Pemasaran Hotel [Hotel Marketing] : Definisi, Faktor Penentu Keberhasilan Pemasaran Hotel [Hotel Marketing] (2)

Definition of hotel marketing.

According to prof. Danny J. Rutherford of the University of Washington in his book Hotel Management and Hospitality Operations. Hotel marketing is an activity that uses strategies and tactics designed to negotiate the services a hotel can provide, passionately encouraging guests who are willing to choose the message to be conveyed. next to the hotel, for comparison with other competitive hotels .

According to Rutherford (1989), he defines hotel marketing as follows: “Marketing is a general term that includes a series of strategic and tactical activities aimed at telling customers the “story” of hotels, services and inducing customers to make choices based on messages from the hotel. ". marketing versus alternatives (p. 199). ). Less significant: Hotel marketing is an activity that uses strategies and tactics designed to tell a "story" about what a hotel has to offer, encouraging guests to choose the message the hotel has to offer over other options.

According to Philip Kotler (1996), the definition of hotel marketing is the science that focuses on guest satisfaction, and from this activity the hotel makes a profit. Thus, Kotler is considered to be sensitive to serving and meeting people's needs (Yoeti, 1999, p. 10).

Neil Warne and Alison Morrison (1993) argue that from the point of view of people working in the service industry , marketing can be interpreted as an attempt to turn food, drink, and hotel accommodation into products that people are interested in, adding value through a report. Delivery. and presentation by Yoeti, 1999, p. 10).

Factors affecting the success of hotel marketing;

W. Lazar and E. J. Kelly (1996) note three factors necessary for the implementation of service marketing, namely:
1. Tool production
To ensure the convenience of tourists as users of services, products are sold in the form of packages that provide comprehensive services (integrated services).
2. Distribution tool
In order to meet the needs of tourists, they should not communicate directly with the companies that sell these services, but simply through travel agents such as tour operators, travel agencies, hotel booking agencies, wholesalers or dealers.
3. Advertising tools
In order for potential tourists to receive complete and reliable information about the products or services they want to sell, you need to have promotional materials such as brochures, booklets, pamphlets, posters or travel cards so that they can prepare these sources of information for a good and heartfelt tour.

According to Agus Sulastion (2001, p. 262) , the success of hotel marketing depends on two factors , namely:
1. Controlled factors
The marketing mix can be changed in several ways, for example hotels can change the media used to advertise products, or move from magazines to television or radio to coupons, while limiting time and money.
2. Uncontrollable factors
Factors that cannot be controlled are events beyond the control of the marketing manager.
These factors are sometimes referred to as external factors, of which there are at least six external factors such as:
a. competition
b. Regulation and legalization
in. economic environment
e. Technology e
I. Environment
e. Socio-cultural
The success of a hotel product seller depends on the price or rate of the hotel in question. If the room rate is considered high, it is possible that the potential guest will choose a different hotel product (replacement).
According to Oka A. Yoeti (1999, p. 24), the key to business success must be the development of a competitive strategy based on the marketing mix. The marketing mix as a concept was first introduced by Borden in the 1960s. The marketing mix consists of: product, placement, price, positioning, promotion, and target market.