PERGESERAN MARKETING STRATEGY PADA HOSPITALITY INDUSTRY DI KABUPATEN BADUNG

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 company 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 Badung Regency, Bali. The variables of this research are the implementation of the horizontal marketing, the marketing 3.0 and the digital marketing and their contribution to the sustainability of company growth. The analytical technique used is a descriptive quantitative approach. The finding shows that the implementation of horizontal marketing strategy and digital marketing has been shifting positively and focus on digital marketing. Its also positively contribute to increase the company 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, company growth