REPRICING AS STRATEGIES TO SURVIVE IN THE HOSPITALITY BUSINESS DURING THE PANDEMIC OF COVID-19 (Case Study at Wyndham Garden Kuta Bali)
DOI:
https://doi.org/10.55606/bijmt.v2i2.419Keywords:
hospitality, room rate, strategy, pricing strategyAbstract
This study aimed at analysing the pricing strategy done by Wyndham Garden Kuta Bali as one of the strategies to survive during the pandemic. This was a qualitative research using interview and literature study to collect the data. The interview was done with the general manager of Wyndham Garden Kuta Bali, while literature study was done by analyzing several relevant literatures. Data gained from the interview and literature study were analyze qualitatively by doing data sorting and organizing. Based on the results of analysis, it was found out that pricing was done by the executive committee and owner. The re-pricing done by Wyndham Garden Kuta Bali affected the occupancy in which there was an increase in term of occupancy in 2022. Even though the increase was not that significant, it might be good indicator for the improvement of tourism and hospitality industry in Bali.
References
Arikunto, S. 2010. Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Cahyani, Ni P. E. Y., et al. "Increasing Room Occupancy and Room Revenue Through Price Decision Strategy." International Journal of Glocal Tourism, vol. 1, no. 1, Sep. 2020, pp. 1-12.
Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: review of the current situations and a research agenda. Journal of Hospitality Marketing & Management, 29(5), 527-529.
Janssen, E. (2021). Changes in pre-and post-pandemic pricing decision factors: An overview of South Africa’s luxury accommodation sector. Research in Hospitality Management, 11(1), 37-44.
Leavy, P. (2017). Research design: Quantitative, qualitative, mixed methods, arts-based, and community-based participatory research approaches. Guilford Publications.
Manek, D. (2021). Covid-19 Pandemic and Dynamics of Hotel Own Demand and Supply in Bali. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 1(2), 246-254.
Musadad, M. (2020). Crisis survival strategies: how a hotel survives during the Covid-19 pandemic. Journal of Sustainable Tourism and Entrepreneurship, 1(4), 269-278.
Puspita, N. P. L. A., Astawa, I. P., & Mudana, I. G. (2021). Hotel Strategy in Facing the Covid-19 Pandemic (The Westin Resort Nusa Dua Experience). International Journal of Glocal Tourism, 2(1), 28-39.
Rahma, V. S., & Arvianti, G. F. (2020). THE IMPACTS OF COVID-19 PANDEMIC IN INDONESIA AND CHINA'S HOTEL INDUSTRY: HOW TO OVERCOME IT?. JELAJAH: Journal of Tourism and Hospitality, 2(1), 55-64.
Sammut-Bonnici, T., & Channon, D. F. (2014). Pricing strategy.
