Hotel Marketing Strategies Research Articles

Peran Brand Image dan Social Media Marketing dalam Repeat Purchase Pada Media What’s New Bali

This study examines how brand image and social media marketing influence repeat purchases on What's New Bali media. The study uses a qualitative research method. The number of respondents used in this study were 5 respondents from 5 five-star hotels in ITDC who had made repeat purchases on What's New Bali media twice or more. The data collection procedure in this study used interview guidelines. The results obtained in this study prove that there is an influence of brand image and social media marketing on repeat purchases. With the need for a marketer to expand hotel awareness and implement hotel marketing strategies in social media, it can influence repeat purchases on What's New Bali media.

Analisis Inovasi Berbasis Teknologi Dalam Keunggulan Bersaing Pada Pengalaman Pelanggan Serta Loyalitas Pelanggan Di Industri Perhotelan Kabupaten Jember

This research aims to examine technology-based innovation in competition excellence, customer experience, customer loyalty in the hotel industry in Jember Area. So that through this research we can provide reference ideas for stakeholder partners, namely Hotel Indonesia Jember Branch and Restaurant Association (PHRI) and more specifically hotel services business actors as a reference in making policies in responding to hotel marketing strategies that correlate with customer practices and customer loyalty. This The research aims to find out and test technology-based innovation competitively excellence, customer experience, customer loyalty in the hotel industry (Case III Star Hotel Study in Jember Regency). The population of this study is Hotel guests. This activity stage begins with a survey, namely testing research instrument. After obtaining a valid instrument, the research team then left go to the field to dig up information by interviewing and distributing questionnaires to obtain primary and secondary data. The data obtained are processed using a statistical processing application program. The next stage is prepare a final report based on the results of data and scientific analysis publication as the output of this research.

The Analysis of service quality and price on consumer loyalty through customer satisfaction as a mediating variable during the Covid-19 transition period (case study of 4-stared hotels in Jember)

This research focuses on the Jember Branch of the PHRI (Indonesian Hotel and Restaurant Association) Association as the main reference in formulating hotel marketing strategy policies, both during the transition period of the COVID-19 pandemic and after. Quantitative methods using SPSS 21 were used in this study, with the population consisting of hotel visitors who had stayed at four-star hotels in Jember City. This research began by conducting surveys and testing research instruments. After obtaining valid instruments, surveys are conducted through interviews and questionnaires to collect primary and secondary data. The collected data is then processed using the SPSS statistical application. The next step is to compile a final report based on the results of data analysis, as well as produce scientific publications as an output of this research. The results showed that service quality has a significant influence on customer loyalty and satisfaction. In addition, price also affects customer loyalty and satisfaction at Four Star Hotels in Jember Regency. Customer satisfaction, in turn, affects customer loyalty, as well as mediates the relationship between service quality and price with customer loyalty to Four Star Hotels in Jember Regency.

Generative AI in Hotel Marketing

This paper verifies the capacity of generative AI (ChatGPT in particular) to design a marketing strategy for a hotel by using the example of a 5-star property in the centre of Lisbon. The indicative solutions and reflexive tactics suggested by Dwivedi et al. (2023) were used to develop the prompts based on which ChatGPT designed the hotel's marketing strategy. The proposed approach incorporates the marketing mix elements, including digital marketing tips, the competitive set definition, a name for a marketing campaign, a logo, identification of an appropriate partner and suggested cross-selling actions. This is one of the first attempts to utilise generative AI to design a marketing strategy for a product/service. The findings of this research verify the previous assumption that ChatGPT can write it!

