Citation:

Beny Bermanto, Harimukti Wandebori. "Proposed Marketing Strategy to Increase Brand Awareness of Homestay (Case Study of Villa We Loza)" International Research Journal of Economics and Management Studies, Vol. 3, No. 11, pp. 237-244, 2024.

Abstract:

The present study intends to design a marketing strategy that develops brand awareness of Villa We Loza, a homestay in Kerinci Regency, Jambi. As such, results from the in-depth interview and Porter’s Five Forces analysis will establish that the threat for new entry and supplier power is relatively low but is high concerning the bargaining power of customers due to the convenience and ease of comparing accommodations from online reviews. The SWOT analysis suggests some strengths of Villa We Loza, such as green tourism practices, good facilities and reputation, while weaknesses included income instability and lack of technology. The recommended strategy is to market travel agents aged 25 to 55 years who have respect towards the environment, therefore using sustainability and culture as prime factors. This strategy will include social media marketing, SEO, and partnering with influencers to be seen and heard, offering special packages and loyalty programs for return visits. Business solutions would be in developing HR functions, improving local supply chains, and financial management that allows for operational efficiency in its operations. A customer loyalty program is also offered to keep in touch with the guests. This report provides recommendations for making Villa We Loza compete well and be sustainable in the growing tourism market.

References:

[1] Badan Pusat Statistik. (2022). Statistik Hotel dan Akomodasi Lainnya di Indonesia.
[2] Badan Pusat Statistik. (2023). Statistik Hotel dan Akomodasi Lainnya di Indonesia.
[3] David, F. R. (2017). Strategic management: A competitive advantage approach, concepts and cases (16th ed.). Pearson.
[4] Johnson, G., Whittington, R., Scholes, K., Angwin, D., & Regner, P. (2017). Exploring strategy: Text and cases (11th ed.). Pearson.
[5] Khandelwal, K., Jakhar, T., & Khandelwal, T. (2020). Segmentation, Targeting and Positioning. International Research Journal of Engineering and Technology (IRJET), 07(05), 3909-3914.
[6] Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
[7] Kotler, P., Bowen, J. T., & Makens, J. C. (2017). Marketing for hospitality and tourism (7th ed.). Pearson.
[8] Wandebori, H. (2019). Manajemen Strategi dalam Perspektif Indonesia: Konsep dan Studi Kasus. ITB Press: Bandung.

Keywords:

Brand Awareness, Homestay, Marketing Strategy, SWOT Analysis.