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Kepariwisataan: Jurnal Ilmiah Pub Date : 2019-10-01 DOI:10.47256/kepariwisataan.v13i03.32

Ibnu Novel, Bambang S Moertono

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引用次数: 1

摘要

日惹特区酒店之间的激烈竞争要求每家酒店实施其最佳商业战略，以保证其业务目标。因此，酒店需要管理自己的战略。战略管理是研究如何全面、综合地管理企业的一门科学;它提供了一些公司实现辉煌时期而一些公司没有的原因。本研究旨在为凯莎大酒店制定商业战略规划，以赢得竞争。本研究采用PESTLE (political, Economic, Social, Technology, Legal and Environment)、SWOT (Strengths, Weakness, Opportunity, Threats)的分析方法，采用EFAS (External Factor Analysis Summary)矩阵、IFAS (Internal Factor Analysis Summary)矩阵、SWOT矩阵和Grand Strategy矩阵。这是定性描述性研究。数据收集是通过观察、访谈、文献、三角测量和文献研究进行的。本研究的质量和评级是通过焦点小组讨论获得的。本研究表明，凯莎大酒店的EFAS为2.56 - IFAS为2.52，并将凯莎大酒店置于象限1，市场渗透、市场开发和产品开发的替代策略。关键词:杵分析，SWOT分析，SWOT矩阵，大战略矩阵

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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PERENCANAAN STRATEGI BISNIS HOTEL GRAND KEISHA YOGYAKARTA

Tight competition among hotels in Special Region of Yogyakarta requires each hotel to implement its best business strategy to guarantee their business goals as targeted. The hotels, therefore, needs to manage their strategy. Strategy management is a science that learn how to manage a company in a comprehensive and integrated way; it provides reasons what make some companies achieve their glorious time and some companies do not. This research aims to formulate Business Strategic Planning for Hotel Grand Keisha in order to win competition. This research employs analytical methodology of PESTLE (Politic, Economic, Social, Technology, Legal and Environment), SWOT (Strengths, Weakness, Opportunity, Threats) by using EFAS (External Factor Analysis Summary) matrix, IFAS (Internal Factor Analysis Summary) matrix, SWOT matrix, and Grand Strategy matrix. This is qualitative descriptive research. Data collection is conducted through observation, interviews, documentation, triangulation, and literature study. Quality and rating of this research is gained through Focused Group Discussion. This research shows that Hotel Grand Keisha obtains 2.56 of EFAS – 2.52 of IFAS and place Hotel Grand Keisha on Quadrant 1 with alternative strategies of market penetration, market development, and product development. Keywords: PESTLE Analysis, SWOT Analysis, SWOT Matrix, Grand Strategy Matrix

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来源期刊

Kepariwisataan: Jurnal Ilmiah

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