Implementation of digital marketing at the Grand Kutilang Syariah Hotel Bandar Lampung during the recovery period after the Covid-19 pandemic: A sharia business perspective

IntroductionPrevious studies have analyzed the application of digital marketing in the hotel industry during the Covid-19 pandemic. However, research on digital marketing in the context of the hotel industry with an Islamic approach is still limited.ObjectivesThis study discusses the implementation of digital marketing in a sharia hotel as response to the Covid-19 pandemic. MethodThis study used a qualitative approach with a case study at Grand Kutilang Syariah Hotel Bandar Lampung. Data collection was carried out using questionnaires, and data analysis was carried out using inductive technique.ResultsThe Grand Kutilang Sharia Hotel, as part of tourism and hospitality industry in Lampung Province, employed digital marketing strategies to maintain business continuity during and after the COVID-19 pandemic. The implementation of digital marketing in The Grand Kutilang Sharia Hotel during the Covid-19 pandemic, involves optimizing the use of social media platforms such as WhatsApp, Instagram, Facebook, Twitter, YouTube, and TikTok. This implementation aligns with Sharia business principles.ImplicationsThis study shows the importance of adopting technological advancement in sharia hotel industry. Sharia hotels should take advantage of technological developments to maintain their business.Originality/NoveltyThis study contributes to the literature regarding sharia hotel marketing strategies in facing the crisis.

Customer Value and Its Influence on the Success of Hotel Marketing Strategies in Jember

This research will discuss the influence of customer value as a success factor in hotel marketing strategies in Jember. So that through this research can contribute thoughts to the Jember hotel and restaurant union association and more specifically to hotel service business actors as a reference in taking policies in developing marketing strategies with value. The purpose of this study is to analyze the influence of customer value in the success of hotel marketing strategies in Jember. The data were analyzed by multiple linear regression by partial and simultaneous tests. The results of this study show that partially physical value variables, emotional value variables, intellectual value variables have an influence but are not significant on the success of marketing strategies, while spiritual value variables have a significant influence on the success of marketing strategies, simultaneously or together the variables of physical value, emotional value, intellectual value, spiritual value have a significant influence on the variable success of the hotel marketing strategy in Jember.

Kajian kualitas layanan dan harga terhadap loyalitas konsumen melalui kepuasan pelanggan sebagai variabel mediasi selama masa transisi covid-19

The Jember Branch of the PHRI Association (Persatuan Hotel dan Restoran Indonesia) as a reference in this study to stakeholder partners and exclusively to hotel service entrepreneurs for reference when deciding policies to deal with hotel marketing strategies against the transitional conditions of the Covid-19 pandemic and after. This research uses quantitative research methods. Hotel visitors in this study as a population. This research started from a survey with a test of research instruments. Furthermore, obtaining valid instruments, then conducting surveys to explore information through interviews and questionnaires to obtain primary data and secondary data. The data is processed using statistical processing applications. The next stage is to compile a final report based on the results of data analysis and scientific publications as the output of this research. The results of this study show that service quality has an influence on customer loyalty and satisfaction at Bintang IV Hotels in Jember Regency. Price has an influence on customer loyalty and satisfaction at the IV Star Hotel in Jember Regency. Customer satisfaction has an influence on customer loyalty and influences through the relationship between the influence of service quality and price on customer loyalty to the IV Star Hotel in Jember Regency

J Hotel Marketing Strategy Study

This study takes J Hotel in Shahe City as the research object. First, it analyzes and studies there cent domestic and foreign hotel industry marketing strategies; Secondly, fully investigate and analyze the current macro and micro environment of the hotel industry, and use STP theory for market positioning; Finally, SWOT analysis method is used to comprehensively analyze the development advantages, disadvantages and external opportunities and threats.

Going green: an application of personal value theory to understand consumers visiting intention toward green hotels in Pakistan

PurposePersonal values, ascribed responsibility and green self-identity (GSI) have been analyzed separately for a long time, but a more in-depth investigation is required on the relationships between these variables and their combined effects on consumers' visiting intention toward green hotels. Thus, this study aims to draw on Schwartz's (1992) personal values framework and ascribed responsibility. It expands the Schwartz personal values framework by incorporating GSI as a moderator to understanding consumers' visiting intention toward green hotels.Design/methodology/approachPartial least squares-structural equation modeling was used to analyze 387 responses collected through a self-administered structured questionnaire from hotel consumers in Pakistan.FindingsThe findings revealed that ascribed responsibility and self-transcendence values were significant factors in predicting consumers' intention toward green hotels. Moreover, GSI significantly moderated between self-conservation values, self-transcendence values and attitude. However, the association between self-conservation values and attitude was found insignificant.Practical implicationsThis study can assist hotel management in planning and implementing efficient hotel marketing strategies. Hospitality marketers should heed attention to self-transcendence values, ascribed responsibility and stress on using these aspects to sustain green hotels' adoption.Originality/valueThe study contributes to the literature on the antecedents of consumers' visiting intention toward green hotels by expanding the Schwartz personal values framework by adding ascribed responsibility. Further, the authors incorporated GSI as a moderator to understand consumers' visiting intentions toward green hotels in Pakistan.

