MANAJEMEN STRATEGIK DIGITAL PROMOTION DI NOVOTEL BANDUNG
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Institusion
Politeknik Pariwisata NHI Bandung
Author
Tiffani, Witjamulia
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-11-30 02:49:34
Abstract :
This research is a research conducted by the author to examine the strategy of implementing digital promotion. This research was conducted in the object of research, namely Novotel Bandung. The purpose of this study is to help improve the performance of digital promotion at Novotel Bandung. It can be seen from the background of the problem, namely the occurrence of the Covid-19 virus pandemic that occurred in Indonesia causing a significant decline in the tourism industry, including the hotel industry. In addition, several problems were found in the implementation of digital promotion at Novotel Bandung which were obtained by analyzing the internal and external environment, strategy formulation, strategy implementation and evaluation. This research was conducted with qualitative methods, and primary data collection was carried out by interview techniques, as well as secondary data through several supporting data obtained from Novotel Bandung and other related sources. After obtaining the data, the author reviews the documents and data reduction to process the data. To test the validity of the data, the authors triangulate the data. After doing the research, the authors obtained data on problems and constraints in the implementation of digital promotion at Novotel Bandung which caused the performance of digital promotion at Novotel Bandung to be less than optimal. With that, the authors can make strategic recommendations that can help Novotel Bandung improve the performance of digital promotion strategies.
This research is a research conducted by the author to examine the strategy of implementing digital promotion. This research was conducted in the object of research, namely Novotel Bandung. The purpose of this study is to help improve the performance of digital promotion at Novotel Bandung. It can be seen from the background of the problem, namely the occurrence of the Covid-19 virus pandemic that occurred in Indonesia causing a significant decline in the tourism industry, including the hotel industry. In addition, several problems were found in the implementation of digital promotion at Novotel Bandung which were obtained by analyzing the internal and external environment, strategy formulation, strategy implementation and evaluation. This research was conducted with qualitative methods, and primary data collection was carried out by interview techniques, as well as secondary data through several supporting data obtained from Novotel Bandung and other related sources. After obtaining the data, the author reviews the documents and data reduction to process the data. To test the validity of the data, the authors triangulate the data. After doing the research, the authors obtained data on problems and constraints in the implementation of digital promotion at Novotel Bandung which caused the performance of digital promotion at Novotel Bandung to be less than optimal. With that, the authors can make strategic recommendations that can help Novotel Bandung improve the performance of digital promotion strategies.
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