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 68
- Downloads 0
Omnichannel Strategy in Increasing Customer Satisfaction Post Covid-19 in Automotive Industry
COVID-19 has plagued the auto industry for the past two years. The automotive ecosystem is currently being hit by problems stemming from three main forces, namely competition, advances in digital technology, and increasi...
Boosting Employee Performance Through Work Condition,Work Content,Career Development, on Work Motivation as Mediation Variable
Human resources are one of the most important assets of an organization. In other words, success something organization very depends on performance his employees. By because that's it, manager and expertstry for determin...
Group Borrowing : Microfinance-Tontine Sustainable Co-Existence. Case Of Cameroon
This paper uses a case study approach to examine the role of group account in Microfinance institutions on tontine's survival. The research investigates on the origin of funds deposited in group accounts, and its importa...
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...
Financial Distress Analysis with Firm Size as a Moderating Variable in the Restaurant, Hotel, and Tourism Sub-Sector Companies on the Stock Exchange of Indonesia
A financial distress decline in financial health a bussiness had before bankruptcy, so it is important for companies to analyze financial distress as a form of prevention from the start. The investigation’s goal was to e...