Retracted: A Neural Network Model for the Relationship between Hotel Marketing Strategies and Performance Based on Nonlinear Random Matrix Theory

Retracted: A Neural Network Model for the Relationship between Hotel Marketing Strategies and Performance Based on Nonlinear Random Matrix Theory

Analysis of Westin's marketing strategy based on sensory marketing theory

With the rapid development of the economy, the consumer needs of hotel customers also began to become diverse, how to update the hotel marketing means, stimulate the consumer enthusiasm of customers, and promote the purchase of activities, become the focus of the hotel marketing activities. Articles in Westin hotel, for example, illustrates the concept and content of sensory marketing, analyzes the present situation and problems of the hotel marketing senses, and put forward the feasibility of improving the hotel marketing strategies, to help the hotel in the face of the increasingly severe competition, stand out from so many competitors, the quality of the customer's mind become the preferred hotel.

A Neural Network Model for the Relationship between Hotel Marketing Strategies and Performance Based on Nonlinear Random Matrix Theory

The homogenization of hotel competition has become a key problem faced by the hotel enterprises. According to the marketing theory, one perfect marketing strategy will improve hotel performance. Based on nonlinear random matrix and neural network model, this paper empirically analyzes the relationship between different marketing strategies and hotel performance from the aspects of hotel demand collection, strategy support, performance matching, and strategy regulation. The results show that the hotel performance based on product marketing strategies is the best, which has improving hotel performance about 5%. In contrast, the hotel performance based on people-oriented marketing strategies is the worst. Therefore, we believe that the hotel enterprises should pay attention to the adjustment of product structure and the role of people in hotel operation and management. Adjusting product structure, strengthening hotel information construction, and paying attention to talent cultivation play an important role in improving hotel performance, in order to provide useful reference for the development of other hotels.

Assessment of hotel marketing strategies and management regarding the post pandemic covid-19.Case study: the cities of Luxor and Aswan

Assessment of hotel marketing strategies and management regarding the post pandemic covid-19.Case study: the cities of Luxor and Aswan

Effects of brand innovation and marketing dynamic capability on the performance of international hotels

The Covid-19 epidemic has resulted in a dramatic decline in hotel public consumption. Hotel performance must be enhanced through the use of a hotel marketing strategy to compete with others. The aim of this paper is to examine the relationship between the innovation of the brand, dynamic capability of marketing, brand communication, brand experience, and brand performance in Indonesian 3-5 star international hotels. The data for this study were acquired using an electronic questionnaire on Google Forms from 530 customers who stayed in hotels throughout Indonesia prior to and during the Covid-19 pandemic. Smart-PLS 3.2.9 was used to analyze the data using the outer model and the inner model. The findings indicated as follows: brand innovation has a positive effect on brand communication; dynamic marketing capability has a positive influence on brand communication; brand communication directly has a positive effect on brand experience; brand experience significantly has a positive effect on brand performance; brand communication directly has a positive effect on brand performance; brand innovation has a positive influence on brand performance, and dynamic marketing capability has a positive effect on brand performance. This study contributes to the worldwide hotel strategy’s global marketing efforts in order to compete and improve performance in an increasingly competitive hotel business.

호텔이용객의 자기주도성향에 따른 온라인 콘텐츠 신뢰도와 호텔선택속성 차이 연구

The purpose of this study is to present an efficient hotel marketing strategy based on the difference in online content reliability and perception of hotel selection attributes according to the self-directed tendency of hotel users.<BR> The analysis results are as follows. It was analyzed that there was no difference in online content reliability according to self-directed tendencies. As a result of analyzing the difference in hotel selection attributes by service type according to self-directed tendency, there were differences in three out of 15 items. There was no difference between the accommodation period and the accommodation cost, and it was found that the accommodation period was 2-3 days, and the accommodation cost was 150,000-160,000 won. Based on the analysis results, the following marketing strategies are presented. First, the priority of hotel marketing should be a group with a strong self-directed tendency. Second, investment in video content should be increased in online marketing. Third, price attractiveness is important for solo travelers. Fourth, the location of the hotel is important for small group tours or group trips.

