Ujung Loka Meeting Room Development to Strengthen Ujung Landasan Restaurant & Convention Hall In Overcoming Mice Business Challenges

Muncar, I Gusti Ngurah (2025) Ujung Loka Meeting Room Development to Strengthen Ujung Landasan Restaurant & Convention Hall In Overcoming Mice Business Challenges. Masters thesis, Politeknik Negeri Bali.

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Abstract

The MICE (Meetings, Incentives, Conventions, Exhibitions) industry faces significant challenges post-COVID-19 pandemic, particularly regarding consumer preference shifts toward indoor venues with integrated technology. This research analyzes the development of Ujung Loka Meeting Room as an effort to strengthen Ujung Landasan Restaurant & Convention Hall's position in addressing MICE business challenges in West Lombok. The study employs a descriptive qualitative method with data collection techniques including participatory observation, in-depth interviews, Focus Group Discussions (FGD), and documentation studies. Project implementation utilizes the POAC (Planning, Organizing, Actuating, Controlling) management framework for transforming a 500m² semi-outdoor space into a modern indoor venue with integrated audio-visual technology. Research findings demonstrate successful transformation that increased room occupancy, revenue per event, and shifted perception from "alternative venue" to "primary destination of choice" for small-to-medium scale MICE events. Data shows 85% of corporate clients demand venues with hybrid meeting capabilities, and 72% value integrated technology solutions. The research produces the MISE (MICE Integrated Service Excellence) model that integrates four main pillars: Space Renewal, Supporting Facilities, Management System, and Marketing Strategy. This model creates two competitive advantages: advanced hybrid meeting technology and local F&B excellence integration. MISE model implementation successfully optimized occupancy, enhanced competitive differentiation, and built customer loyalty, strengthening Ujung Landasan's position in West Lombok's MICE industry.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	MICE Industry, Hybrid Meetings, Venue Development, Competitive Advantage, Digital Transformation
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	I Gusti Ngurah Muncar
Date Deposited:	13 Aug 2025 08:03
Last Modified:	13 Aug 2025 08:03
URI:	https://repository.pnb.ac.id/id/eprint/16117

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