Pandawa Beach Marketing Strategy 4.0 during the Covid-19 Pandemic

Abstract

Purpose: The purpose of this study is to introduce more aggressively the existing situation of Pandawa Beach (Pantai Pandawa) in Badung, Bali, Indonesia, by implementing a marketing strategy 4.0 during the Covid-19 pandemic.
 Research methods: The primary data of this study are from observations and interviews with the community and tourism destination managers and other informants who were determined by the snow ball method. The secondary data for this study are from literature study and documentation.
 Findings: To increase the number of visits during the pandemic, it is necessary to provide more intensive information about the existence, programs, and attractions provided by Pandawa Beach management. The implementation of marketing strategy 4.0 for Pandawa Beach is very important. It is carried out with the 5A component strategy, namely Aware, Appeal, Ask, Act, and Advocate.
 Implication: Pandawa Beach Managers are expected to be able to promote and provide appropriate information to the public through offline and online (social media networks) so that later it will become an attraction for tourist arrivals during the pandemic.

THE CHSE (Cleanliness, Health, Safety, and Environment) Program for New Normal Life in Tijili Benoa Curated Artotel

“…In times of a pandemic like this, information through online media that is accurate and clear is able to motivate tourists to visit. This is in line with research conducted by (Sulistya et al, 2021) which explains that to increase the number of visits during the pandemic, it is necessary to provide more intensive information about the existence, programs, and attractions provided by management so that they can maintain their existence together in increasing the rate of hotel room occupancy visits in Bali, and it is hoped that so will all hotels in Bali can increase the visits of in-house guests.…”

“…The application of the CHSE is good enough in increasing of guest visits staying and maintains the existence of the hotel. Although some researches regarding Covid-19 (Corona) pandemic were done by Aryawiguna (2021), Dewi, et al, 2021), (Agung et al, 2021, (Sulistya et al, 2021), (Yasa, 2020), (Putu et al, 2021, (Sudana et al, 2020), (Suprabowo, 2020) the authors' research is different from them all as it is carried out in a different hotel. This research was done in Tijili Benoa Curated Artotel.…”