E-marketing at Mandapa, a Ritz-Carlton Reserve

Putra, I Kadek Andika Khanna Triana and Ernawati, Ni Made and Susanto, Budi (2022) E-marketing at Mandapa, a Ritz-Carlton Reserve. Undergraduate thesis, 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. Whilst, the purpose of this research is to identify and define the e-marketing forms based on the theory put forward by Ahmadi, et al. (2013) which consist of e-mail marketing, website, social media, banner advertisement, online affiliate marketing, sponsorships, and search engine marketing. The study also uses the theoretical based a combination of 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 update the photos of the property with actual facilities, and integrate the website with official social media link. Vice versa, the official social media of the hotel also needs to manage the use of website link section in the social media mainly to put the website address of Mandapa, a Ritz-Carlton Reserve. For banner advertisement, the marketing team could consider to put the banner advertisement on more websites and regularly maintain the integration between banner advertisement with the link embedded. For e-mail marketing, need to put the website and social media on the e-flyer and in the future could consider to use Marriott Bonvoy platform to promote offers to its users database. It is expected that the result could become feedback to Mandapa, a Ritz-Carlton Reserve to improve the effectiveness of their marketing activities, and this study finding could become a reference for scholars.

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