Ko Ko Mo Resort's Green Marketing Strategy To Improve Occupational Levels

Ahmad Ahmad, I Putu Buda Yasa, Aprila Sinta Uli

Abstract


Based on the results of the observations above, it is known that the best achievement was in June 2023, namely reaching 91.67%, this was because it coincided with the 2023 Eid holiday and was connected with school children's holidays. While in January-May the achievement still fluctuated between 75% to 83.33%. The achievement of the occupancy rate at Kokomo Resort has not been maximized, so it is necessary to carry out further research on this matter. The author plans to use a green marketing strategy to increase the achievement of occupancy rates at Kokomo Resort. The location of this research was conducted at Kokomo Resort which is located in Gili Indah Village, Gili Trawangan, Lombok. This research was conducted for 6 months, from January 2023 to June 2023. The object of this research is a green marketing strategy to increase occupancy rates at Kokomo Resort. The population in this study were the Kokomo Resort managers and their staff, totaling 5 people. The sampling technique in this study used a total sampling technique, meaning that all members of the population were sampled. The green marketing strategy at Kokomo Resort is in the good category, with an average achievement of 84%. The most dominant indicator, namely the provision of discounted room rates according to the season and the intensity of promotions through travel agents, received the highest achievement score, which was 90%. While the lowest achievement indicator is the adjustment of room rates according to certain conditions and the ease of getting public transportation by 78%.

Keywords


Green Marketing, Kokomo Resort, The occupancy rate.

Full Text:

PDF

References


Asamoah Kwame. (2013). Policy implementation: A Tool for Enhancing Tourism Development in Ghana. Journal of Law, Policy and Globalization www.iiste.org ISSN 2224-3259 (Online) Vol.10, page 19- 29.

Coban Susana. (2012). The Effects of the Image of Destination on Tourist Satisfaction and Loyalty: The Case of Cappadocia. European Journal of Social Sciences ISSN 1450-2267 Vol.29 No.2 pp. 222-232 Euro Journals Publishing.

Creswell, J. W. (2016). Research Design, Pendekatan Metode Kualitatif, Kuantitaif, dan Campuran. 4th ed. Yogyakarta: Pustaka Pelajar.

Elsonbaty, A., & Shams, M. (2020). The Smart Parking Management System. International Journal of Computer Science and Information Technology, 12(4), 55–66.

Felitti D. L. and Fiora AM. 2013. Destination loyalty: Effects of wine tourists‟ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research Pg. 47-6 2.

Hasibuan, A., & Sulaiman, oris krianto. (2019). Smart City, konsep kota cerdas Sebagai alternatif penyelesaian masalah perkotaan kabupaten/kota. Buletinutama Teknik, 14(2), 127–135.

Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2016). Principles of marketing (Sixteenth). England: Pearson.

Larasati, Sri. (2016). Excellent Hotel Operation. Yogyakarta: Ekuilibria.

Lestari, P. A. A., Zaini, O. K., & Farradia, Y. (2019). Pengaruh Penetapan Harga Terhadap Tingkat Hunian Tipe Deluxe Pada Hotel Bydiel Cianjur. Jurnal Online Mahasiswa (Jom) Bidang Manajemen, 4(4).

Liu I.-C. 2012. The Research of Medical Tourism Policy Network in Taiwan. Sociology Mind. Vol.2, No.4, 457-463 Published Online in SciRes.

Lupiyoadi, R., & Hamdani, A. (2013). Manajemen Pemasaran Jasa (Edisi Ketiga). Jakarta: Salemba Empat.

Mayantari, N. W., Astawa, I. P., & Susanto, B. (2017). Penerapan Strategi Pemasaran Dalam Menunjang Reservasi Untuk Meningkatkan Tingkat Hunian Kamar Pada Hotel Le Meridien Bali Jimbaran. Jurnal Bisnis Dan Kewirausahaan, 12(2 Juli), 146.

Miles, M.B, Huberman, A.M, & Saldana, J. (2014). Qualitative Data Analysis, A. Methods Sourcebook, Edition 3. USA: Sage Publications.

Mohajerani Pardis, Miremadi Alireza. 2012. Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies Vol. 4, No. 3.

Moura, F., & de Abreu e Silva, J. (2021). Smart Cities: Definitions, Evolution of the Concept, and Examples of Initiatives. January, 989–997.

Nugroho, R., & Japarianto, E. (2013). Pengaruh People, Physical Evidence, Product, Promotion, Price Dan PlaceTerhadap Tingkat Kunjungan Di Kafe Coffee Cozies Surabaya. Jurnal Manajemen Pemasaran Petra, 1(2), 1–9.

Radder Laetitia and Han Xiliang. 2013. Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums. International Business & Economics Research Journal pg. 1261-1271.

Rupaidah, Popy. (2014). Manajemen Strategik. Edisi Revisi. Bandung: Buku Pendidikan-Anggota IKAPI.

Sugiyono. (2019). Metodelogi Penelitian Kuantitatif dan Kualitatif Dan R&D. Bandung: Alfabeta.

Sunyoto, Danang. (2015). Strategi Pemasaran, Konsep Memenangkan Persaingan Bisnis dan Menakar Keberhasilan Strategi Menarik Konsumen. Yogyakarta: CAPS (Center for Academic Publishing Service).

Surya, D. G. (2019). Pengaruh Karakteristik Segmentasi Pasar Terhadap Tingkat Hunian Kamar The Alea Hotel Seminyak. Majalah Ilmiah Widyacakra, 2(02), 56.

Tjiptono, Fandy. (2014). Pemasaran Jasa. Yogyakarta: C.V Andi Offset.

Yoeti, O. A. (2013). Pemasaran Pariwisata Terpadu Edisi Revisi. Bandung: Angkasa.




DOI: http://dx.doi.org/10.58258/bisnis.v3i1.6571

Refbacks

  • There are currently no refbacks.


Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Bussiness Management
p-ISSN: 2828-8203, e-ISSN: 2828-7606
Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.