journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 368 the application of standard operational procedures by front office departement to increase guests’ satisfaction in the haven bali seminyak i kadek deo sudiatmita1, i wayan jendra2, luh linna sagitarini3, lien darlina4 1,2,3,4tourism business management, politeknik negeri bali e-mail: deosudiatmita17@yahoo.co.id abstract this study aims to find out the application of standard operational procedures by front office departments in the haven bali seminyak to improve guest satisfaction and to know the implementation of sop (standard operation procedure) that need to be improved and maintained by front office department. there are 15 sop that are divided into 3 sop namely gsa, gro and bsa. respondents in this research are 10 of the management ranks in the front office department of the haven bali seminyak. this research uses quantitative descriptive analysis technique using likert scale 5 level. the data obtained were processed using the technique of descriptive statistic. in this study, the entire implementation of standard operational procedures by the department of front office shows that the implementation is fully implemented, although from 15 existing sop, there are 4 sop that need to be upgraded: welcome greetings, vip check-in and check-out guest handling, luggage storage, and baggage arrival. therefore, the company needs to provide training with the approach and training method by using the standard operational procedure themseves so that the services provided can satisfy the guests. keywords: standard operational procedures, front office, guests’ satisfaction. i. introduction today, the development of the need for traveling is very high, everyone in the world wants to travel to eliminate the fatigue they feel. with a lot of desire for the needs of traveling, many countries in this world began to look seriously with the opportunity to build many attractions and supporting facilities. one of the many countries in the world is indonesia that is very serious in developing tourism. in indonesia itself has an island that is famous for its beauty that is bali island. bali itself has a facility that is already complete like hotels, which consist of starless up to 5 star hotels. in bali itself has a very famous hotel that is the haven bali seminyak which is located on jalan raya seminyak number 500. to be able to compete with other hotels the haven bali seminyak has standard operational procedures in each journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 369 department like in front office departments. standard operational procedures alone have an important role to increase guests’ satisfaction. if the application is not sufficient then guests will not be satisfied with the services provided. as in this research, there is still less sop implementation. therefore, the researcher wanted to know more clearly about the implementation of standard operational procedure by front office department at the haven bali seminyak. based on the above background, this article is briefly discussing about how the sop is implemented by front office department to improve guests’ satisfaction, which sop are needed to be improved and which sop are needed to be maintained at the front office department to improve guests’ satisfaction at the haven bali seminyak. ii. methodology this research was conducted at the haven bali seminyak, a four-star hotel in seminyak area, located on jalan raya seminyak no 500 bali. data are collected in this study by direct observation for six months, giving questionnaire and interviewing the respondents at management level in the front office department. iii. analysis technique according to sugiono (2014: 147) descriptive statistical analysis techniques are statistics used to analyze data by describing the data that has been collected without intending to make conclusions that is generally applied. this study uses descriptive data analysis techniques, namely stastiska which is concerned with how to describe the data to be easily understood. to know the results of questionnaires this study is using likert scale, as follows: scale 1: not implemented at all, the score is 1. scale 2: slightly implemented, the score is 2. scale 3: enough implemented, the score is 3. scale 4: not fully implemented, the score is 4. scale 5: fully implemented, the score is 5. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 370 iv. research findings and discussion based on the research problem formulation, the implementation of sop performed by the front office department part of sop is well implemented and there are some sops that are less implemented that can be seen in table 1 below. table 1. the implementation of sop the second finding is which sop that is need to be improved and maintained at the front office department to increase guests’ satisfaction at the haven bali seminyak. the results obtained are shown in table 2 and table 3. number sop average 1 handling guests’ complaints 5 2 handling group guests 4.48 3 escorting guests to beach club 4.76 4 explaining check-in 4.66 5 walk-in guests 4.46 6 individual check-in 4.3 7 guests’ check-out 4 8 room change 3.65 9 escorting guests 3.57 10 guests’ comments 3.55 11 handling guests’ requests 3.53 12 handling vip check-in and check-out 3.36 13 welcome greetings 3.05 14 baggage syorage 2.92 15 baggage arrival 2.62 average 4.5 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 371 table 2. list of maintained sop number name of sop average 1 handling guests’ complaints 5 2 handling group guests 4.48 3 escorting guests to beach club 4.76 4 explaining check-in 4.66 5 walk-in guests 4.46 6 individual check-in 4.3 7 check-out guests 4 8 room change 3.65 9 escorting guests 3.57 10 guests’ comment 3.55 11 handling guests’ requests 3.53 table 3. list of improved sop v. conclusion and suggestion conclusion overall implementation of standardized operational procedures by the front office department at the haven bali seminyak shows the scale of the implementation in full can be seen on the overall average of 4.5 (in table 1) that the front office employee at the haven bali seminyak is interpreted implementing full standard operating procedures, but there are still some sop that lack of implementation. standard operational procedures that should be maintained by the front office department at the haven bali seminyak include check-in explanations, walk-in number name of sop average 1 handling vip check-in and check-out 3.36 2 welcome greetings 3.05 3 baggage storage 2.92 4 baggage arrival 2.62 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 372 guests, check-in for individuals, check-out guests, guest complaint handling, group guest handling, guests’ comments’, guest request handling, escorting guests to the beach club, room change, and drop off guests. standard operational procedures that need to be upgraded by the department's front office at the haven bali seminyak ie welcome greetings, handling of vip checkin and check-out, luggage storage, and baggage arrival. from 15 existing operational standards, only 4 sop need to be improved. suggestion the front office department at the haven bali seminyak to make efforts to improve continuity of service quality and customers’ satisfaction at the haven bali seminyak. providing a good training method in the form of an internal approach so that every front office employee at the haven bali seminyak feels appreciated, there is no distance between each other and jealousy towards other employees that are not expected. providing training in the form of games using standard operational procedures as the material of the game. just like luggage storage by doing a game of keeping treasure, it is useful to remember the contents of the stages that exist in the standard operating procedures of baggage care. references sahadewa, d. g. b. p. a. 2017. penerapan standar operating procedure oleh waiter/s pada dimare restoran di karma kandara resort bali. skripsi program studi manajemen bisnis pariwisata pada jurusan pariwisata politeknik negeri bali. bagyono. 2012. teori dan praktik hotel front office. bandung: alfabeta. budi, a. p. 2013. manajemen marketing perhotelan. yogyakarta: cv andi offset. daryanto and setyobudi, i. 2014. konsumen dan pelayanan prima. yogyakarta: penerbit gava media. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 373 purnawirawan, i k. e. 2016. penerapan standar operasional prosedur receiving dan komitmen kerja terhadap kinerja karyawan di hotel melia bali indonesia. skripsi program studi manajemen bisnis pariwisata pada jurusan pariwisata politeknik negeri bali. ellerence. 2014. standard operating procedures (sop). kotler, p. 2006. manajemen pemasaran edisi 11. jakarta: pt. indeks kotler, p. and keller, k. l. 2007. manajemen pemasaran. edisi kedua belas, jakarta: pt. indeks. sugiyono. 2016. metode penelitian manajemen, bandung: alfabeta. sugiyono. 2014. metode penelitian bisnis, bandung: alfabeta. sugiyono. 2012. pengertian uji realibitas. supranto, j. 2011. pengukuran tingkat kepuasan pelanggan untuk menaikan pangsa pasar. jakarta: pt. rineka cipta. tjiptono, f. 2005. prinsip-prinsip total quality service. yogyakarta: cv andi offset. nugraha, g. u. h. 2017. implementasi standar operasional prosedur dan komitmen kerja terhadap kinerja karyawan front office di le meridien bali jimbaran hotel. skripsi program studi manajemen bisnis pariwisata pada jurusan pariwisata politeknik negeri bali. . jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 237 factors to increase sales wedding package selling at four seasons resort bali at jimbaran bay ni putu suryaningsih 1 , i ketut sutama 2 , a.a. putu swabawa 3 tourism department, politeknik negeri bali email : ptsuryaningsih@gmail.com abstract the research was conducted at four seasons resort bali at jimbaran bay which aims to find out the factors to increase the sales of wedding packages at four seasons resort bali at jimbaran bay. the problem statement in this research is what factors become the strength, weakness, opportunity and threat for four seasons resort bali at jimbaran bay to increase the sale of wedding tourism package? this research is a qualitative descriptive research that collects primary data by observation, interview, documentation and triangulation. sampling method used is purposive sampling method. determination of internal factors of company using ifas matrix, while determining factor external company using efas matrix. based on the method used, the company's strength are customized wedding package, wedding package price and ocean view wedding package, while the weakness of the company are the capacity of small wedding venue, no chapel in wedding venue and not located on cliff side. opportunities that are owned by the company are the popularity of the famous brand, the conducive stability of the security of bali and the changes of worldwide community style, while the threat faced by the company are the capacity of a larger competitor wedding venue, the promotion offered by competitors and the number of wedding chapel / venue in south kuta area. keyword: marketing strategy, cut of point, ifas, efas introduction four seasons resort bali at jimbaran bay is one of bali's five star resorts located in jimbaran. four seasons resort bali at jimbaran bay has 156 villas consisting of 9 residence villas and 147 villas. four seasons resort bali at jimbaran bay has 2 restaurants, there are sundara and wantilan jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 238 park. the number of wedding tourism event at four seasons resort bali at jimbaran bay averages reaching 200 wedding per year. four seasons resort bali at jimbaran bay offers 4 wedding venues named gili jimbaran, jimbaran garden, coconut grove and imperial villa which have direct views to jimbaran bay. the wedding packages offered by four seasons resort bali at jimbaran bay are seasons wedding package, ultimate splendor wedding package and imperial villa wedding package. the following is the number of wedding tourism activities at four seasons resort bali at jimbaran bay for the last 3 years: tabel 1.1 number of wedding tourism in 2015 2017 four seasons resort bali at jimbaran bay no. month number of wedding tourism per year 2015 2016 2017 1. january 10 11 11 2. february 9 4 8 3. march 14 7 12 4. april 15 13 18 5. may 18 17 20 6. june 20 16 17 7. july 16 10 18 8. august 21 12 23 9. september 28 12 30 10. october 17 19 28 11. november 13 14 10 12. december 13 10 9 total 194 145 204 source: data was from catering & conference four seasons resort bali at jimbaran bay, 2018 jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 239 from table 1.1 it can be seen that the number of wedding tourism for three years from 2015 to 2017 at four seasons resort bali at jimbaran bay is fluctuating which can be influenced by many factors such as high seasons, low seasons, the number of competing venues offering similar concept as well lack of marketing by catering and conference at four seasons resort bali at jimbaran bay. the success of a company will be seen when the company is able to face competition and increase the company's revenue. to achieve this, a strategy is needed in order to increase sales of wedding tourism package, both from direct clients and agents. based on the above problem statement, the main problem in this research is what factors become the strengths, weaknesses, opportunities and threats for four seasons resort bali at jimbaran bay to increase wedding tourism package selling. a. research methods this research was conducted with a cut of point analysis to determine the factors that become the strengths, weaknesses, opportunities and threats for four seasons resort bali at jimbaran bay. sources of data used are interview guides filled by 4 people from catering & conference department. data obtained from interview guidelines in terms of quality and rating will be calculated so as to develop the basis of determining factors that are the strengths, weaknesses, opportunities and threats for four seasons resort bali at jimbaran bay. this research is purposive sampling method research by selecting sample members based on the consideration that the respondents understood correctly the condition of the hotel under study both internally and externally which amounted to 4 people from catering & conference four seasons jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 240 resort bali at jimbaran bay. data assembly techniques with interview methods and supported by interview guidelines consist of four assessments with 12 internal indicators and 12 external indicators. b. data analysis tehnique the data analysis technique used in this research is swot analysis (kotler, 2009:51) to determine the strengths, weaknesses, opportunities and threats of internal and external environment of the company. sugiyono (2013:373), data analysis techniques used in this study is descriptive qualitative that uses the details of the explanations obtained from the management of catering & conference in particular. ifas and efas matrix are analytical method to find out how much influence of internal and external factors analyzed for four seasons resort bali at jimbaran bay. c. discussion based on the data calculation obtained from the respondents, the results of the research show the analysis of internal and external factors as below: jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 241 table 4.2 internal factors rating analysis four seasons resort bali at jimbaran bay source: data was processed using microsoft excel 2010 in 2018 based on the results of the internal analysis in table 4.2 above, the strength of four seasons resort bali at jimbaran bay are to have a customized wedding package, competitive wedding package price and has ocean view wedding venue. after analyzing the quality of the external environment, it is followed by a calculation of the external rating by 4 respondents from the catering & conference four seasons resort bali at jimbaran bay. the analysis results are presented in table 4.5 1 customized wedding package 3.50 big strenght 2 wedding package price 3.50 big strenght 3 ocean view wedding venue 3.75 big strenght 4 cliff side wedding venue 1.75 big weakness 5 chapel wedding venue 1.00 big weakness 6 wedding venue capacity 2.00 small weakness 7 flexibility preparation villa 3.00 small strenght 8 balinese architecture of the resort 3.00 small strenght 9 strategic hotel location 3.25 small strenght 10 effectiveness of promotion 2.25 small strenght 11 professional service 3.00 small strenght 12 cleanliness in room, venue and public area 3.00 small strenght 33.00 no faktor internal rating keterangan total jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 242 table 4.5 external factor rating analysis four seasons resort bali at jimbaran bay source: data was processed using microsoft excel 2010 in 2018 based on the external analysis result in table 4.5 above, the opportunity is the high brand popularity, the stability of balinese security that is conducive and the changing lifestyle of the world community that holds marriage and the festive reception in the tourism destination, while for the threat that will be encountered by four seasons resort bali at jimbaran bay on the capacity of the bigger competitor venue wedding, the promotion offered by the competitor is more strong and the number of wedding chapel / venue in south kuta area. 1 brand popularity 4.00 big opportunity 2 change of worldwide lifestyle 3.50 big opportunity 3 safety stability of bali 3.75 big opportunity 4 economic stability of indonesia 3.00 small opportunity 5 competitor' wedding venue capacity 1.50 big threat 6 promotion offered by competitor 1.75 big threat 7 wedding chapel/venue in south kuta area 1.75 big threat 8 visa on arrival policy for some country 3.00 small opportunity 9 balinese culture 3.00 small opportunity 10 vendor supplies 3.25 small opportunity 11 technology and information development 3.00 small opportunity 12 travel warning 2.00 small threat faktor eksternal rating keteranganno jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 243 conclusion and suggestion a. conclusion the influence factors in increasing wedding package selling consist of internal and external factors. internal factors that become the strength in increasing wedding packages selling are (1) customized wedding package, (2) the price of wedding package, (3) ocean view wedding venue. however, the internal factors that become weakness in increasing the wedding package selling are (1) cliff side wedding venue, (2) chapel wedding venue and (3) wedding venue capacity. yang ditawarkan pesaing, dan (3) wedding chapel/venue di wilayah kuta selatan. external factors that become an opportunity to increase wedding package selling are (1) brand popularity, (2) changed of worldwide lifestyle, and (3) stability of bali security. while the external factors that become a threat to four seasons resort bali at jimbaran bay are (1) competitors venue capacity, (2) promotion offered by competitors, and (3) wedding chapel / venue in south kuta area. b. suggestion based on data analysis that has been done then the suggestions that i can convey is to consider the internal and external factors that may affect the wedding package selling amount at four seasons resort bali at jimbaran bay. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 244 bibliography kotler, philip. 2009. manajemen pemasaran edisi 13. jakarta: erlangga sugiyono. 2013. metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan r&d. bandung: alfabeta. rangkuti. 2016. analisis swot teknik membedah kasus bisnis cara perhitungan bobot, rating dan ocai. jakarta: gramedia pustaka utama kotler, philip. keller, k lane. 2009. manajemen pemasaran jilid 1. jakarta: erlangga jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 245 contribution of offline and online travel agent reservation to room revenue in alila villas uluwatu made indah wulansari pendit¹, nyoman mastiani nadra², i made sudiarta³ politeknik negeri bali kampus bukit jimbaran, bali. telp. +62 361 701981 e-mail : iinpendit42@gmail.com abstract this study enlightens the contribution of offline travel agent and online travel agent reservation to the room revenue at alila villas uluwatu. the purpose of this research is to determine the contribution of offline travel agent and online travel agent reservation to the room revenue. data collection technique used were observation, interview, and documentation study. the analysis technique used is statistic descriptive that are supported by qualitative analysis. the result of the research shows that the contribution of offline travel agent and online travel agent reservation for three years has fluctuated. the average contribution of offline travel agent reservations in 2015-2017 is 67.38%. in 2015 the average contribution was 77%, contributing 58% in 2016 and in 2017 the contribution of offline travel agents increased by contributing 66%, while the average contribution of online travel agent reservations in 20152017 is 32.62%. in 2015 contributes 34%, in 2016 contributing an average of 42%, and in 2017 contributing 34%. there are 5 highest reservation contributions sourced from offline travel agents such as jason travel korea, tms tour, bali kami, airtours, and windy's bali tour. in addition there are 5 highest reservation contributions sourced from online travel agents such as booking.com, agoda, expedia, hotelbeds, and ctrip. the biggest contribution during 2015-2017 is sourced from offline travel agent. keyword: contribution, offline, online, reservation, revenue mailto:iinpendit42@gmail.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 246 introduction uluwatu is one of the tourist destination located in south kuta which is famous in foreign countries. uluwatu area is famous for its uluwatu temple which has its history and uniqueness, but in the last decade uluwatu area began to grow with the management of beaches become tourist destination for tourists and then indirectly affect the provision of accommodation around uluwatu area. various types of accommodation are available in uluwatu area such as villas and hotels. in addition supporting facilities of the accommodation are also available such us bars, cafes, beach clubs and restaurants. hotels in uluwatu area begin to compete to meet room revenue with various strategies. strategies are used to increase the number of room income ranging from by providing good service quality, promoting periodically, and working with offline travel agents and online travel agents. one of the accommodation located in the uluwatu area in cooperation with an offline travel agent and online travel agent is alila villas uluwatu. alila villas uluwatu is one of the luxury resorts located at jalan belimbing sari, br. tambiyak, pecatu. alila villas uluwatu has 65 villa units, among them 56 units of one bedroom pool villa, 9 units of two bedroom pool and three bedroom pool villa. to increase the room income, alila villas ulwuatu works with several offline travel agents and online travel agents. cooperation made in the form of room reservation. the offline travel agent that contributes to alila villas uluwatu is bali we, mr & mrs smith, jason travel korea, hong kong convergent, windy's bali tour, millennium tour and others. while for online travel agent that contributes to alila villas uluwatu ie booking. com, agoda, expedia, hotelbeds, mr & mrs. smith, ctrip international and others. at alila villas uluwatu the booking sources are coming from alila website, direct booking, offline travel agent and online travel agent. these reservation sources contribute to the room revenue of alila villas uluwatu. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 247 however, over the past three years offline and online travel agents have contributed more dominantly to room revenues. based on the above background, the authors are interested to know how much the contribution provided offline and online travel agents to the income of the room by raising the title "contribute offline travel agent and online travel agent reservation to room revenue alila villas uluwatu” research purposes in principle, research has a goal that is expected to be used to help the parties who need information. the purpose of this research are: 1. to find out how big contribution of offline travel agent reservation to room revenue of alila villas uluwatu 2. to find out how much the contribution of online travel agent reservation to room revenue alila villas uluwatu methodology research location is in alila villas uluwatu at reservation department. this research uses statistical descriptive analysis technique. this function of this technique is used to analyze data by way of describing or describing data that has been collected as it is without intending to make conclusions that apply to public or generalization. in addition, as for the steps to know that is by first doing the technique of data collection by interview method, observation and documentation study. in this study aims to find out how much the contribution of offline travel agents and online travel agents to room revenue at alila villas uluwatu. the type of data used are quantitative data and qualitative data. this data includes room night data and revenue from offline travel agent contributions and online travel agents. findings and discussion there are five distributions at alila villas uluwatu, one of the main players in the last three years is the reservation contribution through offline travel agent and online travel agent. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 248 contribution offline travel agent and online travel agent reservation to room revenue alila villas uluwatu in 2015 are presented in table 4.1 below. table 4.1 contribution offline travel agent and online travel agent reservation in 2015 source: reservation department at alila villas uluwatu (data processed). based on table 4.1 it can be explained that the largest contribute reservation in 2015 is offline travel agent reservation which provides total revenue rp46.974.824.032 with an average of rp3,914,568,669 and contributed 77% . in 2015, offline travel agent has the largest contribution in october of rp5,420,828,461 or in percentage of 84%. for the smallest distribution in 2015 is july as much as rp3.193.579.383 with a percentage of 67%. meanwhile, the distribution of online travel agent in 2015 has the biggest contribution in december amounting to rp1,819,868,935 with the percentage of 34% while the smallest distribution is in november that is rp452.397.496 or in percentage 12%. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 249 contribution offline travel agent and online travel agent reservation to room revenue alila villas uluwatu in 2016 in 2016, offline travel agent and online travel agent reserves on room revenues alila villas uluwatu was fluctuated. this can be explained in table 4.2 below. table 4.2 contribution offline travel agent and online travel agent reservation in 2016 source: reservation department at alila villas uluwatu (data processed) table 4.2 shows the contribution contributed by the offline travel agent reservation and the online travel agent reservation to the room revenue. the average contribution of offline travel agents to income is 58% with total average revenue amounting to rp2,718,870,490. in april the contribution of offline travel agents decreased due to low season and moderate increase until october. however, on november the offline travel agent reservation decreased, and increased again on december as it approached the christmas and new year eve’s which is peak season. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 250 the contribution of online travel agent reservation decreased in march and experienced a maximum increase in august by contributing rp3,550,537,577 or 56% of total room revenues. this is due to high season and the increasing number of gadget users that influence the interest of tourists to book rooms easily through online travel agents. the online travel agents that contribute in 2016 such as agoda, booking.com, expedia, mr & mrs. smith and others which have an average contribution of rp1,931,488,367 or 42% of total room revenues. contribution offline travel agent and online travel agent reservation to room revenue alila villas uluwatu in 2017 the contribution of reservation in 2017 has increased and decreased in each distribution. this can be seen in table 4.3 table 4.3 contribution offline travel agent and online travel agent reservation in 2017 source: reservation department at alila villas uluwatu (data processed) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 251 based on table 4.3, the contribution offline travel agent reservation and online travel agent to room revenue in 2017. the largest contribution in 2017 occurred in january which contributed rp4,342,367,565 or 63% of total room revenue. in november and december experienced a drastic decline, due to the eruption of the agung mountain that caused the number of tourists who stay down. in november offline travel agent contributed revenues of rp2,829,339,818, then in december declined again by donating revenue of rp1,483,418,038 or contributing as much as 43% of total revenue. meanwhile, online travel agent contribution has increased in january and august. this increase is influenced by peak season and high season. the decline also occurred in november, as it was affected by the eruption of agung mountains as previously mentioned. however, in december increased by contributing rp1,997,605,297 or 57% of total room revenues. so in the year 2017 offline travel agent gives a total contribution of rp41.313.781.849 and online travel agent contributed rp21.001.238.114. conclusion the results of research and data analysis obtained the following conclusions: the average contribution of offline travel agent reservations in 20152017 is 67.38%. in 2015 the average contribution was 77%, contributing 58% in 2016 and in 2017 the contribution of offline travel agents increased by contributing 66%, while the average contribution of online travel agent reservations in 20152017 is 32.62%. in 2015 contributes 34%, in 2016 contributing an average of 42%, and in 2017 contributing 34%. there are 5 highest reservation contributions sourced from offline travel agents such as jason travel korea, tms tour, bali kami, airtours, and windy's bali tour. in addition there are 5 highest reservation contributions sourced from online travel agents such as booking.com, agoda, expedia, hotelbeds, and ctrip. the biggest contribution during 2015-2017 is come from offline travel agent. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 252 references darsiharjo dan nurazizah, ghoitsa rohmah. 2014. konsep resort yang berkelanjutan (kasus resort di indonesia). vol. 11 no. 2. jurnal manajemen resort dan leisure. jannah, miftahul. 2017. persepsi pengelola hotel di kota pekanbaru terhadap fungsi ota (online travel agent) sebagai alat pemesaran. vol. 4 no. 2. jurnal online mahasiswa fakultas ilmu sosial dan ilmu politik universitas riau. novianto,i., 2011. perilaku penggunaan internet di kalangan mahasiswa. surabaya: universitas airlangga pesona indonesia. bali raih “the world’s best destination with travellers choice”. di akses pada tanggal 30 januari 2018 pukul 15:00 melalui https://pesona.indonesia.travel/berita/bali-raih-the-worlds-bestdestination-with-travellers-choice/. sugiyono, 2016. metode penelitian manajemen. bandung: c.v alfabeta. sumarcaya, adi putu. 2015. pengaruh reservasi melalui travel agent dan online travel agent terhadap tingkat hunian kamar di discovery kartika plaza hotel bali. jurnal pariwisata universitas udayana. wiadnyani, p dyah eka shanti. 2017. kontribusi online dan offline travel agent reservation terhadap tingkat hunian kamar pada lor in new kuta hotel. skripsi. politeknik negeri bali. yanti, k defi. 2017. analisis kontribusi online travel agent terhadap room occupancy seminyak paradiso hotel. skripsi. politeknik negeri bali. yoeti, oka. a. 2003. tour and travel marketing. jakarta: pt. pradnya paramita. