Strategic Formulation to Increase Room Occupancy Rate at Bali Palms Tabanan Bali
Abstract
This research aims to create a strategic plan for developing the potential occupancy rate at Bali Palms Tabanan Bali. This research was conducted to identify and analyze strengths, weaknesses, opportunities, and threats, as well as to determine the appropriate strategies for developing the occupancy rate potential at Bali Palms. The research was conducted through a survey. The formulation of the strategy is based on three stages: the input stage, the matching stage, and the decision stage. The analytical tools used are as follows: (1) Input stage: using External Factor Evaluation (EFE) Matrix, Internal Factor Evaluation (IFE) Matrix, and Competitive Profile Matrix (CPM); (2) Matching Stage: Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix, SPACE Matrix, BCG Matrix, IE Matrix; and Decision Stage using the Quantitative Strategic Planning Matrix (QSPM). The results of the research indicate that 4 priority strategies can be implemented, namely: Intensifying social media campaigns and collaborating with influencers to increase brand awareness of Bali Palms Tabanan; Conducting foreign language courses for local staff as part of a sustainable training program (CSR); Providing new and unique products that are different from competitors; and Developing a local supplier network to reduce additional costs and empower the local economy.
Downloads
References
[ICO] International Coffee Organization. 2016. Historical data on The Global Coffee Trade. https://www.ico.org/new_historical.asp.
Abdiputra, Y. (2019). Business Development Strategy in the Bakery Sector. Proceedings of the UMAH Engineering Semnas. Faculty of Engineering UMAHA. Sidoarjo.
Abya, Hamid., Mohammad Mehdi Nasiri Khalili, Mohsen Ebrahimi, Ali Movahed. 2015. Strategic Planning for Tourism Industry Using SWOT and QSPM. Management Science Letters Vol 5. pp: 295-300
Alamanda, D. T., Anggadwita, G., Raynaldi, M., Novani, S., Kijima, K., Sanjaya, V. F., Shelawati, D., Ghati, L., Berama, B., Kartika, Y. D., Rifin, A., Saptono, I. T., Nurul Hikmah, P., Priatna, W. B., Karami, I. R., Sagita, B. H., ..., Agriculture, B. P. and P., Abdiputra, Y., ... Berama, B. (2019). Designing Marketing Strategy at Balada Coffee Shop Using Swot With Quantitative Strategic Planning Matrix (qspm) Method. Journal of Information and Computer Technology, 1(2), 141–145. https://doi.org/10.36002/jutik.v5i2.780
Astiti, N. M. (2019). SWOT METHOD ANALYST FOR MARKETING STRATEGY BASED ON INTERNAL-EXTERNAL MATRIX (IE) (Case Study : Digital Art Bali). Journal of Information and Computer Technology, 5(2), 141–145. https://doi.org/10.36002/jutik.v5i2.780
Astuti, A. M. I., & Ratnawati, S. (2020). SWOT Analysis in Determining Marketing Strategy (Case Study at Magelang City Post Office 56100). Journal of Management Science, 17(2), 58–70.
Banani, Drs. Ade. “Bagaimana Menggapai Keunggulan Bersaing Yang Berkelanjutan.” Jurnal Fakultas Ekonomi Unsoed Jurusan Manajemen, 2020, 1–20. http://jp.feb.unsoed.ac.id/index.php/sca-1/article/viewFile/92/97.
Chiu, C. H., & Chang, H. H. (2020). Service quality, customer satisfaction, and behavioral intentions: Evidence from Taiwan's hotel industry. Journal of Travel & Tourism Marketing, 37(5), 614-627.
David FR. 2009. Strategic Management: Concept. Issue 12. Sunardi D, translator; Wuriarti P, editor. Salemba Four. Jakarta.
David, F. R., David, F. R., & David, M. E. (2002/2023). Strategic Management A Competitive Advantage Approach (17th ed.). Great Britain: Pearson Education Limited.
David, Fred R, dan David Forest R. 2016. Manajemen Strategik: Suatu Pendekatan Keunggulan Bersaing. Jakarta: Salemba Empat.
Dwyer, L., Edwards, D., Mistilis, N., Roman, C., & Scott, N. (2016). Destination and enterprise management for a tourism future. Tourism Management, 53, 56-68.
Fatimah, and Nuryaningsih. Manajemen Strategi, 2018.
