E-Marketing Strategy to Increase Room Revenue at Royal Tulip Springhill Resort Jimbaran

Adnyani, Ni Kadek Novi and Winia, I Nyoman and Mataram, I Gusti Agung Bagus (2022) E-Marketing Strategy to Increase Room Revenue at Royal Tulip Springhill Resort Jimbaran. Repositori Politeknik Negeri Bali.

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Abstract

This research to fine the variables that are strengths, weaknesses, opportunities and threats, as well to determine e-marketing strategies that can be applied to increase room revenue at Royal Tulip Springhill Resort using SWOT analysis, IFAS EFAS analysis and IE matrix. Data were collected by means of observation, interviews, literature, documentation, and questionnaires. Data analysis methods are descriptive qualitative, quantitative, IFAS EFAS matrix, IE matrix and SWOT analysis (strength, weakness, opportunity, and threat). Sampling in this study used a purposive sampling technique with the number of respondents consisting 8 people from the Sales and Marketing department. The results of this analysis indicate that the position of Royal Tulip Springhill Resort is cell V (five) position, namely the concentration strategy through horizontal integration or stability (no change in profit). That is, this company is in a moderate attractive industry, the strategy used is a relatively more defensive goal, namely avoiding losing sales and losing profits. Based on the SWOT analysis used, it was found that alternative strategies that can be used to increase room revenue are looking for new markets, expanding market share and partners through e-marketing which has been implemented by providing daily content for social media owned by hotels and OTA. Taking advantage of Bali holidays and tourist attractions for online promotion media. The advice given to the management of Royal Tulip Springhill Resort is to implement 11 strategies from the results of the analysis through e-marketing, such as websites, social media and OTA to increase hotel room revenue.

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