STRATEGIC MARKETING IN CRISIS (COVID-19 PANDEMIC): A STUDY AT PRIMEBIZ HOTEL SURABAYA

IF 1.6 Q3 BUSINESS, FINANCE Australasian Accounting Business and Finance Journal Pub Date : 2022-11-28 DOI:10.33086/bfj.v7i2.3355
Mohammad Jamil Rizwan, G. Premananto
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Abstract

COVID-19 pandemic has disrupted the global economy including the hotel industry locally and internationally. It has spread to practically every country in the world. While the survival of the hotel industry was at its stake, there was a need for research to know management's response to this crisis and opted strategies for survival. The purpose of this research is to design a marketing strategy at PrimeBiz Hotel Surabaya that deals with COVID-19. This research was conducted using a qualitative approach based on case studies. This study uses triangulation methods to validate and view from various perspectives. The data collection procedure used in this study was in-depth interviews. The findings of this study indicate that the economic crisis brought on by the coronavirus had an effect on the hotel in Indonesia. Overall, the key findings imply that the PrimeBiz hotel improved and adjusted its marketing mix in response to the issue. The Indonesian PrimeBiz hotel was required to alter its marketing mix as a result of the shift in consumer purchasing behavior, which was a significant factor. In order to prevent the virus from spreading, the Indonesian government and the Public Health Agency put in place measures like social exclusion, travel restrictions, and solid borders.
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危机中的战略营销(covid-19大流行):在泗水黄金商务酒店的一项研究
新型冠状病毒感染症(COVID-19)疫情对包括国内外酒店业在内的全球经济造成了冲击。它已经蔓延到世界上几乎每一个国家。虽然酒店行业的生存处于危险之中,但有必要进行研究,以了解管理层对这场危机的反应和选择的生存策略。本研究的目的是设计一个营销策略在PrimeBiz酒店泗水处理COVID-19。本研究采用基于个案研究的定性方法进行。本研究采用三角测量的方法,从多个角度进行验证和观察。本研究使用的数据收集程序是深度访谈。这项研究的结果表明,冠状病毒带来的经济危机对印度尼西亚的酒店产生了影响。总体而言,主要调查结果表明,针对这一问题,PrimeBiz酒店改进并调整了其营销组合。由于消费者购买行为的转变,印尼PrimeBiz酒店被要求改变其营销组合,这是一个重要因素。为了防止病毒传播,印度尼西亚政府和公共卫生机构采取了社会排斥、旅行限制和坚固边界等措施。
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来源期刊
CiteScore
3.90
自引率
15.80%
发文量
22
审稿时长
24 weeks
期刊介绍: The Australasian Accounting, Business and Finance Journal is a double blind peer reviewed academic journal. The main focus of our journal is to encourage research from areas of social and environmental critique, exploration and innovation as well as from more traditional areas of accounting, finance, financial planning and banking research. There are no fees or charges associated with submitting to or publishing in this journal.
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