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All Journal Bhakti Persada Jurnal Aplikasi IPTEKS Journal of Applied Sciences in Travel and Hospitality Journal of Management and Business Environment (JMBE) International Journal of Glocal Tourism International Journal of Travel, Hospitality and Events Journal of Applied Sciences in Travel and Hospitality
Ni Ketut Bagiastuti
Politeknik Negeri Bali
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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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.
Co-Authors Anak Agung Kompiang Trijaya Putra Elvira Septevany I Gede Eka Suryawan I Gusti Agung Mas Krisna Komala Sari I Gusti Ayu Suci Nurtirtawaty I Ketut Astawa I Ketut Suarja I Ketut Suja I Made Bayu Kusuma I Made Budiasa Ida Ayu Elistyawati Made Ruki Made Sudiarta Ni Gst Nym Suci Murni Ni Kadek Ayu Saraswati Ni Kadek Putri Wulandari Ni Kadek Putri Wulandari Ni Luh Evi Cahyani Putri Ni Nyoman Sri Astuti Ni Nyoman Triyuni Ni Wayan Sunarti Nyoman Mastiani Nadra