Digitalizations of Marketing Mix As A Business Strategy at Holiday Resort Lombok

Kusuma, I Ketut Murta Jaya (2024) Digitalizations of Marketing Mix As A Business Strategy at Holiday Resort Lombok. Masters thesis, Politeknik Negeri Bali.

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Abstract

Holiday Resort Lombok considers need to developing themselves through such a digitalization. Realizing the less ideal of business strategy itself, Holiday Resort Lombok began to make updates in the digital field. Regarding to improve the digital marketing mix of 7p's, this research hassome objectives that need to reach out of the research are analyze the implementation of digitalization of marketing mix as a business strategy at Holiday Resort Lombok and design the appropriate model of digitalization of marketing mix as a business strategy at Holiday Resort Lombok. In this research, the writer used qualitative approach because this study focuses on the analysis or interpretation of the written material in context. In discussing problems contained of the research, there are theory of marketing and sustainable tourism theories that have been relevance to it. The research result shown that the digitalization of the 7p marketing mix at the Lombok Holiday Resort has been implemented in all elements of the marketing mix. These component contribute to the marketing success of a hotel. But the implementation is still very limited and not yet well integrated. The main obstacles faced in relation to implementation are due to factors such as financing, technology, human resources and hotel management planning which have not yet led to comprehensive digitalization. This research produces seven marketing mix digitalization models such as product digitalization models include product, price, promotion, people, process, and physical evidence. Each model has a goal arragement, methode, action plan, and follow up. 1). Product digitalization goal arrangement to digitalize all products and hotel services. 2) Price 3). Place digitalization goal arrangement to implement a virtual concierge or chatbot to assist guests with information and booking. 4). Promotion digitalization model goal arrangement to leverage data analytics to understand guest preferences and tailor promotional strategies accordingly. 5) People digitalization model goal arrangement to encourage staff to actively engage with guests through digital channels, such as responding to online reviews and inquiries. 6) Process digitalization goal arrangement is digitize and streamline hotel operations. 7). Physical evidence digitalization goal arrangement to incorporate digital signage, smart room technology to enhance the physical environment and guest experience. Digitalization of the marketing mix in hotels has become essential due to the increasing dependence on digital technologies and the changing customer behavior in the hospitality industry. Therefore, the hotel management should implement all the models resulting from this research as a new business strategy. This research still has limitations. The designed model has not been validated. It is hoped that hotel management and other researchers will carry out validation tests on the models that have been created to make it more perfect.

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