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 154 the effect of service exellence and price on custtomer loyalty at villa air bali boutique resort and spa anak agung sasmita dewi1, i ketut astawa2, budi susanto3 123tourism department, politeknik negeri bali email: 1sasmitadewi796@gmail.com, 2ketutastawa@pnb.ac.id, 3budisusanto@pnb.ac.id. abstract this research is motivated by the writer's curiosity towards customer response of villa air bali boutique resort and spa in terms of customer loyalty. this is because villa air bali boutique resort and spa has customers who are loyal to the services provided although in bali, especially seminyak area there are also many resort villas that offer good service at a cheaper price. the purpose of this study was to determine the effect of excellence service and price on customer loyalty. sampling technique using non probability sampling with purposive sampling type. respondents in this study up to 100 respondents. the analysis used in this research is quantitative analysis using spss software version 17.0 for windows, where previously tested the validity, reliability, multiple regression analysis, t test, f test, coefficient of determination and multiple correlation analysis first. the results of this study indicate that the excellence service (x1) and price (x2) partially or simultaneously affect customer loyalty (y). keywords: service excellence, price, loyalty. introduction at the era of globalization, technology continues to be useful to help all human activities. this rapid technological development is supported by good utilization by humans to bring benefits in every use of the technology. with the enormous influence of technology today, more and more companies are using it to win the competition that occurred in the market. profit-oriented companies, whether short-term profits in terms of material profits and long-term benefits. the company's long-term goal of course is the need for the company to have a place in the eyes of consumers and calculated in the competition with the competitors. in order to obtain the long-term goal, the company is vying to improve its services to consumers and offers a variety of advantages owned by the company. improved services performed not solely to pursue profit for a moment but further is to obtain consumer satisfaction which is expected to increase customer loyalty to services offered by the company. service in particular in the field of tourism each year experiences increasingly competitive competition with the rampant emerging new competitors and also new mailto:sasmitadewi796@gmail.com mailto:ketutastawa@pnb.ac.id mailto:budisusanto@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 155 innovations that focus on the fulfillment of consumer needs. today, service companies, especially in the tourism sector, not only compete in marketing products, services and prices, but improvements in terms of providing the best service to customers are also a matter of note to achieve customer loyalty in the long run. competition in the tourism industry, especially accommodation is getting tougher. companies are required to provide excellence service to customers and also competitive prices to customers. the excellent service provided by the company will increase the customers' trust. excellence service provided by the company is expected to be able to meet customer expectations and satisfy customers. the professional ability of the service providers is also tested so that the services produced and also the price offered must match the customer's expectations. customers are entitled to assess quality by comparing what is received and expected. as other accommodation companies, villa air bali boutique resort and spa also wants the company to retain the old customers who are the source of revenue and provide better service to attract new customers. villa air bali boutique resort and spa is expected to provide better service by improving the quality of service and price offered in order to compete to get customer loyalty. in connection with the background that has been described above, then formulated the problem as follows: is there any influence of excellence service to customer loyalty of villa air bali boutique resort and spa? is there any influence of price on customer loyalty of villa air bali boutique resort and spa? is there any influence of excellence service and price to customer loyalty of villa air bali boutique resort and spa? the hypothesis are: excellent service has a positive effect on customer loyalty of villa air boutique resort and spa; price adjustment has a positive effect on customer loyalty of villa air boutique resort and spa; excellent service and price adjustment have positive effect to customer loyalty of villa air bali boutique resort and spa. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 156 the research framework is as follows. research method the method used for sampling using non probability sampling. nonprobability sampling technique according to ridwan (2008: 61) that is, sampling technique that does not provide opportunities or opportunities on each member of the population to be sampled research. non probability sampling technique used is purposive sampling. according to ridwan (2008: 63), purposive sampling is a sampling technique used by researchers if researchers have certain considerations in sampling or determining the sample for a particular purpose. the samples or objects that become the source of data are the tourists who stay more than 1x in villa air bali, the customer who ever recommend the services of villa air bali boutique resort and spa and customers who already believe in the reliability of services provided by the villa air boutique resort and spa. this study population is not limited, therefore, the number of samples of 100 respondents with a period of data collection for 3 months. determination of the number of samples determined based on the opinion of solimun (2005) suggests that for multivariate analysis the size of the sample is between 100 to 200 with a minimum of 50, and equal to the number of parameters in the research model. exellence service (x1) a. attitude b. attention c. action d. ability e. appearance f. accountability customer loyalty (y) a. re-purchase regularly b. buy between product lines and services c. referencing to others d. show immunity to the pull of competitors price (x2) a. price compliance with the services provided b. price competitiveness c. the price match is set with the benefits the customer receives d. affordability jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 157 the analysis used in this research is quantitative analysis using spss software version 17.0 for windows, where previously tested the validity, reliability, multiple regression analysis, t test, f test, coefficient of determination and multiple correlation analysis result and discussion the results of this study answer the hypothesis formulated by testing the correlation and regression analysis, t test and f test by using spss ver 17. test results in this study can be explained as follows. no. hypothesis testing correlation result t count f test hypothesis description 1 excellent service affects customer loyalty 0,081 4,988 h1 accepted 2 price affects customer loyalty 0,240 2,637 h2 accepted 3 excellent service and price affects customer loyalty 0,497 33,935 h3 accepted it can be seen that the results of testing t test shows that the entire value of t count of each variable> t table (1.984). f test results show that there is influence between independent variables together against customer loyalty with f count> f table (3.09). in this study, the excellent service has a significant influence on customer loyalty. this can be proven from the results of t test with the result that t arithmetic 4.988> t table 1.98472 so that the first hypothesis that there is influence of excellent service to customer loyalty accepted. thus, this shows that the better or improved service provided by villa air bali boutique resort and spa to its customers will also increase customer loyalty of villa air bali boutique resort and spa. the price has a significant influence also on customer loyalty. this can be proved from the results of t test with the result that t arithmetic 2.637> t table 1.98472 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 158 so that the second hypothesis that there is influence between price and customer loyalty accepted. thus, this shows that the better price conformity rate provided by villa air bali boutique resort and spa will also increase customer loyalty of villa air bali boutique resort and spa. from the results obtained, excellent service and price offered by villa air bali boutique resort and spa include good in the eyes of the customers. this is supported by the coefficient of determination indicating that the influence of excellent service and price together to customer loyalty is equal to 41,2%. thus, there is still the remaining non-determination coefficient of 58.8%, which means that 58.8% of variations affecting customer loyalty variables are caused by variables outside the variable of excellent service and price. conclusions and suggestions it can be concluded that the excellence service affects customer loyalty, price affects customer loyalty, and excellent service and price affects customer loyalty. as for suggestions given related to this research is the need for better employee training in order to be able to provide optimal prime services from the attitude, attention, action, ability, appearance, and accountability. particularly in terms of appearance and accountability because customers still feel less than the aspect of clean and neat appearance presented by the officer while serving the customer and the lack of cheerful attitude shown by the officer. in addition, officers are still not able to meet customer demand and also have not been able to provide alternative solutions if customer demand is not met. another thing is to make villa air bali boutique resort and spa do a review of the price offered to customers given that the price range offered is more expensive compared with other competitors such as villas located in the area of seminyak like the ahimsa villa which offers prices ranging from rp. 2.300.000 rp.7.500.000 per night because the customers pay a certain amount of money and they get the service in accordance with the amount of money they have spent. bibliography barata, atep adya. 2003. dasar-dasar pelayanan prima. (online). downloaded from https://books.google.co.id/books?id=0wfqnzlfnwmc&printsec=frontcover&so urce=gbs_ge_summary_r&cad=0#v=onepage&q&f=false. date accessed: 6 february 2018. https://books.google.co.id/books?id=0wfqnzlfnwmc&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false https://books.google.co.id/books?id=0wfqnzlfnwmc&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 159 irnandha, aris. 2016. pengaruh kualitas layanan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan jasa pengiriman jalur darat. (online). downloaded from http://eprints.uny.ac.id/41331/1/arisirnandha_14808147003.pdf. date accessed: 6 february 2018. kartikasari, d., syafitri, dea ariesta. tt. efektivitas pelayanan prima (service exellence) terhadap kepuasan pelanggan yang berdampak pada loyalitas pelanggan pada toko obat dewi farma. (online). downloaded from http://p2m.polibatam.ac.id/wp-content/uploads/2016/09/13-dwi-pengaruhpelayanan-prima-thd-kepuasan-pelanggan-yang-berdampak-padaloyalitas.pdf. date accessed: 6 february 2018. saputra, fajar andrianto., nugraha, hari susanta.,widiartanto, 2015. pengaruh pelayanan prima dan harga terhadap loyalitas pelanggan (studi pada pelanggan layanan pt. pos indonesia semarang). (online). downloaded from https://media.neliti.com/media/publications/106412-id-pengaruhpelayanan-prima-dan-harga-terha.pdf. date accessed: 6 february 2018. senjana, v., samuel, h., & dharmayanti, d. 2013. pengaruh customer experience quality terhadap customer satisfaction&customer loyalty di kafe excelso tunjungan plaza surabaya : perspektif b2c. (online). downloaded from https://www.academia.edu/2937450/pengaruh_customer_experience_qualit y_terhadap_customer_satisfaction_and_customer_loyalty_di_kafe_excels o_tunjungan_plaza_surabaya_perspektif_b2c. date accessed: 6 february 2018. sugiyono, prof. dr. 2016. metode penelitian pendekatan kuantitatif, kualitatif dan r&d. bandung: alfabeta. yusuf, muhammad. 2011. analisis pengaruh promosi, harga, kualitas produk dan layanan purna jual terhadap keputusan pembelian sepeda motor honda. (online). downloaded from http://eprints.undip.ac.id/29032/1/skripsi021.pdf. date accessed: 13 february 2018. http://eprints.uny.ac.id/41331/1/arisirnandha_14808147003.pdf http://p2m.polibatam.ac.id/wp-content/uploads/2016/09/13-dwi-pengaruh-pelayanan-prima-thd-kepuasan-pelanggan-yang-berdampak-pada-loyalitas.pdf http://p2m.polibatam.ac.id/wp-content/uploads/2016/09/13-dwi-pengaruh-pelayanan-prima-thd-kepuasan-pelanggan-yang-berdampak-pada-loyalitas.pdf http://p2m.polibatam.ac.id/wp-content/uploads/2016/09/13-dwi-pengaruh-pelayanan-prima-thd-kepuasan-pelanggan-yang-berdampak-pada-loyalitas.pdf https://media.neliti.com/media/publications/106412-id-pengaruh-pelayanan-prima-dan-harga-terha.pdf https://media.neliti.com/media/publications/106412-id-pengaruh-pelayanan-prima-dan-harga-terha.pdf https://www.academia.edu/2937450/pengaruh_customer_experience_quality_terhadap_customer_satisfaction_and_customer_loyalty_di_kafe_excelso_tunjungan_plaza_surabaya_perspektif_b2c https://www.academia.edu/2937450/pengaruh_customer_experience_quality_terhadap_customer_satisfaction_and_customer_loyalty_di_kafe_excelso_tunjungan_plaza_surabaya_perspektif_b2c https://www.academia.edu/2937450/pengaruh_customer_experience_quality_terhadap_customer_satisfaction_and_customer_loyalty_di_kafe_excelso_tunjungan_plaza_surabaya_perspektif_b2c http://eprints.undip.ac.id/29032/1/skripsi021.pdf 374 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 food cost control analysis by cost controller on fairmont sanur beach bali i gusti ayu putu kartika dewi¹, i nyoman winia2, ida ayu elistyawati3, kanah4 1,2,3,4tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 email: dayu_lisbali@yahoo.co.id abstract this study is a case study, aimed at studying the method and process in use in determining food cost in the hotel industry. in addition, it also aimed at identifying the cause of percentage difference between the actual food cost and the raw materials food cost (standard food cost). the case study was done in fairmont sanur beach bali. the study employed two methods of data analysis: 1) quantitatively method by calculating the percentage of standard food cost and actual food cost, and subsequently, compare the two costs. 2) qualitative descriptive methods by providing reviews or interpretation of the data and information obtained with regards to the existing theories on inventory management: purchase procedure, receipt, storage, and raw material expenditure (wiyasha, 2011; dittmer and keefe, 2009). the data is collected through observation. the results of this study show, firstly, food cost control at the fairmont sanur beach bali has not been done optimally. this is pointed out by the presences of difference between the actual and standard food cost. based on the data, this situation results from the high levels of purchases and gross food consumption; and the absence of the implementation of third party’s food processing and presentation standard which also results in higher food cost. the second result of this study is the presence of inconsistent food standard. according to the data, this condition is caused by the selection of food suppliers which are exclusively based on the lowest price. standards are standard purchase specification, standard yield, standard recipe, and standard portion size. keywords: cost, cost control, basic food cost, actual food cost. i. introduction each type of business undertaken, including hotels and restaurants, is definitely aimed at making a profit on an ongoing basis. the main advantage gained by the hotel is from the sale of rooms. in addition to room sales, food and beverage sales are also factors that affect the number of profits earned by the hotel. fairmont sanur beach bali is one of the hospitality accommodation services business and is a five-star hotel located in sanur area. the facilities provided by fairmont sanur beach bali for guests include; room facilities, restaurant, spa, fitness centre/ photography and kids club. the food and beverage department is one of the departments 375 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 in the hotel that has functions, executing the sale of food and beverage. in its operational activities, the procurement of food and beverages is very influential in hotel operations, because the procurement of food and beverage is a process that is done to get the necessary food and beverage with low prices, while also match to to hotel standards. with the standard cost of food, of course, the hotel wants the cost of food issued or that happens is expected according to standards set by management. it aims to gain the maximum profit. however, in the year 2017 more than exceeded the tolerance limit of 1% between the standard food cost issued by the hotel with its actual food cost. this is different from the actual beverage cost that is still within the tolerance limit of its cost standard. the following percentage comparison between actual and standard food cost and actual and standard beverage cost at fairmont sanur beach bali for the period january december 2017 can be seen in table 1 below. based on table 1, it can be seen that the average actual food cost exceeds the established standard by 1.1% difference. the average food cost standard is 35% while the actual food cost in 2017 is 36.1%. the difference exceeds the tolerance level set by the management of 1%. differences above the tolerance value need to know the cause which then will be performed remedial action above the tolerance value to know the cause which then will be performed remedial action. the aim of this research is to know the food cost control at fairmont sanur beach bali resort and to know the cause of the difference of food cost at fairmont sanur beach bali resort, as well as to find solution information, evaluation and consideration for the company in preparing the plan in the future which will come, especially planning in food cost control. 376 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 table 1. comparison between actual and standard food co source: finance department fsbb – bali (data procesessed), 2018 cost of food stuff according to kasavana and smith quoted in suarsana (2007: 4) "the cost of food is the cost that occurs during processing until the presentation or so the food is ready to be served to guests". meanwhile, according to douglas cited in sudarsana (2007: 4), "the cost of food staple is all costs incurred to prepare or process a portion of food so ready to be served to customers (guests)”. standard food cost the standard food cost (raw food staple prices) is obtained from the standard recipe which were mentioned that the recipes are listed selling prices and the percentage of the cost of food. according to wiyasha (2006: 11) a working paper is required to determine month food cost standard actual variance % % % january 35,0 35,2 0,2 february 35,0 45,0 10 march 35,0 31,0 -4 april 35,0 36,0 1 may 35,0 38,6 3,6 june 35,0 35,0 0 july 35,0 34,0 -1 agust 35,0 33,0 -2 september 35,0 33,0 -2 october 35,0 38,0 3 november 35,0 36,0 1 december 35,0 38,0 3 average 35,0 36,1 1,1 377 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 the standard food cost during the evaluation period. based on the working papers, a formula is obtained to get the percentage of standard food cost with the following formula. 𝐹𝑜𝑜𝑑 𝐶𝑜𝑠𝑡 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 = 𝐶𝑜𝑠𝑡 𝑜𝑓 𝐹𝑜𝑜𝑑 𝑆𝑜𝑙𝑑 𝐹𝑜𝑜𝑑 𝑆𝑎𝑙𝑒𝑠 × 100% (1) actual food cost actual food cost according to wiyasha (2006: 91) is the basic price that actually occurred in one accounting period, for example, a year. wiyasha (2006: 94) also argues that the calculation of the cost of daily food is the cost of the estimate. to determine the actual food cost, the formula below can be applied, 𝐶𝐺𝑆 = 𝑉𝑎𝑙𝑢𝑒 𝑜𝑓 𝐼𝑛𝑖𝑡𝑖𝑎𝑙 𝑆𝑢𝑝𝑝𝑙𝑦 + 𝑃𝑢𝑟𝑐ℎ𝑎𝑠𝑒 − 𝑉𝑎𝑙𝑢𝑒 𝑜𝑓 𝐸𝑛𝑑 −𝐴𝑑𝑗𝑢𝑠𝑡𝑚𝑒𝑛𝑡 𝐼𝑛𝑣𝑒𝑛𝑡𝑜𝑟𝑦 (2) where 𝐶𝐺𝑆 is cost of goods sold after setting the formula above then determine the percentage of actual food cost by determining the formula below, 𝐴𝑐𝑡𝑢𝑎𝑙 𝐹𝑜𝑜𝑑 𝐶𝑜𝑠𝑡 𝑃𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 = 𝐶𝑜𝑠𝑡 𝑜𝑓 𝐺𝑜𝑜𝑑𝑠 𝑆𝑜𝑙𝑑 𝑁𝑒𝑡 𝑆𝑎𝑙𝑒𝑠 × 100% (3) cost controller cost control or cost control is an effort to maintain the provisions that have been set so as not to occur irregularities in the operation. the main task of cost controller is to arrange and implement inventory process every month, applying all cost control policies and procedures to all inventory calculations along with evidence or supporting documents. ii. methodology the study was conducted within the period of january-december 2017 at fairmont sanur beach bali resort. the data used are food cost reconciliation report and standard 378 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 operational procedure (sop) relating to the procurement of food at fairmont sanur beach bali resort. this research uses quantitative analysis technique and descriptive qualitative analysis techniques to analyze research data. in the quantitative analysis, as for the technique of analysis and the formula used as a tool in solving problems in this research is paper work to determine the standard food cost during the evaluation period then based on the working paper obtained a formula to get a food cost (basic food price) percentage standard using equation (1). to determine the actual food cost, the equation (2) can be applied. after establishing the above formula the percentage of actual food cost can be obtained by determining the equation (3). the difference between the percentage of food costs that actually occurs with the standard cost is called the cost percentage variance. the difference can be searched by equation (4). 𝐹𝐶𝑃𝑉 = 𝑆𝑡𝑎𝑛𝑑𝑎𝑟𝑑 𝑓𝑜𝑜𝑑 𝑐𝑜𝑠𝑡 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 − 𝐴𝑐𝑡𝑢𝑎𝑙 𝑓𝑜𝑜𝑑 𝑐𝑜𝑠𝑡 𝑝𝑒𝑟𝑐𝑒𝑛𝑡𝑎𝑔𝑒 (4) where 𝐹𝐶𝑃𝑉 is food cost percentage variance. after calculating and comparing the percentage of food cost, conducted a comparison between the theory of food cost control with the reality of implementation control of food costs implemented by gtbv hotel & convention bali where found some deviations which results are presented in table 2. 379 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 table 2. comparing between theory and reality with regards to the implementation activity control related functions food cost information theory should be according to dittmer and keefe reality impact procedure purchase booking and purchase of materials foods hould be done part purchasing based market list / purchase requisition. booking procedure and purchases to supplier only through parts purchasing. good coordination between kitchen section with purchasing result the price of groceries has in accordance with the offers to the system food cost control become more optimal. selection supplier supplier selection based on lowest price, good delivery process and good quality of goods as per specification supplier selection is only based on the lowest price supplied by the supplier food stuffs often arrive late and result in inhibition of the smooth operation of the kitchen, causing the cost of food staple to be high. use of standard purchase specification standard purchase specification should be used properly and ordering goods where the criteria and quality of the food in accordance with the purpose of use and purchased at a reasonable price. standard purchase specification have been used properly and ordering goods where the criteria and quality of the food in accordance with the purpose of use and purchased at a reasonable price. food cost control system becomes less optimal because the supplier only uses the general criteria and depending on the inventory, so the quality of the food that comes may not be good / not in accordance with the needs. iii. conclusion and suggestion the purpose of this research is to know the food cost control at fairmont sanur beach bali resort, to know the cause of the difference of food cost at fairmont sanur beach bali resort, and to find the right solution to solve the problem. based on the formulation of the problem and result of analysis, it can be concluded that food cost control has not been implemented optimally. this is indicated by the occurrence of the disproportionate difference between actual food cost and standard food cost as a result of its high level of purchase and gross food consumption. the cause of food cost are in the selection of suppliers, the purchasing department only emphasizes the cheapest prices offered by suppliers and doe not consider other aspects, less optimal purchasing parties apply standard purchase specification, the standard yield has not been run 380 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 optimally by the kitchen, cook sometimes ignores recipe standards, the presentation of food is not entirely based on standard portion size that has been set. references harjito, a. dan martono. 2005. manajemen keuangan. yogyakarta. hall, s. 2007. information technology auditing and assurance. salemba empat, jakarta. hartanto, d. 1979. akuntansi untuk usahawan, jakarta: lembaga penerbit fakultas ekonomi universitas indonesia. ninemeier, j. d. 2004. planing and controling food & beverage operation, second edition. ninemeier, j. d. 1983. purchasing, receiving and storage. michigan: the education instittute of american hotel and motel association. riss, c. 2015. manajemen bisnis hospitality. romney, m. b. and steinbart, p. j. 2006. sistem informasi akuntansi. jakarta: salemba empat. sugiyono. 2016. metode penelitian manajemen. cetakan kelima. bandung: alfabeta. sulastiyono, agus. 2011. manajemen penyelenggaraan hotel. bandung: alfabeta. sutrisno. 2008. manajemen keuangan modern. jakarta: bumi aksara. syamsudin, l. 2007. manajemen keuangan perusahaan. jakarta: raja grafindo persada. wiyasha, i.b.m. 2011. f & b cost control. cetakan kedua. yogyakarta: andi offset. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 324 contribution of reservation through travel agent to room occupancy at le grande bali ni made novi cipta dewi1, i nyoman rajin aryana2, ni made ernawati3, ni nyoman sri astuti4, i ketut suarta5 1,2,3,4,5tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: novicipta2@gmail.com abstract travel agent is a business engaged in the field of service and provides information about all things related to travel. the purpose of this study is to find out how the application of travel agent reservation with room occupancy at le grande bali and to know the comparison of travel agent reservation and room occupancy at le grande bali. the rationale to discuss this topic in this research with the title "contribution of reservation through travel agent to room occupancy at le grande bali" because the existence of travel agent is very supportive to tourism progress in bali especially in hotel le grande bali. meanwhile, the data used is reservation data through travel agent and room occupancy from january to december 2015 – 2017 and january to april 2018. the theory used in this research is the theory of travel agent, understanding of reservation and theory about the review of occupancy rate room. data in this research is obtained through data collection method that is interview, documentation, observation and literature study. then, data analysis method used is qualitative descriptive method. based on the results of this study, it showed that the development of the travel agent reservation rate with the hotel room occupancy rate was decreasing. the highest travel agent reservation rate was in july to october while the highest occupancy rate was in july to august. it is due to the reason that it was a high season. keywords: reservations, travel agent, room occupancy. i. introduction bali island is one of eleven (11) tourist destinations known as one of the tourist attractions in the country and abroad. the uniqueness of balinese culture can be seen from its religious ceremony. bali is also very well known as the island of a thousand temples, because in bali there are many temples in each district, so from that many tourists who visit the temple in bali. given the increasing tourism development coming to bali, the government must provide accommodation facilities and infrastructure to support tourism. the existence of the accommodation industry is an important component of a tourism support industry in the business of meeting the needs of consumers. one journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 325 of the most developed accommodation industries today is the hospitality industry. enterprises is a business of providing accommodation in the form of rooms in a building, which can be equipped with food service and drinking, entertainment activities and other facilities on a daily basis with the aim of making a profit. in order to facilitate the operation of a hotel, there are several departments that have important functions and roles and different basic responsibilities in small, medium and large hotels. the increasing number of tourist arrivals to bali caused the hotel parties to start competing to attract guests to stay at their property and do cooperation with the company to increase room occupancy at hotel. one of the cooperation which aims to improve the reservation is cooperation with travel agent. by making reservations through travel agents, tourists become more practical to make room reservations, so travel agents can do cooperation with the hotel. the purpose of this research is to find out how the contribution of reservation through travel agent to room occupancy at le grande bali. the result of this study are expected to be a consideration in making effective decisions made by sales and marketing especially reservation. based on the preliminary description above, this research focuses on reservation through travel agent to room occupancy at le grande bali. ii. literature study reservation in a large hotel or small hotel reservation is an important part. because before the guests who come to stay to the hotel must make prior reservation to ensure whether the guest gets the desired room or not.especially during the high season or peak season. reservation is a request to obtain a room made some time in advance by various sources using various reservation methods to ensure that guests will get a room on arrival (check-in). journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 326 reservation sources 1. company companies travel in business or office tasks continue usually they have a fixed subscription in every tourist destination, even to have a specific place in accordance with the agreement. 2. travel agent travel agents have a very important role as a partner hotel in an effort to improve the room occupancy. the travel agent helps guests in conducting room bookings to the hotel according to guest needs and sends confirmation either by letter, fax and other communication means desired. 3. airline agency airline is one of the main means to support tourism activities and also as a means of transportation is very important for the life of the business world so as to facilitate the activities of human life. in addition to being an important means of transportation for the business world in general and tourism activities in particular, the airline is also a partner in charging the number of hotel room occupancy. 4. government government is a very fertile source, because from the government there are various sources of institutions: soe (state owned enterprises), departments within the company and local government. 5. airport representative airport representatives or hotel officers working in the airport are officers working on your newly arrived tolls and will stay at the hotel where the officers work. 6. central reservation system there are two types of central reservation system that is an affiliate reservation network, a hotel reservation chain that has business links such as journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 327 hyatt, hilton, inter continental and others, as well as a non-affiliate reservation network, ie reservation networks that are not tied to the hotel chain. 7. personal (individual) it is as a source of room bookings where guests make their own direct bookings, through the means of communication they want and pay their account directly at the time of leaving the hotel. 8. intersell agencies intersell agencies is a company that provides services in everything that the nature of reservations such as booking airline tickets, car rental and so forth. 9. internet internet is one reservation resource that many done by the tourists who want to book a room for their vacation. now almost all big and small hotels have a system called "online reservation". usually the hotel has a partnership with a particular provider with the division of results in the form of a commission from every reservation confirmation. with the online reservation system is expected the tourists more easily in choosing the desired accommodation. travel agent travel agent is a company that earns revenue and profits by offering and selling products and services it provides to its customers. room occupancy the room occupancy of a hotel room is a condition to the extent to which the number of rooms is sold, when compared to the total number of rooms capable of being sold. with the availability of a comfortable hotel room and safe travelers will be more comfortable to stay longer then, the tourism industry, especially activities related to the inn hotel, will earn more and more income if the tourists stay longer. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 328 iii. research methods this research was conducted at sales & marketing department at hotel le grande bali. hotel le grande bali is located in block 5, pecatu indah resort, uluwatu highway, south kuta, badung regency.the object of research in this study is the contribution of reservation through travel agent to room occupancy in achieving company goals. sources of data used primary and secondary data. methods of data collection used consisted of participatory observation, structured interview, literature study and documentation. analytical technique used is qualitative descriptive with direct data source from sales and marketing of le grande bali. iv. result and discussion room reservation rate reservation rate is one measure of a company success to increase occupancy rates, ordering can provide an overview of the company on how much the level of sales that will occur in the period certain periods and can provide a shadow of how many tourists will come to stay at the hotel. room occupancy rate the occupancy rate of the room is a condition to the extent to which the number of rooms sold, when compared with the total number of rooms that can be sold. the high room occupancy rate of a hotel will provide high returns and profits for the hotel. room occupancy rate is a measure of the success of hotels in selling products, where one of them is a room. le grande bali has always experienced an increase and decrease in room occupancy rates. to increase the level of room reservation required the role of the sources include travel agent, online travel agent and direct reservation. reservation from travel agent with room occupancy rate at le grande bali applying the correct travel agent reservation is key inside achieve success and continuity a company. in accordance with the application of travel agent reservation which is done at le grande bali hotel has a close relation with the increase of room occupancy rate that happened at le grande bali hotel. