Marketing Strategy to Increase Room Occupancy Rate at Aston Sunset Beach Resort Gili Trawangan

Andri Gunawan; Dhea Ananda Chantika Rahman; Putu Rio Satria Mahaditha; I Made Ngurah Satria Wibawa Oktaviadi; I Made Andika Pramudya Utama Winada; Ketut Surata; Putu Utama

doi:10.55927/fintech.v3i1.12238

Authors

Andri Gunawan Program Pascasarjana Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Dhea Ananda Chantika Rahman Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Putu Rio Satria Mahaditha Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali
I Made Ngurah Satria Wibawa Oktaviadi Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali
I Made Andika Pramudya Utama Winada Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Ketut Surata Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Putu Utama Program Pascasarjana, Magister Terapan Pariwisata, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/fintech.v3i1.12238

Keywords:

Marketing of Room Occupancy, SWOT, IFAS, EFAS

Abstract

In this study, the marketing strategy in increasing room occupancy rates at Aston Sunset Beach Resort Gili Trawangan is reviewed. This study uses a descriptive qualitative approach to examine the marketing strategy in increasing room occupancy rates at Aston Sunset Beach Resort Gili Trawangan, the purpose of this study is to determine the right marketing strategy in increasing room occupancy rates at the Aston Sunset Beach Resort Gili Trawangan Hotel. The analysis tool used is SWOT Analysis consisting of IE Matrix, IFAS / EFAS, and SWOT Matrix. Based on the analysis, it is known that the position of Aston Sunset Beach Resort Gili Trawangan is currently in quadrant V, namely the stability strategy position with an IFAS score of 2.62 and an EFAS score of 2.53. In the SWOT / TOWS matrix, there are four alternative strategies that can be applied by Aston Sunset Beach Resort Gili Trawangan, namely Optimizing cooperation with travel agents, Increasing promotion through social media and other online platforms to reach a wider audience.

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