The Influence of Direct Booking and Indirect Booking Distribution Channels on Room Revenue at Movenpick Resort & Spa Jimbaran Bali

Kartika, I Wayan Adi Karang and Astawa, I Ketut and Ernawati, Ni Made (2022) The Influence of Direct Booking and Indirect Booking Distribution Channels on Room Revenue at Movenpick Resort & Spa Jimbaran Bali. Repositori Politeknik Negeri Bali.

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Abstract

To achieve the target of room revenue, marketing management at the hotel should encourage sales activities and cooperate with distribution channels. The impact of the Covid-19 pandemic and the tight competition that occurs in the hotel industry has caused the hotel management to be able to determine the right distribution channel to distribute the product to the customers. This study aims to find out and analyze the effect of room sales through direct booking distribution channels and indirect booking both partially and simultaneously to the room revenue. The research is at The Movenpick Resort and Spa Jimbaran Bali by using quantitative method with secondary data. The data analysis technique used are classical assumption test, t test, multiple linear regression test, F test, and coefficient of determination analysis. The result of simultaneously research indicate that the variable of distribution channel of direct booking and indirect booking have positive and significant effect to room revenue. The result of determination coefficient analysis shows that the value of R2 equal to 0,756, indicating that 75,6% of room income variable can be explained by both independent variables. While the rest of 24,4 % is explained by other variables outside the two variables used in this study. The revenue and reservation department in Movenpick Jimbaran Bali is expected to maintain room sales through indirect booking channels and be able to increase room sales through direct booking distribution channels since the contribution provided by direct booking is still low compared to the indirect booking. Keywords: Distribution Channels, Direct Booking, Indirect Booking and Room Revenue

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