A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring

This research aims to formulate the most appropriate public relations strategy as an option in strengthening brand image that can apply by Alila Villas Uluwatu to take advantage of the opportunities and anticipate the existing threats by utilizing the strength and anticipate shortcomings. Thus, it can help to achieve the occupancy target. This research used sequential exploratory mixed methods; IE (Internal-External) Matrix, SWOT (Strengths Weaknesses Opportunities Threats) and QSPM (Quantitative Strategic Planning Matrix). This research used participation observation, semi-structured interview, questionnaires and documentation as data collecting methods. The study used a purposive sampling technic and the respondents consist of 7 people from the Sales & Marketing Department. The result of data analysis shows IFAS (Internal Factor Analysis Summary) score is 2.88 and EFAS (External Factor Analysis Summary) score is 2.80, which indicates the current position of public relations strategy is in cell V, which is of growth and stability in IE Matrix that requires horizontal integration. The SWOT analysis gives 7 alternative strategies, of which the highest TAS (Total Attractive Score) is 167.41 that generated by QSPM analysis. Thus, the main strategy that recommended which is the highest among the 7 of alternative strategies is allocating more budget to increase the number of hosted social influencers & media according to the target market and also for boosted branding contents on Facebook and Instagram.

Section: Methodsmentioning

confidence: 99%

Public Relations Strategy in Strengthening Brand Image at Alila Villas Uluwatu Bali

Tantri¹,

Ernawati²,

Astuti³

2020

“…The marketing mix is one of marketing elements that should be considered to implement the marketing strategy and positioning to be run successfully (Syah, Lupiyoadi, & Tjiptadi, 2016). The marketing mix shows factors to consider when deciding on a marketing strategy of a company (Salman, Tawfik, Samy, & Artal-Tur, 2017). The application of the concept of marketing mix is certainly affecting the occupancy rate in The Sakala Resort Bali as shown in Figure 1 below, which shows the occupancy rate at The Sakala Resort Bali from 2017 until 2019 and its comparison with the occupancy rate of its competitors namely the Conrad Hotel and Novotel Benoa.…”

Section: Compared With Competitors From the Sakala Resort Bali Like mentioning

confidence: 99%

Factors Affecting Tourist’s Decision to Stay at The Sakala Resort Bali

Prasetia¹,

Sari²,

Aryana³

2020

This research aims to determine the right strategy based on factors analysis to attract tourists to stay at The Sakala Resort Bali. The problem of this research is to find out the factors attracting tourist to stay at The Sakala Resort Bali and the strategy to improve number of tourists. Sample selection of 91 respondents with probability sampling technique using simple random. Data processing was done by SPSS software version 23.0 for Windows. Analysis techniques used are factor analysis. The results showed that there are five factors affecting the decision of tourists to stay at The Sakala Resort Bali. These factors are branding, guarantee, environment, service quality, and expectation factor. The cumulative of the 5 factors is 64.616% and the accuracy of the model obtained by 43.0% with the residual 57%. The most dominant factor affects the level of customer satisfaction is the branding factor that has the highest total variant consisting of 5 variables such as the hotel name is well known, various room types, hotel has swimming pool & supporting facilities, affordable room rates, competitive room rates, and Information from the website is quite comprehensive. The strategy that can be implemented was based on the variables and each factor.

“…Model uses the total of 12 P with 9 P's for internal environment (product, price, place, promotion, people, process, policy, physical evidence, programming) and 6 Ps for external environment (promotion, perception, people, policy, partnership, purse string). The marketing mix model by Salman (2017) can applied in tourism industry to gain the competitive advantage.…”

Section: Introductionmentioning

confidence: 99%

Marketing Strategy in Enhancing Competitive Advantage at Mercure Chamonix Center Hotel, France

Nugraha¹,

Astuti²,

Armoni³

2020

The purpose of research was to develop a marketing strategy that can be applied to Mercure Chamonix Centre Hotel, France in enhancing the competitive advantage. This research is qualitative research through direct observation, interviews, and the study of literature. Data analysis performed by Internal External Factors, IE matrix analysis, SWOT analysis and QSPM. The result of analysis showed the position of Mercure Chamonix Centre Hotel, France in IE Matrix is in the fifth Cell with the total weight score for internal factor is 2.989 and the external factor with the score of 2.856. the position is on Growth (Concentration Through Horizontal Integration) or stability (there is no change). In SWOT Matrix, it can be defined to 5 strategies: SO (1. Add products, especially foods according to the origin of guest 2. Improving promotion techniques), WO (Adjust prices with competitors on similar products according to the perception of guest through social media), ST (Increase promotion by adding media channels) and WT (Improve employee performance on all lines through regular training).QSPM analysis shows that the strategy should be prioritized: (1) SO1 with the total TAS 6.61: (2) SO2 with the total TAS 5.73; (3) ST1 with the total TAS 4.26; (4) WO1 with the total TAS 4.60; (5) with the total TAS 4.20. Based on QSPM analysis it can be suggested the appropriate new marketing strategy for Mercure Chamonix Centre Hotel is Add products, especially foods according to the origin of guest.