Event Product Development Management at Sanctoo Suites & Villas

Hanum, Fauzia Isti (2025) Event Product Development Management at Sanctoo Suites & Villas. Masters thesis, Politeknik Negeri Bali.

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Abstract

Sanctoo Suites & Villas has positioned itself as a boutique destination resort that emphasizes exclusivity privacy and integration with natural surroundings which has prompted a focus on developing event products that cater to the event segment and other curated experiences. The research aimed to examine how event product development is implemented and to identify a model that can enhance strategic growth for the property. Qualitative methods were employed including in-depth interviews with key personnel such as the General Manager Sales Manager Human Capital Manager and Digital Marketing Manager as well as Focus Group Discussions observations and document studies to gather comprehensive insights into operational practices and strategic planning. The findings reveal that Sanctoo currently offers thematic event packages such as intimate garden weddings corporate retreats family gatherings and culinary experiences that leverage internal partnerships with Bali Zoo while emphasizing privacy natural settings and personalized service. Constraints such as limited indoor venue capacity insufficient audiovisual equipment and limited specialized human resources were identified as barriers to more complex and innovative offerings.Market development has primarily targeted the local event segment relying on repeat business seasonal promotions and relational approaches through direct sales and offline agents while opportunities for expansion to professional communities and educational institutions outside Bali remain underexplored. The study indicates that integrating strategic planning organizing execution and control functions based on POAC management alongside Ansoff matrix strategies for product and market diversification can strengthen Sanctoo’s positioning as an exclusive event-based resort and support sustainable growth in both current and new market segments.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Bali Zoo, Event Management, Product Development, Event Segment, Thematic Packages
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Fauzia Isti Hanum
Date Deposited:	17 Sep 2025 15:22
Last Modified:	17 Sep 2025 15:22
URI:	https://repository.pnb.ac.id/id/eprint/21507

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