Marketing Mix Digitalization  as a Business Strategy at Holiday Resort Lombok

I Ketut Murta Jaya  Kusuma; Gede  Ginaya; I Made Darma  Oka

Authors

I Ketut Murta Jaya Kusuma Politeknik Negeri Bali
Gede Ginaya Politeknik Negeri Bali
I Made Darma Oka Politeknik Negeri Bali

Keywords:

hotel, digitalization, marketing mix, business strategy

Abstract

Purpose: Holiday Resort Lombok, West Nusa Tenggara, Indonesia, realizes the importance of development through digitalization to improve less than ideal business strategies. This research aims to analyze the implementation of marketing mix digitalization as a business strategy at the Holiday Resort Lombok and design an appropriate digitalization model.

Research methods: This research uses a qualitative approach with a focus on the analysis and interpretation of written material. Sustainable marketing and tourism theory is used as a basis for the discussion.

Findings: The digitalization of the 7P marketing mix at Holiday Resort Lombok has been applied to all elements of the marketing mix, but the implementation is still limited and not yet optimally integrated. The main obstacles in implementing this include limited funding, technology, human resources, and hotel management planning which does not fully support comprehensive digitalization.

Implications: This research produces seven marketing mix digitalization models which include digitalization of products, prices, places, promotions, people, processes and physical evidence. Each model includes specific goals, methods, action plans, and necessary follow-up.

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