Chan, Richard Chandra and Pratama, Yudhistira (2018) Analyzing Partnership Between Hotel And Online Travel Agencies From The Hotel’s Perspective. A Case Study Of: Hotel X. Bachelor thesis, Swiss German University.

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Abstract

Recently, digital marketing is one of the essential elements for any businesses to implement it also includes hotels. It is a must to implement digital marketing to compete in this digital era because with digital marketing, any businesses can easily interact and sell their product through the digital world. One of the digital marketing channels is online travel agencies. And digital marketing itself has 8P’s as their marketing mix which is: Price, Place, Product, Promotion, People, Process, Physical Evidence, and Partnership. In this research, its purpose is to understand which partnership with Online Travel Agencies is the most profitable for Hotel X. The data for this research was obtained from the Hotel X data from the year of 2017 and also the results of an in-depth interview that has been conducted with the people who are involved in daily business activities with Online Travel Agencies. Traveloka is the most profitable online travel agencies for Hotel X and Pegipegi.com is the least profitable for Hotel X. Also Hotel X should avoid dependency on using online travel agencies so they are not going to be treated arbitrarily by online travel agencies.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Digital Marketing; 8P’s; Partnership; Online Travel Agencies; Company Performance; Hotel Performance
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G154 Travel agents T Technology > TX Home economics > TX901 Hospitality industry T Technology > TX Home economics > TX911 Hotel management
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	22 May 2020 03:28
Last Modified:	22 May 2020 03:28
URI:	http://repository.sgu.ac.id/id/eprint/594

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