Position Determination Strategies of Star Hotels in Bandung
- DOI
- 10.2991/atf-16.2016.31How to use a DOI?
- Keywords
- differentiation, positioning, content, contect, image, hotel
- Abstract
functions to achieve the company's objectives, both at the level of strategic marketing and tactical marketing level. Through differentiation, the company can determine the desired position among competing companies. Effective differentiation is a complex process and in its design involves many parties within the company, so it requires a high synergy between these parties. The implementation of service product differentiation strategy is an act that should be done by a hotel to increase the occupancy rate. The conceptual model of differentiation strategy includes service product offering differentiation (content), service product delivery differentiation (contect) and service product image differentiation (image). Position determination and service product differentiation strategy implementation performed by the management of star hotels in Bandung needs to be improved optimally, so that the level of competition (competitive advantage) will be high. That is the reasons that the hotel management needs to determine the position of his hotel service products to be competitive with the other hotels. The research objects are star hotels in Bandung, while respondents are hospitality experts. The data collection is nonsampling. The analysis is done through a multidimensional scalling. The results of analsisis showed that positioning determination done by the hotel management has been implemented properly
- Copyright
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ananta Danurdara AU - Wishnu Wardhana AU - Rachmat Mulyawan PY - 2016/05 DA - 2016/05 TI - Position Determination Strategies of Star Hotels in Bandung BT - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia PB - Atlantis Press SP - 211 EP - 221 SN - 2352-5428 UR - https://doi.org/10.2991/atf-16.2016.31 DO - 10.2991/atf-16.2016.31 ID - Danurdara2016/05 ER -