Hotel Room Marketing Strategy during the January-December 2019 Period in the City of Parepare, South Sulawesi

Abstract

Hotel room occupancy rates/sales tend to show a graphical decline in the last three years. The purpose of this study was to determine the marketing strategy for hotel rooms in Pare-pare City, South Sulawesi. This type of research is descriptive qualitative research. Data regarding marketing strategies will be obtained through direct interviews and circulating questionnaires with employees of the front office of the hotel, employees of the marketing division of the City of Parepare. The data used in this study were collected using several techniques, namely: questionnaires, interviews, observation, and documentation techniques. There are several marketing strategies carried out by hotel management who are respondents in this study, one of which is through the internet. This is believed to be a powerful tool for marketing products (hotels). Also, the strategy taken to market the rooms is through private companies, State-Owned Enterprises (BUMN), Government Agencies, and Travel Agencies in Parepare City