A Room Marketing Strategy At Serenity Eco Guesthouse & Yoga Canggu, Bali

Abstract

ABSTRACT

Bali is a tourism destination that is well known in the world and liked by tourists, either local and foreign. It makes the accommodation providers enthusiastic in attracting interest and attention of tourists to stay at their properties. This research analyzes the "Room Marketing Strategy at Serenity Eco Guesthouse & Yoga, Canggu, Bali". The purpose of this research is to find out the marketing strategy that will be applied to Serenity Eco Guesthouse & Yoga. This research was conducted by using a sample of 8 respondents. The method of this research is SWOT analysis that consist of IE Matrix, IFAS / EFAS, and SWOT / TWOS Matrix. Based on IFAS / EFAS research, internal score is 2.86 and external score is 2.93. The score is elaborate into IE (Internal External) Matrix, and show the position of Serenity Eco Guesthouse & Yoga is in the Growth Strategy. The strategy applied is by expanding the market. Through the SWOT / TWOS analysis, the strategies that can be applied are the SO (Strength Opportunity) strategy by improving the marketing system by utilizing existing technology, ST (Strength Threat) strategy by increasing the delivery of promotions to consumers through various media, the WO (Weakness Opportunity) strategy by applying the special offer at certain times and situations, and the last is WT (Weakness Threat) strategy by increasing collaboration with various related parties in terms of supporting the complete facilities and services of the Guesthouse.

Keywords: Guesthouse, Marketing, Strategy, SWOT Analysis