Ghorbani, Amir., Valiollah Raufirad, Parisa Rafiaani, Hossein Azadi. 2015. Ecotourism Sustainable Development Strategies Using SWOT and QSPM model: A Case Study of Kaji Namakzar Wetland, South Khorasan Province, Iran. Toruism Management Perspectives Vol 16. pp: 290-297
Hana U. 2013. Competitive advantage achievement through innovation and knowledge. Journal of Competitiveness 5(1): 82–96. https://doi. org/10.7441/joc.2013.01.06.
Hikmah, P. N., Priatna, W. B., (2020). Coffee Marketing Strategy at Kopi Spectrum in Bogor City. Agribusiness Forum. Journal of Agribusiness IPB, 10(2), 79-85. https://doi.org/10.29244/fagb.10.2.79-85.
Kartika, Y.D., Rifin, A., Saptono, I. T. (2018). Arabica Coffee Business Development Strategy (Case study of PT Golden Malabar). Journal of Management and Business Applications. 4(2), 212-219. http://dx.doi.org/10.17358/jabm.4.2.212.
Kim, J., & Fesenmaier, D. R. (2015). Measuring the value of wellness tourism: The case of Korea. Journal of Travel Research, 54(5), 603-617.
Lee, C. K., Song, H. J., Bendle, L. J., & Han, H. (2021). Retreat tourism: A conceptual and empirical approach. Tourism Management Perspectives, 39, 100831.
Mahmudan, A. (2020). How much is Indonesia's coffee consumption in 2020/2021?. https://dataindonesia.id/sektor-riil/detail/berapa-konsumsi-kopi-indonesia-pada-20202021.
Meyers, Koen. 2009. Pengertian Pariwisata. Jakarta: Unesco Office.
Porter, M.E. 2007. Strategi Bersaing (Competitive Strategy): Teknik Menganalisis Industri dan Pesaing. Tanggerang: Karisma Publishing Group.
Prastowo, B., Karmawati, E., Rubiyo, Siswanto, Indrawanto, C., Munarso, S.J. (2010). Cultivation and Postharvest Coffee. Jakarta: Eska Media collaborates with the Center for Plantation Research and Development.
Putra, E.P., dan A.H Nasution. 2018. Development of Eco-tourist Strategy Using SWOT Analysis: Case Study of Bayung Gede Village. Journal of Proceedings Series Vol. 3. pp: 116-123
Rosiana, Nia. 2019. Daya saing dan ekspor kopi Indonesia melalui pendekatan sistem dinamis. [Disertasi]. Bogor (ID): Institut Pertanian Bogor.
Safitri, N., Priatna, W. B., Nurrochmat, D. R., & Lestari, R. (2023). Formulation Of Business Strategy Using SWOT Method And Quantitative Strategic Planning Matrix (QSPM): Case Study Surya Boutique Hotel Semarang. Journal of Management Science, 20(1), 33-45.
Sridadi, Ahmad Rizki. “Kajian Atas Konsep ‘Sustainable Competitive Advantage’ Dari Nicole P. Hoffman Dan Pengembangannya.” Jurnal Neo-Bis 8, no. 1 (2014): 1–18. https://journal.trunojoyo.ac.id/neo-bis/article/view/474.
Sridadi, Ahmad Rizki. “Kajian Atas Konsep ‘Sustainable Competitive Advantage’ Dari Nicole P. Hoffman Dan Pengembangannya.” Jurnal Neo-Bis 8, no. 1 (2014): 1–18. https://journal.trunojoyo.ac.id/neo-bis/article/view/474.
Sugiyono. 2010. Metode Penelitian Bisnis. Bandung: Penerbit Alfabeta.
Sulasih. (2019). IN KESER NOTOG PATIKRAJA BANYUMAS Sulasih. E-Bis Journal, 3(1), 30–31.
Undang-Undang No. 10 Tahun 2009 Tentang Kepariwisataan
Yang, Y., Fik, T., & Zhang, J. (2017). Modeling tourism demand in ASEAN countries: A panel data analysis. Current Issues in Tourism, 20(8), 755-771
Copyright (c) 2025 Christina Rosalia Sulestiyorini, Yeyen Komalasari, Christimulia Purnama Trimurti, R. Tri Priyono Budi Santoso
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
