ABSTRACT Purpose: The aims of this study are to know the contribution of Online Travel Agents and Offline Travel Agents to room occupancy at a hotel in Denpasar, Bali, Indonesia, and to find out the comparison of contribution from Online Travel Agents and Offline Travel Agents to room occupancy at the hotel. Research methods: Data collection methods used are observation, interview, and study documentation. The analysis technique used is quantitative analysis, qualitative analysis, and descriptive statistics from secondary data. The stages of the data analysis technique start from the classical assumption test, multiple regression analysis, hypothesis testing using SPSS 21 program, and descriptive statistical techniques. Results and discussion: The results of this study indicate that the t count value of the online travel agent contribution is greater than the t table (4.280> 1.692). Meanwhile, the t count value of the contribution of the offline travel agent also has a greater value than the t table (4,280> 1,692). Based on the data obtained, the contribution of the Online Travel Agent and Offline Travel agents from 2017 to 2019 has fluctuated every year. Implication: The contribution to the development of the Online Travel Agents has increased every year, while the contribution of Offline Travel Agents has decreased in 2019. However, the largest contribution still comes from the Offline Travel Agent. In an effort to increase room occupancy, the hotel should further expand the collaboration networking with Online Travel Agents to increase the contribution that can be generated by Online Travel Agents. Keywords: online, offline, travel agent, room occupancy.
ABSTRACT Purpose: The purpose of this research is to identify the suitable promotion strategy that can be implemented to increase room occupancy during the Covid-19 pandemic at Pramana Watu Kurung Resort Ubud, Bali, Indonesia. Research methods: Data collection methods used are participation observation, semi-structured interviews, documentation, and questionnaires. The questionnaire was distributed to 10 informants from the head of department who were determined by purposive sampling technique. Data analysis technique used is descriptive qualitative analysis, SWOT analysis, Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), Internal-External Matrix (IE), SWOT Matrix, and Quantitative Strategic Planning Matrix (QSPM) analysis. Findings: The internal factors with IFAS score 2,71 and external factors with EFAS score 2,05 can be known if the current position of promotion strategy in cell V, which is in the growth and stability with horizontal integration. SWOT analysis resulted in 8 alternative promotion strategies with a suitable promotion strategy that can be implemented to increase room occupancy during the Covid-19 pandemic is to collaborate with competitors with the highest TAS (Total Attractive Score) value, 144.67 that obtained from QSPM analysis. Implication: Pramana Watu Kurung Resort Ubud must do collaborate with competitors as a suitable promotion strategy to increase room occupancy. The collaboration aims to create profits through sharing the resources of each company to reduce costs and create new innovations. Keywords: promotion strategy, room occupancy, Covid-19 pandemic.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.