Development of Unique Selling Proposition towards Competitive Advantage at Swan Paradise A Pramana Experience
Keywords:
unique selling proposition, competitiveness, sustainable tourism, distinctive serviceAbstract
Purpose: This research aims to develop a Unique selling proposition (USP) for competitive advantage at Swan Paradise A Pramana Experience (Swan Paradise), Blahbatuh, Gianyar, Bali, Indonesia.
Research methods: This research uses a qualitative descriptive approach with a case study method. Data was collected through in-depth interviews with tourism managers and actors, involved observation, and document study. The data analysis technique used is qualitative analysis with descriptive data presentation.
Findings: Swan Paradise has superior potential in the form of luxurious facilities, beautiful natural views, and distinctive and personal service. Apart from that, Balinese culture and traditions integrated into the hotel's services and facilities are a special attraction that can strengthen Swan Paradise's USP. The discussion revealed that developing a USP that focuses on unique services and facilities can increase competitiveness and attract more tourists. Implications: This research provides an important contribution to the development of marketing strategies in the hotel industry. Implementation of a strong USP not only increases tourist attraction, but also strengthens Swan Paradise's competitive position in the tourism market.
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