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 329 room reservation increases occur because of the large number of travelers planning vacationing to enjoy a holiday outside their home. this of course brings its own advantages from accommodation service providers especially hotel. herewith comparison between reservation from travel agent with room occupancy rate at le grande bali as shown in figure 1. figure 1. comparison between reservation from travel agent with room occupancy 80 60 travel agent reservation 40 room occupancy 20 0 year 2015 year 2016 year 2017 source: sales and marketing le grande bali (2018) by comparison the development rate of le grande bali travel agent reservation rates, which is compared with room occupancy rate in obtaining data in accordance with reservation from travel agent on 2015 is 41% and room occupancy rate is 42%, reservation from travel agent on 2015 is 50% and room occupancy rate is 58%, reservation from travel agent on 2015 is 51% and room occupancy rate is 59% which states that travel agent reservation level has a great influence in increasing the occupancy rate of the rooms. viewed in the year 2015 – 2017 reservation travel agents experience an increase that affects the increase in room occupancy rates that occurred in 2015 2017. the more travel agent reservation turns out to bring the result of increased occupancy rate of the rooms that are done in le grande bali hotel as shown in figure 2. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 330 figure 2. montlhy reservation from travel agent with room occupancy source: sales and marketing le grande bali (2018) by comparison the development rate of le grande bali travel agent reservation rates , which is compared with room occupancy rate in obtaining data in accordance with reservation from travel agent on january is 30% and room occupancy rate is 47%, reservation from travel agent on february is 55% and room occupancy rate is 64%, reservation from travel agent on march is 35% and room occupancy rate is 49%, reservation from travel agent on april is 44% and room occupancy rate is 48% which states that travel agent reservation level has a great influence in increasing the occupancy rate of the rooms. viewed in the period january – april 2018 reservation travel agents experience an increase that affects the increase in room occupancy rates that occurred in january – april 2018. the more travel agent reservation turns out to bring the result of increased occupancy rate. v. conclusion and suggestion conclusion aplication reservation through travel agent has influence to room occupancy at le grande bali. it could seen through level dwelling from tourist who stay at le grande bali through travel agent. suggestion reservation through travel agent at le grande bali already have considerable influence big to room occupancy. however, for better income, le grande should be more improved the cooperation with many travel agent. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 331 references ahmadi, r. metodologi penelitian kualitatif. yogyakarta: ar-ruzz media. algifari. 2009. analisis regresi, teori, kasus dan solusi. edisi kedua. yogyakarta: bpfe universitas gajah mada. artawan, i p. 2016. penerapan reservasi kamar melalui sistem online pada golden tulip bay viewhotel & convention bali. skripsi badung: politeknik negeri bali. bagyono. 2007. pariwisata & perhotelan. bandung: cv alfabeta. djam’an and komariah, 2011. metode penelitian kualitatif. bandung: alfabeta. febriantara. 2012. pengaruh online dan offline reservations terhadap tingkat hunian kamar hotel all season di legian–bali. e-jurnal pariwisata universitas udayana. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 253 the effect of the implementation of key performance indicator on career development at the one legian i made dede ardika 1 , i gusti agung bagus mataram 2 , i gede mudana 3 123 tourism department, politeknik negeri bali e-mail: imadededeardika@gmail.com abstract it is important to always develop a career for all employees for a company including hotel companies, because employees are one of the assets used by companies to achieve corporate goals that have been set previously. the purpose of this study is to determine the effect of key performance indicators applicant to the career development. the one legian is a research location with 55 respondents. data collection methods used were questionnaires and observations. data processing techniques that is the test of validity and reliability, and data analysis techniques, namely simple regression and hypothesis testing. the results of the analysis of this study indicate that the implementation of key performance indicators have a significant positive effect on career development. from the results of t test obtained t-count value 6.590> t-table 1.674 with probability 0.000. because the probability value is much less than 0.05, therefore the key performance indicator variable partially has significant positive effect on career development at the one legian. keywords: key performance indicator, human resource, and career development introduction companies in running their business must always observe changes in the behavior of human and consumer resources so that it can anticipate the change of behavior, then make regulation in order to improve behavior. basically, the goal is to know and understand the company's performance well so that the products offered can be accepted by consumers. human resources is one of the company's assets most highlighted by the leaders of the company, but the practice to realize the human resources (hr) quality is often constrained. many companies are looking for a method for exploring managerial skills so that the human resource mailto:imadededeardika@gmail.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 254 development method has enough strength to predict a person's success rate in a position planned for him, so that the costs incurred are adequate with the results obtained. here then we intersect with a method often called key performace indicator which is one of the employee performance appraisal methods in a company. key performace indicator is a standardized performance evaluation process. key performance indicator is a method performed in future performance-oriented assessment especially in terms of employee career development, identifying people suitable for a particular type and level of work. the one legian 4-star hotel is one of the hospitality services industry that applies key performance indicator method. this hotel provides services such as overnight services, spas and other public services found in the hospitality industry. to seize all the opportunities available, the company provides the best service to customers. during this time, the one legian has organized various trainings as well as developing human resources to ensure that the company's business capability is able to meet market demands, and employees are able to produce what is expected from the market demand. meanwhile, continuously recruiting young workers have the potential to fill the company's important positions in the future. one example of the use of performance appraisal methods applied to a company is to assess all potential employees for higher positions than before, where one of the requirements to be able to follow the key performance indicator method is the entire employee of the one legian of 210 richmen. this is based on the results of interviews with researchers putu meliyani who is the human resources manager of the one legian. formulation of the problem. based on the background of the problem then the formulation of the problems used in this study are: 1. how do key performance indicators affect employee career development? jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 255 2. how is employee career development on the one legian? research method. this research was conducted at hotel the one legian which is located at jl. raya legian no.117, kuta, badung regency, bali 80361. the object of this research is the employees of hotel the one legian. this research uses two variables: 1. independent variable (free) the independent variable denoted by (x) is the variable that influences the dependent variable, either positive or negative. independent variables in this research are: key performance indicator 2. dependent variable (bound) the dependent variable is the variable that becomes the main focus of the researcher. the essence of a problem is readily apparent by analyzing the various dependent variables used in a model. the variability of this factor is what the researcher is trying to explain. in this study, the dependent variables are: employee career development. data analysis technique 1. quantitative descriptive analysis quantitative descriptive analysis. it is a method that aims to convert the raw data set into an easily understood form, in the form of concise information, in which the results of the study and its analysis are described in a scientific paper which from which the analysis will form a conclusion. 2. quantitative analysis a. validity test. validity test results can be seen that the whole item statement shows that r arithmetic> r table at the level of significance 0.361. in this study the statements submitted in the questionnaire declared valid, because r jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 256 arithmetic > r table at the level of significance 0.361. b. test reliability table 1. reliability test cronbach's alpha n of items .881 11 sumber: lampiran output spss, 2018 from the table above can be seen that the value of cronbach alpha of all variables tested value is above 0.60 it can be concluded that all variables in this study declared realibel. reliability test results show that all the variables are reliable and can be shown with cronbach alphanya value of 0.881 above 0.60 so it can be said that all the measurement concepts of each variable of the questionnaire is reliable so for the next items on each concept variable is suitable for use as a measuring tool. c. simple regression test table 2. simple regression test coefficients a model unstandardized coefficients standardize d coefficients t sig. b std. error beta 1 (constant ) 3.084 2.136 1.444 .155 x .454 .069 .671 6.590 .000 dependent variable: y sumber: lampiran output spss, 2018 the above regression equation can be explained as follows: jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 257 1) = 3.084 indicates that if the application of key performance indicator is constant or x = 0, then the career development is 3.084 2) = 0.454 indicates that any implementation of key performance indicator work will encourage career development of 0.454 d. hypothesis testing 1. t test table 3. t test coefficients a model unstandardized coefficients standardize d coefficients t sig. b std. error beta 1 (constant ) 3.084 2.136 1.444 .155 x .454 .069 .671 6.590 .000 source: output spss, 2018 based on partial test table (t test) then the test results of the independent variables are described as follows: the variable of performance appraisal shows that the tcount is bigger than ttable, (6,590> 1,674), or sig, <α (0.000 <0.05), it means that the key performance indicators have a significant and positive influence on career development on the one legian, thus the hypothesis is accepted. 2. correlation coeficient table 4. correlation coeficient model r r square adjusted r square std. error of the estimate jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 258 1 .671 a .450 .440 1.379 source: output spss, 2018 based on the correlation table, the correlation coefficient is 0.671. so it can be stated that there is a positive relationship between the variable key performance indicators with career development variables are categorized strong. discussion based on the results of statistical tests that researchers have presented can be seen in partial independent variable that is the implementation of key performance indicators affect the dependent variable that is career development, and can be seen that the application of key performance indicators have a significant positive effect on career development as for indicators indicators key performance indicators that influence development career is as follows: a. presence assessors assess discipline. one of them is discipline in attendance, and comply with existing rules and perform work in accordance with the instructions. b. ethics (work habbit) & appearance (grooming) the appraiser assesses the employee's attitude, modesty, cheeriness, likes, gives the impression of fun, shows a good attitude, and looks sympathetic and reasonable. c. communication & team work jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 259 assessors assess the willingness of employees to communicate, participate and work with other employees vertically or horizontally inside or outside the job so that the work will be better d. productivity & deadline jobs assessors assess the ability of employees in developing productivity and creativity to complete the work, so that work more efficient and effective. with the indicators mentioned above it can be described that the results of research on the implementation of key performance indicators to the career development, the implementation of key performance indicators and it can be explained based on t test results. key performance indicator produces a significant value of 0.00 where the value is smaller than 0.05 and result of tcount (6,590)> ttable (1,674) therefore the hypothesis received is ha: bi ≠ 0 and ho is rejected. it means that implementation of key performance indicator positively and significantly influences the career development at the one legian. this means application of key performance indicator is very supported by all employees because with the implementation of key performance indicator all employees will be entitled to promotions and positions increased (career development). conclusion from the above research, this study is intended to determine the effect of applying key performance indicators to career development on the one legian. based on the results of the study description and discussion it can be concluded from the research are: jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 260 from the results of partial test (t test) conducted on the hypothesis, it can be concluded that the application of key performance indicators have a positive and significant effect on career development on the one legian. results of processing and computerization by using spss program obtained t value > t table and significant value smaller than 0.05 which means that there is a positive and significant influence of the application of key performance indicators to career development on the one legian. this research explained 44% the influence of the application of key performance indicators to career development on the one legian and 56% influenced by factors not in this researched. therefore hopely future researchers will further extend the research on the application of key performance indicators to career development by extending other indicators. and will provide lessons for future researchers who will examine the effect of applying key performance indicators to career development. bibliography anonim, undang – undang republik indonesia menurut keputusan direktorat jendral pariwisata, pos dan telekomunikasi no 22/u/vi/1978 tanggal 12 juni 1978 tentang kepariwisataan astuti, dyah. 2006. penciptaan sistem penilaian kinerja yang efektif dengan assessment centre. bandung: alfa bandung ferdinand, augusty. 2006. metode penelitian manajemen: pedoman penelitian untuk skripsi, tesis disertai ilmu manajemen. semarang: universitas diponegoro fitriawan, m.a. 2013. pengaruh performance management dan assessment center terhadap kinerja karyawan. malang: fakultas ekonomi dan bisnis, universitas brawijaya maholtra, naresh. 1993. riset pemasaran, manajemen pemasaran riset. jakarta: indeks kelompok gramedia martoyo, susilo. 1992. manajemen sumber daya manusia. yogyakarta: bpfe prihadi, syaiful f. 2004. assessment centre: identifikasi, pengukuran, dan pengembangan kompetensi, jakarta: pt gramedia pustaka utama. prabu, anwar. 2001. manajemen sumber daya manusia. bandung: pt remaja rosda karya. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 261 rijal, andi. 2012. persepsi karyawan terhadap penerapan assessment centre dan implikasinya terhadap pengembangan karier (studi kasus pt. coca-cola amatil indonesia southern sulawesi operation). makassar: jurusan manajemen fakultas ekonomi dan bisnis universitas hasanuddin rivai, veithzal. 2009. manajemen sumber daya manusia untuk perusahaan: dari teori ke perusahaan, edisi ke-2. jakarta: pt. raja grafindo persada siregar, khawarita. 2004. assesment centre. medan: e-usu repository. sondang p. siagin, 2006. manajemen sumber daya manusia. jakarta : bumi aksara sugiyono. 2009. metode penelitian pendekatan kuanitatif, kualitatif dan r&d. bandung : alfabeta widayat. 2004. metode penelitian pemasaran (aplikasi software spss) malang: umm. press. wuryanto, danu. 2012. analisis pengaruh promosi jabatan, persepsi keadilan kompensasi, dan lingkungan kerja fisik terhadap kepuasan kerja karyawan (studi pada karyawan pt. suara merdeka press) semarang: fakultas ekonomika dan bisnis, universitas dipenogoro. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 212 the analysis of receptionist service quality to increase guest satisfaction at bali rani hotel kuta savitri handayani1, ni ketut bagiastuti2, ni nyoman triyuni3 123tourism department, politeknik negeri bali email: 1savitrihandayani23@gmail.com, 2ketutbagiastuti@pnb.ac.id, 3triyuni@pnb.ac.id. abstract the aim of this study is to analyze receptionist service quality level to increase guest satisfaction at bali rani hotel kuta. the number of respondent are 60 respondents used accidental sampling for data collect method. primary data collect of service quality variable used questionnaire method with validity and reliability tested. analysis technique used servqual analysis and importance performance analysis applied in cartesian diagram. the results of this research showed that there are negative, positive and neutral gap between perceptions and guest expectations. attribute which has negative value gap are number 2, 3, and 4 then attribute which has positive value gap are number 1, 5, 6, 7, 8, 9, 10, 11, 12. furthermore, based on the importance performance analysis results indicate the position of each attributes in cartesian diagram, founded the attribute that become a priority to be improved and attributes that become achievements to be maintained. attribute in quadrant a which is a priority to improved is number 2 about equipment and facilities for support services at the reception are complete. furthermore, attribute in quadrant b which is the achievements to be maintained are number 1, 4, 7, 11 about the appearance or grooming of the receptionists are neat and clean when serving guests, the hotel information contained in brochures and pamphlets are clear, receptionists able to solve the problem quickly and precisely, security of valuables guests are guaranteed when kept at the reception. keywords: receptionist, service quality, guest satisfaction, hotel. introduction the hospitality industry is one of the businesses that produce services. this service industry supports the activities of tourists who visit the sights and require accommodation to stay, eat, drink and entertainment. in the hotel business, guest service is the main thing that cannot be separated so that guests who stay feel comfortable and the guest has the desire to come back. one of the most important parts of a hotel is the front office department that can be said as the spearhead of a hotel for having direct contact with guests. the front office is the first and the last impression of every guest arriving at the hotel (check-in) until the guest leaves the hotel (check-out). mailto:savitrihandayani23@gmail.com mailto:ketutbagiastuti@pnb.ac.id mailto:triyuni@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 213 reception section is part of front office department, the culprit is called receptionist. receptionist in a hotel is very important role to handling guest registration, providing full service from before guest stay, upon arrival of guest, during stay at hotel, handling check-out and payment, receiving and connect the incoming call to the addressee. the service by receptionist at bali rani hotel kuta is inseparable from the constraints that arise during check-in and check-out process, so the coordination between receptionist and bellboy must be good and correct in accordance with sop (standard operational procedure) to avoid mistakes. constraints that often occur are delays in the provision of rooms after check-in process, the unavailability of a business center in the hotel, the delay of a bellboy take the belongings of guests in the room, make guests wait too long. the existence of a variety of complaints should be follow up by bali rani hotel kuta especially reception section. therefore, the receptionist is required to work professionally, effectively and efficiently. quality of service is defined as the overall combination of product and service characteristics resulting from marketing, engineering, production and maintenance that make these products and services usable to meet customer expectations (wijaya, 2011). furthermore, from the quality of service provided, will create customer satisfaction which can be defined feeling of pleasure or disappointment of someone who emerges after comparing the performance of thought products to the expected performance (kotler and keller, 2007: 177). aim of this study is to analyze receptionist service quality level to increase guest satisfaction at bali rani hotel kuta. this research hopefully will bring some benefits both theoretically and practically. benefits to be gained in this research in theoretically is the results of this study are expected to provide benefits for the development of knowledge, especially in an effort to improve the quality of service and as an additional reference for the development of new ideas for further research. in practically, the results of this study are expected to be used as a consideration by management of bali rani hotel kuta to improve the quality of receptionist service that will affect future income and imaging. previous research conducted by suryadharma and nurcahya (2015) at the bintang pesona hotel in east denpasar examined five dimensions of service quality with 105 respondents. the results showed that the quality of service consisting of jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 214 tangible, reliability, responsiveness, assurance, and empathy simultaneously and partially significant effect on customer satisfaction. susanti et al. (2016) at mba tour & travel examines the level of customer satisfaction on services provided with 75 respondents. the results of data analysis which used cartesian diagram shows tourists are satisfied with the results of a score of 77% of services that have been given by mba tour & travel. previous research conducted by ranas and mansur (2013) at kombokarno hotel, examined the quality of service consisting of five dimensions with 144 respondents. the results of data analysis used servqual method indicates that the service (performance) provided by kombokarno hotel still has not fulfilled the desired service expectations by consumers. this can be seen from the gap value on servqual method which is still negative overall. methodology variables in this research consist of five dimensions of service quality that is tangibles, reliability, responsiveness, assurance, empathy and guest satisfaction. operational definitions of variables used are tangibles (x1), which includes physical facilities and equipment such as telephones, edc (electronic data capture) machines, computers, and receptionist appearances. reliability (x2), the ability of the company especially the receptionist in delivering or providing information and services such as what has been promised accurately and reliably. responsiveness (x3), receptionist ability to assist guests and respond to requests, inquiries and guest complaints quickly and accurately. assurance (x4), related to the knowledge, modesty, and ability of the company especially receptionist to cultivate the security guarantee of the guest in using the service. empathy (x5), receptionist ability to understand guest needs, give attention, communicate well, and serve friendly. customer satisfaction (y), the level of feeling felt by the guest after comparing performance or perceived implementation with expectations. the data collection in this research is done by giving questionnaire to the guest who stay at bali rani hotel. determination of sample using accidental sampling method. in determining the number of samples, using the calculation of malhotra (2005, 368-369) the number of respondents at least 4 or 5 times from the number of jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 215 attributes used in the study. finally, the attributes observed amounted to 12, then 5 x 12 = 60 respondents given on may to june 2018. before performing the process of data analysis, conducted a questionnaire test by testing the validity and reliability from the attributes of the questionnaire. furthermore, data analysis techniques in this study using the method of calculation of servqual scores and in mapping customer satisfaction using importance performance analysis matrix. data processing using spss 22 software. findings and discussion the results of the validity test of perception and expectation indicate that the whole correlation coefficient (r count) of 12 attributes with 60 respondents has a value greater than 0.374. it can be concluded all the attributes in this study declared valid. the results of the reliability test of perception and expectation entirely obtained cronbach alpha coefficient greater than 0.60. this shows that all attributes are reliable. table 1 the results of the average test of perception and expectation and gap quality of service attribute perception hope gap jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 216 1 2 3 4 5 6 7 8 9 10 11 12 4.67 4.25 4.40 4.58 4.52 4.50 4.50 4.47 4.47 4.45 4.58 4.43 4.53 4.70 4.42 4.63 4.43 4.43 4.50 4.42 4.43 4.37 4.52 4.38 0.14 0.45 0.02 0.05 0.09 0.07 0.00 0.05 0.04 0.08 0.06 0.05 source: data process, 2018. based on table 1, the calculation of servqual score shows gap between perceptions and expectations of negative value contained in attributes x2, x3, x4. gap between perceptions and expectations with positive values are found in attributes x1, x5, x6, x7, x8, x9, x10, x11, x12. based on the results of the servqual score, the service perceived to experience negative gap, positive and neutral. this is because the expectation from the point of view of the hotel as a provider of accommodation services is not always the same as the expectations of guests as recipients of accommodation services. overall the hotel has provided good service because the service perceived is greater than the expectation of the guest. with this discussion, the hotel should improve the services of negative value and maintain a positive service. picture 1 cartesian diagram of important performance analysis jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 217 source: data processed, 2018 from the results of data processing cartesian diagram can be explained as follows. quadrant a the service in this quadrant needs to be prioritized because this attribute is considered important by the guest but the reality has not been able to meet the expectations of the guests. 1. equipment and facilities for support services at the reception are complete (telephone, edc machine, computer, etc) (attribute 2) quadrant b maintain achievement because the level of importance and the fact has been satisfying guests. 1. the appearance or grooming of the receptionists are neat and clean when serving guests (attribute 1) 2. the hotel information contained in brochures and pamphlets are clear (attribute 4) 3. receptionists able to solve the problem quickly and precisely (attribute 7) 4. security of valuables guests are guaranteed, when kept at the reception (attribute 11) jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 218 quadrant c attributes that are considered less important but in fact the service is running normally. 1. cleanliness at the reception area are well preserved (attribute 3) 2. bali rani hotel has a good image and receptionists has good knowledge about hotel product (attribute 8) 3. receptionists always willing and handle guest complaints appropriately (attribute 9) 4. receptionists has good ethics to guests (attribute 10) 5. receptionist are friendly and provide guest needs at the hotel (attribute 12) quadrant d attributes that are considered less important by the guest but in fact the services provided exceeds than expected so as to create guest satisfaction. 1. implementation of check-in and check-out process running well and on time (attribute 5) 2. receptionists providing services accordance as promised and trusted (attribute 6) conclusion and suggestion the level of quality of receptionist service in improving guest satisfaction at bali rani hotel is good because the service quality is perceived bigger than guest expectation. based on 12 attributes studied, there are 9 attributes that are positive values are x1, x5, x6, x7, x8, x9, x10, x11, x12. furthermore, 3 attributes that are negative are x2, x3, x4. thus, the overall level of receptionist service quality in improving guest satisfaction at bali rani hotel has proven to be good and guests are satisfied with the service gained during their stay at bali rani hotel. suggestions that can be given related to this research is to improve the quality of service whose attributes are negative and included in the main priority, that is the completeness of equipment and supporting facilities in reception service. furthermore, maintaining a positive value that has been achieved by maintaining performance with standard operating procedures as a reference to provide services to satisfaction and trust guests are maintained. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 219 bibliography kotler, p. and kevin, l.k. 2007. manajemen pemasaran. edisi 13. jilid 1. jakarta: erlangga. malhotra, n.k. 2005. riset pemasaran: pendekatan terapan. edisi keempat. klaten : intan sejati klaten. ranas, r.r. and agus.m. (2013). analisis dan perbaikan layanan hotel menggunakan servqual dan diagram kartesius, 14, 119-132. suryadharma, i.w.w., & nurcahya, i.k. (2015). pengaruh kualitas pelayanan pada kepuasan pelanggan hotel bintang pesona di denpasar timur, 4, 930-942. susanti, p.p., sudiarta, i.n., and negara, i.m.k. (2016). analisis tingkat kepuasan wisatawan terhadap kualitas pelayanan di mba tour & travel, 4, 86-90. wijaya, t. 2011. manajemen kualitas jasa. jakarta : pt indeks. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 381 the implementation of the performance of front office department employees in serving guests at white rose kuta resort villas & spa ni putu nadira pebriyanti1, i wayan jendra2, i ketut suarja3, cokorda istri sri widhari4 1,2,3,4tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: nadirapebriyanti19@gmail.com abstract the purpose of this study is to determine the influence of knowledge, skills, and attitudes of the employee to the performance of employees in the front office department in serving the guests. this study uses survey method using primary data in this case is front office employees and secondary data sourced from companies and books of literature. the sampling technique in this research is saturated sampling technique with the number of small relative population, less than 30 people. in this study population of 29 employees, all front office department at white rose kuta resort villas & spa will be used as respondents by using saturated sampling technique. the related problem is how to apply the performance of front office department employee in serving guest at white rose kuta resort villas & spa. keywords: employee performance, customer satisfaction. i. introduction indonesia is the largest archipelagic country with a wealth of nature with a variety of biodiversity, flora and fauna, social life of society, customs and hospitality which is the basic potential to be developed and used as a tourism commodity. bali as a major tourist destination, has become the government's attention in tourism development especially for central indonesia. the development and growth of various facilities and infrastructures supporting tourism activities in bali is an indication that the tourism industry on the island of bali has experienced rapid development. the development was also marked by the increasing number of foreign tourists visiting bali from year to year. this can be seen in table 1 below. