Perumusan Strategi Pemasaran Hotel di Bali
DOI:
https://doi.org/10.47747/snfmi.v2i1.2334Abstract
The increase in tourist visits to Bali from January to February 2024 was 33.50 percent compared to the number of visits in the same period in 2023. The increase in the number of visitors has the potential to affect the growth of the hotel industry in Bali. This will impact Hotel ABC Sanur, so a study was conducted to analyze internal and external factors to determine the current and future business position of Hotel ABC Sanur. This study uses a descriptive approach. Interviews, direct observation, and literature studies carry out data collection methods. The data analysis method in this study uses EFAS, IFAS, and a nine-cell matrix. The study results show that in 2024, the business position of Hotel ABC Sanur will be in quadrant V (Hold & Maintain). Predictions in 2025-2030: The business is in quadrant IV (Growth & Build), so the industry needs to focus on market penetration, market development, and product development by maximizing brand orientation, which can be used as a company advantage. The theoretical implications of this study provide empirical contributions to the development of theory, especially in management. The practical impact of this research can give input to Hotel ABC Sanur through determining marketing strategies.
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