Analisa Musim Liburan terhadap Segmentasi Pasar di
Sofitel Bali Nusa Dua
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Institusion
Universitas Agung Podomoro
Author
Agnes, Sabrina
Subject
Hotel Business Program
Datestamp
2019-11-25 04:13:23
Abstract :
This study analyzes the holiday season against market segmentation, based on the data collected at Sofitel Bali Nusa Dua. This study aims to identify and discuss the main differences regarding the guests’ profile of purpose of stay and citizenship in high, medium and low seasons. The results allow discussion of implications for goal management and marketing. More specifically, an understanding of these differences, considering existing resources, constraints, and potential goals, will help develop a strategy of generating diversification of demand, creating conditions for attracting, satisfying, and possibly ensuring the loyalty of incoming guests. That is, the results discussed here should help strategically manage demand that results in hotel development (Kastenholz, 2004).
This study analyzes the holiday season against market segmentation, based on the data collected at Sofitel Bali Nusa Dua. This study aims to identify and discuss the main differences regarding the guests’ profile of purpose of stay and citizenship in high, medium and low seasons. The results allow discussion of implications for goal management and marketing. More specifically, an understanding of these differences, considering existing resources, constraints, and potential goals, will help develop a strategy of generating diversification of demand, creating conditions for attracting, satisfying, and possibly ensuring the loyalty of incoming guests. That is, the results discussed here should help strategically manage demand that results in hotel development (Kastenholz, 2004).
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