Authors:

Cinta Cindy, Made Sukana

Abstract:

“Pandemic has devastated the industry and its businesses, including star-rated hotels, causing almost a 50%decrease in occupancy rates. Now that international borders are being re-opened, a rise in tourism demandsoccurred meaning businesses must implement the correct strategy to market and do advertisement in a postpandemicworld. This research aims to address successful marketing strategy to increase occupancy rate forstar-rated hotels in Bali to quickly recover in a post-pandemic world.This is qualitative research, using observation, interview, and documentation to collect data from ARTOTELSanur as an object for the study case. Marketing Mix and Segmenting, Targeting, and Positioning (STP)approach are used to identify ARTOTEL Sanur’s marketing strategy. Both primary and secondary data are usedand analyzed through data reduction, data presentation, and verification.The objectives of this research are to find ARTOTEL’s marketing strategy during the COVID-19 Pandemic,and their implementation plan for the post-pandemic market. This research found that ARTOTEL Sanur hadimplemented effective marketing strategies to survive the COVID-19 pandemic and compete in a post-pandemicworld. The strategy involves compelling and effective social-media marketing through Instagram as ARTOTELSanur’s main channel.Keywords: Strategy, Marketing, COVID-19 Pandemic, Hotel.”

Keywords

Strategy, Marketing, COVID-19 Pandemic, Hotel.

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References

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PDF:

https://jurnal.harianregional.com/destinasipar/full-100705

Published

2022-12-31

How To Cite

CINDY, Cinta; SUKANA, Made. Strategi Pemasaran Hotel dalam Masa Pandemi COVID-19 di Kawasan Sanur.JURNAL DESTINASI PARIWISATA, [S.l.], v. 10, n. 2, p. 214 - 222, dec. 2022. ISSN 2548-8937. Available at: https://jurnal.harianregional.com/destinasipar/id-100705. Date accessed: 28 Aug. 2025. doi:https://doi.org/10.24843/JDEPAR.2022.v10.i02.p07.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

Vol 10 No 2 (2022): VOL 10, NO 2 (2022): (JULY-DECEMBER) JURNAL DESTINASI PARIWISATA

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License