Social Media Marketing Strategy for a Leisure Hotel Using Digital Customer Experience Journey Approach: A Study on Innside by Melia Yogyakarta
Journal Title: Journal of Economics, Finance and Management Studies - Year 2021, Vol 4, Issue 08
Abstract
Innside by Melia Yogyakarta is a 4-star business and leisure hotel owned by PT. Saraswanti Indoland Development. In 2018-2019, Innside by Melia Yogyakarta experienced a relatively rapid increase in revenue. However, the Directors of PT Saraswanti Indoland Development are still not satisfied with the hotel's current performance. To improve hotel performance, the target market will be focused on leisure travelers. However, the social media platform owned by Innside by Melia Yogyakarta, which will attract leisure travelers, also does not have a good performance. To overcome this issue, several analyzes and findings are conducted. External analysis is determined by PESTEL and Competitor Analysis. Internal analysis is determined by VRIO and Segmentation, Targeting, and Positioning (STP). Then, a survey was carried out to find out the preferences of leisure travelers. The survey was made based on the customer experience's digital journey while staying at Innside by Melia Yogyakarta and hotels in the Yogyakarta. There are six stages of the customer experience journey: the awareness/inspiration stage; research/consideration stage; decision-making stage; preparation stage; in-hotel experience stage; and loyalty advocacy stage. The survey results were processed quantitatively and analyzed descriptively. Based on the survey results, the root of the problem lies in customers' low awareness/inspiration towards Innside by Melia Yogyakarta's social media. The solution to this problem is sought by using the Repositioning and New Wave Marketing strategy to create a horizontal marketing system on Innside by Melia Yogyakarta's social media. Each alternative solution is systematically compiled on the customer journey map. then recommendations for social media content were made to implement the formulated strategy.
Authors and Affiliations
Arief Fathoni Argadian, Nila Armelia Windasari
Keywords
Related Articles
- EP ID EP705521
- DOI 10.47191/jefms/v4-i8-20
- Views 79
- Downloads 0
Local Business Environment – Theory, Practice: Case Study in Thanh Hoa Province
The prevailing business environment in a region or locality has a significant impact on the performance of businesses in that region or locality. A healthy business environment can not only enhance the growth and success...
The Impact of Stakeholder Pressure on Environmental Performance with Ghrm Practice and Green Innovation as Mediation
Currently, the GHRM Practice theory is widely used to assess performance in a company. However, in its theory, GHRM practice does not always have a positive effect on a company's performance, one of the causes being pres...
The Influence of Financial Literacy on MSME Performance is Mediated by Financial Behavior and Financial Inclusion (Study in Kewapante District-Sikka Regency)
This research is motivated by the performance problems of MSMEs in Kewapante District-Sikka Regency from a financial perspective, customer perspective, internal business process perspective and learning and growth perspe...
Productivity Potential and Yield gap estimation of pulse crops in Ethiopian Agriculture
This study aims to provide a detailed analysis of the pulse crops yield gaps for extra grain in production in Ethiopia. The study covers the period 2006/07-2020/21. Central Statistical Agency of Ethiopia (CSA) Agricultur...
Barriers to Entry for New Entrants into Kandahar Industrial Park
Entry barriers are one of the dangerous powers that helps with incumbent firms in terms of competitive advantage over new participants and helps to promote the oligopoly market structure. The objective of this study is...