GREEN HOTEL: IS IT SUSTAINABLE AND BENEFICIAL AS IT SEEMS? THE CASE OF GREEN HOTEL AWARD WINNER LOCATED IN THE MIDDLE OF SPRAWLING METROPOLIS OF INDONESIA, JAKARTA.

• Main Author: Intan Pratiwi, Sari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49360
• Institution: Institut Teknologi Bandung

Tourism industry plays an important role in stimulating the economy, especially in Indonesia where one of the main contributor to the economy is coming from tourism industry. However, the tourism industry is not equally balance in every area. For example in Jakarta, rather than the tourism industry, its main focus is leaning towards business industry more. There are also not so many tourists, both locals and foreigners, coming to Jakarta for vacation purposes. Most of the tourist come to Jakarta either for business, or education. Although Jakarta is rarely used as destination for vacation, Jakarta offers a great deal between modern and traditional culture, which are important aspects in tourism. Another important aspect in tourism is the environmental friendly practices that recently came to light. The concern regarding the worsening condition of physical environment has increased and people starting to find a way to minimize the impact. Some hotels in Jakarta also has adopt those practices and apply it to their hotel, including in Hotel Borobudur. Hotel Borobudur is one of the most well-known hotel in Jakarta because of its long standing existence, strategic location, 5-star hotel, with so many facilities available that other hotels cannot offer. Aside from its excellent quality that Hotel Borobudur has, social media also plays a big role in selling their product and services. Consumers coming or booking from Online Travel Agents (OTA) has become the highest market segment for Hotel Borobudur. However the competition that Hotel Borobudur faced is getting fiercer, therefore in order to retain their place in the competition, Hotel Borobudur have to make a strategic move to become the market leader. In support for Hotel Borobudur, this research is conducted to give additional suggestion to the hotel, based on the scientific analysis. This research conduct analysis through internal and external method using quantitative and qualitative approach, the quantitative analysed the customers’ perspective regarding social media exposure, environmental attitude, and willingness to purchase that will be measure in hypothesis testing analysis. Meanwhile, the qualitative is based on the author personal objective that is analysed through SWOT, TOWS, and Blue Ocean Shift analysis.