Abstract
This research aims to analyze the appropriate promotional strategies in increasing the occupancy of the Zodiak Kebon Kawung Hotel Bandung. 15 respondents were taken as a sample of research using purposive sampling from employees of executive sales and executive e-commerce at Zodiak Kebon Kawung Hotel. The analysis used is a SWOT analysis consisting of internal factor analysis factor (IFAS) matrix, external factor analysis summary (EFAS) matrix, external-internal matrix (IE), cartesian diagram and SWOT matrix. These are the position of growth strategy with IFAS score = 2.21, EFAS = 2.50, dan SWOT Matrix; 1) SO strategy ie accessibility of adequate means of transportation, modern hotels; 2) ST strategy that is not expensive and supported by security; 3) WO Strategy that is to improve human resources, facilities and infrastructure of water and sewage treatment, improvement of in-room facilities; 4) WT strategy is to avoid the transfer of educated and experienced personnel.
Highlights
The high influence of the tourism industry on foreign exchange earnings of the country makes it as one of the sectors to consider its development
The calculation uses the SWOT matrix (Table 3) internal factors analysis summary that the power insternal factor has a total of 1.37 of the weighted product, the insider’s internal factor rating has a total of 0.84, from the weighted and rating results, if the strength factor set aside by the weakness factor will result the weight of 0.53 on the axis of strength is based on the requirements applicable to the SWOT analysis theory of external factors analysis summary
The calculation uses a SWOT matrix of external factors analysis summary (Table 4) that the external factor of opportunity has a total of 1.67 of the weighted and rating multiplications while the external threat factor has a total of 0.83 of the weighted and rating results, if the probability factor is set aside by the threat factor will result weights 0.84 on the axis of opportunity, this is based on the requirements applicable to SWOT theory analysis of external factors analysis summary
Summary
The high influence of the tourism industry on foreign exchange earnings of the country makes it as one of the sectors to consider its development. Based on data obtained from the branding Wonderful, the competitiveness of Indonesian tourism experienced a sharp jump from 2013 to 2017, which is from the 70th to the 42nd (Liputan6.com (Ibo,2018)). This is in line with the increasing number of foreign and domestic tourists who visit Bandung to enjoy the various destinations and attractions that are available. Pasir Kaliki Cicendo Bandung, managed by Kagum Group and operated since 2011 This hotel has 2 type of room, function, meeting room, ballroom, restaurant, and room facilities that sufficient with budget hotel type. This hotel has many similar competitors that are located not far from the hotel
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