The Influence of Product Innovation, Marketing Strategy, and Entrepreneurship Orientation on Sharia Hotel Marketing Performance in the Covid-19 Pandemic Period with Competitive Advantage as an Intervening Variable

This study aims to determine the effect of product innovation, marketing strategy, entrepreneurial orientation on the marketing performance of sharia hotels during the Covid-19 pandemic with competitive advantage as an intervening variable. This research is a type of quantitative research and the data used are primary data. The population in this study were employees of Hotel Arini Syariah Solo, Hotel Anuggrah Syariah Boyolali, and Oemah Djari Hotel Syariah Salatiga. The sample in this study amounted to 30 respondents, namely employees who work in the marketing division and employees related to Islamic hotel marketing. The analytical method used is the Path Analysis method with the help of the SPSS-21 program tool. The results of this study are product innovation, marketing strategy, entrepreneurial orientation, and competitive advantage have no effect on the marketing performance of sharia hotels during the Covid-19 pandemic. Marketing strategy has a positive and significant impact on the competitive advantage of sharia hotels. Product innovation and entrepreneurial orientation have no effect on competitive advantage. Competitive advantage cannot mediate the influence of product innovation, marketing strategy, and entrepreneurial orientation on marketing performance

Hotel Marketing Strategy in Biak Papua to Survive During the Covid-19 Pandemic

The pandemic has paralyzed global tourism. In Biak Papua, the impact of the pandemic on the tourism industry is enormous. Almost all hotels stop operating, even if one is open, that also opens up for the quarantine of Covid sufferers. This article examines the condition of hotels in Biak and the survival marketing strategies adopted during the outbreak. This research uses a descriptive qualitative approach using in-depth interviews and literature studies on books, scientific journals, and online news. This study focuses on Basana Inn and Manna Inn, on the grounds of the level of representation of the Jasmine Hotel and customer types. The research results show that the impact of the pandemic has resulted in almost empty hotel occupancy. The strategy carried out is almost the same, namely by terminating employees permanently and temporarily, limiting the use of hotel facilities, spending efficiency, selling non-room products online, and refusing to refund bookings by changing visit schedules. During the Covid 19 pandemic, a marketing strategy is very important to do. In obtaining optimal results, strategies in marketing are carried out which have a very broad scope, including analytical strategies to face competition, price strategies, product strategies, service strategies and so on. The Covid 19 outbreak has given service companies a sense of worry or discomfort, especially the Basana Inn Hotel which is engaged in accommodation services. Seeing the results of the identification of problems in this study, researchers are interested in researching the title "Hotel Marketing Strategies in Biak Papua to Survive the Covid-19 Pandemic." The purpose of this research is to find out and analyze the most appropriate strategy in the Covid 19 Pandemic situation.

SEMIOTIC ANALYSIS OF HOTEL ADVERTISEMENT

The phenomenon of misinterpretation and the mismatch of the desired meaning in a hotel advertisement gives significant losses to hoteliers in Bali. The purpose of this study is to understand the meaning contained in a hotel promotion advertisement. This study aims to align the problem of conveying meaning in promotional advertisements that are often not understood by tourist targets so that there is a misunderstanding between the wishes of the hotel marketing and the needs of the tourists themselves. This study analyzes (1) ads part segmentation, (2) describes the relationship between signs in the form of markers and signs in hotel advertisements, (3) describes and provides an overview of suggestions regarding the role of the proper meaning in hospitality advertisements. The design of this study uses a qualitative design collected from study subjects in the form of hotel advertisements collected from promotional advertisements (brochures or websites) of hotels in Bali. The objects in this study are in the form of words, phrases, sentences, and images in the advertisements. The study stage begins with data collection on hotel advertisements regarding the advertisements being promoted. Then a picture of the proper meaning of promotional advertising based on semiotics will be drawn up. The results achieved are the connection between symbols and meanings used in a hotel promotion advertisement. Semiotic science variables can be added in the design of a hotel advertisement so that it provides an illustration of the suitability between the application of semiotics and hotel marketing practices as outlined in the advertisement. The exact match between the desires and the meaning to be conveyed can be developed properly to avoid misunderstandings between the hotel and the target market. Keywords: advertising; Bali; hospitality; promotion; semiotics

Effects of COVID-19 on hotel marketing and management: a perspective article

Purpose This paper aims to discuss the effects of COVID-19 on hotel marketing and management practices and outlines a three-pronged research agenda to stimulate knowledge development in the hotel sector. Design/methodology/approach This paper is based on an overview of the relevant literature on hotel marketing and management and the hotel guest behavior. The authors also investigated hospitality service trends to propose a research agenda. Findings This paper presents a research agenda from three dimensions – artificial intelligence (AI) and robotics, hygiene and cleanliness and health and health care. First, different types of AI (mechanical, thinking and feeling) might open up distinct research streams at the intersection of health crises and hotel management, in light of the COVID-19 pandemic. Additionally, this paper recommends that researchers move beyond typical perspectives on the antecedents and outcomes of hotel hygiene and cleanliness to delve into guests’ perceptions of the cleanliness of specific hotel surfaces. Furthermore, a more in-depth analysis is warranted about the evolving relationship between hotels and the health-care sector. Practical implications The recommended research areas are intended to advance the knowledge base to help hotels recover from the COVID-19 pandemic. The suggested research streams are expected to provide actionable insights to promote the development and sustainability of the hotel sector. Originality/value This paper appears to be a frontier study, critically examining possible effects of the COVID-19 pandemic on hotel marketing and management practices and how hoteliers may respond to such challenges to recover after this pandemic.

Perspektif Konsumen terhadap Pemasaran Paket MICE pada Departemen Pemasaran Hotel Aston Madiun

This study discusses the consumer perspective about the marketing activities of MICE packages organised by the Sales and Marketing Department at Aston Madiun Hotel and Conference Center. The component of organising marketing activities to be evaluated refers to the Marketing Mix model developed by Kotler (2014) knows as 4Ps (product, price, promotion, and place). In this study, researchers used quantitative and qualitative data. Data collection is done by distributing questionnaires to 112 respondents determined through purposive sampling, namely visitors who have purchased MICE packages at Aston Madiun Hotel and Conference Center. Data collection was also obtained from interviews with guests and the Sales and Marketing Department as organisers of hotel marketing activities, observation and literature. In order to formulate the overall evaluation steps, an analysis of the four sectors of hotel marketing activities was carried out in the form of analysis, planning, implementation, and evaluation whose results will be described descriptively. The results showed that the overall marketing mix component received a positive response from guests who had purchased the MICE package at the Aston Madiun Hotel. Two questionnaire items obtain quite low scores, namely hotel items routinely offer and update the details of MICE packages directly to companies and hotels utilising all print media for marketing MICE package activities. The data obtained from the study will be used as study material to evaluate the marketing activities of the Marketing Department in marketing an Aston Madiun Hotel service product, in the form of accuracy of analysis, product development that is in line with the main potential of the hotel, implementation of targeted market segmentation and always evaluating every marketing process that has been passed.