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Journal : Journal of Applied Sciences in Travel and Hospitality

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Marketing mix strategy for MICE in preparation for meeting package sales in Bintang Bali Resort in the new normal era Ni Luh Putu Agustina Darmayanti; I Ketut Surata; Chintia Pinaria
Journal of Applied Sciences in Travel and Hospitality Vol. 5 No. 2 (2022): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v5i2.58-64

Abstract

The aims of this study are to (1) analyze the MICE marketing mix strategy in selling meeting package planned by Bintang Bali Resort in the new normal and (2) formulate the MICE marketing mix strategy in preparing the meeting package sales at Bintang Bali Resort in the new normal. This study uses three key informants consisting of Assistant Director of Sales and Marketing Bintang Bali Resort, Account Director of The Westin Resort Nusa Dua Bali and Assistant Director of Event Services Bali Nusa Dua Convention Center. Data collection techniques used are observation, in-depth interviews and documentation studies. Data analysis techniques used are data reduction, data presentation, drawing conclusions and testing the validity of the results with source triangulation. Based on the analysis  done, there  are two results showed, The first (1) the MICE marketing mix in planning the sales of meeting pckage on the new normal at Bintang Bali Resort was mostly well implemented. The second (2) Bintang Bali Resort needs to implement product strategies in the form of digital innovations such as procurement of hybrids and virtual meetings, utilizing digital promotion systems on social media to the fullest, making variations of meeting package based on hotels/venue comparisons can be improved in the future and pay attention to products with system using 4 R (reuse, reduce, recycle and replace) in sustainable environmental aspects in the new normal.
Marketing mix strategy for MICE in preparation for meeting package sales in Bintang Bali Resort in the new normal era Ni Luh Putu Agustina Darmayanti; I Ketut Surata; Chintia Pinaria
Journal of Applied Sciences in Travel and Hospitality Vol. 5 No. 2 (2022): JASTH: Journal of Applied Sciences in Travel and Hospitality
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jasth.v5i2.58-64

Abstract

The aims of this study are to (1) analyze the MICE marketing mix strategy in selling meeting package planned by Bintang Bali Resort in the new normal and (2) formulate the MICE marketing mix strategy in preparing the meeting package sales at Bintang Bali Resort in the new normal. This study uses three key informants consisting of Assistant Director of Sales and Marketing Bintang Bali Resort, Account Director of The Westin Resort Nusa Dua Bali and Assistant Director of Event Services Bali Nusa Dua Convention Center. Data collection techniques used are observation, in-depth interviews and documentation studies. Data analysis techniques used are data reduction, data presentation, drawing conclusions and testing the validity of the results with source triangulation. Based on the analysis  done, there  are two results showed, The first (1) the MICE marketing mix in planning the sales of meeting pckage on the new normal at Bintang Bali Resort was mostly well implemented. The second (2) Bintang Bali Resort needs to implement product strategies in the form of digital innovations such as procurement of hybrids and virtual meetings, utilizing digital promotion systems on social media to the fullest, making variations of meeting package based on hotels/venue comparisons can be improved in the future and pay attention to products with system using 4 R (reuse, reduce, recycle and replace) in sustainable environmental aspects in the new normal.
Co-Authors Andy Nudyanto Anggani, Mayang Fitri Artajaya, Made Astuti Pranadewi, Putu Mira Candra, Dewa Ayu Kirana Maya Citrawati, Luh Putu Dewi, A.A. Ayu Indah Kusuma Febrianto, I Gusti Agung I Gusti Agung Febrianto I Gusti Ngurah Agung Suprastayasa I Gusti Ngurah Agung Wiryanata I Ketut Surata I Putu Gde Sukaatmadja I Wayan Adi Pratama Jata, I Wayan Juli Rastitiati, Ni Kade Kalpikawati, Ida Ayu Kusumarini, Indah Loanata, Cahyo Mayang Fitri Anggani Negara, I Dewa Agung Anom Segening Putra Ni Desak Made Santi Diwyarthi Ni Kadek Vira Kumara Dewi Ni Luh Putu Agustina Darmayanti Ni Made Suastini, Ni Made Pratiwi, Kadek Andita Dwi Puspaningrum, Ni Kadek Indah Putu Yudi Setiawan Rumadana, I Made Sabudi, I Nyoman Sukana Santi Diwyarthi, Ni Desak Made Sastri Pitanatri, Putu Diah Sri Sadjuni, Ni Luh Gede Sudiksa, I Nyoman Sulistyawati, Ni Luh Ketut Sri Swandewi, Ni Kadek Usadi, Made Pradnyan Permana Wiartha, Nyoman Gede Mas