How Does the Shifting of Marketing Strategy in the Hospitality Industry Contribute to the Sustainability Company Growth?

Karta, Ni Luh Putu Agustini and Kappola, Victor Babu and Wardani, Rani Kusumo and Wiles, Erna and Widiastini, Ni Made Ary (2019) How Does the Shifting of Marketing Strategy in the Hospitality Industry Contribute to the Sustainability Company Growth? International Journal of Interdisciplinary Current Advanced Research www.ijicar.in, 1 (3). pp. 41-49. ISSN ISSN: 2663-0931(Print) ISSN: 2663-2594(online)

Text IJICAR Maret 19 The Shifting of Marketing of Hospitality.pdf Download (276kB)

Abstract

Tourism is the driving force of Balinese people's economy. The development of
technology and information systems has been influencing the marketing
strategies undertaken by the tourism and hospitality industry in Bali. The purpose
of this study is to analyze the shifting of the implementation of marketing
strategies undertaken by the hospitality business enterprises in Bali and their
contribution to the sustainability of the corporation growth. The respondents are
40 people, consisting of general manager, sales and marketing managers and
public relation managers of 3, 4, and 5-star hotels in Bali. First stage analysis
finding were the percentages of the shifting of marketing in hospitality industries
in Bali. It has been published in Journal Management and Accounting, ISSN
1414-1263 (2017). The second stage is quantitative analysis, consist of three
variables. The variables of this research are the implementation of X1 – the
horizontal marketing, X2 – the marketing 3.0 and X3 – the digital marketing and
their contribution to Y – the sustainability of corporation growth. The analytical
technique used is a descriptive quantitative approach, making linier regression.
The finding shows that the implementation of horizontal marketing strategy and
digital marketing were shifting and contribute positively to the sustainability of the
corporation growth, but marketing 3.0 is not significantly impact to sustainability of
the corporation growth. The implications of this study is expected to give
guidance to marketing managers in applying the right marketing strategy in the
hospitality industry.
Keywords
Horizontal, 3.0, Digital Marketing,

Item Type:	Article
Uncontrolled Keywords:	Marketing sustainable
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User:	Dr. Agustini Karta
Date Deposited:	21 Jun 2021 03:22
Last Modified:	21 Jun 2021 03:22
URI:	http://eprints.triatmamulya.ac.id/id/eprint/374

Actions (login required)

View Item