Promotional Mix Strategy in Melia Bali Indonesia Hotels at Nusa Dua - Bali



By : Yoga Hanif Fanany

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Faculties : Fakultas Pariwisata

Department : D4 Pariwisata

ABSTRACT Tourism Faculty Udayana University Final Report A. Name : Yoga Hanif Fanany B. Title : Promotional Mix Strategy in Melia Bali Indonesia Hotels at Nusa Dua - Bali C. Number of Page : xiv + 115 Pages (ilustration: tabel, picture, attachment) D. Summary : Development of the tourism sector is a manifestation of national development efforts being exerted by the government to increase the number of domestic and foreign tourists in a tourist destination. Hotel Melia Bali Indonesia is a hospitality property located in the tourist area BTDC Lot 1, Nusa Dua, Bali. This study aims to analyze the promotional mix strategies at Hotel Melia Bali Indonesia, based on the analysis of the strengths, weaknesses, opportunities and threats, then dirumuskanlah promotion mix strategy that can be applied at the Hotel Melia Bali Indonesia. Operational definitions of variables: advertising, personal selling, sales promotion, public relations and direct and online marketing. The type of data that is quantitative and qualitative data, data sources are primary data and secondary data. Data collection techniques are observation, interviews, literature study and documentation. Mechanical determination of informants using purposive sampling, data analysis technique is qualitative descriptive analysis and SWOT analysis. Conclusion of the promotional mix strategies undertaken hotels, namely: advertising, personal selling, sales promotion, and direct and online marketing. Based on the results of SWOT analysis, strategy promotional mix that can be applied to hotel, namely: building a partnership with online travel agents, prioritizing electronic advertising media, expanding Asia Pacific market share, improve product quality and improve the quality of human resources in the field of science and technology. The suggestions can be given, namely: establishing cooperation with such a large online travel agent: GoIndonesia, Tickets, Bobobobo and others, to develop cooperation with the electronic advertising media such as:,, www., and others, following the trade fairs held in Asia Pacific such as: Asia Pacific Incentives and Meetings Expo, MICE ASIA exhibition and others, improve product quality hotel, among others: improving the quality of service and renovate facilities and infrastructures and provide training and education to a hotel employee in the field of science and technology through staff gathering.

Keyword : Promotional Mix Strategy, SWOT Analysis and Hotel

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