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 382 table 1. number of tourist visits flying directly to bali period 2013 2017 number year total visits (people) increase (%) 1 2013 3.278.598 13,37% 2 2014 3.766.638 14,89% 3 2015 4.001.835 6,24% 4 2016 4.927.937 23,14% 5 2017 5.381.830 9,21% average growth of 13,37% source: disparda bali, 2017 from the table shows that the number of tourist visits continue to increase from year to year and in 2016, the level of tourist arrivals experienced the highest increase with 23.14%. increasing tourist arrivals to bali cause more and more facilities and infrastructure supporting tourism needed, one of them is hotel. sugiarto (2012: 2) explains that, the hotel is a very competitive business field different from other businessess. hotel products are products that cannot be taken anywhere to approach consumers, but consumers who have to walk to enjoy the hotel products. enterprises in the field of hotel marketing is a very important element in the company to achieve marketing targets. white rose kuta resort villas & spa is one of the accommodation providers located on jl. legian kuta. it has 150 rooms and 5 (five) villas with private pool with facilities that can serve the customers (guests). based on the background, it can be formulated the problems related to the influence of knowledge, skills, and attitudes of employees on the performance of employees in front office departments in serving guests at white rose kuta resort villas & spa?. the aim is to know the influence of knowledge, skills, and attitudes towards the performance of employees at the front office department in serving guests at white rose kuta resort villas & spa. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 383 ii. theoretical framework 1. knowledge. knowledge is an effort to increase knowledge that is useful in the organization, such as familiarizing the culture of communicating among personals, providing opportunities for learning, and sharing knowledge. where this business will create and sustain the increasing value of the core business competencies by utilizing existing information technology. (in the journal winda kurnia sari and ken ditha tania, 2014 "application of knowledge management system (kms) web based case study technician and network faculty of computer science university sriwijaya"). 2. skill. skill is the capacity needed to carry out a series of tasks that evolve from the results of training and experience. a person's skills are reflected in how well a person performs a specific activity, such as operating a device, communicating effectively or implementing a business strategy. (lian arcynthia, 2013. in the journal yunita lidya kandou, et al "the influence of knowledge management, skill and attitude to performance of the clergy (study at pt bank sulutgo head office in manado)). 3. attitude. attitude is a mental and neural state derived from experience, which directs and dynamically influences individual responses to all related objects and situations. (judge, 2010. in the journal yunita lidya kandou, et al "the influence of knowledge management, skill and attitude to performance of the clergy (study at pt bank sulutgo head office in manado)). 4. performance. job performance or performance will be achieved if the employee feels that what he earns from his work has fulfilled something that is considered to be an important hope or even exceed the desired expectations. (robbin, 2001. in journal of yuge supreme heliawan 2016 "employee performance analysis pt novell phrmaceutical laboratories using variable compensation, work environment and motivation"). journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 384 iii. research methods this research was conducted at white rose kuta resort villas & spa which is located on jl legian kuta. this research takes the object of employee performance applying front office department in serving guests at white rose kuta resort villas & spa. this study uses three independent variables and one dependent variable. the method of analysis used to test the hypothesis is multiple linear regression method. this method is used to find out how big the influence of independent variables to the dependent variable used to test the hypothesis with interaction approach that aims to meet the researcher's expectations about the influence of each independent variable to the independent variable. independent variables in this research are knowledge, skills, and attitudes and independent variable (dependent) in this research is employee performance. the relationship model knowledge, skills, and attitudes to employee performance can be compiled with the following linear model equations. 𝑌 = 𝑎 + 𝑏1𝑋1 + 𝑏2𝑋2 + 𝑏3𝑋3 + 𝑒 (1) desciption: 𝑌 = promotion position 𝑎 = constant 𝑏1 = regression coefficient 𝑋1 𝑏2 = regression coefficient 𝑋2 𝑏3 = regression coefficient 𝑋3 𝑋1 = knowledge 𝑋2 = skill 𝑋3 = attitude 𝑒 = residual error data collection in this study was conducted with the following techniques: questionnaire method, where the questionnaire will be distributed to all front office department employees who are employees at white rose kuta resort villas & spa with the aim of obtaining performance analysis results of front office employees; observation method made by researchers are coming directly to white rose kuta resort villas & spa to see the process of performance situation of front office department employees; documentation method through data collection of archives, journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 385 documents, records relating to the implementation of the performance of front office department employees in serving guests at white rose kuta resort villas & spa; and library studies made by the researcher to collect information relevant to the topic or problem to be or is being researched. iv. results and discussion validity test the table 2 below presents the validity of 16 questions on the questionnaire used. table 2. validity test results number research variables r value arithmetic r table velue description 1 employee performance variables vkk1 0.661 0.367 valid vkk2 0.860 0.367 valid vkk3 0.618 0.367 valid vkk4 0.399 0.367 valid 2 knowledge variable vkm5 0.542 0.367 valid vkm6 0.569 0.367 valid vkm7 0.453 0.367 valid vkm8 0.691 0.367 valid vkm9 0.669 0.367 valid vkm10 0.745 0.367 valid 3 skill variable vs11 0.655 0.367 valid vs12 0.602 0.367 valid vs13 0.795 0.367 valid 4 attitude variable va14 0.510 0.367 valid va15 0.650 0.367 valid va16 0.735 0.367 valid the table above shows that each question item of each variable in the questionnaire has a r-count greater than the r table of 0.367 so that 16 questions in the questionnaire used are valid. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 386 reliability test the reliability test in the table presents the cronbach's alpha value of each variable on the questionnaire. cronbach's alpha value generated greater than 0.6 so it can be concluded that the questionnaire used is reliable. because the questionnaire has been declared valid and reliable, the questionnaire can be used as a measuring and further analysis tool. this test is shown in table 3. table 3. reliability test results number research variable cronbach's alpha cronbach’s alpha minimum value description 1 employee performance variables 0.809 0.600 reliable 2 knowledge variable 0.827 0.600 reliable 3 skill variable 0.822 0.600 reliable 4 attitude variable 0.787 0.600 reliable classic assumption test normality test the result of one-sample kolmogorov-smirnov test is hown in table 4. the basic k-s test is: 1. the significance number (sig)> 0.05, then the data is normally distributed. 2. the significance number (sig) <0.05, then the data is not normally distributed. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 387 tabel 4. one-sample kolmogorov-smirnov test unstandardized residual n 29 normal parametersa,b mean 0e-7 std. deviation .31890333 most extreme differences absolute .164 positive .164 negative -.136 kolmogorov-smirnov z .881 asymp. sig. (2-tailed) .419 a. test distribution is normal. b. calculated from data. kolmogorov-smirnov test results indicate that the value of asymp. sig. (2-tailed) of 0.419. this value is greater than significant 0.05 so it can be concluded that the data follows the normal distribution. therefore, the assumption of normality on the regression has been fulfilled. heteroskedasticity test the result of heteroskedasticity test is shown in table 5. table 5. coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 1.231 .934 1.319 .199 knowledge .045 .066 .083 .678 .500 skill .087 .100 .207 .865 .396 attitude -.040 .285 -.031 -.142 .888 a. dependent variable: abs_res the table above shows that all independent variables used in the study have a value greater than 0.05 so it can be concluded that there is no heteroskedasticity. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 388 multicollinearity test the result of multicollinearity test is shown in figure 6. table 6. coefficientsa model collinearity statistics tolerance vif 1 (constant) knowledge .735 1.361 skill .543 1.840 attitude .648 1.544 a. dependent variable: employees’ performance the table above shows that for all independent variables used have vif value less than 10 and tolerance value> 10% so it can be concluded that there is no double correlation (multicollinearity) between independent variables. therefore, the assumption of multicollinearity has been fulfilled. autocorrelation test the result of autocorrelation test is shown in figure 7. table 7. model summaryb model r r square adjusted r square std. error of the estimate durbin-watson 1 .773a .598 .550 .33750 2.025 a. predictors: (constant), attitude, knowledge, skill b. dependent variable: employees’ performance the table above shows the durbin watson (dw) value of 2.025. based on the durbin-watson table with n 29 and many free variables 3 obtained upper bounds (du) values of 1.6499 and 4 du of 2.3501. it can be seen that the dw value is between the upper bounds (du) and 4du, so hₒ is accepted or no autocorrelation occurs. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 389 v. conclusion based on the results of the analysis and discussion of how employee performance analysis of front office in serving guests at white rose kuta resort villas & spa it can be concluded that knowledge, skill, and attitude of employees have a significant positive effect on employees’ performance in front office department in serving guests at white rose kuta resort villas & spa. employee's knowledge has a significant positive effect on employees’ performance in front office department in serving guests at white rose kuta resort villas & spa. where the higher the level of employees’ knowledge the higher the employees’ performance. employees’ skill has a significant positive effect on employees’ performance in front office department in serving guests at white rose kuta resort villas & spa. where the higher employees’ skill hence the higher employees’ performance. employees’ attitude has a significant positive effect on employees’ performance in front office department in serving guests at white rose kuta resort villas & spa. where the better the attitude of employees, the higher the performance of employees. references sugiarto. 2012. definisi hotel menurut sk menteri pariwisata, pos dan telekomunikasi no. km 37/pw. 340/ mppt-86. sari, w.k. et al. 2014. penerapan knowledge management system (kms) berbasis web studi kasus bagian teknisi dan jaringan fakultas ilmu komputer universitas sriwijaya. jurnal sistem informasi (jsi). volume 6, number 2. kandou, y. l. et al. 2016. pengaruh knowledge management, skill dan attitude terhadap kinerja karyawan (studi pada pt. bank sulutgo kantor pusat di manado). jurnal berkala ilmiah efisensi. volume 16, number 01. heliawan, y. a. 2016. analisis kinerja karyawan pt novell pharmaceutical laboratories dengan menggunakan variabel kompensasi, lingkungan kerja dan motivasi. jurnal akuntansi dan pajak. volume 16, number 02. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 146 application of cash expenditure systems to support efficiency of costs in general cashier section on harris hotel tuban margaretta ayu angria1, ni made ernawati2, luh linna sagitarini3 123tourism business management, tourism department, politeknik negeri bali email: 1ettaangria@gmail.com, 2madeernawati@pnb.ac.id, 3linnasagitarini@pnb.ac.id. abstract the problems that often occur in the general section cashier harris hotel tuban is the case of cash expenditures for petty cash activities. general cashier's section was disturbed by petty cash requests and additional expenses due to petty cash activities. the purpose of this research is to know petty cash system and procedure at general cashier harris hotel tuban and to know cost efficiency in general cashier section related to petty cash expenditure. the method of analysis used in this research is descriptive statistical analysis method. this analysis is done by collecting and processing the data obtained thoroughly and in detail, then described so as to obtain a clear description of the facts by comparing the system and procedure cash disbursement petty cash at harris hotel tuban with theory according mulyadi (2016). the researchs’ results showed that cash disbursement system by petty cash in general cashier at harris hotel tuban was in accordance with mulyadi theory. petty cash system cash disbursement procedure in general cashier's section at harris hotel tuban starts from receiving reports of lack of supplies from related departments then through department supervisors, store keeper, purchasing and general cashier for the issuance of petty cash. the level of cash dispensing system efficiency by petty cash in general cashier harris hotel tuban section in 2015 s.d in 2017 fluctuates. the inefficiencies that occur each year are due to the expenditure of petty cash beyond the budget set. while the efficiency that occurs due to petty cash spending is less than the budget set. keywords: cash expenditures, petty cash, cost efficiency. introduction the more tourists who visit bali, the more need of services such as: transportation, hotels, restaurants, villas and others. their needs can be met with the existence of various service providers, including travel agents and hotels during their stay in bali. in the operation of a hotel, the hotel is supported by several departments including: sales & marketing, f & b service, f & b product, hrd, accounting department and others. accounting department is one department that plays an important role in a hotel. in this department, all the bookkeeping and financial processes of the company are mailto:ettaangria@gmail.com mailto:madeernawati@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 147 done. accounting department is the part in charge of managing the finances, both cash receipts and disbursements of the hotel. accounting departments are generally divided into sections such as income audit, general cashier, receiving, store keeper, payable account, cost control, purchasing, chief accounting and financial controller. although there are many divisions and staff managing the hotel's finances, general cashier's activities are very interesting. general cashier takes responsible for managing petty cash, so that all cash purchase transactions and cash out payments for payments of debts and payments of water, taxes, electricity, calls will be recapitulated by a general cashier. general cashier also checking the financial statements of each of the outlets at harris hotel tuban, then taking note in the cash book and filing financial statements from each outlet as proof of cash receipt and depositing money to the bank. this is where the role of staff in the general cashier section is necessary to regulate cash inflows in the operational activities of harris hotel tuban, so it is necessary to set the procedure of cash disbursement. the arrangement of cash disbursement procedures is very important, to prevent cash expenditures (cash) for purchases of products that are not available in the store at the moment or out of stock, thus causing more expenditure than cash in general cashier. so it's not just a matter of running out of cash at general cashier but in case of cash shortage in hand sometimes general cashier has to spend personal money for petty cash activities, general cashier's part is also disturbed by petty cash request and the addition of expense due to petty cash activities, such as transportation costs of buying products, parking fees at a supermarket and other expenses. this will disturb the operations of the hotel due to the accumulation of parking fees or other additional costs are quite large. the aims of this research is to know petty cash system and procedure at general cashier harris hotel tuban and know cost efficiency in general cashier section related to petty cash expenditure. tuerah (2013) entitled evaluation of the system implementation and procedure of cash receipts and expenditures of the department of population and registry of southeast minahasa civil. the objective is to know the effectiveness of the implementation of the system and procedure of cash receipts and expenditures at the department of population and civil registry of south minahasa regency. the method used is descriptive. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 148 the results of his research that the system and procedures have been implemented is in accordance with the rules. rismadi (2013) with title evaluate the effectiveness of production cost control and production cost efficiency. the goal is to overcome the deviations or production costs and assist management in conducting supervision. the method used is descriptive. the result of the research is the production of losses in 2011 to 2013. suardika (2017) entitled the analysis of spa product purchase system to support cost efficiency in kupu-kupu jimbaran bali. the goal is to know the spa product purchase system to support cost efficiency in kupu-kupu jimbaran bali. the analytical technique used is descriptive statistics. the result of the research shows that there is an increase of cost efficiency from 2014 s.d year 2016. research method the type of research used is descriptive statistical research where researchers directly come to the object of research that harris hotel tuban to obtain data and information needed in evaluating the implementation of the system of cash expenditure to support cost efficiency in the general cashier at harris hotel tuban. the research was conducted at harris hotel tuban located at jalan dewi sartika tuban badung bali. the research started from january 2018 to may 2018. this research using research’s stages that related to the problems under study. those stage are: identify the significant problems to solved using descriptive statistic analysis; formulate clear issues and determine the objectives and benefits of research; gather information on the hotel overview and data on the implementation of cash expenditures system and procedures at harris hotel tuban; put forward a logical conclusion based on the results of the study and provide advice on harris hotel tuban. this research uses qualitative and quantitative data types. qualitative data in the form of short history, organizational structure of harris hotel tuban and petty cash system and procedure at harris hotel tuban. while the quantitative data in the form of petty cash budget, calculation of petty cash expenditure due year 2015 to 2017 and calculation of cost efficiency expense related to petty cash. data source used in this research is primary jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 149 data that is data obtained directly from harris hotel tuban. technique of collecting data in this research are interview, observation, documentation and literature study. the analysis method used in this research is descriptive analysis method. this method started with gathering and processing the data. the method of analysis used in this research is descriptive statistical analysis method. this method of analysis begins with collecting and processing the data obtained thoroughly and detail, then described so as to obtain a clear description of the facts by comparing the system and procedure cash expenditures petty cash at harris hotel tuban with book theory of mulyadi's (2016) “sistem akuntansi” concerns cash expenditures system and procedures for petty cash so that a conclusion can be described and provide some suggestions considered necessary for the hotel. results and discussion the data used in this research is taken directly from the location of this research is harris hotel tuban which is located at jl. dewi sartika, tuban, kuta, badung regency, bali 80361, with phone number +62 361 9365255, faxed +62 361 9366 258, and email address sales-harris-tuban@tauzia.com. harris hotel tuban is a 4 star hotel located in tuban close to ngurah rai airport. harris hotel tuban has been established since 2002 and is one of the brand tauzia hotel management. from the results of research conducted can be explained petty cash expenditures system and procedures in the general cashier at harris hotel tuban is as follows: petty cash expenditure system applied in general cashier harris hotel tuban consists of the documents used, accounting records used, related functions and flow chart. 1. documents used in the petty cash system are: evidence of petty cash, checks, petty cash expenditures, proof of cash expenditure and small refill petition requests. 2. accounting records used are: cash expenditure journals, cash expenditures, check registers and cash expenditure journals. 3. the related functions in the petty cash fund are: cash functions, accounting functions, the petty cash holder functions, and the internal audit functions. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 150 4. the flow chart of the petty cash fund system is a chart of the sequence of procedures made flowing in the elements that make up the petty cash fund, as described in points 1, 2 and 3 above. the procedure for establishing a petty cash fund: petty cash system cash expenditures procedure in general cashier's section at harris hotel tuban starts from receiving reports of lack of supplies from related departments then through department supervisors, store keeper, purchasing and general cashier for the issuance of petty cash. the efficiency level of cash expenditures system applied in general cashier harris hotel tuban is seen from petty cash expenditure in general cashier harris hotel tuban. the efficiency of the cash disbursement system is obtained by comparing petty cash expenditures with petty cash budgets. efficiency level in 2015 occurs inefficiency of expense on petty cash expenditure due to the amount of room commission expenditure in august. the inefficiency of these costs is evident from the value of the petty cash fund being spent larger than the budget value set out in the general cashier section. while the most efficient petty cash expenditure occurred in february. efficiency in february occurred because the amount of petty cash expenditure is quite small and does not exceed the budget set. the efficiency level on 2015 described on the diagram bellow. picture 1 the cost efficiency of petty cash graph at harris hotel tuban year 2015 (data processed, 2018) 69,28 68,46 97,16 92,80 96,62 74,44 99,40 115,46 91,45 98,20 95,45 108,03 0,00 20,00 40,00 60,00 80,00 100,00 120,00 140,00 percentage percentage jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 151 in april 2016 there was an inefficiency of expenses on petty cash expenditure because in april at harris hotel tuban the tauzia meeting was held, so the petty cash expenditure was nominal below rp. 500,000, beyond the set budget. the inefficiency of these costs is evident from the value of the petty cash fund being spent larger than the budget value set out in the general cashier section. meanwhile, the most efficient expenditure of small cash funds occurred in july. the efficiency in july occurred because the amount of petty cash expenditure is quite small and does not exceed the budget set. the efficiency level on 2016 described on the diagram bellow: picture 2: the cost efficiency of petty cash graph at harris hotel tuban year 2016 (data processed, 2018) in december 2017 there was an inefficiency in the expense of petty cash expenditure because in december there was an increase in hotel guests so that the supply of goods or materials in the hotel was in short supply. this causes the purchase of goods in cash. while the most efficient petty cash expenditure occurred in february. efficiency in february occurred because the amount of petty cash expenditure is quite small and does not exceed the budget set. the efficiency level on 2017 described on the diagram bellow. 93,03 79,05 95,71 116,50 91,21 73,32 67,18 83,81 79,03 67,25 105,14 82,51 0,00 20,00 40,00 60,00 80,00 100,00 120,00 140,00 percentage percentage jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 152 picture 3 the cost efficiency of petty cash graph at harris hotel tuban year 2017 (data processed, 2018). closing petty cash cash expenditures system in general cashier's section at harris hotel tuban consists of documents used, accounting records used, related functions and flow charts. petty cash expenditures procedure in general cashier section of harris hotel tuban starts from receiving reports of lack of supplies from related departments then through department supervisors, store keeper, purchasing and general cashier for the issuance of petty cash. the efficiency of cash expenditures system by petty cash in general cashier harris hotel tuban section in 2015 s.d in 2017 fluctuates. the inefficiencies that occur each year are due to the expenditure of petty cash beyond the budget set. while the efficiency that occurs due to petty cash spending is less than the budget set. given that harris hotel tuban does not have a flow chart, it is advisable to create a flow chart as a guide in cash expenditures by petty cash. bibliography febry, eka. 2017. pengaruh penjualan tunai dan penjualan kredit terhadap profit margin di harris hotel tuban. thesis student of business management studies program politeknik negeri bali, badung. mulyadi. 2016. sistem akuntansi. jakarta: salemba empat. saputra, boby w., et.al. 2013. evaluasi efektivitas pengendalian biaya produksi dan efisiensi biaya produksi. the journal is published at harapan bangsa business 78,56 67,56 56,83 67,90 81,33 78,51 97,90 92,50 112,91113,54 96,46 116,95 0,00 20,00 40,00 60,00 80,00 100,00 120,00 140,00 ja n u a ry f e b ru a ry m a rc h a p ri l m a y ju n e ju ly a u g u st s e p te m b e r o ct o b e r n o v e m b e r d e ce m b e r percentage percentage jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 153 school bandung. available in https:/// / www.researchgate.net /publication/ 26 6107610evaluasi_efektifitas_pengendalian_biaya_produksi_dan_efisiensi_biay a_produksi. downloaded by march 11, 2018. sipahutar. 2012. bab ii sistem informasi akuntansi pengeluaran kas. available in https://sipahutar91.wordpress.com/2012/07/02/bab-ii-sistem-informasiakuntansi-pengeluaran-kas/. downloaded february 14, 2018. sk menteri pariwisata, pos, dan telekomunikasi no.km 37/pw.340/mppt-86 about definisi hotel. suardika, i nyoman yoga. 2017. analisis sistem pembelian produk spa guna menunjang efisiensi biaya di kupu-kupu jimbaran. thesis student of business management studies program politeknik negeri bali, badung. tuerah, fretty sofia. 2013. evaluasi pelaksanaan sistem dan prosedur penerimaan dan pengeluaran kas dinas kependudukan dan pencatatan sipil minahasa tenggara. the journal was published at sam ratulangi university of manado. available in https://ejournal.unsrat.ac.id/index..//php//emba/ article/ view/2059. downloaded by march 11, 2018. https://sipahutar91.wordpress.com/2012/07/02/bab-ii-sistem-informasi-akuntansi-pengeluaran-kas/ https://sipahutar91.wordpress.com/2012/07/02/bab-ii-sistem-informasi-akuntansi-pengeluaran-kas/ jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 228 the analysis of receptionist service quality for the tourists’ satifaction at the grand inna hotel kuta ni kadek tuwin patriani 1 , i gusti agung bagus mataram 2 , i made darma oka 3 , i ketut sadia 4 jurusan pariwisata politeknik negeri bali kampus bukit jimbaran, bali. telp. +62 361 701981 e-mail : kadektuwinpatriani@gmail.com abstract this research is motivated by the receptionist role known as the first and last impression of the guest. quality of service is the thing that affects customer satisfaction. this research is aimed at knowing how the receptionist’s service quality towards customer satisfaction in grand inna kuta. the data was collected through the distribution of questionnaires. while, the technique of sampling applied was incidental sampling of 85 respondents. the data was analyzed using multiple linear regression with spss 20 software through the techniques of validity and reliability, and importance performance analysis. the results show that in general the assessment of guests staying at the grand inna kuta hotel, regarding the quality of receptionist services at the hotel, can be satisfactory. this can be shown from the analysis where the average value of perception is 3.9. indicator that make good perception is able to answer questions, able to give clear and easy to understand information, completeness and readiness of receptionist staff, knowledge of existing facilities at grand inna kuta, ability of staff to quickly respond to problems of tourist complaints, general knowledge about bali, hospitality of receptionist staff, timeliness, ease of receptionist staff to be met, helpful, politeness of receptionist staff, language mastery and courtesy of the reception staff. indicator that formed a bad perception is the timeliness of the receptionist staff in serving the guests. key words: service quality (reliability, assurance, tangibles, empathy, responsiveness), customer satisfaction. mailto:kadektuwinpatriani@gmail.com jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 229 introduction education and development for indonesia is very important and is the only sector that can be used to collect the results from non-oil and gas. from another perspective, it can be seen from the values that exist directly into bali, which is spent by foreign tourists while living in bali (pitana, 2005). so it can release information that is very important for the people of indonesia. the role of tourism in national development, in addition to the support of foreign exchange, also contributes greatly to other fields, creating and expanding the field, improving society and government, preserving the environment and culture, strengthening national unity and unity. as we already know, bali is one of the most popular tourist attractions in the world and thousands of people come to go every year. the island of bali has many very beautiful tourist attractions such as beaches, lake views and a very famous one that can be used for bali is the uniqueness of balinese culture that is different from other areas in indonesia. besides, the people of bali are also famous for its hospitality, the tourists who come to bali will feel well received by the local community. to support tourism activities in bali have created and equipped facilities such as hotels, restaurants, travel agencies, and infrastructure facilities that make guests feel happy and comfortable to stay longer in bali. it is said that the hotel is one of the important facilities provided near the tourist areas to support the sustainability of tourism activities, where the hotels are equipped with bedroom, food and beverage, spa and many other competing facilities to make the travelers for longer vacation on the island of bali. one of the hotels in bali is grand inna kuta which is located in kuta area. the hotel provides a variety of facilities provided by the travelers given to staff, ranging from reservation process, registration room, check in to check out. