E-marketing Implementation at Mandapa, a Ritz-Carlton Reserve

Putra, I Kadek Andika Khanna Triana and Ernawati, Ni Made and Susanto, Budi (2022) E-marketing Implementation at Mandapa, a Ritz-Carlton Reserve. Repositori Politeknik Negeri Bali.

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Abstract

This study aims to identify the implementation of E-marketing in a five-star hotel in Ubud, Bali namely Mandapa, a Ritz-Carlton Reserve in the face of low demand situation in hospitality industry during the pandemic. The research method used is a qualitative method with data analysis using the approach of Interactive Model from Miles and Huberman data analysis techniques. Data were collected by using observation, interview, and documentation techniques. The study also uses the theoretical based a combinationof the Four Major Components for E-Marketing Strategy by Sexton (2010) and 6i elements of e-marketing model by McDonald and Wilson (1999) which consist of internet objectives,messages, effort, interactivity, individualization, and integration. The results of this study indicate that the hotel used 6 of 7 forms of e-marketing which are e-mail marketing, websites, banner advertisement, online affiliate marketing, social media and search engine marketing, which were analyzed using the 6 elements of e-marketing used in this research. It further discovered that, some improvement still needs to be made such as for the website need to be updated the photos of the property with actual facilities, and integrate the website with official social media link.

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