Strategi Promosi Villa Alahan Panjang Resort Selama Pandemi Covid-19
DOI:
https://doi.org/10.23887/jppsh.v5i3.41042Keywords:
Strategi, PromosiAbstract
Pengelolaan promos Villa mengalami beberapa permasalahan salah satunya dikarenkan pada saat ini tengah berada dalam situasi pandemi COVID 19 yang menyebabkan terjadinya pemberlakuan Pembatasan Sosial Skala Besar (PSBB) sehingga seluruh kegiatan dibatasi. Tujuan penelitian ini yaitu menganalisis strategi promosi Villa Alahan Panjang Resort untuk dapat menarik minat pengunjung datang berkunjung dan menginap di Villa Alahan Panjang Resort. Metode penelitan menggunakan metode penelitian deskriptif. Data yang diperoleh akan dianalisis dan diinterprestasikan sesuai dengan tujuan dan pernyataan penelitian. Teknik yang digunakan dalam menentukan sampel yaitu teknik purposive. Untuk mendapatkan data penelitian dilakukan dengan cara melakukan wawancara, observasi, dan dokumentasi. Pertanyaan wawancara dilakukan menggunakan analisis SWOT (Strength, weakness, opportunity, dan treath). Hasil penelitian yaitu promosi yang dilakukan oleh Dinas Pariwisata selaku pengelola Villa Alahan Panjang Resort belum begitu baik karena minimnya promosi yang terkait dengan Villa Alahan Panjang Resort. Belum ditemukannya promosi berupa periklanan di area Villa Alahan Panjang Resort dan promosi penjualan berupa pemberian coupons, discount, dan cashback belum pernah dilakukan sama sekali. Berdasarkan hasil penelitian disarankan untuk meningkatkan kegiatan promosi Villa Alahan Panjang Resort berupa periklanan dengan menggunakan iklan cetak seperti pemasangan spanduk di kawasan destinasi wisata. Selain itu, dapat mengadakan promosi lain berupa promosi penjualan dengan memberlakukan pemeberian coupons, discount, dan cashback kepada pengunjung dengan syarat dan ketentuan yang berlaku.
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