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All Journal Jurnal Kajian Bali Jurnal Bisnis dan Kewirausahaan Bhakti Persada Jurnal Aplikasi IPTEKS SOSHUM : Jurnal Sosial dan Humaniora [Journal of Social Sciences and Humanities] Journal of Applied Sciences in Travel and Hospitality Journal of Applied Sciences in Travel and Hospitality
Made Ruki
Politeknik Negeri Bali
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Digital marketing strategy through mobile application to increase room sales At Ibis Styles Bali Legian Hotel I Gusti Ayu Suci Nurtirtawaty; Ni Gst Nym Suci Murni; Ni Ketut Bagiastuti; Made Ruki
Journal of Applied Sciences in Travel and Hospitality Vol. 4 No. 2 (2021): 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.v4i2.93-100

Abstract

This study aims to identify the market segment of Ibis Styles Bali Legian Hotel and to find out the digital marketing strategy through the mobile application in increasing room sales. This study used descriptive qualitative research methods and used primary data through interviews, observations, documentation and questionnaires. The results showed that the market segments at Ibis Styles Bali Legian were mostly FIT (Free Independence Travelers) from the Distribution and inbound segments, and the majority of tourists from Australia. The digital marketing strategy through the mobile application in increasing room sales were through promotion of products and services for brand awareness, strengthening online reputation and traffic growth, through social media, online banners on the landing page, optimization of SEO, SEM and keywords to facilitate searches/browses, collaborate with influencers and travel bloggers as well as provide extra benefits in transactions made through mobile applications. With this strategy, impacting the reservations via mobile applications is dominating the market segment by 85% of the total market and increase the sales from year to year.
Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali Desi Andriany; Ni Gst Nym Suci Murni; I Ketut Budarma; Made Ruki
Journal of Applied Sciences in Travel and Hospitality Vol. 6 No. 1 (2023): 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.v6i1.31-37

Abstract

This research aims to analyse digital marketing to be implemented to increase Russian customer and to design which model of digital marketing to able to increase Russian customer at The Apurva Kempinski Bali. Data collection done by observative participation, interview and focus group discussion with 15 respondents whom meets competence criteria of digital marketing and tourism industry. The research conducted by qualitative analysis data by Miles and Huberman Technique, supported by Nvivo 12 Pro software. The research result shows that The Apurva Kempinski Bali meets criteria of Resource Base View and 7P Marketing Mix, it showcases at the hotel has competitive advantage. This research finds hybrid model Candi Crandra Sangkala that combined with RACE model by Dave Chaffey and Spectacular Journey Compass as customer engagement reference at The Apurva Kempinski Bali.    
Co-Authors Bibit Bintang Bithara Cokorde Istri Sri Widari Cokorde Istri Sri Widhari Desi Andriany Gede Ginaya I Gusti Ayu Suci Nurtirtawaty I Gusti Made Wendri I Ketut Astawa I Ketut Budarma I Wayan Agus Pradnya Setiawan I Wayan Jendra I.A. Kade Werdika Damayanti Mihai Voda Ni Gst Nym Suci Murni Ni Gst Nym Suci Murni Ni Gusti Nyoman Suci Murni Ni Ketut Bagiastuti Ni Nyoman Triyuni Ni Wayan Wahyu Astuti Nyoman Rajin Aryana