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 230 like other hotels, to run a good operation, of course this hotel needs the support of the departments in the hotel such as the front office department, the department of housekeeping, the department of food and beverage, and other departments who already have the duties and responsibilities respectively to run the operations of the hotel. the front office is the department that handles the guest who will use the room from the reservation process, the reception when the guest arrives (check in) until the guest leaves the hotel (check out). the front office is known as the first and the last impression of the guest, where guests who come to the hotel will meet with this section first to check in and when the hotel will leave the hotel (check out) will be in contact with the front office staff. to smooth the whole process of the front office service of the hotel required the existence of good and maximum service so as to minimize errors and things that are not desired by the tourists or the hotel in this case the quality of service is very important in increasing the satisfaction of tourists. front office at grand inna kuta has some parts one of them is the receptionist. the receptionist is a section or part of the front office department who is in charge and responsible for serving guests who will check in or check-out (sambodo and bagyono, 2006: 33). given the importance of the front office department in a hotel especially the receptionist, the quality of reception staff services is very influential to the satisfaction of consumers who stay at grand inna kuta, where the service will be measured through 5 dimensions of service that is tangible, reliability, responsiveness, empathy, assurance. a receptionist is required to welcome guests well, knowledgeable about the hotel's products and facilities, room placement, check-in and checkout, in accordance with its procedures and understand the computerized system used by the hotel. a receptionist should also serve and answer any guest questions, providing clear information, both inside and outside the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 231 hotel. a receptionist should be able to handle complaints from guests who stay. the tourists have various problems, ranging from problems when the room, airport pickup and others. considering the very complex issues that must be solved and addressed, a receptionist staff is required to provide the best solution to provide a sense of satisfaction to the guest who will form a good perception and affect the image of the hotel itself. based on the above matters, the authors are interested to conduct research by taking the title: "quality analysis of receptionist services against the level of satisfaction tourists at hotel grand inna kuta". methodology this research was conducted at hotel grand inna kuta which is located at no. kuta beach road. 1, south kuta, badung, bali. the object of research is the quality of service analysis of the receptionist to the level of customer satisfaction. the sampling technique used is accidental sampling. according sugiyono (2004: 77) is the taking of respondents as a sample by chance, ie anyone who secrets meet with the research can be used as a sample if the person who happens to be found suitable as a source of data. in this study will explain the definition of operational variables clear that there are guidelines in measuring. in this research will explain the operational definition of the variable in accordance with the object of research to be conducted. five dimensions of service quality are the five dimensions of service that is very influential on the level of customer satisfaction, where the five dimensions of service can be used as a measuring tool in improving the front office services provided to consumers at the grand hotel inna kuta. the fivedimensional ministry is tangibles is a concrete proof of a company's ability to show the best for its customers. both in terms of physical appearance of jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 232 buildings, facilities, equipment support technology, to the appearance of employees. reliability is the ability of the company to provide services in accordance with consumer expectations related to speed, timeliness, no errors, sympathetic attitude, and so forth. responsiveness is a response to provide a fast service or responsive and accompanied by a clear and easy to understand way of delivery. assurance is a guarantee and certainty gained from the attitude of good manners, good communication, and knowledge owned, so as to foster the trust of customers. empathy is giving a sincere and personal attention to the customer, this is done to know the consumer's wishes accurately and specifically. next to get the average value of expectations and reality research needs to be done by using a questionnaire. this questionnaire will be given to guests who stay grand inna kuta and who feel the service of reception staff. furthermore, the data will be analyzed with validity and reliability, service quality and importance performance analysis. finding and discussion to know the aspects or indicators that shape the good perception and the bad perception of tourists in the service of grand inna kuta reception staff the author uses the conformity level analysis. the level of conformity is the ratio between satisfactions with expectations of tourists to the receptionist service. if the level of customer satisfaction is greater than the expectation of the front office service then the service can be said to be qualified. if calculated in percentages, the degree of conformity under these conditions is greater than 100%. when satisfaction is less than expectation, it means that tourists consider that the service they feel less qualified. if calculated in the percentage of conformity in this condition is less than 100%. from the results of research expectations and perceptions of tourists to the receptionist services in grand inna kuta, then it can be made rank sequence ranging from jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 233 having the lowest level of compliance to the highest. the level of compliance with the lowest value will get the main handling and then the highest level of suitability does not need to get further treatment because the tourists have been deemed to have satisfaction in accordance with their interests. the result of the research on the level of conformity to receptionist service at grand inna kuta can be seen in the following table: no service aspect penilaian penilaian tingat ranking persepsi ekspektasi kesesuaian% 1 punctuality 284 383 74,15 17 2 reliability of the information 318 398 79,89 15 3 general knowledge about bali 330 400 82,5 11 4 knowledge of all facilities in grand inna kuta 344 385 89,35 3 5 the ability of receptionist handling your need 332 391 84,91 8 6 the ability of giving clear and understandable information 338 397 85,13 7 7 the ability of answering any inquiries 339 386 87,82 5 8 technique of giving service 323 385 83,89 9 9 language mastery 327 407 80,34 14 10 insurance of selfsafety while being in grand inna kuta 329 403 81,63 12 11 easiness of communicating with the receptionist staff 355 397 89,42 2 12 the receptionist staff attention to the guest 357 395 90,37 1 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 234 13 the receptionist staff courtesy 333 399 82,42 10 14 the receptionist staff friendliness 359 404 88,86 4 15 helpfulness 340 397 85,64 6 16 the readiness of the receptionist staff with maps, brochure, computer, etc. 320 395 81,01 13 17 the physical appearance of the receptionist staff 329 399 82,45 9 total 5657 6721 1429,78 average 332,76 395,35 84,104 the result of research analysis of the level of conformity to the service of receptionist staff at grand inna kuta in table 4:28 above shows that the indicators of front office services that need to get priority or get the lowest rank is the punctuality (74.15%). if the value of conformity is above 100% means that the quality of service is very satisfying for tourists. the value in the table above shows that the quality of the receptionist service is less satisfying for the tourists who stay at grand inna kuta. seen in the table above the value of the suitability level is below 100%. conclude the perception of foreign tourists towards receptionist service at grand inna kuta based on service dimension analysis (servqual) used, it can be said that the perception of tourists on the performance of receptionist staff at grand inna kuta in general less satisfactory. from the analysis of the level of conformity of receptionist services at grand inna kuta the indicator value is below 100% where the value can be interpreted that the service of the receptionist staff is less satisfactory. so it still needs major handling of management. the values in the indicator are: timeliness (74.15%), jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 235 conformity of required information (79.89%), general knowledge of bali (82.5%), knowledge of existing facilities at grand inna kuta (89, 35%), ability of front office staff to respond quickly to resolve guest complaint (84,91%), able to give clear and easily understood information (85,13%), able to answer question from guest (87,82%) , information technology (83.89%), language mastery (80.34%), self-guaranteed security during grand inna kuta (81.63%), fo staff ease (89.42%), staff attention fo to tourists (90.37%), hospitality fo staff (82.42%), fo staffing (88.86%), likes help (85.64%), completeness and readiness of fo staff (81.01%), fo staff appearance (82.45%). all indicators whose fitness is less than 100% means that receptionist service is less satisfactory for guests staying at grand inna kuta. reference agusanawar. 2002. pengantar operasional kantor depan hotel: pt. perco albertus bayu pinongo, budi purnomo, sumarman. 2010 “peranan resepsionis dalam meningkatkan kualitas pelayanan di the sunan hotel solo. sekolah tinggi pariwisata surakarta” damardjadi, r.s. 2004. istilah_istilah dunia pariwisata. jakarta: pradnya paramita. darsono, agustinus. 1992. kantor depan hotel. jakarta : grasindo darsono, agustino. 2010. kantor depan hotel. edisi revisi jakarta : grasindo. komar, richard. 2006. hotel management. jakarta: pt grasindo ratih, hardiyanti. 2010. “analisis pengaruh kualitas pelayanan terhadap kepuasan konsumen menggunakan jasa penginapan (villa) agrowisata kebun teh pagilaran”. universitas diponegoro, semarang. ratminto dan atik winarsih. 2005. manejemen pelayanan. yogyakarta : pustaka pelajar suprapto. 2006. pengukuran tingkat kepuaasan pelanggan. cetakan ketiga. jakarta. rineka tjiptono, pandy. 2004. prinsip-prinsip total quality service. yogyakarta: andi offecet jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 236 albertus bayu pinongo, budi purnomo, sumarman. 2010 “peranan resepsionis dalam meningkatkan kualitas pelayanan di the sunan hotel solo. sekolah tinggi pariwisata surakarta” undang-undang republik indonesia nomor 10 tahun 2009 tentang kepariwisataan yunita sari ni putu. 2015 “faktor-faktor yang mempengaruhi kepuasan wisatawan terhadap pelayanan kantor depan pada hotel grand inna kuta. politeknik negeri bali, denpasar tjiptono, fandy. 1997. prinsip-prinsip total quality service. yogyakarta: andi jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 220 the implementation of gold card project as an employee recognition program at sofitel bali nusa dua beach resort i putu wika saputra ¹, i ketut astawa 2 , i nyoman rajin aryana 3 123 jurusan pariwisata politeknik negeri bali email: ¹wikasaputra08@gmail.com abstract engaging the employee is one of the challenges currently faced by the companies. without good human resource management, the company will not be able to run effectively. the purpose of this study is to find out in-depth the latest employee recognition program implemented at sofitel bali nusa dua beach resort which is called “gold card” project. an in-depth interview was performed to get the details of the program. to enhance the result, a simple survey questionnaire was given to 60 employees to gather some feedback about the implementation of the project. the result of the research indicated that the “gold card” project is well received and is supported by the employee. keywords: employee recognition, project, sofitel bali nusa dua introduction tourism is the world‟s largest industry. this statement is supported by the data which showed that in the year 2000, 698 million people were classified as an international tourist (hundloe,2018). in 2017, international tourist arrivals grew by a remarkable 7% to reach a total of 1,322 million and expecting to reach 1,8 billion in 2030 (unwto.org). the statistic showed us on how competitive the tourism industry will be especially with the company who would challenge the opportunities. advances in information technology and the introduction of new methods of communication have led to increasingly significant changes in consumer behaviour (cantallops & salvi, 2014). tourism services are intangible and cannot be tested before purchase, therefore it is important for consumer to have the information before making a decision (robbiani, 2016). at present, tourists are able to access travel information and share travel experiences through a variety of technology-mediated outlets (cohen et al., 2014). http://media.unwto.org/ jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 221 according to the pwc switzerland report, online reviews are an important source of information for customers booking accommodation and travel. in addition, the reviews reveal many insights on how well a hotel is meeting its guest‟s expectations. the management will be able to perform any actions whether it is remedial action or commendations towards the performance of their employee. the ability of organizations to achieve their business strategy and have a sustainable competitive advantage depends on the performance of employees (amoatemaa et al., 2016). as work continues to play a more important role in how people define themselves and the lives they lead, the perceived value of this work impacts not only their sense of identity but also their overall well-being (cannon,2015). in this case, we perceived the employee recognition as one of the ways to provide the well-being of the employee. effective recognition occurs in organizations with a strong, supportive culture that understand the psychology of praising employees for their good work, apply the principles of employee recognition and encourage another employee to initiate in their working relationship (harrison, 2005; saunderson, 2004; amoatemaa et al., 2016). many types of research have been conducted especially in terms of examining the impact of motivation to work on performance and highlighted employee recognition as an essential component of motivation (brun & dugas, 2008). in addition to that statement, he also mentioned that the research of brun and biron et al., (2003) reveals that a lack of recognition constitutes the second-largest risk factor for psychological distress in the workplace. according to canon (2015), amabile & farmer (2007) mentioned that one of the driving forces behind the field of organizational psychology is the desire to achieve increased levels of performance through motivation. he added more than employees' level of motivation will increase when they feel that they, as individuals, together with the work they do, are valued by others. punke in amoatemaa et al. (2016) mentioned that the recognition program should be balanced between performance-based and value-based initiative, but the program should be comprised of three methods: formal, informal and day-to-day recognition. more he defined the formal recognition is an extremely organized jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 222 recognition involving recognizing employees who have done so many years of service at the organization. informal recognition is unstructured, timely and easy to deliver, it focuses primarily on performance achievements, goal accomplishments and other milestones by individuals or teams (bc public service agency). meanwhile, day-today recognition could be defined as a simple “thank you”, notes, and all kind of daily praises. the paper seeks to achieve the following objectives: 1. to find out in-depth on what the “gold card” project is and how it works. 2. to find out on how the employee perceives the “gold card” project. methodology this research uses both of qualitative and quantitative research method or widely known as the “mixed-method”. mixed-methods can provide an investigator with many design choices which involve a range of sequential and concurrent strategies (terrell, 2012), which is suitable explain more about the project. in the first phase, qualitative research was conducted through an in-depth interview with the assistant quality manager of sofitel bali nusa dua who is the initiator of this program. this research aims to find out the clear image on what the project is and how the project works. in the second phase, the simple survey questionnaire was conducted to get feedback on how the employee perceived the program. the questionnaire was formed in yes/no question and in the last question, we clearly asked whether the employee agrees to continue this program or not. findings and discussion the research took place at sofitel bali nusa dua beach resort. sofitel is part of the french-based accor group. sofitel is the only french luxury hotel brand with a presence on five continents with 130 addresses, in almost 40 countries. sofitel bali nusa dua beach resort is situated in the bali tourism development complex. it has 415 room and suites, 3, restaurants, 3 bars, spa, fitness centre, ballroom and meeting rooms. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 223 gold card the result of the in-depth interview with the initiator of the gold card project is as follows: 1. the aim of the project. gold card project is a program that recognized the good work of the employee. the gold card could also be perceived as a non-financial recognition program. a non-financial recognition is a method of identifying either individual employees or teams for particular praise or acknowledgement (silverman, 2004). the sole aim of this program is to fully motivate the employees through an appreciation of their outstanding performance. the expected result is that the employee could maintain their good performance consistently through a good work-life environment. 2. the employee who is entitled the gold card the employee which is entitled to get the gold card is the contracted employee (from all levels), trainees and daily workers, not including the outsourcing. the employee works on the same goal which is to achieve the guest satisfaction and the same work hours which makes them equals to be entitled to get the gold card. 3. the official date release and the period of issuing gold card was effectively working since january 1 st 2018. gold card is an informal recognition program which happens weekly (every tuesday of the week). up until now, the employee who got the gold card is counted over one thousand gold cards issued. the form of the gold card is a card which has the identity of the entitled (e.g. full name, position, date issued) which is exchangeable into some particular rewards. 4. the redemption and the rewards jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 224 the gold card takes the form of a voucher that can be collected and redeemed with some prizes. the reward is variated depending on how many gold cards the employee want to redeem (from 1 to maximum 40). the highest redemption is 40 gold cards which equal to a 1night stay including breakfast at the resort for 2 people. 5. how to get gold card silverman (2004) stated that “the behaviours or actions which are reflected in the recognition scheme criteria should be based on those behaviors or actions that the organization wishes to emphasize”. meaning that the organization or company itself has the full rights to set the parameters on which behavior they want to recognize. thus, the employees are entitled to get a gold card when they: a. perform an outstanding performance. b. deliver cousu main service (it needs to be validated in writing as per the template). c. exhibit the „extra-mile‟ attitude and service. d. continuously achieve the target set for them. e. got mentioned on vog. the “cousu main” is a culture of service of sofitel brand all over the countries. it has a meaning of the service from the heart. “cousu main” is personal attention to the guest that every staff should implement in every contact. to create a cousu main service, the staff should go for an extra mile to anticipate the need of the guest, so the guest would feel personally pampered. we trust that the staffs have the right to be recognized for their extra-mile in form of a story to share with the entire employee at the hotel. the recognition does not always come from the management side, but it also comes from the guest itself. with the online review platform, the guest is free to share their feedback. the unique "voice of the guest” program (vog) developed for accorhotels allows the centralisation of all customers reviews shared via social media. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 225 this program improves the gathering of customer feedback, allowing better responses, enabling the spreading and sharing of information, answering directly to customer reviews through an internal collaborative community (thesocialclient.com). we can track the name of the staff mentioned in a review through the daily vog and reward them with the gold card. perceived acceptance of gold card project. the simple survey questionnaire was conducted to collect the opinion from the staff in regards to the implementation of the project. the questionnaire asked them about how the gold card could make them feel recognized and valued, challenged to perform better, is the reward motivating and whether or not they agree to continue the project. the result can be seen as the table below: table 1. gold card survey from the statistic, we could clearly see that the gold card could make them feel recognized and valued. it indicates that the staff could work in a good environment. the good work environment leads to the desire to perform better as it showed that 95% of the staffs are challenged to perform better. the reward takes an important role in the project. the survey revealed that 93% of the staff thought that the reward is motivating. we trust that it will make an impact to get the interest of the staff and to be a tool for engaging employee. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 226 the last question is whether the project is worth to continue or not. the result is expected with the perfect score of 100% support of continuation. it shows us on how the gold card is now accepted and supported by the employee. conclusion we agree that to create a better work environment, we should recognize every effort of the extra miles or the good performances. the gold card takes a form of a simple way to recognize them. the collection and redemption allow them to choose the reward they desire and as well to be a tool of a self-assessment of the performance. hence, the gold card project is well accepted and carried out the good impact on the development of the performance of the service. bibliography amoatemaa, a.s. & kyeremeh, d.d., 2016. making employee recognition a tool for achieving improved performance: implication for ghanaian universities. journal of education and practice, 7, pp.46–52. available at: https://files.eric.ed.gov/fulltext/ej1126683.pdf. anon, 2017 international tourism results: the highest in seven years | world tourism organization unwto. available at: http://media.unwto.org/press-release/201801-15/2017-international-tourism-results-highest-seven-years [accessed june 22,2018]. anon, 2015. online reputations why hotel reviews matter and how hotels respond. pwc switzerland. available at: https://www.pwc.ch/de/publications/2016/pwc_global_hotels_report_2015_e.pdf [accessed june 22, 2018]. brun, j.-p. & dugas, n., 2008. an analysis of employee recognition: perspectives on human resources practices. the international journal of human resource management, 19(4), pp.716–730. cannon, m., 2015. employee recognition: understanding the construct, its measurement and its relationship to employee outcomes. thesis. cantallops, a.s. & salvi, f., 2014. new consumer behaviour: a review of research on ewom and hotels. international journal of hospitality management, 36, pp.41– 51. cohen, s.a., prayag g. & moital m., 2014. consumer behaviour in tourism: concepts, influences and opportunities, current issues in tourism, 17:10, 872-909, doi: 10.1080/13683500.2013.850064 hundloe, t., 2015. the changing nature of tourism. researchgate. available at: https://www.researchgate.net/publication/265281554 [accessed june 22, 2018] https://files.eric.ed.gov/fulltext/ej1126683.pdf http://media.unwto.org/press-release/2018-01http://media.unwto.org/press-release/2018-01http://www.pwc.ch/de/publications/2016/pwc_global_hotels_report_2015_e.pdf http://www.researchgate.net/publication/265281554 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 227 robbiani, g., 2016. management of online customer reviews in the hospitality industry: an empirical analysis of management practices in three and four star hotels in switzerland. thesis. terrell, s. r., 2012. mixed-methods research methodologies. the qualitative report, 17, pp.254-280. retrieved from http://nsuworks.nova.edu/tqr/vol17/iss1/14 tsc: "voice of the guest”, a customer engagement tool. tsc: available at: http://thesocialclient.com/articles/8-voice-of-the-guest-a-customer-engagement tool?locale=en [accessed june 22, 2018]. http://nsuworks.nova.edu/tqr/vol17/iss1/14 http://thesocialclient.com/articles/8-voice-of-the-guest-a-customer-engagementhttp://thesocialclient.com/articles/8-voice-of-the-guest-a-customer-engagementjasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 302 analysis of check-in guest handling model based on the reservation at hotel mercure bali nusa dua 1 kadek boby mahardika, 2 ni nyoman triyuni, 3 i ketut suarja 4 i putu budiarta tourism department, politeknik negeri bali email: 1 kmahardika54@gmail.com, 2 triyuni@pnb.ac.id, 3 suarja_ketut@yahoo.com. abstract front office is one of the most important part which is the absolute should be on an organization hotel .in every hotel the role and function of the front office could be clearly seen , especially on the activity of going in the area front desk .in the morning , walking guests who want to checking out in the lobby show the high trust and hope the reception guests on the services , cashiers and also porter .so will they be on the day and afternoon , visitors who will check-in very much hope that the process of check-in and they shall walk with fast and smoothly .as for also some differences that is conducted by employees front office in dealing with a guest check-in and to other sources of reservation. there are several the reservation kind of like an reservation from individuals ( personal ) account , the reservation of company , the reservation of online travel agents and offline travel agents .handling the check-in will be the first impression for guests about how the quality of treatment a hotel .to see the extent to which the quality of handling check-in against the guests at hotel mercure bali nusa dua , hence writers interested do research by the title analysis handling model guests check-in based on the reservation at the hotel mercure bali nusa dua. in this research the use writers interview with as a source of primary data and source of such as books , the internet and journal as secondary data .the determination of key informants can be determined by dictates one who get to tell the story easily , understand to information needed , and happily inform researchers .informants the research is for human resources manager , reservation manager and all the employees front office department at the hotel mercure bali nusa dua and using data collection method as a method of observation , a method of interviews and the literature study .in this research analysis techniques the data used is a technique descriptive qualitative data analysis .it means , the data gathered during the survey described the details of the discussion compiled systematically. keywords: front office, the handling of a guest check-in , a source of a reservation. mailto:kmahardika54@gmail.com mailto:triyuni@pnb.ac.id mailto:suarja_ketut@yahoo.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 303 introduction hotel mercure bali nusa dua is one of four star hotels that is located in nusa dua area next to itdc (indonesia tourism development corporation). this hotel has 198 bedrooms with modern concept and facilities. it is also equipped with 3 meeting rooms .the guests who come to the hotel for handling a meeting. when handling the check-in the process of thousand workers the front of office staff must be aware to handle the check-in process in a fast service. yet there is not even preclude the possibility for the also this hotel the news of new that which is purposed to looming as the holidays approach , hence when the handling of the process of check-in would be different from the handling of guest shot of her own check-in who came because of a gathering of ( meeting ), should be more casual in power and more abundant be able to interact with to a guest. front office is one of its importance absolute should be on an organization hotel. soenarno (2000: 2) stated that front office is the ministry who handles customers, starting from a reservation until customers left the hotel (checking out).the department of front office has a vital role and function in the hotel services. front office is also as an information center for guests because when the guest needs something the guests should go to the lobby or just call the operator. therefore the front office staff is not enough to know about hotel and its facilities but they must have knowledge or information outside of the hotel. front office also often as information center to other departments because front office as a recipient of information and next the information will pass to other departments. front office must build a good cooperation with all departments is in the hotel for the good operational. soenarno (2006:197), said the reservation is reserving a place which is sought by visitors before guests are coming .understanding both definition, it can be concluded that reservations are reserving rooms and other facilities desired by the prospective guests for a specific period. as for also some differences that is conducted by employees front office in handling guests jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 304 check-in that is based on to the source of reservation . there are several source of a reservation kind of like an reservation from individuals (personal account ) , a source of a reservation of company, a source of a reservation of online and offline travel agents. handling the check-in will be a first impression for guests about how the quality of treatment a hotel methodology this research uses the descriptive qualitative data. it means, the data gathered during the survey described the details of the discussion compiled systematically. data collected through observation, interviews and the literature study. sugiyono ( 2016: 223 ) divided the data into two: primary and secondary data. the primary data is the data directly obtained from its resource by the researcher, and secondary data is the data which is obtained from the existed data by the researcher. for instance from other documents. the determination of key informants can be determined by dictates one who get to tell the story easily, understand the information needed, and happily inform the researchers. informants in this research is human resources manager, reservation manager and all the employees of front office department at the hotel mercure bali nusa dua that provides a source of information needed in this research. considering that the human resources manager know the history of the establishment of hotel and the existing facilities at hotel mercure bali nusa dua and the front office, reservation manager were the ones who knows how to handle guests check-in based on the reservation at the hotel mercure bali nusa dua. results and discussion 1. descriptive analysis qualitative data was collected through the observation, interview, documentation, and the literature study .this research will be described as follows. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 305 guests check-in handling model based on source of reservation 1.1 guest check-in handling at hotel mercure bali nusa dua based on interviews with ni ketut manis arianti as a front office manager there are step by step of handling guest check-in as follow: 1. greeting the guest welcoming the guests politely and friendly with a smile do eye contact with the guests during conversation mention the guest name advocated the guests to enjoy the welcome drink given by bellboy 2. retrieving reservation ask the reservation of guest ask id card of guest and compare with the system take registration form with the name of reservation and ask the guest to fill it 3. confirming reservation reconfirm guest reservation start from period of stay, room type, special request, preferences and benefit if the guest is not as a member yet, offer the guest to join and explain the benefit as the member settle payment explain the hotel facilities give the key card and ask bellboy to escort the guest to their rooms jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 306 1.2 source of reservation at hotel mercure bali nusa dua some sources a reservation from january to april 2018 as follow: table 1 reservation on january – april 2018 guests check-in handling model based on source of reservation 1.3 flowchart of guest check-in handling model based on source of a reservation jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 307 flowchart is a chart shows the procedures and processes of several file in certain media. picture 1 handling check-in flowchart s 2. result and discussion this sub chapter will discuss the research results that aims to review the guest analysis handling check-in based on the reservation at the hotel mercure online travel agent offline travel agent personal account company source of reservation ask the voucher from travel agent usually the guest is coming with guide reconfirm the reservation of guest give the guest a room based on the room list from eo check the reservation in system with voucher most guest coming with many people (group) has paid not pay yet ask the same credit card that they use to paid before ask the payment even by cash or credit card guide will do the registration no need to ask the payment to guest no need to ask the payment to guest if guest did not bring the same credit card, ask the payment one again and the payment that they pay before will we refund handling guest check-in jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 308 bali nusa dua. based on the data which were collected through the observation, interview, documentation, and study in accordance with the real condition to the department of front office at the hotel mercure bali nusa dua, the following are discussing the research in detail. 