Competitiveness Improvement Strategy Formulation on Individual Hotel: Case of XYZ Hotel at City Of Bogor (Published)
Proportional to the growth of tourism industry in Indonesia, the city of Bogor has experienced an increase in the number of tourists, where it is followed by the growing number of hotels, including the brand-affiliated hotels. As a result, the independent hotels are at risk to experience a decrease in occupancy rate, including Hotel XYZ. Therefore, it is important for independent hotels to increase their performance thus their priceremains competitive in the market. This study aims to identify the internal and external factors of Hotel XYZ, and to formulate the strategy to increase Hotel XYZ’s competitiveness. The methods employed in this study are as follows: VRIO, PESTLE, Five Forces Porter, IFE, EFE, TOWS, and Strategic Architecture. IFE analysis shows that the employees’ loyalty and the wide area (land) have the same weighted value of 0.451. The main weakness of Hotel XYZ is the low level of education of the employees, with the weighted value of 0.223. EFE demonstrated that the main opportunity of Hotel XYZ is the technology advancement that has improved the business process to be easier, with the weighted value of 0.465. In the other hand, the main threat of Hotel XYZ is the growth of similar business thus leaving consumer with many options, with weighted value of 0.223. TOWS Matrix produced 10 alternative strategies, which then developed to the Strategic Architecture. The strategic architecture isdivided into four periods with each duration of one and a half year.
Keywords: Brand-Affiliated, Competence, Five Forces Porter, Hotel, Individu, Pestle, Strategy
The Strategy for Maritime Attraction Development in Bawean Islands, Indonesia (Published)
The research shows that the maritime attractions in the Bawean islands have the great potential to be the islands’ main attraction since the panorama of beach and sea meets the 3S criteria (sun, sea, sand), and they have good quality of marine ecosystem. Noko island becomes the first priority over other tourist destinations in Bawean island. Moreover, diving and beach are the main attractions that need to be improved. This study also determines that Strengths Opportunities (SO) strategy is the most appropriate one employed to support the development of some tourist attractions in the Bawean islands since it uses Bawean people’s open character toward the maritime attractions and their religious values. They are engaged in the process of the maritime attraction development from planning, execution, until evaluation. There are also other points of the strategy which are optimizing the airport in Tanjung Ori Bawean for the main transportation to Bawean Island, making the beach area, especially the area of coral reef ecosystems, a Marine Protected Area, and increasing the facilities and infrastructures of the maritime attraction like road, clean water, hotel, restaurant, and water sport/game by cooperating with some investors.
Keywords: AHP, Bawean Islands, Maritime Attraction, SWOT, Strategy