PROPOSED MARKETING STRATEGY TO INCREASE SALES PERFORMANCE AND OCCUPANCY RATE AT PONDOK KURNIA HOTEL

• Main Author: Dwinanda Maaruf, Erlangga
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/39223
• Institution: Institut Teknologi Bandung

Bandung is one of the cities in Indonesia that has no natural resources and energy, which stands out is its human resources. Thus, the city of Bandung is dominated by services such as tourism and creative industries. Tourism is a mainstay of Bandung City that contribute significantly to the economy. Given the fact that the city of Bandung has good potential to bring in domestic and foreign tourists, it also creates potential for tourism business actors in the field of hospitality. Along with the increasing number of local and foreign tourists, Pondok Kurnia Hotel as one of the hospitality businesses experienced stagnant sales performance and occupancy rates that were below the average. For this reason, the author uses a number of analyzes method, such as SWOT to identify internal and external factors. Internal analysis using SERVQUAL and Resources Analysis. External analysis using PEST and Competitor Analysis. The author uses the results of the SWOT analysis as a basis for making TOWS analysis that produces a strategy to increase sales performance and occupancy rates. The proposed strategy is special rates offering and promotional programs and cooperating with Traveloka as Online Travel Agent (OTA) and AiryRooms as Virtual Hotel Operators (VHO).