{"title":"Penerapan Tri Hita Karana Sebagai Aplikasi Marketing 3.0 The Royal Pita Maha Resort","authors":"Syahrul Sauta, Anastasia Sulistyawati","doi":"10.46837/JOURNEY.V4I1.70","DOIUrl":null,"url":null,"abstract":"Ubud the potential for its natural beauty has begun to attract investors in developing hotels and resorts. This has led to fierce competition. One method that can be used is to apply the strategy of marketing 3.0. Tjampuhan Group have long been developing a hospitality business based on the culture of the Tri Hita Karana concept. The purpose\nof this research is to understand the basis for selecting the brand “The Royal Pita Maha Resort” as seen from Barney's Resource Based View and to describe the marketing strategy of The Royal Pita Maha Resort as seen from Kotler's marketing 3.0. The research method used is a qualitative method. The data collection technique is in the form of literature study.\n\nThe results showed the brand has competitive power, because it has been familiar to foreign tourists since the 1930s. The implementation of The Royal Pita Maha strategy has implemented marketing 3.0 and is based on Tri Hita Karana (THK) where the construction of this hotel is not only focused on commercial but also tries to balance commercial, social, cultural and spiritual. Positioning, differentiation, and branding have a positive and significant effect on competitiveness at Hotel The Royal Pita Maha Resort. The impact resulting from the implementation of THK-based marketing 3.0 is positive impact. The positive impacts resulting from the application of THK-based marketing 3.0 is an economic, social, environmental and spiritual impacts.\n\nKeywords: Tri Hita Karana, Marketing 3.0","PeriodicalId":231027,"journal":{"name":"Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management","volume":"9 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journey : Journal of Tourismpreneurship, Culinary, Hospitality, Convention and Event Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46837/JOURNEY.V4I1.70","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Ubud the potential for its natural beauty has begun to attract investors in developing hotels and resorts. This has led to fierce competition. One method that can be used is to apply the strategy of marketing 3.0. Tjampuhan Group have long been developing a hospitality business based on the culture of the Tri Hita Karana concept. The purpose
of this research is to understand the basis for selecting the brand “The Royal Pita Maha Resort” as seen from Barney's Resource Based View and to describe the marketing strategy of The Royal Pita Maha Resort as seen from Kotler's marketing 3.0. The research method used is a qualitative method. The data collection technique is in the form of literature study.
The results showed the brand has competitive power, because it has been familiar to foreign tourists since the 1930s. The implementation of The Royal Pita Maha strategy has implemented marketing 3.0 and is based on Tri Hita Karana (THK) where the construction of this hotel is not only focused on commercial but also tries to balance commercial, social, cultural and spiritual. Positioning, differentiation, and branding have a positive and significant effect on competitiveness at Hotel The Royal Pita Maha Resort. The impact resulting from the implementation of THK-based marketing 3.0 is positive impact. The positive impacts resulting from the application of THK-based marketing 3.0 is an economic, social, environmental and spiritual impacts.
Keywords: Tri Hita Karana, Marketing 3.0
然而,其自然美景的潜力已开始吸引投资者开发酒店和度假村。这导致了激烈的竞争。一个可以使用的方法是应用营销3.0策略。Tjampuhan集团长期以来一直以Tri Hita Karana文化为基础发展酒店业务。本研究的目的是从Barney’s Resource Based View了解选择The Royal Pita Maha Resort这个品牌的依据,以及从Kotler’s marketing 3.0来描述The Royal Pita Maha Resort的营销策略。研究方法采用定性方法。数据收集技术采用文献研究的形式。结果表明,该品牌具有竞争力,因为它自20世纪30年代以来一直为外国游客所熟悉。The Royal Pita Maha战略的实施实施了营销3.0,并以Tri Hita Karana (THK)为基础,该酒店的建设不仅专注于商业,而且试图平衡商业,社会,文化和精神。定位、差异化和品牌对皇家皮塔马哈度假酒店的竞争力有积极而显著的影响。实施基于thk的营销3.0所产生的影响是积极的影响。基于thk的营销3.0应用所产生的积极影响是经济、社会、环境和精神影响。关键词:Tri Hita Karana,营销3.0