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All Journal Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Ni Putu Ayu Purnia Cinta Dewi
Politeknik Negeri Bali
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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HOTEL MANAGEMENT STRATEGIES DURING THE LOW SEASON AT CROSS BALI BREAKERS Ni Putu Ayu Purnia Cinta Dewi; Nyoman Indah Kusuma Dewi; I Wayan Wirga
Jurnal Manajemen dan Bisnis Vol. 8 No. 2 (2026): Jurnal Manajemen dan Bisnis Baja (JUMANIS BAJA)
Publisher : LPPM Universitas Banten jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47080/jmb.v8i2.4855

Abstract

This research aims to analyze the management strategies implemented by Cross Bali Breakers in addressing the challenge of low room occupancy during the low season. The study employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation conducted during the internship program in the Sales and Marketing Department. The data were examined using SWOT analysis and mapped into IFAS, EFAS, IE Matrix, and QSPM to identify the hotel’s internal strengths and weaknesses as well as external opportunities and threats. The findings indicate that the hotel has adopted several strategies, including price-based promotions (flash sales), collaboration with Online Travel Agents (OTAs), domestic staycation packages, and the promotion of wellness and surfing experiences. Based on the IFAS matrix (score 2.50) and EFAS matrix (score 2.40), the hotel is positioned within Cell V, which supports growth-oriented strategies emphasizing product development and market penetration. The QSPM analysis confirms that integrated wellness product development is the main priority, scoring the highest Total Attractiveness Score (TAS = 4.42). Consequently, this study recommends that hotel management shift from short-term price-based promotions to experience-driven, sustainable marketing to ensure long-term competitiveness.
Co-Authors I Wayan Wirga Nyoman Indah Kusuma Dewi