ALTERNATIVE DIGITAL PROMOTION AT W BALI - SEMINYAK

Abstract

: This research is conducted to find out the application of alternative digital promotion at W Bali - Seminyak because in the last three years, there was a fluctuation of room occupancy especially from online booking. Objectives of this research are to formulate promotion strategy of W Bali – Seminyak, especially digital promotion that can be applied by the hotel to achieve the occupancy target. The method in this research used observation, interview, questionnaire and documentation with 7 key informants from sales and marketing department. The data in this research is analyzed by using the combination of qualitative and quantitative analysis; IFAS (Internal Factor Analysis Summary), EFAS (External Factor Analysis Summary), IE (Internal-External) Matrix, SWOT (Strengths Weaknesses Opportunities Threats) and QSPM (Quantitative Strategic Planning Matrix).The results of IFAS matrix shows that the major strength is the hotel provides complete information at hotel website, social media, brochure, magazine and newspaper, meanwhile the weakness is the hotel does not have its own magazine. The EFAS matrix shows if one of the opportunity is level of safety in Bali is conducive and the threats are many similar hotels around Seminyak area which offer lower price. The SWOT analysis gives 8 alternatives digital promotion with the highest TAS (Total Attractive Score) is 99,32. Thus, the main strategy recommended is developing special package with affordable price in low season. The results are expected could be used by the hotel management to develop the digital promotion strategy theoretically and enrich the reference especially on promotion strategy.