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All Journal Berajah Journal Toba: Journal of Tourism, Hospitality, and Destination
Endrayani, Endrayani
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Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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STRATEGI PROMOSI KUB UMA PALAK LESTARI DALAM MENARIK WISATAWAN DI DESA PEGUYANGAN DENPASAR UTARA Endrayani, Endrayani; Titing Koerniawaty, Francisca; Darsana, I Made
Berajah Journal Vol. 4 No. 4 (2024): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v4i4.373

Abstract

The aim of this research is to identify the target audience, analyze message design, select media, and design promotional strategies for KUB Uma Palak Lestari to attract tourists in Peguyangan Village, North Denpasar. A qualitative descriptive approach and SWOT analysis are used to develop strategies in the aspects of destination, management, institution, and marketing. The results of the study indicate that the target audience of Uma Palak Lestari consists of individuals or groups, aged 1-80 years, both male and female. The message design uses easily understandable sentences. The media used include online platforms such as Facebook and Instagram, as well as offline media such as banners along the streets of Peguyangan Village. Uma Palak Lestari's promotional strategy encompasses a combination of outdoor and electronic media, personal selling through guides, innovative sales promotions, a public relations team focusing on publicity, and direct marketing via telephone and direct interaction between guides and visitors.
Penerapan Inovasi Digital dalam Meningkatkan Kualitas Layanan di Kantor Depan (Studi Kasus ValStar Hotel Canggu) Endrayani, Endrayani; Ida Bagus Nyoman Krisna Prawira Yuda
TOBA: Journal of Tourism, Hospitality, and Destination Vol. 5 No. 1 (2026): Februari 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/toba.v5i1.6803

Abstract

This study examines the application of digital innovation in improving service quality in the front office. This study aims to determine what innovation technologies have been implemented in the front office and the extent of their utilization in the check-in, check-out, guest information, complaint handling and payment processes and how the application of digital innovation in the front office department contributes to improving service quality according to the SERVQUAL dimension theory. The method used is the phenomenon method with interviews, observations and document analysis. The results of the study show that the non-cash payment system (QRIS) is scanned on the POS machine (contactless payment), 2. QR codes integrated with the hotel website are available in each guest room, 3. Customer relationship management (CRM) is connected to an AI chatbot. Based on the SERVQUAL dimension analysis, digital innovation has a positive impact on the dimensions of tangibles, reliability, responsiveness and assurance, while the empathy dimension of the hotel management team strives to improve guest needs, because this is a point of influence on service quality. This study contributes to providing an overview for the ValStar Hotel management team in formulating the SERVQUAL dimension theory of service quality.
Co-Authors I Made Darsana Ida Bagus Nyoman Krisna Prawira Yuda Titing Koerniawaty, Francisca