2.1 guests check-in handling model based on source of reservation online travel agents based on the results of all interviews with the informants that handling the guests check-in based on a source of a reservation online travel agents should be easier and faster because they were soliciting the payment of room to a guest because payment has been conducted from travel agent directly to the hotel, and remove room rate at registration form that the rooms unknown by a guest because room rate paid by the guests to online travel agents is different from the rooms paid by online travel agents to the hotel and asked confirmation letter and compare it to system. when the differences between confirmation and letter with system it can be examined back in correspondence made by reservation or can be asked to team a reservation. 2.2 guests check-in handling model based on source of reservation offline travel agents based on the interviews with the informant, the handling of check-in guest based on a reservation of offline travel agents often through sleepless nights guests who have come to hotel mercure bali nusa dua that is a source of reservation from offline travel agents was a visitor god by hostile armies comes of china from to which to disrupt the peloton some were frequently realized in the god by hostile armies comes the night so that they are no longer available room while standing by all at the repel it neither live registration with guide or tour leader of course so that the process to check-in jakarta is reported to run jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 309 at a fast pace .as well as not you from asking you as the country had already pay its entire equity contribution his room paid by agent him directly to the hotel. guests check-in handling model based on source of reservation 2.3 guests check-in handling model based on source of reservation company based on the results of in all interviews with the source of information , that the handling of guest shot of her own check-in based on a source of a reservation company , the number of reservation often through sleepless nights you no matter how much the artifacts were found on his arrival of not coexisting so that registration would be one by one , so that guest of the service agent need to setup room were the list sets a reply in order to be more easily collect data and are also far less satisfied easy input data guest shot of her own to the system , the payment will be paid by company , so when guest shot of her own registration from food and medicine check-in will no longer need to pay its entire equity contribution company had asked for the , often through sleepless nights the arrival of efforts aimed at peaceful and asked of him his guests for an encounter and during the process of check-in most of guest shot of her own want to the process of check-in walks rapidly. 2.4 guests check-in handling model based on source of reservation personal account the results of interviews with all the source of information , that the handling of a guest check-in based on a source of a reservation personal account , what deserves consideration is aware of payment problems cause there a chance the payment had already been made and the possibility of also yet to , it can be seen in opera data , when a guest has been making payments through credit card , at the time of check-in we must ask credit card the original ' of the same type used to make payments and using in edc machine , it aimed to make existence of transaction evidence already has been done in the edc hotel machine. when guests does not bring credit card with number of the same suit jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 310 used do prepayment , then we demand the return of payment whether it is cash and using credit card different , then we will refund back payment what have been done by guests formerly in accordance with the procedures in hotel mercure bali nusa dua. conclusion and suggestion conclusion according to the analysis and discussion described in previous chapter this can be taken conclusions as follows: 1. reservation that is in to the hotel mercure bali nusa dua can distinguished to in the period january april 2018 a. online travel agent : agoda, expedia, booking.com, traveloka, ctrip, synxis, gta, jactravel, hotel.com, hotelbed b. offline travel agent : penjor tour, tms, jta, gajah bali tour, jetwings, golden horse c. company : kemenpar, kementrian kesehatan, panasonic, bni syariah, kementrian perhubungan, pt. telkomsel d. personal account : telephone, email, fax, and website based on the number of a reservation in every month it is clearly seen that the most common reservation used is sourced from online travel agents. 2. there are several differences in handling guests check-in done by the guest service agent based on a source a reservation guests itself, like handling for guests check-in based on a source of a reservation online travel agents more focus on confirmation a letter brought her derived from online travel agents and compare back with in the system and do not ask payment room again to guests, after that handling guests check-in who that is a source of reservation funded by offline travel agents often guest with guide so it often also do registration check-in is his guide , next handling guests jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 311 check-in who reservation funded by company is her who came to the hotel for the purpose meeting or venture so at the time of registration check-in to be done quickly and for the bill his room usually borne directly from his company , next up is handling guests check-in that is a source of reservation of personal account payment directly to her .this is the difference handling guests check-in conducted at the hotel mercure bali nusa dua and also keep follow a procedure steps handling check-in. suggestion based on the research done and see directly condition appears in the department of front office in hotel mercure bali nusa dua writer feel the need to give advice. as for advice that can be given is as follows : 1. based on saw the a reservation that is in to the hotel mercure bali nusa dua the period from january – april 2018.writer suggest that multiply engage with offline travel agents and online travel agents to be able to widen the market target. 2. need to the training in who are routinely displaying your love to all tens of thousands of workers of the front of office in order to protect and improve the quality of services. 3. telephone operators should prepare section in the back office that guest service agent can focus serve guests so is in contrast to a phone can focus the operators are received the phone call. bibliography soenarmo, adi. 2000. front office management. yogyakarta: andi offset. soenarno, adi. 2006. front office management. yogyakarta: penerbit andi. sugiyono. 2016. metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 312 utama, rai i gusti bagus. dan mahadewi, eka ni made. 2012. metodelogi penelitian pariwisata & perhotelan. yogyakarta: penerbit andi. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 263 opportunities and threats to increase room occupancy holiday inn resort bali benoa ni wayan puspa astika kencana 1 , i wayan basi arjana 2 , made sudiarta 3 123 tourism department, politeknik negeri bali email: puspakencana75@gmail.com abstract this research is conducted to know the opportunities and threats to increase room occupancy at holiday inn resort bali benoa. the research method is mixed methods research, of which the data collected in this research were done through observation, interviews, questioner and study documentation. the analysis technique that used is swot analysis. based on swot analysis it is showed that holiday inn resort bali benoa has 5 variable of opportunities and 4 variable of threats. the result of swot identification show there are develop the market segmentation and marketing mix that we used for target, push promotion through social media, website, email blast method to introduce holiday inn resort bali benoa worldwide. furthermore selling the higher room category to the free individual traveler and minimize allotment for the group series at the resort. keywords: swot analysis, opportunities, threats introduction the number of visits tourists which is increased in the last four years in bali affects occupancy rate hotel room as a means of supporting tourism.the fast growth business hospitality resulted in the competition high antarhotel so the hotel management must have marketing strategy in exploiting the market is by giving image and special service to the guest. based on the bali government tourism office in 2014-2017 in average increased room occupancy hotel in bali. the application of marketing strategy right that was absolutely play an important role as the key to success in achieving its objectives increase the rate of the occupancy of a room on which to base in consideration of success service providers a hotel accommodation. a holiday inn resorts bali benoa is one of the star hotels 5 which is located at the strategic location, south of kuta, badung, bali that was established in the beginning of the year 2015 precisely operation start on april the 2015 . holiday inn resort bali benoa has 11 type of rooms with its unique elements and compact mailto:puspakencana75@gmail.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 264 facilities. this resort is classified as new release and this requires reliable marketing strategies in promoting its business objectives and of image building hotel which will have an influence to a dramatic rise in the occupancy of a room hotel .extends to more and more is quite competitive has given in delivering its service a hotel. in the application of marketing strategies in a holiday inn resorts bali benoa , there is a need for it is anticipated that swot analysis in order to understand the strategy that is most relevant used in raising the level of the occupancy of a room a holiday inn resort bali benoa . in order to do this the research was conducted by lifting the title “opportunities and threats to increase room occupancy holiday inn resort bali benoa”. literature review according to kotler ( 2007: 10 ) marketing is the social process of who with the process would individual so they can be and the radical islamic group getting exactly what they need and want that i have to create , had offered facilities including tax , and in a free manner interchanging products and services are is said to be worth with other parties , to the definition of managerial , marketing is done that is often in put the picture up as an art sell a product. marketing strategies is logic marketing been implemented hope business units can reach the goal of marketing (kotler , 1997). according to lupiyoadi and hamdani ( 2006: 70 ) hotchpotch marketing is a tool for marketers consisting of the various a program marketing be necessary to the implementation of marketing strategy and positioning set can run successfully.the marketing mix to the goods includes 4p: product, price, promotion, and place.while hotchpotch marketing in the form of services are required to be added 3p: people, refugees, and physical evidence.so hotchpotch marketing be 7p ( product, price, promotion, place, people, refugees and physical evidence ). according to rangkuti ( 2002: 20 ) explained that analysis training is process of analysis factors strategic ( the company , weakness , opportunities and a threat ) in the current state of .this analysis grounded in logic concerned with the development of mission , the purpose , the strategy and policy of effort to decisionmaking the best strategy .in the analysis training this analyze the existence of two environmental factors business , in which the neighborhood in the form of: 1 .internal jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 265 environment is a force , a condition , a state of being , an event interconnected in which organization or company has the ability to control it .2 .external environment is a force , a condition , a state of being , an event interconnected in which organization / company does not have the capacity or slightly the ability to control or influence it research methodelogy the type of research used to find out the purpose of the research objective is the opportunities and threats to increase room occupancy that is qualitative data with the swot analysis and mixed research data collect method. as one of the to formulation strategy, swot analysis cannot be separated from the planning process strategy as a whole. in general plan drafting marketing strategies through three rounds of, namely: 1.the data collection 2.the analysis 3.the full decision strategy at the data collection internal and data eksteranl.external data obtained from outside organization environment, in the form of opportunities ( opportunities ) and the threat ( threats of existence company.internal data obtained from in organization or the company own, of strength ( strengths and weaknesses weakness ( ) the organization.model used at this stage consists of matrix strategic factors external and matrix strategic factors internal.after factors strategic internal and external identified, next arranged swot matriks to formulate strategy alternative. exhibit 1.1 swot matrix jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 266 formulate some of the alternative company strategy under consideration of four combinations opportunities factors the strategy , consisting of: 1. so strategy this strategy built upon a way of mind , namely how the company using all power to take opportunities. 2. st strategy this strategy to use force held firm by means avoid threat. 3. wo strategy is applied by using opportunities have overcome weakness owned. 4. wt strategy this strategy based on the defensive nature and devoted minimizing weaknesses and avoid threat. discussion of the research herewith component of strengths, weaknesses, opportunities, threats as following details: table 1.2 swot component holiday inn resort bali benoa 1. strengths a. room with five star hotel facilities b. comfortable kid’s club c. beach front location d. complete facilities e. strategic location f. employee know product knowledge very well g. employee speak foreign language fluent h. restaurant’s foods taste are delicious i. beautiful building design 3. opportunities a. develop to be wedding venue b. many type of rooms its help to upselling to the higher room category c. selling tea tree spa, nudi beach bar and restaurant to the foreign which is not stay in holiday inn resort bali benoa d. technology and knowledge which keeps growing will introduce holiday inn resorts bali benoa world wide e. being family friendly resorts for families whose want to recreation 2. weaknesses a. limited of the bed size type b. promotion done not maximum c. lack of the development of the market segmentation d. limited capacity of meeting room 4. threats a. price competitor are very tight b. fear of the disaster or force major c. promotion is not maximum yet d. disorder system online cause jobs and service for guests disturbed jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 267 e. parking locations that far from hotel e. guests who are staying mostly come from group series by paying a price cheap to know rating of the factors used questionare which is distributed to management holiday inn resort bali benoa. the scale of each factor use rating or score where 1 shows a score the lowest which means its quality the lowest, while the score 4 is to show that the quality of obvious answer high. when scores level 3 and 4 shows that its quality the highest for strength and opportunities, but if the score 1 and 2 shows that its quality the highest for threats and weakness for the resorts.because every aspect measured use chief as many as 5 items, therefore to know the level strength and weakness of well as the opportunities and threats for the holiday inn resort bali benoa interpreted using descriptive analysis. highest score (xt) : 4 lowest score (xr) : 1 range formula : r = (xt) (xr) r = 4 – 1 r = 3 interval p : p = ⁄ p = ⁄ p = 0,75 by using interval at 0,75 and the lowest score at 1, therefore can be made criteria as follow: table 1.3 strength, weaknesses and opportunity, threat criteria no interval strength and opportunity weaknesses and threat 1 3,26-4,00 very high very low 2 2,51-3,25 high low 3 1,76-2,50 low high 4 1,00-1,75 very low very high jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 268  opportunities holiday inn resort bali benoa to increase room occupancy holiday inn resort bali benoa there are various opportunities such as to be develop to be wedding venue, up selling the room into higher category, selling tea tree spa and nudi beach bar to tourist who are not stay in holiday inn resort bali benoa, technology and knowledge which keeps growing will introduce holiday inn resorts bali benoa world wide, being family friendly resorts for families whose want to recreation. herewith mean of opportunities based on the interview with the manajemen holiday inn resort bali benoa: table 1.4 opportunities holiday inn resort bali benoa overall mean of the score is 3,45 at the interval 3,26-4,00 which is meant very high. regarding the summary of the opportunities to increase room occupancy holiday inn resort bali benoa we should develop and usefull the potential of their marketing mix. opportunities which is located at the interval 3,26-4,00 such as develop to be wedding venue, technology and knowledge which keeps growing will introduce holiday inn resorts bali benoa world wide, being family friendly resorts for families whose want to recreation. another no opportunities mean remarks 1 develop to be wedding venue 3,50 very high 2 many type of rooms its help to upselling to the higher room category 3,25 high 3 selling tea tree spa, nudi beach bar and restaurant to the foreign which is not stay in holiday inn resort bali benoa 3,25 high 4 technology and knowledge which keeps growing will introduce holiday inn resorts bali benoa world wide 3,50 high 5 guests who are staying mostly come from group series by paying a price cheap 3,75 very high mean 3,45 very high jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 269 opportunites are selling tea tree spa, nudi beach bar and restaurant to the foreign who is not stay in holiday inn resort bali benoa and many type of rooms its help to upselling to the higher room category at the score 3,25. it is important for managment holiday inn resort bali benoa to use all of the potential running well to increase room occupancy.  threats holiday in resort bali benoa regarding to increase room occupancy holiday inn resort bali benoa there are many threats which is capable of inhibiting strategy if not problem solving for that. there are so many threats facing holiday inn resort bali benoa such as price competitor are very tight, fear of the disaster or force major, disorder system online cause jobs and service for guests disturbed, guests who are staying mostly come from group series by paying a price cheap. based on the interview with the management team holiday inn resort bali benoa we could summary as following detail: table 1.5 mean threats holiday inn resort bali benoa no threats mean remarks 1 price competitor are very tight 1,50 very high 2 fear of the disaster or force major 1,75 very high 3 disorder online system 2,25 high 4 guests who are staying mostly come from group series by paying a price cheap 2,13 high mean 1,87 high based on the table 1.5 we could get summary that mean score threats factor is 1,87 located at the interval 1,76-2,50 it is mean high category. it is mean holiday inn resort bali benoa facing threats which is can be stop our strategy to increase room occupancy holiday inn resort bali benoa and we need to solve immediately. price competitor are very tight at the top score with 1,50. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 270 competitors has good price than holiday inn it is important to management to create a new package which is could cheaper than competitor but serve and provide good quality for the guest. another threats such as disorder online system and guest who are staying at the resort coming from group series will be destroyed operational of holiday inn resort bali benoa. its need assistance to increase room occupancy and revenue for this resort. we need to push the promotion through social media, website and blast method to grab the free individual traveler which is booking higher room category and we could to upselling to the guest. its very important to develop the market segmentation and used the marketing mix optimal to get more free individual traveler furthermore we could minimize the group series booking by paying with the cheap price. conclusion in conclusion this paper clearly shown that opportunities and threats to increase room occupancy are develop the market segmentation and marketing mix that we used for target, push promotion through social media, website, email blast method regarding our product such us rooms, tea tree spa and nudi beach and bar to introduce holiday inn resort bali benoa worldwide, keep the good corporation with online travel agent and offline travel agent, furthermore selling the higher room category to the free individual traveler and minimize allotment for the group series at the resort. reference alma, buchari. 2000. manajemen pemasaran dan pemasaran jasa. edisi revisi. ceakan keempat. bandung: alfabeta. damardjati, 2006. dampak krisis global pada tingkat hunian kamar hotel berbintang dan nonbintang di kabupaten badung. jurnal perhotelan dan pariwisata, vol. 1 no. 2 desember 2011. sekolah tinggi pariwisata triatma jaya. fadmawati, dewi. 2011. “reformulasi strategi pemasaran untuk meningkatkan occupancy room rate di hotel four seasons resort jimbaran bali”. tesis megister manajemen. universitas udayana. hasan, iqbal. 2003. analisis data penelitian dengan statistik. jakarta: bumi aksara jepara dalam angka tahun 2009 jepara: badan pusat statistik. kotler, p. 2000. manajemen pemasaran. jakarta: prenhalindo. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 271 kotler, philip dan kevin lane keller. 2008. manajemen pemasaran. jilid satu, edisi kedua belas. cetakan ketiga: pt. indeks. lupiyoadi, hamdani. 2006. manajemen pemasaran jasa edisi ke 2. jakarta: salemba empat. maidayanti, g.h. 2013. “swot analysis usaha rumah makan pondok alealeale”.pontianak. diunduh dari http://jurnal. untan.ac.id/ index.php/ jpdpb/ article/download/4106/4126. (9 maret 2018) rangkuti, f. 2017. analisis swot teknik membedah kasus bisnis. jakarta: pt. gramedia pustaka utama. stanto, william j., 1999. prinsip pemasaran. jilid 2 edisi 7. erlangga. jakarta. sugiarto, 2000. pengantar akomodasi dan restoran. jakarta. pt. gramedia. sugiyono. 2009. metode penelitian pendidikan. bandung: alfabeta. tripomo, tedjo dan udan. 2005. manajemen strategi. bandung: rekayasa sains. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 272 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 390 analysis of the service quality to customers at nelayan restaurant of the belmond jimbaran puri bali hotel ni wayan trisnayanti1, i ketut suarja2, dewa made suria antara3, ni gusti nyoman suci murni4 1,2,3,4tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: gustinymsucimurni2pnb.ac.id abstract the purpose of this research is to determine the service quality to customers and determine the indicators that need to be improved and maintained in the quality of services provided to customers at nelayan restaurant of the belmond jimbaranpuri bali. this research uses five variables: tangibles (x1), reliability (x2), responsiveness (x3) assurance (x4), and empathy (x5) by using 14 indicators/questions. the type of data used in this research is the qualitative and quantitative data with proportionate stratified random sampling. the number of samples obtained 80 respondents. data were analyzed by using the technique of importance-performance analysis. collection of data through distributing questionnaires to the customers. the results show that more indicators are getting positive values than negative values, and there are several indicators that need to be improved, namely the indicator of employees are ready to provide assistance needed by guests (x3.1), employees are polite in serving guests (x4.1), and employees have acted for the benefit of guests (x5.1) as well as the indicators that need to be maintained such as the indicator of restaurant cleanliness (x1.1), condition of restaurant (x1.2), food ingredients used in the restaurant (x1.3), appearance of the restaurant employees (x1.4), and employees provide fast and precise services (x2.2). keywords: service quality, customers, restaurant. i. introduction bali is one of the most well-known tourist destinations in indonesia for foreign and domestic tourists. bali has its charm a tourist attraction known as a tourist destination with a unique culture and natural beauty ranging from mountains to beaches. rapid development tourism in bali even to affect the development of tourism in other areas, such as east java, ntb, and ntt. the more rapid development tourism in bali, hence required adequate facilities and infrastructure of tourism in order to support the needs of tourists. hotel is one of the important facilities in the tourism business. one of the hotels that became the choice of tourists for their stay during their vacation in bali is hotel journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 391 belmond jimbaran puri bali located in jimbaran area, badung bali. restaurant also includes as one of important business in the tourism industry. restaurant is a room or place on where guests can buy and enjoy food and drink or is a place to prepare food and drinks for its guests need it (mertayasa, 2012: 34). belmond jimbaran puri bali has two restaurants namely nelayan restaurant and tunjung restaurant. nelayan restaurant is one of the most numerous restaurants visited by tourists, as it has a beautiful ocean view. customers who come to nelayan restaurant are not just inhouse guests but tourists outside the hotel visited nelayan restaurant as well. the number of customers visiting can be seen in table 1. table 1. the number of tourist visits to nelayan restaurant 2017 no month inside guest outside guest guest total 1 january 98 246 344 2 february 148 135 283 3 march 125 277 402 4 april 112 404 516 5 may 220 318 538 6 june 200 326 526 7 july 168 492 660 8 august 190 566 756 9 september 220 566 786 10 october 213 601 814 11 november 205 652 857 12 december 198 676 874 total 7.356 source: f & b department, 2017 based on table 1, it can be explained that the number of tourist visits in the period 2017 from january to december is 7,356 tourists. the number of customer visits nelayan restaurant increase every month, especially from outside guest. nelayan restaurant opened for lunch and dinner, at the dinner time at nelayan restaurant provides various types of entertainment alternately every day, from the appearance of traditional music, international music and balinese dance. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 392 many strategies can be used every restaurant to improve tourist visits, one of which is to provide quality service which is good to the customer. because the quality of service is one factors that can affect customer satisfaction and loyalty. "loyalty is a long and continuous process, and nurtured along the length travel relationship between the company and the customer " (rai utama, 2012: 164). tjiptono and chandra (2016: 125) defined "service quality as a measure how well the level of service provided is able to meet expectations customers, service quality can be realized through the fulfillment of needs and customer desire and accuracy of delivery to compensate for expectations customer". service quality is key in creating satisfaction customer. service quality can be measured using an understanding of five dimensions of service quality those are tangibles, reliability, responsiveness, assurance, and empathy. nelayan restaurant not only sells food and beverages but also to offer excellent services to its customers. the restaurant put big effort to meet the customer needs. therefore nelayan restaurant always pay attention to the service given to customer. providing quality service is one of the priorities main for the management of nelayan restaurant. it aims to nelayan restaurant still has many customers and can develop that product owned. based on the background of the problem so the purpose of this research is to test and analyze the influence of the five variables of service quality dimensions, namely tangibles, reliability, responsiveness, assurance and empathy towards customers at the nelayan restaurant as well as determine the indicators that need to be improved and maintained for services provided. the researchs result expected can be beneficial for the management of the nelayan restaurant to improve the service quality provided to customers in order to create satisfaction and loyalty of the customers who visit to the nelayan restaurant. ii. research methods this research uses qualitative and quantitative descriptive analysis techniques. this research uses primaries data obtained by distributing questionnaires to customers who visited the restaurant, interviewing the restaurant manager and customer, and studying literature. the secondary data used in this research is the number of tourist visits to journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 393 nelayan restaurant. the population of this research is the customers who visited the nelayan restaurant and have received service. sampling technique using proportionate stratified random sampling that is the determination of samples with certain considerations, where the customer who come from different countries who visit the nelayan restaurant. total number of respondent is 80 respondents. variables which will be analyzed there are five variables are tangibles (x1), reliability (x2), responsiveness (x3), assurance (x4), and empathy (x5). analysis methods applied in this research are servqual and importanceperformance analysis which are used to determine some indicator which need to be upgraded and maintained in service at nelayan restaurant. there are element of services that will be split into four parts of cartesius diagram based on ipa analysis as shown in figure 1. figure 1. cartesius diagram iii. results and discussion based on the results obtained from the distribution of questionnaires to respondents are customers who visited the nelayan restaurant and already get service with number 80 respondents, got identity respondents who have been divided into several categories namely the identity of respondents by nationality, sex, and age. