REASE ROOM OCCUPANCY RATE AT KARMA KANDARA RESORT BALI DURING THE COVID-19 PANDEMIC

Agung, Witarsana (2022) REASE ROOM OCCUPANCY RATE AT KARMA KANDARA RESORT BALI DURING THE COVID-19 PANDEMIC. In: The 2nd International Hospitality Entrepreneurship and Innovation Conference (INHEIC).2022, April, 14 2022, Nusa Dua.

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Abstract

The purpose of this study is to find out the application of a marketing mixed strategy to increase room occupancy rates and determine the strengths, weaknesses, opportunities and threats at Karma Kandara Resort Bali during the Covid-19 pandemic. Data collection techniques in this study were interview studies and documentation. The collected data were analysed using qualitative descriptive analysis techniques supported by SWOT analysis. The results of this study are SO strategy (strength opportunities) by utilizing the Karma brand as a benchmark to promote the latest products, maintaining and improving distribution channels as well as maintaining good relationships and service quality with customers to help promote through word of mouth. WO (weakness opportunity) strategy by accelerating CHSE (Cleanliness, Health, Safety, Environment Sustainability) certification. ST strategy (strength-threat) by maintaining competitive prices with competitors, expanding and increasing promotional activities that have been carried out. WT (weakness-threat) strategy by holding promos at restaurants and spas to be added to room sales, cooperating with events or wedding organizers. Therefore, it can be concluded that the right SWOT strategy to increase room occupancy rates is seen from the indicators in the 7P marketing mixed elements are ST (strength threat) strategy and the WT (weakness threat) strategy.

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