Teori Pemasaran Perhotelan (Hotel Marketing)

Hotel services always consist of a variety of activities aimed at stimulating the interest of potential customers to buy hotel products and services. Basically, hotel products and services are used during check-in and check-out. Guests also enjoy entertainment at the bar until they stay and stay, eat and drink, check out, which is part of the hotel product. Danny G. Rutherford of Washington State
The university says in its book Hotel Management and Operations that hotel marketing is an activity that uses strategies and techniques to "communicate incentives to hotel-provided services that can entice guests to choose a hotel that delivers the message" with other options than competitive hotels. For comparison, quoted by Philip Kotler (1999), Drs. H. Oika. Yoeti (1997: 10) Hospitality marketing is "a science whose purpose is to satisfy guests and benefit the hotel in this activity." Kotler (1999) calls it a service. And referred to as the satisfaction of human needs.This view is supported by Ronald A. Nickel (1989: 7) Hospitality marketing "has many goals and objectives and relates to different consumers."
Although Neil Warner and Alan Morrison say in their book "Hospitality Marketing" thathospitality marketing is an attempt to manage food, beverage and hotel accommodation through products that interest people from the perspective of people in the service sector. Values ​​are added through services and offers. "In this case, the most important task of marketing.

W. Lazar and EJ Kelly (1996) mentioned three things needed to implement service marketing, namely:
Product tool
For the convenience of tourists as users of the service, the products are sold in the form of packages that provide comprehensive service (complex service).
Distribution tool
To meet the needs of tourists, they do not have to deal directly with the companies that sell these services, but only through travel intermediaries such as tour operators, travel agencies, hotel booking agencies, wholesalers or sellers.
Advertising tools
To get complete and reliable information about the products or services that potential tourists want to sell, you need to have promotional materials such as brochures, leaflets, pamphlets, posters or tourist cards to have these sources of information, they can prepare for a beautiful and enjoyable tour .
There are many limitations to hotel marketing, one of which is that Ritterford (1989) defined hotel marketing as follows: “Marketing is therefore a general term that encompasses a range of strategic and tactical planning activities to tell customers about hotel history. Encourage customers to make choices based on the hotel's marketing message rather than services and options ”(p. 199).