MANAJEMEN STRATEGI PEMASARAN HOTEL BERBINTANG DI MASA ADAPTASI KEBIASAAN BARU (Studi di Samawa Grand Hotel Sumbawa Besar)

Abstract

The purpose of this study was to know the marketing strategy management of star hotels in facing the new normal and the inhibiting and Supporting factors of marketing strategy management of star hotel in in facing new normal. The method used in this study was descriptive. The data was analyzed using SWOT analysis.  The results of this showed that Sumbawa Grand Hotel has implemented marketing strategy that uses 4P  variables in accordance with Philip and Kotler's theory, namely product, price, place and promotion which were able to increase profits and product sales of Sumbawa Grand Hotel. The supporting factors of marketing strategy management in the Sumbawa Grand Hotel product were good management, good service and support from the community, while the inhibiting factor for the marketing strategy management in the Sumbawa Grand Hotel product were the ability of human resources (employees) which were still low in the distribution of goods/the late hotel need, varied hotel price competition.