Analysis of Hotel Marketing Strategy under the Background of "Internet +"

Analysis of Hotel Marketing Strategy under the Background of "Internet +"

HOTEL CRISIS MANAGEMENT FRAMEWORK: MARKETING STRATEGY IN RESPONSE TO COVID-19

The Covid-19 pandemic has struck a crushing blow to the hotel business, with travel restrictions and virus spreading globally, the Hotel Industry altering the pandemic situations in crisis management strategy. This research aims to explore the Hotel Marketing Strategy in Crisis Management during the Covid-19 pandemic. Give insight into how developed countries can deal with a significantly extended crisis and recognize the crucial integrated strategy to survive the pandemic. This study employed a qualitative method with in-depth interviews with 13 hotel managers, both operations and management. Data were collected from the early second quarter to the end of 2020 to investigated the implementation of crisis management strategy. Crisis Management Framework in Hotel Marketing Strategy during the Covid-19 pandemic consists of four stages; the crisis reduction stage, readiness stage, response stage, and recovery stages. Each of the stages has different strategies in order to adjust the uncertain circumstance. Following the four phases of crisis management, this study gives an accurate and current scenario for hotel management to comprehend the construction of a crisis management plan. It also demonstrates the processes of crisis management framework analysis for researchers to undertake further studies in hotel crisis management.

Role of Social Media Networks in Promoting Hotel Industry

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

Hotel Marketing Strategy in Biak Papua to Survive During the Covid-19 Pandemic

The pandemic has paralyzed global tourism. In Biak Papua, the impact of the pandemic on the tourism industry is enormous. Almost all hotels stop operating, even if one is open, that also opens up for the quarantine of Covid sufferers. This article examines the condition of hotels in Biak and the survival marketing strategies adopted during the outbreak. This research uses a descriptive qualitative approach using in-depth interviews and literature studies on books, scientific journals, and online news. This study focuses on Basana Inn and Manna Inn, on the grounds of the level of representation of the Jasmine Hotel and customer types. The research results show that the impact of the pandemic has resulted in almost empty hotel occupancy. The strategy carried out is almost the same, namely by terminating employees permanently and temporarily, limiting the use of hotel facilities, spending efficiency, selling non-room products online, and refusing to refund bookings by changing visit schedules. During the Covid 19 pandemic, a marketing strategy is very important to do. In obtaining optimal results, strategies in marketing are carried out which have a very broad scope, including analytical strategies to face competition, price strategies, product strategies, service strategies and so on. The Covid 19 outbreak has given service companies a sense of worry or discomfort, especially the Basana Inn Hotel which is engaged in accommodation services. Seeing the results of the identification of problems in this study, researchers are interested in researching the title "Hotel Marketing Strategies in Biak Papua to Survive the Covid-19 Pandemic." The purpose of this research is to find out and analyze the most appropriate strategy in the Covid 19 Pandemic situation.

Towards an understanding of corporate image in the hospitality industry East Java, Indonesia

The purpose of this study is to determine how the perceptions and understandings of hotel managers in East Java to improve the corporate image as a hotel marketing strategy. Research respondents are managers who work in the hospitality industry. A total of ninety-six stars hotel in East Java were assessed. Each star hotel has nine managers so that the study population is 621 managers. The research sample of 232 managers. The sampling technique is simple random sampling. Statistical techniques used Confirmatory Factor Analysis (CFA) and descriptive analysis of mean and mode. This research is related to the success of the hospitality marketing strategy; therefore, it is urgent to conduct an in-depth investigation of the corporate image of the hotel. The results showed that managers who work in the hotel industry better understand the corporate image of the hotel at an psychological level to maintain trust in customers. Trust becomes part of the psychological managers in implementing corporate image practices in the hospitality industry.