PROPOSED MARKETING STRATEGY FOR A RESORT HOTEL AFFECTED BY THE COVID-19 PANDEMIC (CASE STUDY: KUSUMA AGROWISATA RESORT & CONVENTION HOTEL)

• Main Author: Ramadhanti, Rizqkarima
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65401
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic continues to spread throughout the world, causing chaos on a variety of industrial sectors. The service industry, whose entire operation involves a high degree of client touch, is unable to maximize its output during periods of social restriction. Batu is one of East Java's most recognized tourist destinations due to its natural beauty. Batu, as a tourism destination, has a variety of hotels to facilitate activities. As one of the top hotels, Kusuma Agrowisata Resort and Convention Hotel was not immune to the COVID-19 pandemic's impact. This study collects primary data using a combination of qualitative and quantitative methodologies. Internal interviews and questionnaire distribution to visitors of Kusuma Agrowisata Resort and Convention Hotel served as the primary data collection methods for this study. While secondary data is gathered from sources such as the internet, published papers, journals, and internal data. The internal and external conditions of Kusuma Agrowisata Resort & Convention Hotel are analyzed in this study. To gain a better understanding of the environment, a STP, 7Ps Marketing Mix, VRIO, and Porter's value chain analysis were used to determine which resources of the company could be optimized. The external environment is analyzed using PESTLE, Porter's five forces, customer, and competitor analysis. It is expected that the new formulation strategy, which includes the development of a new STP and 7ps Marketing Mix, will assist Kusuma Agrowisata Resort and Convention Hotel in determining its position and business opportunities.