BUSINESS STRATEGY DEVELOPMENT ON RESORT HOTEL WHICH AFFECTED BY TSUNAMI AND COVID-19 PANDEMIC (A CASE STUDY: PT. HOTEL TEPI PANTAI)
The Tsunami and the COVID-19 Pandemic are two things that have slumped 'Tepi Pantai' hotels. As a resort hotel, this situation is exacerbated by the location of the hotel, which is in a remote location, near the North Sea of the island of Java. The research was conducted using qualitati...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/56031 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The Tsunami and the COVID-19 Pandemic are two things that have slumped 'Tepi Pantai' hotels. As a resort hotel, this situation is exacerbated by the location of the hotel, which is in a remote location, near the North Sea of the island of Java.
The research was conducted using qualitative and quantitative methods. The hypothesis is identified by using three variables: 'Price', 'Facilities and Buildings', and 'Service Quality'. Those three variables are used to determine the 'Intention to Stay' of hotel visitors. The data used for analysis were obtained through surveys/questionnaires, interviews, Focused Group Discussions (FGD) and literature studies. The results of the survey using the Likert Scale were processed using statistical tests. From the analysis using Multilinear Regression, the equation Y = - 0.129 + 0.453 X1 + 0.458 X2 + 0.126 X3 is obtained. Of the three research variables, 'Buildings and Facilities' have the greatest influence to the 'Intention to stay' with magnitude 0.458. The variable 'Price' has an effect to the 'Intention to stay' with a magnitude of 0.453, and then followed by the variable 'Quality of Service' with a magnitude of 0.126.
By formulating strategies using the TOWS Matrix and Porter's Generic Strategies, the Tepi Pantai hotels must have several differentiation strategies to survive through debt refinancing, operation efficiency, disaster management, rejuvenate building and facilities, re-image business opportunities, re-define sales & marketing strategy, end to end system integration, and deliver contactless hospitality. |
|---|