PROPOSED BUSINESS STRATEGY FOR ATLANTIC CITY HOTEL FACING THE COVID 19 PANDEMIC

• Main Author: Permana Rachman, Gilang
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62826
• Institution: Institut Teknologi Bandung

As the supporting industry of the economic sector, the tourism industry has been impacted profoundly by the Covid-19 pandemic. The social activities restrictions in the early pandemic, from March to June 2020, became the biggest disaster for the tourism industry, especially the hospitality industry. Based on the collected data, around 500 hotels have closed permanently and temporarily since April 2020. Atlantic City Hotel is one of the hotels that survived this pandemic even though some financial restrictions have done caused by the decreasing income impact of the low occupancy rate. In this research, two kinds of data are used to obtain the information, namely, primary and secondary data. Primary data is obtained by interviewing some interviewees related to the hospitality industry and business strategy and spreading the questionnaires about customers' preferences when choosing the hotel during the pandemic. While secondary data is reached from articles, journals, books, reviews through personal blogs or travel applications. Primary and secondary data are then analyzed using the PESTEL framework, Porter's Five Forces framework, and Perceptual Mapping framework to understand the external condition. On another side, the Resources-based view framework, Value Chain Analysis, and reviewing existing business model canvas are used to know the internal conditions. The analysis that has been done then processed using some methods such as SWOT analysis, TOWS matrix, Porter's Generic Strategy, Diamond Strategy, and adjusted Business Model Canvas. These methods will consequence business solutions for Atlantic City Hotel facing the Covid-19 pandemic, such as Hotels can still use the cost-leadership strategy, but the hotel should improve their standard of service. In addition, improvements in technology and its use for innovation activities can also be made. Technology is also used as a marketing tool, covering the lack of hotel facilities and preventing the spread of the COVID-19 virus.