Strategi Bauran Pemasaran Untuk Meningkatkan Tingkat Hunian Kamar Di Karma Kandara Resort Bali Pada Masa Pandemi Covid-19

Ida Ayu Putu Nandana Krisyanti (Program Studi Administrasi Perhotelan, Politeknik Pariwisata Bali)
Ni Luh Gde Sri Sadjuni (Program Studi Administrasi Perhotelan, Politeknik Pariwisata Bali)
I Gusti Agung Gede Witarsana (Program Studi Administrasi Perhotelan, Politeknik Pariwisata Bali)

Jurnal Bisnis Hospitaliti
Vol 11 No 2 (2022): Jurnal Bisnis Hospitaliti

This study aims to find out the application of a marketing mix strategy to increase room occupancy rates and to find out the strengths, weaknesses, opportunities and threats at Karma Kandara Resort Bali during the Covid-19 pandemic. During the covid-19 pandemic, there was a decrease in the number of tourists and it became a challenge for hotel management to find strategies to increase room occupancy rates. Data were collected through interview and documentation studies. The data analysis technique was carried out qualitatively, supported by a SWOT matrix analysis. The results of this study found that Karma Kandara Resort Bali already has a SWOT factor on the marketing mix variable and ST Strategy (strength-threat) by maintaining competitive prices with competitors, expanding and increasing promotional activities that have been carried out as the right SWOT strategy to increase occupancy rates. room during a pandemic