Marketing Mix Strategy in Attracting Customer Interest at Hotel Aston INN Mataram

Andri Gunawan; Dhea Ananda Chantika Rahman; I Made Ngurah Satria Wibawa Oktaviadi; I Made Andika Pramudya Utama Winada; Ketut Surata; Putu Utama

doi:10.55927/marcopolo.v3i2.25

Authors

Andri Gunawan Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Dhea Ananda Chantika Rahman Magister Terapan Pariwisata, Politeknik Pariwisata Bali
I Made Ngurah Satria Wibawa Oktaviadi Magister Terapan Pariwisata, Politeknik Pariwisata Bali
I Made Andika Pramudya Utama Winada Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Ketut Surata Magister Terapan Pariwisata, Politeknik Pariwisata Bali
Putu Utama Magister Terapan Pariwisata, Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/marcopolo.v3i2.25

Keywords:

Strategy, Marketing Mix, Customer Interest

Abstract

This report discusses the development of the tourism and hospitality industry in West Nusa Tenggara (NTB) Province, focusing on the Aston INN Mataram Hotel. Globalization has increased economic growth in Indonesia, especially the tourism sector which contributes significantly to GDP. This study uses a descriptive qualitative method with data collection techniques through interviews and literature studies. The results show that promotion, service innovation, and adaptation to digital culture greatly influence the development of the hospitality industry in NTB. The implementation of the Marketing Mix at the Aston INN Mataram Hotel shows that rooms are the main product that is the main focus in the hotel's marketing strategy. The hotel is located in a strategic location in the city center, which makes it easy to access and increases interest for guests.

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