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Is Developing New Café & Co-Working Space In Canggu-Bali Still Feasible? (A Marketing Perspective) Pramono, Jonathan Dharma; Lukitasari, Rimalinda; Wibawa, I Ketut
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 7 No 2 (2024): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v7i2.217

The café industry in Canggu is attractive for business, but also very competitive. As the village of digital nomads, combining three market segments of café, event space, and co-working space can be an attractive option for business development. Freelancers are seeking flexible workspaces along with premium-quality food and beverages. Although promising, a study to further see the feasibility is still needed. This study aims to analyze the business feasibility of establishing a café with event and workspace facilities in Canggu area. The research took an R&D approach with data collection methods of interviews, observations, and document research. This feasibility analysis took a market and marketing perspective. The Market analysis consists of market potential, competitor analysis, and market size, then the marketing analysis utilizes the 7Ps frameworks. The results show that the café, co-working, and event space concept has strong potential, demonstrating that this business model is viable for further development in the Canggu area.

The Optimization Of Flash Sale Voucher For Promotion At Vila Lumbung Hotel, Seminyak-Bali Satya Wiguna, I Komang Esa Wira; Lukitasari, Rimalinda; Pramesti, Dinar Sukma
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 7 No 1 (2024): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v7i1.120

Voucher Flash Sale is a form of marketing strategy carried out by Hotel Vila Lumbung. Unfortunately, the use of Flash Sale vouchers has not been effective because the sales results have not been able to reach the target. The purpose of this study was to develop a promotional strategy through the use of flash sale vouchers at Hotel Vila Lumbung, Seminyak-Badung. The research method used is qualitative by collecting data through interviews, using marketing mix theory and using SWOT analysis techniques. The results of the study reveal strategies that can be carried out including promoting Flash Sale Vouchers at other OTAs such as fave, traveloka, hotelbeds, roiback and others who have collaborated with the hotel; provide free charge rewards for one day using hotel facilities for each internal staff who successfully sells Flash Sale Vouchers; provide a special barcode in the Flash Sale Voucher which can be accessed online or offline; utilizing hotel facilities as a form of benefit to those who promote it, so that this can minimize the use of budget in the promotion process of Flash Sale Vouchers. With this research, it is hoped that Hotel Vila Lumbung Seminyak-Badung can maximize its strategy in promoting Flash Sale Vouchers.

Standar Operasional Prosedur Room Service Natya Hotel, Tanah Lot, Bali Lukitasari, Rimalinda
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 1 No 1 (2019): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v1i1.22

Kunci keberhasilan suatu hotel adalah pelaksanaan Standar Operasional Prosedur (SOP) yang sesuai dengan standar yang telah ditentukan oleh masing-masing hotel, sehingga pengunjung merasa puas, nyaman dan mau kembali mengunjungi suatu hotel. Room service di Natya Hotel, Tanah Lot memiliki SOP yang telah ditetapkan, tetapi ada beberapa kendala dalam pelaksanaan SOP. Penelitian ini bertujuan untuk mengkajimengenai Room service department di Natya Hotel yaitu kendala yang dihadapi dalam pelaksanaan dan upaya Natya Hotel dalam meningkatkan profesionalisme room service man. Penelitian ini merupakan penelitiankualitatif. Teknik pengumpulan data dilakukan melalui teknik obeservasi, wawancara, dokumentasi dan juga studi pustaka. Hasil penelitian mengungkapkan SOP yang dijalankan di Natya Hotel pada departementroom service yaitu menerima oderan dari telepon, membuat captain order, mempersiapkan peralatan, pesanan diantar ke kamar tamu. Adapun kendala yang dihadapi dalam pelaksanaan SOP yaitu terkait dengan jumlah karyawan yang sedikit dan kendala bahasa.

Citra Hotel Tugu Malang Di Mata Netizen (Resepsi Terhadap Vlog “Experience Menginap Di Hotel Ter-antik Di Malang”) Lukitasari, Rimalinda
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 3 No 1 (2020): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v3i1.58

