Abstract
Purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the South Sumatra regional government. This study was designing an experiential marketing strategy for hotels owned by the South Sumatra regional government and designing an experiential marketing model for hotels owned by the South Sumatra regional government. Research stage was divided into 3 phases, that was: analyzing the marketing strategies that had been carried out so far, designing experiential marketing strategies and designing experiential marketing models for hotels owned by the South Sumatra regional government. This study was to design experiential marketing strategies and experiential marketing models that were suitable for marketing hotels owned by regional government of the South Sumatra Province so that they could compete with other hotels in South Sumatra. Survey method by distributing questionnaires to hotel customers owned by regional government of the South Sumatra Province. Results showed that the marketing strategy used hotels owned by the South Sumatra regional government was still simple, so it required experiential marketing strategies to increase the number of occupants, and from the experiential marketing model showed that brand image affected customer satisfaction and experiential marketing affected the value of experience, where customer satisfaction and the value of experience had influences customer loyalty.
Highlights
Tight competition is a challenge or threat to business people
Market Strategy Based on the results of the research showed that the characteristics for hotels owned by the South Sumatra regional government when viewed from the reason for staying the most was due to holidays (47%), based on the highest gender of women (52.5%), the most marriage statuses were married (75.5 %) and based on most jobs were private employees (52.5%)
An experiential marketing strategy for hotels owned by regional government of the South Sumatra Province Marketing strategies carried out by hotels owned by the South Sumatra regional government had not been able to increase the number of occupancies
Summary
Tight competition is a challenge or threat to business people. In order to win the competition, every business person must always learn it so that it can produce creative ideas that enable products that are attractive to consumers. Hospitality business competition in Indonesia is getting tighter with the entry of international-standard hotels into Indonesia. At present in Indonesia, there are 72 international-standard hotel brands spread throughout Indonesia (Wikipedia) such as; Accor, Aston International, Hilton Hotels, Hyatt, Ibis, Marriot, Best Western, Bajo International and so on. The more international hotels will be a threat to domestic hotels. This condition demands domestic hospitality business players to survive in very tight competition
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