Analisa Musim Liburan terhadap Segmentasi Pasar di Sofitel Bali Nusa Dua

Agnes, Sabrina (2019) Analisa Musim Liburan terhadap Segmentasi Pasar di Sofitel Bali Nusa Dua. Bachelor thesis, Podomoro University.

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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).

Item Type: Skripsi (Bachelor)
Uncontrolled Keywords: Holiday season, Market segment, Market target, Occupancy
Subjects: Hotel Business Program
Faculty: Faculty of Tourismpreneur > Hotel Business Program
Depositing User: Sabrina Agnes
Date Deposited: 29 Aug 2019 03:33
Last Modified: 25 Nov 2019 04:13
URI: http://repository.podomorouniversity.ac.id/id/eprint/284

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