Citra suatu hotel di mata masyarakat kadang kala dapat tidak sejalan dengan konsep identitas yang ingin dikomunikasikan oleh perusahaan. Hotel Tugu Malang merupakan salah satu hotel di Indonesia yang kental akan unsur heritage, namun citra yang berkembang di masyarakat banyak terdistorsi ke arah stigma kuno yang seram. Penelitian terhadap vlog berjudul ”Experience Menginap di Hotel Ter-antik di Malang” oleh youtuber Anak Kuliner ini bertujuan untuk menjadi salah satu bentuk evaluasi terhadap strategi public relation Hotel Tugu Malang dengan cara menganalisis resepsi penonton terhadap pesan yang disampaikan dalam vlog. Penelitian dilakukan dengan metode kualitatif-deskriptif dengan menggunakan teori resepsi. Hasil penelitian menunjukkan bahwa meskipun dengan nuansa konten yang informatif, ceria, cerah, positif, bersahabat, dan antusias, resepsi penonton masih banyak yang berada di posisi oposisi, dengan beberapa sudah mulai bergerak ke posisi negosiasi dan dominan hegemonik. Oleh karenanya, disarankan agar manajemen terus melakukan usaha publisitas positif yang mengintegrasikan beberapa jenis media yang berbeda dan memaksimalkan pemanfaatan metode storytelling.

Dampak Implementasi Corporate Social Responsiblity (CSR) Terhadap Citra Merek (Studi Kasus Adopsi Beruang Madu Oleh Hotel Four Points by Sheraton Balikpapan) Franita, Georgiana; Lukitasari, Rimalinda; Damayanti, Luh Sri
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 5 No 1 (2022): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v5i1.75

Membangun citra merek dipercaya sebagai kunci keberhasilan memenangkan persaingan. Praktik CSR adopsi beruang madu ditempuh oleh Hotel Four Points by Sheraton Balikpapan sebagai strategi alternatif pembangunan citra merek. Beruang madu yang merupakan maskot Kota Balikpapan kini populasinya masuk dalam kategori hewan langka yang harus dilestarikan. Penelitian ini bermaksud untuk mengkaji mekanisme adopsi beruang madu serta dampaknya bagi citra merek hotel. Penelitian ini merupakan penelitian kualitatif dengan berlandaskan teori citra merek. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi. Setelah data terkumpul kemudian dilakukan teknik triangulasi data. Hasil penelitian menunjukkan bahwa dampak CSR ini terhadap citra merek Hotel Four Points by Sheraton Balikpapan adalah berdampak positif. Hal ini didukung oleh hasil wawancara dari beberapa informan yang menggangap Hotel Four Points by Sheraton sebagai hotel yang memiliki kepedulian lingkungan. Sebagian besar informan juga merasa terdorong untuk berkontribusi dalam program CSR ini.

Penerapan Standar Operasional Prosedur Pelayanan Oleh Manajemen Front Office Selama Pandemi Covid-19 Di Amandari Hotel Resort, Ubud, Bali Mesak, Selvi Yana; Pramesti, Dinar Sukma; Lukitasari, Rimalinda
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 3 No 2 (2020): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v3i2.90

Tahun 2019 dunia dihadapkan dengan pandemi virus Covid-19 yang memberikan dampak buruk bagi akomodasi wisata harus ditutup salah satunya adalah Amandari Hotel Resort. Penutupan sementara hotel ini dilakukan pada bulan Maret 2020 sampai Agustus 2020. Penelitian ini bertujuan untuk mengetahui perubahan SOP pelayanan oleh manajemen front office sebelum dan selama pandemi Covid-19 dan dampak dari penerapan SOP pelayanan terhadap manajemen Front office. Penelitian ini adalah kualitatif dengan menggunakan metode observasi, wawancara dan teknik dokumenter. Data dianalisis dengan metode deskriptif analisis dengan mengacu pada teori Sequence of service dan panduan Cleanliness, Health, Safety, and Environmental Sustainability untuk hotel. Berdasarkan analisa data diperoleh bahwa SOP pelayanan manajemen front office mengalami perubahan mulai dari tahap Registrasi sampai Check-out. Adapun dampak positif dari perubahan SOP pelayanan yaitu mengembalikan rasa percaya tamu kepada Amandari Hotel Resort dan mampu memulihkan kembali occupancy. Dampak negatif yaitu ketidaknyamanan staf, Pelayanan tidak maksimal karna adanya gap dalam memberikan pelayanan dan adanya budget yang harus dikeluarkan untuk pembelian peralatan prokes bagi manajemen front office. Berdasarkan hasil tersebut maka diharapkan penelitian ini dapat memberikan informasi mengenai gambaran dari penerapan standar operasional prosedur pelayanan oleh manajemen Front office department yang dilakukan selama masa pandemi covid-19.

