Citation:

Fajar Wicaksono, Harimukti Wandebori. "Cooperative Strategy Proposition for Revenue Increase of a Hotel in Yogyakarta, Indonesia" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 261-277, 2025.

Abstract:

Yogyakarta is a region in Indonesia that is highly rated for its culture and tourism; however, its popularity has made the hospitality industry highly competitive, with increasing saturation, intense rivalry, and shifting customer preferences. This paper will focus on one of the hotels in the City of Yogyakarta that has been around for quite some time. The issue lies in the hotel's strategically located location and catering to one of the biggest tourist market segments, yet it earns less than the citywide average hotel revenue. Various tools to gain a deeper understanding of the internal and external situation would all be analysed to formulate a strategy for the hotel, using SWOT analysis, TOWS Matrix, and Strategy Diamond Framework. The purpose of this research is to find out the market the hotel caters to, the hotel’s strengths and weaknesses based on internal analysis, the opportunities and threats according to the external analysis, and what kind of strategies are possible for the hotel. The research also seeks to find if developing a sustaining cooperative strategy between the hotel and external parties is possible. The findings of this research are that it has identified what the hotel’s target market is what are their strengths, weaknesses, opportunities, and threats; there are also multiple actionable strategies that the hotel could execute, one of which is a proposed cooperative strategy that is possible due to a supportive ecosystem.

References:

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Keywords:

Alliance, Business strategy, Hospitality, Hotel, Marketing, Yogyakarta.