2 parts, namely internal parties (Aurora hotels), using 4P, STP and Value Chain, and external parties (competitors), using PESTEL and Porter Five Analysis, using the SWOT method as a temporary conclusion maker from the results of analysis in general on Aurora hotels, do analysis again using methods that are specific to the problems at Aurora hotels, with the Customer Journey and Customer Experience methods. The results of this study provide an indication that Aurora hotels must carry out several activities such as marketing on social media such as Facebook, Instagram and Whatsapp messaging applications, educating potential guests, making repairs and renovations of Aurora's amenities and hotel amenities, doing personal services to customers who are loyal to Aurora hotels, improve the performance of workers from Aurora hotels, create questionnaires to find out how the hotel performs all times. The implementation of these activities will be carried out by business owners, and is scheduled for 2019 until 2021.