Abstract
This research is conducted to find out the application of online promotion strategy to increase room occupancy at W Bali – Seminyak because in the last three years, there was a fluctuation of room occupancy especially made by online booking source. The research objectives are to formulate promotional strategy of W Bali – Seminyak, prioritizing online promotion that can be applied by the hotel to achieve the occupancy target. The method used in this research are participant observation, interview, questionnaire and documentation with 7 key informants from sales and marketing department. The data in this research is analyzed by using the combination of qualitative and quantitative analysis; IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), IE (Internal-External) Matrix, SWOT (Strengths Weaknesses Opportunities Threats) and QSPM (Quantitative Strategic Planning Matrix).The results of IFAS matrix shows; the major strength is the hotel provides complete information at hotel website, social media, brochure, magazine and newspaper meanwhile the weakness is the hotel does not have their own magazine. The EFAS matrix shows if one of the opportunities is level of safety in Bali relative conducive and the threats is many similar hotels around Seminyak area which offer lower price. The SWOT analysis gives 8 alternative online promotions with the highest TAS (Total Attractive Score) is 99,32. Thus, the main strategy recommended is developing special package with affordable price in low season. The study results are expected can be used by managements to develop the online promotion strategy theoretically and enrich the reference especially on promotion strategy.
Highlights
Promotion is one of important element in marketing process because promotion can be defined as one of ways of communication form of company to reach the target market (Budi, 2013:102)
W Bali–Seminyak has existed for eight years, they still need to develop the digital promotion strategy to maximize the profit of the company especially during low season
The objectives of this research are to find out the internal factors, external factors of promotion mix that influence digital promotion strategy and to find out the appropriate digital promotion strategy applied by W Bali–Seminyak to increase the room occupancy
Summary
Promotion is one of important element in marketing process because promotion can be defined as one of ways of communication form of company to reach the target market (Budi, 2013:102). Promotion can be described as an effort to promote company products even goods and services by informing and persuading prospective customers in appropriate communication in order to make them happy and interest towards the products In this modern era the technology in the world is growing rapidly and people could not deny its existence. The purpose of electronic marketing is to utilize the internet and any form of electronic communication in order to communicate with prospective and target markets in the most cost-effective ways and to be able joint working with certain organization with which there is common interest (World Tourism Institution in Vucetic, 2016: 132) By this reason, at this moment most of hotel companies like W Bali– Seminyak is using digital promotion and internet features as an easy way to be connected to their prospective customers in order to convey the information of products and services of the company. The objectives of this research are to find out the internal factors, external factors of promotion mix that influence digital promotion strategy and to find out the appropriate digital promotion strategy applied by W Bali–Seminyak to increase the room occupancy
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