Abstract
The present study discusses a SWOT analysis of online reservation applied in HSovereign Hotel, Tuban, Bali. The hotel expects to obtain the easier and faster services in room reservation in hotel sectors by using internet media through online process (e-commerce). However, there are several challenges occur in practice as seen in HSovereign Hotel. As a result, the quality of thereservationservices is considered bad, not professional, and ultimately gives impact upon consumers’ satisfaction. Therefore, the problem that will be observed in the present study is how the advantages, disadvantages, opportunities and threats of e-commerce usage in HSovereign Hotel can be identified. A descriptive-qualitative research is the type of the present study. The data of the present studywere obtained from observation, interview, and documentation in order to find out the advantages, disadvantages, opportunities and threats of online reservation in H Sovereign Hotel. Furthermore, the theories used in the present study are: hotel, reservation, room online reservation, definition of e-commerce, and room occupancy rate. The data were presented in both analytical descriptive and narrative, and also supported by presenting tables, maps, and figures. Based on the result of analysis, the advantages of e-commerce usage in online reservation services which attracted more residents to come is the effectiveness of online reservation system in H Sovereign Hotel. On contrary, the disadvantages of online reservation relies on its dependency oninternet connection and server system in H Sovereign Hotel. The opportunity can be identified from using online reservation is it could be a media promotion which enables consumers to reserve in the last minute, and the threats found are cancellations ensue and fake bookings that extremely threaten information system of room reservation in H Sovereign Hotel.
Highlights
The growth of internet as an online system, especially the existence of ecommerce in hotel sectors has becomethe initiation of the present study
In a state of euphoria of using e-commerce that has implemented in hotel sector, especially in online reservation, by taking H Sovereign Hotel as the object of research, it is found the advantages, disadvantages, opportunities, and threats
The strength of online reservation is it is easy to employ than the conventional reservation, and apparently it extremely contributes the increase of room occupancy in H Sovereign Hotel
Summary
The growth of internet as an online system, especially the existence of ecommerce in hotel sectors has becomethe initiation of the present study. Applying ecommerce in practice has some disadvantages that eventually become certain challenge in achieving good service especially in reservation This phenomenon occurs in H Sovereign Hotel which located in Tuban, Bali. The urgencies of this research will be the attempts to analyze the advantages, disadvantages, opportunities and threats of online reservation system by taking a case study in HSovereign Hotel that never been done before in this hotel. To answer the research problems exist in the present study, the data were analyzed in SWOT matrix to compare the internal factors; advantages and disadvantages and the external factors; opportunities and threats. The second one was the consumer satisfaction theory that explains the expectation for service quality and the reality Both theories were used since they are very relevant to analyze the condition of H Sovereign Hotel and to answer the research problems
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