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 394 based on the most visited guest citizenship category to the nelayan restaurant is a guest who comes from france that is as much as 30people from all samples of research, subsequent guests coming from australia as many as 24 people, then guests who come from europe as many as 19 people, and 7 guests from china. subsequent customer identity based on sex of men and women, customer manifold male most visited the nelayan restaurant that is as much as 43people and customers of the female as many as 37 people. the last customer identity is based on the age of some distance age between 15-25 as many as 25 people, the distance of age between 25-35 the most many visited the nelayan restaurant that is as many as 34 people, further more between 3545 as many as 17 people, and the last distance between 45-55 ageas many as 4 people. to test the validity of a data has a minimum requirement to meet criteria is when r = 0.30, then from the validity test that has been done by researchers proved that the instrument grain was declared valid. result of validity test of questionnaire importance in this research can be seen in table 2, and validity test performance can be seen in table 3 that is, table 2. test results of validity of importance no variabel indicator correlation item total description 1 tangibles x1.1 0.350 valid x1.2 0.734 valid x1.3 0.760 valid x1.4 0.687 valid 2 reliability x2.1 0.632 valid x2.2 0.681 valid 3 responsiveness x3.1 0.828 valid x3.2 0.636 valid x3.3 0.423 valid 4 assurance x4.1 0.506 valid x4.2 0.704 valid x4.3 0.557 valid 5 empathy x5.1 0.527 valid x5.2 0.737 valid journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 395 based on the results of the validity test in table 2 shows that the whole the value of each of the questionnaire items has a value greater than 0.30, so all items of the questionnaire variable are declared valid and can be used in research. table 3. test results of validity of performance no variable indicator correlation item total description 1 tangibles x1.1 0.341 valid x1.2 0.435 valid x1.3 0.646 valid x1.4 0.516 valid 2 reliability x2.1 0.466 valid x2.2 0.703 valid 3 responsiveness x3.1 0.571 valid x3.2 0.606 valid x3.3 0.444 valid 4 assurance x4.1 0.403 valid x4.2 0.700 valid x4.3 0.346 valid 5 empathy x5.1 0.434 valid x5.2 0.686 valid based on the results of the validity test in table 3 shows that the whole the value of each of the questionnaire items has a value greater than 0.30, so all items of the questionnaire variable are declared valid and can be used in research. the result of the value of the instrument is said to be reliable when it has coefficients reliability or alpha of 0.60 or more. reliability test results of importance has a cronbach's alpha value of 0.886, where the result is stated greater than 0.60. it states that the instrument of the questionnaire otherwise reliable that can be used to conduct research. for the results of the performance reliability test have cronbach's alpha value of 0.800, where the result is stated greater than 0.60. it states that the instrument of the questionnaire is valid reliable so that it can be used to conduct research. the calculation of servqual scores that get a negative (-) indicates that there is an indication of a quality gap in the attribute. while the calculation servqual score that get a positive value (+) shows a quality indication that satisfies the customer enough. on the servqual value calculation shows that the servqual attribute positive score is more many journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 396 of the negative servqual attributes. average level calculation results assessment of performance and importance and gaps obtained can be seen on table 4 below. table 4. results calculation servqual score performance and importance based on table 4 above can be seen that has a gap value is in indicator x2.1 that staff have given satisfactory service have a gap score of -0.088, x3.1 is staff have taken order well have a gap score of -0.125, x3.2 is staff understand the needs of guests have a gap score of -0.137, x4.1 is staff are polite to serve the guests have a gap score of 0.275, x4.2 is staff have explained well about the menu offered have a gap score of 0.050, x5.1 is staff have acted in the interests of guests have a gap score of -0.163. in addition to indicators that have a negative value, there are 8 indicators are positive contained in indicator x1.1 is the cleanliness of restaurant have score of 0.075, x1.2 is condition of the restaurant equipment (tables, chairs, cutleries, etc) which has the same score with indicator x1.1 that is 0.075, x1.3 is groceries used in restaurant (vegetables, meat, drinks, etc) have score of 0.100, x1.4 is the appearance of the staff have score of 0.025, x2.2 is staff give quick and precise service have score of 0.125, x3.3 is staff are ready to provide the help needed by guests have score of 0.150, x4.3 is staff are able to answer questions and concerns of the guests have score of 0.088, x5.2 is staff have given good attention on the guests have score of 0.037. indicator performance importance servqual value/ gap description x1.1 4.875 4.800 0.075 positif x1.2 4.563 4.488 0.075 positif x1.3 4.675 4.575 0.100 positif x1.4 4.488 4.463 0.025 positif x2.1 4.200 4.288 -0.088 negatif x2.2 4.613 4.488 0.125 positif x3.1 4.350 4.475 -0.125 negatif x3.2 4.288 4.425 -0.137 negatif x3.3 4.488 4.338 0.150 positif x4.1 4.200 4.475 -0.275 negatif x4.2 4.363 4.413 -0.050 negatif x4.3 4.538 4.450 0.088 positif x5.1 4.425 4.588 -0.163 negatif x5.2 4.450 4.413 0.037 positif journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 397 based on the calculation results servqual score, obtained services his importance suffered a negative and positive gap. this is because the performance of the employees nelayan restaurant is not always the same as importance expected by customers visiting at nelayan restaurant. but overall the employees of nelayan restaurant have given the best service to visitors because of the more positive gap rather than a negative gap and can also mean that the performance of that done by the employee about the service quality greater than the importance owned by the customer itself. figure 2. calculation result of importance performance analysis based on figure 2 it can be seen that the calculation results importance performance analysis indicators that are in the quadrant a or become the main priority and need to be improved thatx3.1 is staff have taken order well, x4.1 is staff are polite to serve the guests, x5.1 is staff have acted in the interests of guests. the next indicators that in quadrant b that need to be maintained that isx1.1 is the cleanliness of restaurant, x1.2 is condition of the restaurant equipment (tables, chairs, cutleries, etc), x1.3 is groceries used in restaurant (vegetables, meat, drinks, etc), x1.4 is the appearance of the staff, x2.2 is staff give quick and precise service. next indicators that are in the low journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 398 priority at quadrant c and less important for customer that is x2.1 that staff have given satisfactory service, x3.2 is staff understand the needs of guests, x4.2 is staff have explained well about the menu offered, x5.2 is staff have given good attention on the guests. the last indicators at the quadrant d of something redundant and less important for customers that is x3.3 is staff are ready to provide the help needed by guests, and x4.3 is staff are able to answer questions and concerns of the guests. based on the calculation of the importance performance analysis, it is found that the indicators that need to be improved are in the indicator x3.1, x4.1, and x5. for indicators that need to be maintained are in indicator x1.1, x1.2, x1.3, x1.4, and x2.2. therefore the management of nelayan restaurant can improve and improve as well as to be preserved, this making customers feel satisfied and comfortable with the services provided. iv. conclusion based on the results of research that has been described above, it can be seen that service quality affect the customers because of the overall employees at nelayan restaurant already provide the best service to customers because the gap a lot more positive than negative gap and can also be interpreted that the performance is carried out by employees regarding the service quality is greater than the importance owned by the customer itself, so that the services quality provided by employees to customers already satisfy the customer. the calculation results of the importance performance analysis indicators that need to be improved are on the indicators x3.1 is staff have taken order well, x4.1 is staff are polite to serve the guests, x5.1 is staff have acted in the interests of guests. for the indicators that need to be maintained within the indicators x1.1 is the cleanliness of restaurant, x1.2 is condition of the restaurant equipment (tables, chairs, cutleries, etc), x1.3 is groceries used in restaurant (vegetables, meat, drinks, etc), x1.4 is the appearance of the staff, x2.2 is staff give quick and precise service. therefore, the management nelayan restaurant can be repair, improve and that must be maintained, so as to make customers feel satisfied and comfortable with the services provided. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 399 references gaspersz, v. 2011. ekonomi manajerial. jakarta: pt. gramedia pustaka utama. mertayasa, i g. a. 2012. food & beverage service operational. yogyakarta: cv andi offset. utama, i g. b. r. and eka, n. m. m. d. 2012. metodologi penelitian pariwisata & perhotelan. yogyakarta: cv andi offset. supranto, j. 2011. pengukuran tingkat kepuasan pelanggan untuk menaikkan pangsa pasar. jakarta: pt rineka cipta. tjiptono, f. and chandra, g. 2016. service, quality dan satisfaction. edisi 4. yogyakarta: cv andi offset. wijaya, t. 2011. manajemen kualitas jasa. jakarta: pt indeks. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 400 the implementation of marketing strategy with buzzer instagram in karamaya entertainment i wayan ary sugiatha1, i nyoman rajin aryana2, i gusti agung mas komala sari3 1,2,3,4tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: arysmithjason9@gmail.com abstract this research aimed at knowing the strengths, weaknesses, threats, and opportunities of instagram buzzer implemenented by marketing event department at karamaya entertainment. in this research, data analysis technique used was qualitative descriptive analysis technique and swot analysis with data collection method using obsevation technique, interview, and documentation to get data. the result of swot analysis shows that marketing strategy by instagram buzzer was in accordance with the expectation to be applied to karamaya entertainment. the swot analysis performed from instargram buzzer on karamaya entertainment was as follows; first, strengths in promoting an event can drag audiance from a personal account instagram buzzer. second, weaknesses of instagram buzzer system require buzzer to update any post on instagram. third, threats caused by online system disruptions which impact on buzzer performance. fourth, instagram buzzer opportunities become a trend of young people in doing business online or promoting the event with the image or short video content uploaded into the instagram buzzer. the results of this study can be proven by the number of audience attending every event of karamaya entertainment from august 2017 to date exceeds set by the client using instagram buzzer. keywords: marketing strategy, instagram buzzer, swot analysis. i. introduction in the business competition companies that can produce quality goods or services are able to face competition. the key to succeed in achieving its goal is to develop better products or services than its others. companies must be able to satisfy customers. if customers feel unssatisfied, then they will look for other companies and they will be the competitors. event organizer or event organizer service. hermawan, et.al (2016: 1) stated that event organizer (eo) is a term for a professional provider of event services legally appointed by the client, to organize a whole series of events, from planning, preparation, execution to evaluation, in order to assist and achieve the goals that clients expect in making the event. mailto:arysmithjason9@gmail.com journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 401 in organizing event by the event organizer, it must be in accordance with what is expected by the client from the planning until the expected event results. the strategy developed by the event organizer is by using media campaigns such as, facebook, instagram, twitter, website, flyer, billboards and videotron. in this case the purpose of doing a marketing strategy that will increase the audience's visits are usually targeted directly by clients at in each event held. for that reason, event organizer requires an effective and excellent promotion strategy in marketing an event which is by utilizing the trend in the society that is social media. in doing the promotion strategy which is related with use of social media is a buzzer. karamaya entertainment is a company engaged in the services of event organizers which is quite popular in bali. the karamaya entertainment existed since 2014 which was founded by deva trisna duta as ceo of the company. karamaya entertainment has several departments such as event conseptor, music producer forum, talent, photography, videographer and graphic designner. so it is a trusted event organizer in the regular event or any events which are regularly held every month and every year. karamaya entertainment has hosted events at various venues such as: ocean27 beach club, koa d 'surfer hotel, black pearl, engine room, bark bar and café, cugh house, citadines apart hotel. services offered by karamaya entertainment include wedding party, birthday party, event conceptor, talent, brand promotion and others. but at karamaya entertainment prefer to hold event party. karmaya entertainment marketing strategy is done by using social media that is instagram buzzer, because the form of marketing visually using instagram is considered more demanded. thus, buzzer is a person who uses his social media accounts to spread information as well as do marketing and advertising of a product and service to a particular company. the activity done by buzzer is to promote of a product or service conducted by individuals, media or creators that are popular and influential on the internet and social media especially instagram. in order to know the benefit as well as the challenge in implementing instagram buzzer as part of marketing strategy in promoting any event, the company must make observationin order to find out any existed situation in the implementation of this marketing strategy. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 402 this research aims at knowing the strengths, weaknesses, threats, and opportunities of instagram buzzer by event marketing at karamaya entertainment and this research is expected to be a consideration for the company to be able to improve the quality of event marketing especially in the event marketing section. ii. theoretical basis event organizer hermawan, et al (2016: 1) stated that event organizer (eo) is a term for professional service providers of events that are legitimately appointed by the client, to organize a whole series of events, from planning, preparation, execution to evaluation, and finally to realize the goals that clients expect in making the event. the event organizer should prepare any appropriate marketing strategy, especially, in order to achieven the target audience expected by the clients. it can be considered that marketing and promotion strategy also belongs to a good planning and preparation before the event executed. marketing according to wijayanti (2017: 3), the general meaning of marketing is a system of business activities designed to plan, price, promote, and distribute goods that can satisfy the hope and achievements of the target market and in accordance with the business objectives of the company. marketing will play a very improtant to the succes of event. event marketing according to wijayanti (2017: 80) marketing event or public relations activities (pr) is a company activity that aims at improving the company's image in the public’s perspective. the public relation (pr) tasks are having relationships with local related clients and stuff, local government; fostering relationships with agencies directly or indirectly related to the company; establishing good relations with the entity related to the company's main business and maintaining relationships and improving corporate image in the perspective of the public and related institutions, especially with local authorities. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 403 instagram according to (bambang, 2012: 53) the instagram comes from the understanding of the overall function of this application. the word "insta" comes from the word "instant", like a polaroid camera that in its time is better known as "instant photo". instagram can also display photos instantly, like polaroid inside its appearance. as for the word "gram" comes from the word "telegram", where the workings of telegram itself is to send information to others quickly. similarly with instagram that can upload photos using the internet network, so the information to be conveyed can be received quickly by others. buzzer buzzer comes from english word which means bell or alarm. the meaning of buzzer is literally interpreted as a tool used in giving announcements or announcing something to gather people in a place. indonesia itself, this term has the meaning of "kentongan". it is one of the traditional tools often used to gather citizens when there is an announcement or important news. iii. research methods this research was conducted at karamaya entertainment with the object of research was on implementation of marketing strategy using instagram buzzer by the marekting event department. sources of data gathered by using observation, interview and documentation method. data analysis technique used was descriptive qualitative analysis, the data was collected and described in detail in order to describe the event marketing process with instagram buzzer completely. iv. discussion event marketing activities at karamaya entertainment karamaya entertainment is an event organizer company that has been established for about four years. then, promotional activities is an activity that is very important to be done by the company so that all products services produced by karamaya entertainment can be well known by costumers. without any suitable promotion, costumers will not know or get familiar with the product and event of karamaya entertainment. based on the journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 404 results of interviews with karamaya entertainment event marketing, the promotional activities implemented by karamaya entertainment which includes promotions usually consist of: 1. personal selling. promotional activities with personal selling are the most frequent promotional activities by karamaya entertainment. sales promotion activities are done by direct promotion with face to face communication and promotion which includes the activitie of informing directly to the intended target costumers. the purpose of this personal selling activity is to convey information about karamaya entertainment products and events, so that they will feel interested and use the services of karamaya entertainment to meet their needs 2. advertising. karamaya entertainment performs advertising activities through internet media in this case is using the website of the company. by using this media karamaya entertainment has a wide range of coverage area of the promoyion and the cost is also relatively cheaper. the information provided in the website is quite complete and adequate. 3. alternative marketing strategy. karamaya entertainment has an alternative marketing strategy that consists of: alternative a: by increasing the marketing activities that have been done by similar companies; alternative b: by advertising activities both in print and electronic media; alternative c: by increasing publicity and public relations activities and alternative d: by having doing some cooperate activitities with media partners. marketing with instagram buzzer karamaya entertainment does an event marketing by implementing instagram buzzer. it is implemented to attract costumers or target audience to attend events. by doing this marketing strategy karamaya entertainment has advantages over other competitors because it can cover more people and even faster. in choosing the buzzer the marketing event has a special standard for the selection of the buzzer itself who is very active in social media, especially instagram. he or she must have the ability to create journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 405 and attract costumers through the caption in it, and furthermore the buzzers should have a minimum of 30k followers. the stage in doing the event marketing by buzzer are as follows: have interesting feeds in the perspective of the consumer or audience, make photo of flyer event, make a caption in accordance with what is in the event starting from the ticket price, place, date, month, guest star, sponsor, hastag related to event and facility at event, post in the instagram once, all is well detailed, post the event 3 days before the event, on the day of the event held and one day after the event. the table below showed the number of expected attendance to join the event with the actual number of attendance attending the events, can be seen as follows: table 1. audience data in january 2017 until march 2018 number date event expected audience actual attended audience percentage 1 21 january 2017 sunburn electronic music session 500 pax 295 pax 0.59 % 2 26 may 2017 bikini party 350 pax 267 pax 0.77% 3 8 june 2017 malam ini party vol. 1 500 pax 340 pax 0.68% 4 9 june 2017 bass the wobble 700 pax 550 pax 0.78% 5 23 june 2017 malam ini party vol. 2 600 pax 375 pax 0.62% 6 24 june 2017 malam ini party vol.3 700 pax 480 pax 0.68% 7 10 august 2017 seasky tropican pool party 300 pax 198 pax 0.66% 8 17 august 2017 independence day #001 600 pax 325 pax 0.54% 9 8 september 2017 suara disko 600 pax 650 pax 1.083% 10 24 december 2017 golden summit 600 pax 756 pax 1.26% 11 31 december 2017 pirates eve 700 pax 787 pax 1.124% 12 12 january 2018 urbnite 700 pax 813 pax 1.161% 13 1 march 2018 urbnite part 2 700 pax 845 pax 1.207% 14 31 march 2018 suara disko vol.13 1000 pax 1253 pax 1.253% average 285.5 pax 315.14 pax 1.103% from table 1 can be seen the level of attendance in january 2017 to august 2017 which had not used instagram buzzer showed that the events did not meet with the number of audience attended the events. while in september 2017 to march 2018 there was an increasing number of the attendance from the target audiance, because the marketing strategy implemented instagram buzzer system. the average result of the audience increased every event organized by karamaya entertainment from january 2017 to march 2018 that is equal to 1.103% which exceeds the target clients. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 406 marketing strategy event implemented karamaya entertainment the swot analysis was used to extract the data collected in this study, selected based on strengths, weaknesses, opportunities, and threats. then the strategy is determined in increasing the number of audiance. after doing the swot analysis that includes strength, weakness, opportunity, and threat of karamaya entertainment. based on that analysis there are also four alternative strategies that can be formulated to increase the number of karamaya entertainment audiance visits. 1. s-o strategy. this strategy is based on the company's way of thinking, namely by utilizing all the power to seize and take advantage of opportunities as much as possible. increase the promotion of each event and expand the network of event market to be achieved. expands the network of relations to get the client. 2. w-o strategy. this strategy is implemented based on the utilization of existing opportunities by minimizing the existing weaknesses by cooperating and expanding the network among clients that can increase the promotion to add audience attending every event held by karamaya entertainment. 3. s-t strategy. this strategy uses the power that the company has to address threats. more innovative by updating and adding something unique to the concept of the event. have a dynamic price to the loyal event (customers) as a form of anticipation of competition so as to attract the client. 4. w-t strategy. this strategy is based on defensive activities and seeks to minimize existing weaknesses and avoid threats. it is applied by utilizing technological advances to promote promotion and marketing. especially with the optimization on social media. with the development of information and communication technology, karamaya entertainment needs to utilize this opportunity to market the event through buzzer. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 407 v. conclusion and suggestion conclusion based on the results of the breakdown from the previous elaboration, it can be concluded as follows. the implementation of marketing activities in doing karamaya entertainment events using instagram buzzer has a major impact in achieving profit. the impact generated by the buzzer in marketing an event that gradually increased the audience by 1% increased steadily. suggestion based on the conclusions that have been mentioned above, it can be taken suggestions as follows. for the company; the management should be able to consider the potential calculation of costs in accordance with the activity and event. in addition, in order to provide accurate calculation of the activities occured and further increase the company's sales according to the current high market, and increase promotional activities for corporate goals and objectives can be achieved, the effective marketing strategy should be well considered and implemented. then any further research should be taken into consideration in order further expand and deepen insights on other strategies for event organizer marketing. references adisasmita, r. 2011. management, income & local budget. yogyakarta: graha ilmu. aditya, r. journal, 2015. influence social media instagram on photography interest in pekanbaru photography community. jom fisip, volume 2, number 2. aldily, r. 2017. 101 amazing marketing ideas. bantul: quadrant. hermawan, et al. 2016. management event, event organization. jakarta: thesis bachelor of tourism industry management and hospitality faculty of economics, satyagama university. karyoto. 2016. fundamentals of management theory, definition and concepts. yogyakarta: andi. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 408 kurniaty, s. 2007. strategy analysis of promotion at corporate event organizer. bogor: thesis bachelor of economics at faculty of ecology and management bogor agricultural university. sugiyono, 2017. quantitative research methods, qualitative, and r & d. bandung: alfabeta. wijayanti, p. 2017. marketing plan in business. jakarta: gramedia. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 292 workload analysis of banquet daily worker on smartfren annual distributor conference 2018 ni wayan sunarti 1 , ni ketut bagiastuti 2 , ni nyoman triyuni 3 tourism department, politeknik negeri bali email : wayansunarti7@gmail.com abstract the westin resort nusa dua bali is one of the hotels that often hold conferences. usually the arrangements of conference handled by banquet department. one of conference that has been held is smartfren annual distributor conference 2018. the holding of this conference makes the workload of banquet department increases, while the employee owned only 17 people. so hiring daily worker becomes the best choice. to determine total of banquet daily worker , the data analysis technique used is the workload analysis. using this data analysis technique got result of calculation of work load analysis based on hotel provisions required daily worker 24 people. however, the results of the analysis calculations obtained based on the reality experienced is different, daily worker banquet is 30 people. looking at the two calculations there is a difference, this because due to lack of knowledge of the daily worker, the absence of calculations for daily worker needs and the demand for daily worker is always abrupt. the existence of this study, is expected in determining total of daily worker needs to be more effective. keywords: conference, banquet department, daily worker, workload analysis 1. introduction & theoretical review 1.1 introduction bali has a natural beauty that is so exotic and natural, that's why bali become one of the tourist destinations. judging from the development of tourism in bali that lead to the implementation of mice events. mice is actually a term that allows people to remember that the activities referred to as planning, execution and organizing a meeting, incentive, conference and exhibition (pendit, 1999: 29). mice organizers in bali not only from travel agents, but hotel also has chance to organize of mice. the example of a hotel that organize of mice activities is the westin resort nusa dua bali. the westin resort nusa dua bali has a magnificent mice facility called bicc (bali international convention center). several mice organizers that has been held, the conference is the largest mice event held at bicc. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 293 the holding of a conference, there are certainly banquets that need special services. the presence of a large banquet makes the workload of banquet department has workload more than before. that's why banquet department reqruit daily workers, to help organizing the event. because total of the employees who use only 17 employees in the operational banquet, and insufficient to held some big events. one of the conference event that has been held is smartfren annual distributor conference 2018. it requires a lot of daily worker. needed many daily worker that make the hotel does not has a special recruitment. based on preliminary research conducted, it turns out the banquet section has no basic reference calculation standard to determine the number of daily worker required. for decide what the daily worker needs that help excessive workload, requires calculations on how much workload is divided by time doing workload. based on these results of calculations can be concluded how many daily worker will be required. seeing the problem above, the author want to deeply research about needs of the daily worker banquet using workload analysis which previously looking at the type of work that's load. the purpose of this research is to know the calculation of daily worker banquet requirement and the type of work that's load. the benefits of this research is expected to be used as a reference by the hotel in calculating the needs of daily worker banquet. 1.2 theoretical review human resources human resources are also the only resources that have a sense of feeling, desire, skills, knowledge, encouragement, power and work (ratio, taste and intention) (sutrisno, 2009: 3). banquet banquet can be defined as a formal banquet for a large number of people (minimum 15 people) usually accompanied by speeches or ceremonies (atmodjo, 2005: 2). event jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 294 implementation of an event can be defined as an activity organized to commemorate important matters throughout human life whether individually or groups that are adat-bound, cultural, traditions and religions organized for a particular purpose and involve the community environment held at a certain time (noor , 2009: 7). conference conference is a meeting held primarily on customary or customary forms of custom, two agreements between states of government or international agreements on the topic of prisoners of war and so on (kesrul , 2004: 7). workload the workload can also be defined as a difference between the capacity or the ability of the worker to the demands of the work to be faced (astianto, 2014). 2. research methods this research was conducted at the westin resort nusa dua bali precisely at the event of smartfren annual distributor conference 2018. this research uses qualitative and quantitative data types, obtained from primary and secondary data sources. the scope of this study is the workload of daily worker, time to complete the workload, and daily worker needs in helping to complete the work they have. data collection methods in this study used in-depth interviews with human resource department, banquet department and daily worker with guide line interview, in determining sample for daily worker by accidental sample technique. in addition, the method of data collection is done by observation, literature study and documentation. last, the research method used to analyze the data is the workload analysis and qualitative descriptive analysis. this workload analysis is used to find workloads, time to complete workloads and how many daily worker they want. qualitative descriptive analysis of the authors use to describe the results of load analysis calculations obtained in this study. 3. discussion of research results banquet department has an important role in every event organized by the westin resort nusa dua bali. the role is to serve with professional jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 295 service to every guest who carry out the event. running its role can not be done alone, because the number of employees owned only 17 people and not enough to perform its role. usually this situation can handle by hiring a daily worker for help to complete the work they have. looking at this situation required the calculation of workload analysis to determine the number of daily worker required. this study uses the smartfren annual distributor conference 2018 as the basis for reference in calculating the number of daily worker banquet required. this event the author made for reference because in it many required daily worker in assisting the implementation of this event compared to other events. in this event there are the type of work assigned to the daily worker on february 28, 2018 until march 1, 2018, the type of work is pepare for meeting, service meeting, clear up meeting, prepare coffee break, coffee break sevice, clear up coffee break, lunch service , clear up lunch, service dinner, and clear up dinner. based on the following then will explain how to get the number of daily worker required. 3.1 stages in recruiting daily worker banquet the westin resort bali nusa dua does not have a written sop on recruitment for daily worker banquet that helps every activity there. but there are several steps to follow. the stages can be seen in picture 2 below. picture 1. daily worker recruitment flowchart source: interview results 2018 (data processed) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 296 viewed from picture 2 above the first thing to do is do a banquet request by creating a requisition associate form. then bring the form to the general manager, director of human resource and financial controler for approval. once approved then the human resource department conducts daily worker recruitment process. 