Strategi Pemasaran Dengan Menggunakan Analisis SWOT Pada Hotel ( Studi Kasus Pada Lotus Garden Hotel )
DOI:
https://doi.org/10.30737/jatiunik.v4i2.1618Keywords:
Lotus Garden Hotel, Hotel Business, SWOT Analysis, Marketing StrategyAbstract
The development of the hotel business in Indonesia has seen a significant increase. The development of the hotel business in Indonesia can be seen based on the increasing number of tourist destinations in Indonesia and the growing number of hotels in Indonesia. One of the hotels used for research is the Lotus Garden Hotel which is located in Kediri City, East Java. This study aims to determine and determine the strengths, weaknesses, opportunities, and threats contained in the Lotus Garden Hotel. To find out an effective strategy to increase consumers at the Lotus Garden Hotel. Run using a quantitative descriptive approach. The data used were giving questionnaires to the employees of the lotus garden hotel. It was found that the lotus garden hotel had more strengths than weaknesses, and also had more opportunities than threats. Based on the SWOT analysis, Lotus Garden Hotel is in quadrant I position on the SWOT diagram. Based on the SWOT matrix analysis, strategies that can be formulated are SO, WO, ST and WT strategies and are supported by growth-oriented strategies of business.
Perkembangan bisnis perhotelan di indonesia terjadi kenaikan yang cukup besar. Perkembangan bisnis perhotelan di indonesia bisa dilihat berdasarkan meningkatnya jumlah tujuan wisatawan di indonesia dan bertumbuhan jumlah hotel di indonesia. Salah satu hotel yang dijadikan penelitian adalah Lotus Garden Hotel yang terletak di Kota Kediri, Jawa Timur. Penelitian ini bertujuan untuk mengetahui dan menentukan kekuatan, kelemahan, peluang, dan ancaman yang terdapat di lotus garden hotel. Untuk mengetahui strategi yang efektif untuk meningkatkan konsumen pada Lotus Garden Hotel. Dijalankan menggunakan pendekatan deskriptif kuantitatif. Data yang digunakan adalah memberikan kuesioner kepada karyawan/ tenaga kerja lotus garden hotel. Dihasilkan bahwa lotus garden hotel memiliki kekuatan lebih dari kekurangannya, dan juga memiliki lebih banyak peluang dibandingkan dengan ancaman. Berdasarkan analisis SWOT Lotus Garden Hotel berada pada posisi kuadran I pada diagram SWOT. Berdasarkan analisis Matriks SWOT, strategi yang dapat dirumuskan adalah strategi SO, WO, ST dan WT yang didukung oleh sebuah strategi dengan berorientasi dalam pertumbuhan usaha.
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