Perspektif Konsumen terhadap Pemasaran Paket MICE pada Departemen Pemasaran Hotel Aston Madiun

https://doi.org/10.22146/gamajts.v2i2.56856

Priscila Triviana Dewi(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


This study discusses the consumer perspective about the marketing activities of MICE packages organised by the Sales and Marketing Department at Aston Madiun Hotel and Conference Center. The component of organising marketing activities to be evaluated refers to the Marketing Mix model developed by Kotler (2014) knows as 4Ps (product, price, promotion, and place). In this study, researchers used quantitative and qualitative data. Data collection is done by distributing questionnaires to 112 respondents determined through purposive sampling, namely visitors who have purchased MICE packages at Aston Madiun Hotel and Conference Center. Data collection was also obtained from interviews with guests and the Sales and Marketing Department as organisers of hotel marketing activities, observation and literature. In order to formulate the overall evaluation steps, an analysis of the four sectors of hotel marketing activities was carried out in the form of analysis, planning, implementation, and evaluation whose results will be described descriptively. The results showed that the overall marketing mix component received a positive response from guests who had purchased the MICE package at the Aston Madiun Hotel. Two questionnaire items obtain quite low scores, namely hotel items routinely offer and update the details of MICE packages directly to companies and hotels utilising all print media for marketing MICE package activities. The data obtained from the study will be used as study material to evaluate the marketing activities of the Marketing Department in marketing an Aston Madiun Hotel service product, in the form of accuracy of analysis, product development that is in line with the main potential of the hotel, implementation of targeted market segmentation and always evaluating every marketing process that has been passed.

Keywords


hotels, marketing activities, MICE Packages, marketing mix, perspective, evaluation

Full Text:

PDF


References

Abdullah, I. A. (2009). Manajemen Konferensi dan Event. Yogyakarta: Gadjah Mada University Press.

Andayani, N. L. H. (2013). Manajemen Pemasaran Pariwisata. Yogyakarta: Graha Ilmu.

Christinasari, S. (2016). Peran Customer Relations dalam Menciptakan Citra Positif bagi Aston Madiun Hotel & Conference Center. Surakarta: Universitas Negeri Sebelas Maret.

Hadi, S. (2015). Statistik. Yogyakarta: Penerbit Pustaka Pelajar.

Hartono, Y. (2014). Perkembangan Kota Madiun sebagai Kota Gadis Tahun 2000- 2013. Madiun: Jurnal Agastya Vol. 04 No 02 Juli 2014.

Kotler, P. R. (2003). Marketing Insights from A to Z. New Jersey: John Wiley and Sons, Inc.

Kotler, P. R. (2014). Marketing for Hospitality and Tourism. Sixth Edition. United States of America: Pearson International Limited.

Kusmayadi dan Sugiarto, E. (2000). Metodologi Penelitian dalam Bidang Kepariwisataan. Jakarta: PT Gramedia Pustaka Utama.

Prideaux, B. et al. (2006). Managing Tourism and Hospitality Services. North American: CABI International.

Reid, R. D. and Bojanic, D. C. (2006). Hospitality Marketing Management. Fourth Edition. John Wiley & Son, Inc.

Setiyawan, A. D. dan Kusbandono, H. (2018). Sarana dan Prasarana Pendukung Industri MICE. Epicheirisi, 2, 1–6.

Srijani, N. dan Hidayat, A. S. (2017). Pengaruh Fasilitas Terhadap Kepuasan Pelanggan di Aston Madiun Hotel & Conference Center. Jurnal Penelitian Ilmu Ekonomi WIGA, 7, 31—38.

Sugiyono. (2014). Metode Penelitian Bisnis. Bandung: Penerbit Alfabeta.

Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Penerbit Alfabeta.

Supriyanto, M. dan Taali, M. (2018). Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Pengambilan Keputusan Menginap di The Sun Hotel Madiun. Epicheirisi, 2, 13–21.

Sujatno, B. (2008). Hotel Courtesy. Yogyakarta: Penerbit Andi Yogyakarta.

Yoeti, O. A. (2001). Strategi Pemasaran Hotel. Jakarta: Gramedia Pustaka Utama.



DOI: https://doi.org/10.22146/gamajts.v2i2.56856

Article Metrics

Abstract views : 1484 | views : 3389

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Gadjah Mada Journal of Tourism Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Web
Analytics View My Stats

Print ISSN: 2621-9522 | Online ISSN: 2621-9948
Copyright © 2024 Gadjah Mada Journal of Tourism Studies, Office of Journal & Publishing, Faculty of Cultural Sciences, Universitas Gadjah Mada