Analisis Pengendalian Food Cost Di Hotel Vila Lumbung - Bali Putra, Dhita Utama; Lukitasari, Rimalinda; Mulia, Victor Bangun; Wibawa, I Ketut
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 5 No 2 (2022): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v5i2.118

Pengendalian food cost perlu dilakukan agar pendapatan dapat melebihi biaya operasional, sehingga didapat lebih banyak keuntungan. Pada kasus Hotel Vila Lumbung ditemukan penyimpangan pada pengendalian food cost pada bulan Juli-Desember 2021, yaitu adanya rata-rata selisih sebesar 15,77% antara actual food cost dan standard food cost, sehingga pengendalian food cost di hotel tersebut perlu untuk dianalisis. Penelitian ini bertujuan untuk mengetahui kondisi pengendalian food cost di Hotel Vila Lumbung Bali, serta mengidentifikasi penyebab munculnya selisih persentase antara actual food cost dan standard food cost. Teori yang digunakan yaitu food cost control dan analisis selisih (variance), dengan menggunakan metode campuran (mix method). Data dikumpulkan melalui observasi, dokumentasi, dan wawancara. Hasil dari penelitian ini menunjukkan bahwa: 1) pengendalian food cost di Hotel Vila Lumbung Bali belum optimal karena terdapat selisih yang merugikan antara actual food cost dan standard food cost; 2) terjadinya selisih yang merugikan tersebut disebabkan dari kurang optimal dalam penerapan standard purchase specification, dan juga kurang optimal dalam penerapan sistem first in first out, first expired first out, serta kurang dalam perawatan dari pada ruangan store. Dengan hasil yang didapatkan pada penelitian ini diharapkan, kepada Hotel Vila Lumbung menjadi masukan terhadap penerapan pengendalian food cost.

Event Marketing Strategy During The Pandemic Crisis: Case Study Of The Westin Resort And Spa Ubud-Bali Lukitasari, Rimalinda; Dewi, Ni Kadek Ayu Listia; Lumanauw, Nelsye
Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management Vol 6 No 2 (2023): Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Ev
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/journey.v6i2.119

The meeting, incentive, conference, and exhibition (MICE) activities have been one of the leading sub-sectors in Indonesian tourism, especially Bali. However, the Covid-19 pandemic has brought a massive impact on the sector. As one of the providers of MICE service in the Ubud area, The Westin Resort and Spa Ubud – Bali experienced difficulties in marketing their event service product during the pandemic, which contributed to the decrease in revenue in the hotel. This research aims to develop a marketing strategy for event service products to respond to the market conditions. This research took the qualitative approach with the data collection through observation, interviews, and documentaries. The strategy development was first started with the identification of the marketing mix components of The Westin Resort and Spa Ubud – Bali which are, product, price, place, promotion, people, process, and physical evidence. The collected data is then used in the SWOT analysis to develop the strategy for event service marketing in a pandemic situation. Based on the analysis on the internal and external factors that influence the strategy of event marketing at The Westin Resort and Spa Ubud – Bali, it was concluded that the strategies that needed to be taken were developing promotion strategies for MICE events, wellness events, meetings -stay and tour package, and entertainment show, arranging service products in the form of programs that can reduce the concerns and stress that may occur due to new normal adjustment, focusing on the small-medium exclusive events, as well as offering a more competitive price. The implications of this research are expected to contribute to the development of tourism marketing field of study, particularly the MICE, and be able to be one of the references for hoteliers developing along with the event organizer when event marketing strategy, especially in crisis conditions such as the pandemic.

Designing Brand Experience for Local Café: Case Study Surf & Brew Coffee Bar and Eatery at Kedungu Beach Tabanan, Bali Lukitasari, Rimalinda; I Kadek Kesawa Putra Udayana
INSPIRE : Journal of Culinary, Hospitality, Digital & Creative Arts and Event Vol. 3 No. 1 (2025): INSPIRE : Journal of Culinary, Hospitality, Digital & Creative Arts and Event
Publisher : Politeknik Internasional Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46837/inspire.v3i1.67

Kedungu is an emerging tourism area in Bali. It is starting to gain interest from surfers and digital nomad tourists. Starting a café and eatery business in an emerging area can have its own benefits and challenges. There are less competition but the business not only need promote itself but also the destination. Branding is one of important aspect in marketing that can make a business gain competitive differentiation. The research aimed to develop a brand-experience strategy for Surf & Brew Coffee Bar and Eatery at Kedungu Beach. A qualitative descriptive approach was chosen, and the data were collected from interviews, guest comment forms, observation, and literary research. The analysis was done through SWOT analysis and using branding strategy theory and brand-experience framework and the basis of the analysis. The results show that positioning the café as a community hub, capitalizing the richness and exoticness of Indonesian food and coffee, and creating a brand personality that suits beach lifestyle are viable.

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