STRATEGI PENGEMBANGAN HOTEL BINTANG TIGA DI KOTA PEKANBARU

Abstract

This study aims to analyze the development strategy of three-star hotels in Pekanbaru City through the SWOT method. The method used in this study is descriptive and SWOT analysis in order to find out the obstacles faced by threestar hotels and provide the right alternative strategy to be applied to the threestar hotel industry in Pekanbaru City. The population in this study is the entire three-star hotel industry. in Pekanbaru City as many as 27 business units. The sampling technique used the census technique, so the sample in the study was 27 business units. The results showed that the analytical methods used were EFAS matrix, IFAS matrix, and IE matrix. Based on the analysis of the external and internal environment, the three-star hotel industry in Pekanbaru City is in a growth position where the concentration strategy is vertical. This means that this strategy is the main strategy for companies that have a strong competitive market in a highly attractive industry, in this case the company must minimize costs and inefficient operations so it is necessary to apply a WO strategy. In implementing the WO strategy, the three-star hotel industry in Pekanbaru City needs to prioritize the implementation of the strategy of creating price variants in order to have attractiveness and create jobs that can filter skilled and qualified workers. Increase promotional activities as well as expand markets and improve product quality in order to attract consumers from various sectors.

Keywords: Three Star Hotel Industry, SWOT Analysis,IE Matrix