Penerapan Tri Hita Karana Sebagai Aplikasi Marketing 3.0 The Royal Pita Maha Resort

Abstract

Ubud the potential for its natural beauty has begun to attract investors in developing hotels and resorts. This has led to fierce competition. One method that can be used is to apply the strategy of marketing 3.0. Tjampuhan Group have long been developing a hospitality business based on the culture of the Tri Hita Karana concept. The purpose of this research is to understand the basis for selecting the brand “The Royal Pita Maha Resort” as seen from Barney's Resource Based View and to describe the marketing strategy of The Royal Pita Maha Resort as seen from Kotler's marketing 3.0. The research method used is a qualitative method. The data collection technique is in the form of literature study. The results showed the brand has competitive power, because it has been familiar to foreign tourists since the 1930s. The implementation of The Royal Pita Maha strategy has implemented marketing 3.0 and is based on Tri Hita Karana (THK) where the construction of this hotel is not only focused on commercial but also tries to balance commercial, social, cultural and spiritual. Positioning, differentiation, and branding have a positive and significant effect on competitiveness at Hotel The Royal Pita Maha Resort. The impact resulting from the implementation of THK-based marketing 3.0 is positive impact. The positive impacts resulting from the application of THK-based marketing 3.0 is an economic, social, environmental and spiritual impacts. Keywords: Tri Hita Karana, Marketing 3.0