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All Journal Distribusi Jurnal Manajemen Perhotelan dan Pariwisata
Andayani, Ni Luh Henny
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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STRATEGI PEMASARAN PADA FOOD AND BEVERAGE SERVICE DEPARTMENT HOTEL BANYUALIT SPA ‘N RESORT DALAM MENINGKATKAN PENJUALAN Dewi, Kadek Indri Restika; Andayani, Ni Luh Henny
Jurnal Manajemen Perhotelan dan Pariwisata Vol. 7 No. 2 (2024)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jmpp.v7i2.80426

Abstract

Penelitian ini merupakan penelitian deskriptif kualitatif yang bertujuan untuk menganalisa strategi pemasaran pada lingkup food and beverage service department di Hotel Banyualit Spa ‘n Resort dengan tujuan sebagai strategi dalam meningkatkan penjualan yang dibutuhkan karyawan food and beverage service di Hotel Banyualit Spa ‘n Resort, yang nantinya mengarah pada terbentuknya kinerja yang optimal dalam melaksanakan pekerjaan mereka di operasional. Penelitian ini dilakukan di Hotel Banyualit Spa ‘n Resort selama tiga bulan dengan metode pengambilan data yaitu wawancara, observasi, dokumentasi, dan studi kepustakaan. Responden yang digunakan dalam proses wawancara adalah executive food and beverage, staff food and beverage, serta beberapa trainee di food and beverage service department. Hasil penelitian ini menunjukkan bahwa strategi pemasaran yang dibutuhkan dalam lingkup food and beverage service department di Hotel Banyualit Spa ‘n Resort antara lain adalah promosi produk, peningkatan kualitas layanan, penawaran paket khusus, dan pengembangan menu yang inovatif.
ASCOTT SERVICED APARTMENTS' MARKETING STRATEGY: CONSUMPTION TRENDS OF SHANGHAI'S NEW MIDDLE CLASS Hongyang, Wang; Andayani, Ni Luh Henny; Heryanda, Komang Krisna
Distribusi - Journal of Management and Business Vol. 14 No. 1 (2026): Distribusi, March 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v14i1.687

Abstract

Amid the rapid expansion of China’s emerging middle class and the upgrading of urban residential consumption, serviced apartments are transforming from functional accommodation products into lifestyle-oriented living spaces. Taking Ascott Serviced Residences in Shanghai as a case study, this research examines how marketing strategies can better align with the consumption psychology, behavioral preferences, and decision-making patterns of the new middle class. Drawing on STP theory, the 4P marketing mix, the VALS lifestyle model, and the five-dimensional experiential marketing framework, the study employs questionnaire surveys, empirical analysis, and competitive benchmarking to evaluate the effectiveness of Ascott’s current strategies. The findings reveal a mismatch between standardized product offerings and diversified, experience-driven user demands, as well as limitations in pricing flexibility, digital channels, and community engagement. Sensory and emotional experiences significantly influence initial stay decisions, while relational experiences drive repeat consumption. This study proposes a localized, experience-oriented marketing optimization framework, offering practical implications for serviced apartment brands seeking differentiated competition and sustainable brand value enhancement in emerging urban markets
Co-Authors Dewi, Kadek Indri Restika Heryanda, Komang Krisna Hongyang, Wang