STRATEGI PEMASARAN THE ATRIUM HOTEL AND RESORT DI MASA PANDEMI COVID 19 (Studi kasus)

Jumiadi, Jumiadi (2021) STRATEGI PEMASARAN THE ATRIUM HOTEL AND RESORT DI MASA PANDEMI COVID 19 (Studi kasus). Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

	Text COVER.pdf Download (121kB)
	Text ABSTRACT.pdf Download (71kB)
	Text BAB I.pdf Download (285kB)
	Text BAB V.pdf Download (71kB)
	Text DAFTAR PUSTAKA.pdf Download (72kB)
	Text FINAL TESIS JUMIADI 17010026.pdf Restricted to Repository staff only Download (1MB)

Abstract

The Covid-19 pandemic has had a major impact on all sectors, especially the tourism sector, thus affecting the economic income of the community or state. Hotels are one of the tourism industries that have a very important role in supporting the Indonesian economy. Jogjakarta is a tourist destination that has many hotels that have been badly affected. Several hotels in Yogyakarta were closed during the pandemic. One of the hotels in Yogyakarta that is still open and operating is The Atrium Hotel and Resort. The purpose of this study was to determine the marketing strategy carried out by The Atrium Hotel and Resort during the Covid-19 pandemic so that it still survived. The method used in this study is a qualitative descriptive method with primary data collection techniques through observation, interviews and checking documents in the field. Meanwhile, secondary data is used by literature study of books and journals to describe and interpret the data according to the situation in the field. The data obtained were then analyzed by triangulation method. The results of the study prove that by determining the market segment, target market and the right company positioning, implementing the 7P marketing mix and applying health protocol standards and reducing operational costs, The Atrium Hotel and Resort can still survive and continue to operate.

Actions (login required)

View Item