3.2 the calculation of total daily worker needs based on the workload determined by the hotel workload analysis is a procedure that provides or produces labor measuring tools and standards of labor preparation that indicate the amounts employed for each job (moekijat, 125: 1998). the calculation of workload analysis to determine the daily worker needs in this event is based on the number of service employees who numbered only seventeen people, the limited time and the amount of workload set by the hotel at the event. the small number of employees than the amount that will be required at the time of organizing the event leads to the need for daily worker. seeing this, the calculation results obtained as follows: table 4.1 average results observation workload daily worker in accordance with the hotel terms. activity volume time total time circle time: service meeting 2 240 480 clear up meeting 1 30 30 prepare coffee break 2 30 60 service coffee break 2 120 240 clear up coffee break 2 15 30 service lunch 1 60 60 clear up lunch 1 20 20 service dinner 1 120 120 clear up dinner 1 45 45 total circle time 1085 no-circle time: shows toilet for guest 10 2 20 total non-circle time 20 time of fatigue (personal time): go to toilet 4 5 20 relieves thirst 4 2 8 total time of fatigue (personal time) 28 break time 60 total time 1193 source: interview results 2018 (data processed) based on table 4.1 it can be seen the total time used to complete the work cycle is 1085 minutes. the total time to complete a non-circle job is 20 minutes. total fatigue time is 28 minutes and rest time is given 60 jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 297 minutes. based on table 4.1 above can be described in more detail the results of the table as follows: circle time : 1085 minutes time is not a circle : 20 minutes time of fatigue (personal time) : 28 minutes total time : 1133 minutes based on the total time working on the workload, the following calculation of the workload analysis is calculated: total workload = total time x number of manpower owned = 1133 x 17 = 19.261 total of working hours per day = hours x one hour per minute = 8 x 60 = 480 so total of daily worker required is: judging from the calculation the amount of labor requirements as many as 41 people. the result has not been reduced permanent workforce from banquet, if reduced by 17 people then the shortage to 24 more. so the daily worker needed is 24 people. looking at the results obtained from the calculation of workload analysis above there was a difference in the results of the number of daily worker employed. this difference occurs because the calculation to determine the daily worker that will work does not exist only using estimates. this estimate is intended only to determine based on the place used for the event to be held and the layout of the event held. therefore the calculation to determine the daily worker is very necessary because it will be more total workload wla = x 1 person total of working hours per day 19.261 = x 1 person 480 = 40,12 ≠ 41 (rounded up to 41) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 298 certain number will be employed, no longer have to estimate the number of daily worker required. 3.3 the calculation of total daily worker needs based on the fact that experienced daily worker daily worker is a person who works in an agency both in the environment of government agencies and private institutions. employees on this status are paid once a day, every other day, once a week, two weeks depending on mutual agreement. usually employees with this status applies the principle of no work no pay, no work no wages (sihombing, 2013). this study was conducted to see how many daily worker needed based on the hotel's provisions and the reality. to know the amount then need to do the calculation of workload analysis, which then can be a comparison between the two. workload analysis is a process to calculate the workload of a position or job and human resource needs to fill the position or job (koesomowidjojo, 2017: 58). for more details will be presented calculation of workload analysis as follows: table 4.2 average results observation workload daily worker in accordance with the reality experienced daily worker. activity volume time total time circle time: service meeting 2 240 480 clear up meeting 1 60 60 prepare coffee break 2 45 90 service coffee break 2 120 240 clear up coffee break 2 25 50 service lunch 1 60 60 clear up lunch 1 30 30 service dinner 1 120 120 clear up dinner 1 60 60 total waktu lingkaran 1190 no-circle time: shows toilet for guest 8 5 40 total non-circle time 40 time of fatigue (personal time): go to toilet 4 15 60 relieves thirst 4 5 20 total time of fatigue (personal time) 80 break time 60 jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 299 total time 1370 source: interview results 2018 (data processed) based on table 4.2 the total time working on a work loop is 1090. the total time in completing a non-circle job is 40 minutes and the total time of fatigue is 60 minutes. to be more clear then can be described in more detail the results of the table as follows: circle time : 1090 minutes time is not a circle : 40 minutes time of fatigue (personal time) : 60 minutes total time : 1075 minutes the following presented the workload analysis: total workload = total time x number of manpower owned = 1310 x 17 = 22.270 total of working hours per day = hours x one hour per minute = 8 x 60 = 480 so the total of daily worker required is: judging from the calculation the amount of labor needs of 47 people. the result has not been reduced by a permanent workforce owned by banquet, if reduced by 17 permanent employees then the shortage to 30 more. based on the results of these calculations there are differences in the number of daily worker required by the calculation on the same day and the number of daily worker working at the time. this is due to the sudden daily worker requests making the requirements for the specified recruitment not implemented, so that the daily worker working needs to get total workload wla = x 1 person total of working hours per day 22.270 = x 1 person 480 = 40,12 ≠ 41 (rounded up to 41) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 300 a brief on the workload to be done to make the time spent longer. see also the calculation of the number of daily worker required does not exist causing less exact daily number of actual worker required. the calculation is only based on estimates. this event is running smoothly but it takes extra time to complete the existing workload. seeing this, it is certain that the calculation of this analysis is needed to be applied so that no additional time is required. 4. conclusion and suggestion 4.1 conclusion based on the research that the authors do it can be concluded that the shortage of people based on the hotel provisions on the date is 24 people. based on the fact it takes as many as 30 more people. seeing the result is difference in determining the number of daily worker. this happens because there is no calculation to determine the daily worker, need for additional time to complete workload, the provisions are not executed properly and requests for recruitment of daily worker abruptly. 4.2 suggestion looking at the research that author make it about daily worker banquet workload analysis in organizing the event of smartfren distributor conference 2018, then there are some suggestions that the author give to evaluate the determination of daily worker banquet needs. so the advice that the author can give, research conducted on the analysis of this workload should be applied by the hotel to the needs of daily worker is not too much or too little. also, the daily worker request is more planned so that in the process of daily worker selection that works in accordance with the wishes of the hotel and does not happen again excessive time to teach the work that is charged. bibliography atmodjo, h. marsum widjojo. 2005. banquet table manners & napkin folding. yogyakarta: andi offset. astianto, anggit. 2014. pengaruh sters kerja dan beban kerja terhadap kinerja karyawan pdam surabaya. jurnal ilmu reset & manajemen jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 301 vol. 3 no.1, sekolah tinggi ilmu ekonomi indonesia (stiesia) surabaya, surabaya. kesrul, m. 2004. meeting incentive trip conference exhibition. yogyakarta: graha ilmu. koesomowidjojo, suci r. mar’ih. 2017. panduan praktis menyusun analisis beban kerja. jakarta: raih asa sukses (penebar swara grup). moekijat. 1998. analisis jabatan. bandung: mandar maju. noor, any. 2009. manajemen event. bandung: alfabeta. sihombing, irene hanna h. 2013. faktor-faktor yang memotifasi mahasiswa stp nusa dua bali sebagai daily worker. jurnal bisnis horpitality vol.2 no. 1. sutrisno, edy. 2009. manjemen sumber daya manusia. edisi 1. jakarta: kencana predana media group. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 169 promotion strategy wedding package (a case study at karma kandara resorts bali) ni made bintariani1¹, i putu astawa² , lien darlina³ 123tourism departement, politeknik negeri bali ¹bintariani@yahoo.com, ²putuastawa1@pnb.ac.id, ³darlina@gmail.com. abstrak this study aim to determine the promotional strategies applied and the most effective promotional strategy used for wedding package at karma kandara resorts bali. collecting data in this study thourgh in dept-interview with the hotel. data analysis technique used are qualitative descriptive techniques. the result of the research show the implantation of strategy for wedding package at karma kandara resorts bali such as advertising, personal selling, selling promotion, and publicity. all of the promotional strategies that are used most effectively are personal selling for wedding package at karma kandara resorts bali. keywords: promotion strategy, wedding package, hotel. introduction growth of tourism in bali every year from year 2013-2017 always increase, in year 2017 the number of foreign tourist visit have experienced growth equal to 9,21% compared to previous year (bali tourism office, 2018). the impact of the growth of tourism in bali is indicated by the availability of many accommodations, restaurants, travel agents and artificial tourist attraction. the entire tourism industry has a very important role in increasing the number of foreign and domestic tourists visiting bali. the development of hotels in bali can also be seen from the number of domestic and foreign insvestors who are competing to build star hotels in bali to accommodate the number of tourists who visit each year is growing. improved hotel development has sparked increasingly fierce competition. in order to win the world of competition then the company implements marketing strategy. the reason for the importance of marketing strategy is the increasingly tough competition faced by companies in general (wibowo et al., 2015). one marketing strategy that can be applied is the marketing mix. marketing mix is a tool for marketers consisting of various elements of a marketing program that needs to be considered in order to implemantasi marketing strategy and positioning set can run successfully (lupiyoadi and hamdani, 2009). while (swastha, 2009) states the marketing mix as a combination of the four mailto:bintariani@yahoo.com mailto:putuastawa1@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 170 variables or activities that are the core of the company's marketing system that is product, price structure, promotion activities, and distribution system. promotion is one of the critical success factors of a marketing program. according to kotler (2007) states that, promotion is an activity to inform or convey the superiority of a product and to convince consumers to buy the product. in the opinion of alma (2013) promotion is a form of marketing communication that is a marketing activity that seeks to disseminate information, influence, and remind the market of the company and its products to be willing to accept, buy and loyal to the products offered by the company concerned. promotion is one important aspect in marketing because it is one way to facilitate a product or service to consumers or users (rahadian and pratomo, 2013). kusuma (2016) found out that promotion strategy is sourced from advertising, personal selling, sales promotion, merchanising, public relations and puclicity and influenced by external factors of company and radianto (2016) said that the promotion strategy succeeded in increasing the number of sales. promotion activities are also applied by karma kandara resorts bali located in ungasan area using resort concept which was established on march 15, 2008. karma kandara resort bali is one of resort owned by karma group. karma kandara resorts bali is also equipped with 78 units of villa, restaurant, beach club, spa and kids club. in the tight competition faced by the marketing management, various promotions have been made to increase hotel revenue, one of them in increasing the sales of wedding package. promotion has been made by the marketing management karma kandara resorts bali especially the event, ie, from advertising through electronic media such as websites and print media such as making brochures or in the form of sales kits and some tourism and wedding magazines. in terms of sales promotion activities such as inviting a regular party of travel agents or wedding organizer to come to visit the hotel and site inspecton by showing the wedding venue, decoration one of the wedding package (showing) and facilities owned by karma kandara resorts bali. other activities undertaken by the sales & marketing event karma kandara is to conduct relationships with relevant parties, both internal and external. then the personal sales activities conducted by the sales person is to carry out activities such as sales calls jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 171 to several travel agents and wedding organizers and sales trips and exhibition wedding to several places both domestically and abroad. the success of a promotional strategy applied by the company depends on the analysis and careful observation by the company on factors that may affect the company's promotion strategy. if creating a promotional strategy on the basis of which is still less then it will be very vulnerable the company will not be able to follow the existing competition. therefore, it is necessary to do research on promotional strategies applied to karma kandara resorts bali in increasing the number penjulan wedding package. the purpose of this research is to find out the promotional strategy applied and to know the most effective promotional strategy used for the sales of wedding package is karma resorts bali. research methods the research was conducted at karma kandara resort bali located at jalan villa kandara, banjar wijaya kusuma, ungasan, south kuta, badung, bali. the variable used in this research is wedding package promotion strategy at karma kandara resorts bali. the type of data used is primary data and secondary data. data collection methods used were deep interviews with the group & wedding manager sales & marketing depertement karma kandara resorts bali. analytical technique used is qualitative descriptive analysis technique. qualitative descriptive is a part of statistics that only processes, presents data without making decisions for the population and provides only a general picture of the data obtained. in this research will get an overview of the implementation of promotional strategies undertaken by karma kandara resorts bali especially section sales & marketing event department wedding package. the collected data is then analyzed using descriptive analysis, so the result of the analysis is oral, written, graphic, from the observed phenomenon. results and discussion jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 172 karma kandara resorts bali has facilities such as 78 villa units, 3 restaurants (di mare, beach club and temple lounge), wine veritas, spa, gym, kids club, pool, meeting room and floating wedding. implementation of promotion strategy in an effort to increase pejualan wedding package at karma kandara resorts bali by doing advertising (advertesing) is one of the strategies used in an effort to increase sales of wedding package. perform advertising on mass media and print media karma kandara reosts bali is very concerned and focused on a market that generates a lot of revenue. suppose that the australian and chinese markets are promoted to attract more potential customers. media used in the advertisements are modern wedding, bride's maguazine, weddingku, priemier bride, brider magazine, wedding style, luxury wedding magazine, get married, wedding & honeymoon destination, bridel guide, harper bazzar wedding ideas indonesia, bridestory.com, ibride. com, mywedding.com, and easywedding.com.au. in addition to advertising in print and internet media karma kandara resorts bali also uses brochures. a brochure is an advertising promotional activity printed on a piece of paper containing an explanation of the wedding package, food & beverge wedding menu, wedding entertainment and the price of the wedding package offered by karma kandara resorts bali. how to distribute the brochure can be done at site inspection, sales call, sales trip, wedding expo or sent by email. advertisement management or advertesing is managed by karma kandara resorts bali. in running the cooperation for advertising karma kandara resorts bali using 3 systems namely full barter, half barter, and cash pay. advertising or advertesing promotion strategy has a period of 1 year and 3 months. second activities of promotion strategy doing personal selling is personal presentations by company sales people for the purpose of making sales and customer relationships. personal selling activities carried out ie sales call is a promotional activity undertaken by a sales person by making visits to travel agent or wedding organizer. sales call is done regularly and planned by group & wedding manager. before doing sales call to agent or wo, group & wedding manager make appointment one week before by arranging schedule and at time of visit group & wedding manager bring hand pieces like parcels or cake. sales call is not only done in the area of bali but also done outside the city and abroad. for the bali area, sales call is usually to several agents who are invited jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 173 resource : sales & marketing departement, karma kandara resorts bali, 2017-2018 to work together like vara wedding, bewish international tour & travel, bali four two, bali amazing, my dream wedding, tone studio, lestari tour, chese kiss and others. sales call for outside the city or abroad is usually done within a certain time and carried out simultaneously while doing exhibihition outside the city or abroad. sales call that has been done outside the city and abroad that has been implemented in 2017 and 2018 ie singapore & malysia sales call, jakarta sales call, china sales call, sydney sales call, melbourne sales call, hongkong sales call. personal selling activities are also conducted by following expo wedding held in bali, overseas and overseas. in the expo wedding activities karma kandara resorts bali team in cooperation with decoration vendors and photo & video graphics. at the time will follow the wedding expo activities karma kandara resorts bali made special promotions packed in mini brochures. package and price made for expding different from regular wedding packages to be more attractive to consumers. prospective clients or consumers who get at the expo will be followed up again for meyakinnya and offered other promotions. expo/exhibition already and will be followed by karma kandara resorts bali can be seen in table below: tabel 1 schedule of wedding expo on 2017-2018 no tahun 2017 tahun 2018 1 perth bridal expo jan, aug, oct sydney bridal and honeymoon showcase 25 26 august 2 sydney bridal expo 22 23 apr 2017 jakarta wedding festival 13 15 july 3 melbourne bridal expo bbtf (bali and beyond travel mart) 28 – 29 june 4 shanghai wedding expo feb hongkong overseas wedding expo 10 – 12 march 5 jakarta wedding festival aug 6 hong kong wedding expo ( aug ) 7 singapore bridal show ( sept ) 9 icmitm indonesia 2017 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 174 in addition to the expo also conducted site inspection is one of personal selling strategy implemented by karma kandara resorts bali to convince agent and direct client. site inspection is a way that is done by showing wedding venue, resort and villa facilities to agent and prospective client in an effort to introduce wedding package product and a convince excess the advantages of the resort if carry out the wedding at karma kandara resorts bali. at karma kandara resorts bali site inspection is usually done by travel agents, wedding organizers who bring prospective clients and agents from overseas and famtrip. site inpection can be done by inviting directly or receive site inspection request. the third stragtegi promotion applied by karma kandara resorts bali is selling promotion. sales promotion is done by creating a special package for travel agents, wedding organizers who are invited to work together or for direct guests. special package that is for direct guest or fit and travel agent or promotion organizer wedding is usually executed at the time of following the expo. sales promotion made in early bird offer book deposit your wedding 12 mounths in advance and received 10% discount, mid-week offer your wedding on monday-thursday and receive 10% discount, campainge rate.promotions made have a validity period for guests fit apply at expo and to travel agent and wedding organizer 3 months to 6 months. for the promotion of travel agents and wedding organizers are usually seen from the production given if they are good production will often be given sales promotion. publicity applied by karma kandara resorts bali by using social media facebook, instagram and edm (electronik digital marketing). implementation of publicity is always improved in an effort to increase sales of wedding packages and to save costs in promoting. the strategy promotion applied by karma kandara resorts bali in an effort to wedding package not all bring buyers and hotel revenue. in measuring the success of the promotional strategy applied by karma kandara resorts bali, it is seen from the lite of each promotional strategy that how many generates. if the incoming lite of the strategy is used then the use of such strategy is extended. the four promotional strategies used are advertising (advertesing), personal selling, sales promotion, and publicity is the most effective use of personal sales (personal selling). personal selling is said to be most effectively used in an effort to increase the sales of wedding packages seen from the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 175 source: sales & marketing karma kandara resorts bali (data processed) origin of wedding clients who have purchased the karma kandara resorts bali wedding package because most of the travel agents, wedding organizers and direct guests who came from the expo wedding. viewed from the chart below from 2016 2018 wedding guests from fit and travel agents are increasing. diagram 1 booking score wedding package at karma kandara resorts bali the effectiveness of the strategy used is also seen from the number of booking scoures that make the wedding at karma kandara resorts bali. in the above diagram fit/direct guests have increased in 2017 this happened because the guests who come at the time of the expo confirmation and decline in 2018 because still expo activities that have not followed all done. in expo activities karma kamdara resorts bali always give special promotion which is packaged in special promotion package form. booking source for travel agent/wedding organizer has increased from tofu 2016-2018 seen from diagram above. means of production and cooperation with travel agents and wedding organizer is good and need to be improved in an effort to increase sales of wedding package. conclusions and suggestions implementation of promotion strategy of wedding package at karma kandara resorts bali used application of advertising/advertesing, personal sales/personal selling, sales promotion/selling promotion and publicity/publicity. the four promotional strategies used are advertising (advertesing), personal selling, sales promotion, and direct travel agent/wo jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 176 publicity is the most effective use of personal sales (personal selling). personal selling is said to be most effectively used in an effort to increase the sales of wedding packages seen from the origin of wedding clients who have purchased the karma kandara resorts bali wedding package because most of the travel agents, wedding organizers and direct guests who came from the expo wedding. based on the above discussion and analysis of data that has been dilakukan and attention to the conclusion penelitaian, then the suggestions that if can be considered is using the appropriate promotional strategies target, and mengalihkan less effective promotion strategy and more to collaborate with travel aget/wedding organizer and follow the expo wedding both domestically and abroad of wedding packages to karma kandara resorts bali. bibliography alma, b. 2014. manajemen pemasaran dan pemasaran jasa. bandung: alfabeta. assuri, s. 2014. manajemen pemasaran dasar, konsep dan strategi. jakarta: pt. cv andi offset. kusuma, a. d. 2016. “strategi promosi untuk meningkatkan hunian kamar di legian beach hotel desa legian kecamatan kuta”. skripsi. universitas udayana, fakultas pariwisata, diploma iv pariwisata, denpasar. badan pusat stastistik, 2017. jumlah kedatangan wisatawan mancanegara ke indonesia menurut pintu masuk, 1997-2016. dikutip dari http://www.bps.go.id/linktabelstatis/view/id/1387. date accessed: 26 january 2018. basu, s., & irwan. 2005. manajemen pemasaran modern. liberty:yogyakarta. hasan, i. 2004. analisis data penelitian dengan statistik. jakarta: bumi aksara hedynata, m. l., & radianto, w.e.d. 2016. strategi promosi dalam meningkatkan penjualan luscious chocolate potato snack. jurnal manajemen dan start-up bisnis, volume 1, nomor 1. kotler, p and garyu, a. 2012. prinsip-prisip pemasaran edisi 13. jilid 1. jakarta: erlangga. kotler, p and garyu. 2007. bauran pemasaran edisi 12. jilid 2. jakarta: erlangga. lupiyoadi, r. 2013. manajemen pemasaran jas. jakarta:salemba empat. masrinah, s. 2015. “strategi promosi dalam meningkatkan penjualan perumahan kota citra grha”. skripsi. fakultas syariah dan ekonomi islam. mulyadi. 2008. sistem akuntansi. jakarta: salemba empat. http://www.bps.go.id/linktabelstatis/view/id/1387 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 177 saladin h. d . 2016. manajemen pemasaran. bandung: linda karya. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 138 contribution analysis of reservation through travel agent to room occupancy at grand zuri kuta bali hotel ni luh yuni kusuma yanti1, ni made ernawati2, ni ketut bagiastuti3 123tourism department, politeknik negeri bali email: 1yunikusumayanti24@gmail.com, 2madeernawati@pnb.ac.id, 3ketutbagiastuti@pnb.ac.id. abstract travel agent is a business engaged in the field of service and provides information about all things related to travel. the purpose of this research is to know the amount of travel agent contribution to room occupancy at grand zuri kuta bali hotel and to know which travel agent dominatly contribute to room occupancy at grand zuri kuta bali. the data used is reservation data through travel agent, other reservation source data (online travel agent, direct reservation, corporate and government) and room occupancy of the data in 2015 until 2017. data in this research is obtained in data collection method that though interview and documentation. data analysis technique used is quantitative descriptive analysis technique. based on the results of this research show that, reservation through travel agent does have a great contribution to room occupancy at grand zuri kuta bali hotel that is equal to 48.41% and 51.59% influenced by factors other factors not examined in this research while the most dominant travel agent contribution to room occupancy at grand zuri kuta bali hotel is tjendana mandra ssakti (tms) tour & travel with contribution of 10.93%. keywords: reservation, travel agent, occupancy. introduction bali is one of the most famous tourism destinations for both domestic and international tourists. it has a lot of beautiful tourist attractions. besides, the diversity of balinese art and culture has its own magnetism. those things attract a lot of people to come. the strong culture and tourist attraction that bali has, making the tourism industry is very developed. the development of tourism in bali is able to attract both domestic and international tourist to come to bali as the main tourism destination. the increase of the number of visitor every year has certainly made a lot of demands from them to be fulfilled. accommodation is really necessary as the visitors need a place to stay. there are several kind of accommodations have been constructed in bali to support the tourists’ demand such as lodging, resort and hotel, one of them is grand zuri kuta bali hotel. mailto:yunikusumayanti24@gmail.com mailto:2madeernawati@pnb.ac.id mailto:3ketutbagiastuti@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 139 grand zuri kuta bali hotel is one of the accommodation service providers located at jalan raya kuta number 81. it is a four-star hotel established since 2014. it has 133 rooms with four room types. all departments work together to serve the guests and realize the goals of the hotel to be achieved. the departments involved are front office, food & beverage, housekeeping, reservation, sales and marketing, accounting and other departments involved on hotel operation. reservation department is responsible for room booking. reservation received room bookings from various sources such as online travel agent, travel agent, direct booking, corporate and government. one of the sources that contribute to increase the room booking is travel agent. the hotel management has carried out cooperation with several travel agents to simplify in making reservation. cooperation is needed to meet the hotel room occupancy rate. from the cooperation, both parties will make a price agreement which is also called as contract rate. it will be very beneficial and will give a positive impact for the hotel. the travel agents in cooperation with grand zuri kuta bali are tms tour & travel, explore bali tour & travel, gajah bali wisata, and many other travel agents. by looking at the current phenomenon which technology has developed rapidly, makes people want to simplify everything such as making room reservation via online system. even though online travel agent has facilitated room reservation quickly and time saving, but it does not rule out the need for travel agent by the tourist as the intermediary to reserve a room. the existence of travel agent will make it easier for the tourist to gain complete information about the hotel such as room rate, location, food and beverage without having to come to the hotel. besides, tourist can do two-way communication with travel agent and can negotiate the price. travel agent also offers several tour packages which can be selected by tourist. with these advantages possessed by travel agent, it is expected that travel agent is able to bring more guest to meet the room occupancy rate at grand zuri kuta bali hotel as well as giving a great contributions to the room rate occupancy at grand zuri kuta bali hotel. method research this research is done at the department of sales and marketing especially in the reservation section at grand zuri kuta bali hotel. the object in this research is jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 140 the number of reservations through travel agents that will be examined its contribution to the level of occupancy room at grand zuri kuta bali hotel. the type of data used in this research are quantitative and qualitative data. sources of data used in this research are primary and secondary data. data collection methods used interview to sales and marketing department, and documentation. data analysis techniques used in this research is a quantitative descriptive statistical technique that is the percentage analysis of average data in arithmetic with microsoft excel, while for qualitative data used qualitative descriptive analysis. results and discussion there are 5 sources of reservation at grand zuri kuta bali hotel is reservation through travel agent, online travel agent, direct reservation, corporate and government. the five sources of this reservation greatly contribute to improving the room occupancy of the grand zuri kuta bali hotel. the purpose of this study is to find out how much the contribution of travel agents to the room occupancy rate at the grand zuri kuta bali hotel. the hotel is in cooperation with 331 travel agents, which will be studied are the top 10 of travel agents in collaboration with the grand zuri kuta bali hotel while the other 321 are classified in the others travel agent. table 4 percentage contribution of reservation source data through room occupancy at grand zuri kuta bali 2015-2017 reservation source year total reservation average persentage (%) 2015 2016 2017 (room night) travel agent 13.154 10.611 24.633 48.398 16.133 48.41% online travel agent 7.297 19.785 10.038 37.120 12.373 37.13% direct 2.566 3.810 2.352 8.728 2.909 8.73% corporate 1.092 1.504 1.210 3.806 1.269 3.81% government 464 1.283 174 1.921 640 1.92% total 24.573 36.993 38.407 99.973 33.324 100% occupancy 51.61% 76.20% 79.11% jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 141 source: sales & marketing department, 2018 (data processed). based on table 4, from the five reservation sources at grand zuri kuta bali hotel, it can be seen that the source of reservation through travel agent is the largest source of reservation among other online reservation sources (online travel agent, direct reservation, corporate and government). travel agents contributed 48.41%, while online travel agents contributed 37.13%, direct reservation contributed 8.73%, corporate contributed 3.81% and government contributed 1.92%. for three years from 2015 to 2017, travel agent contributions fluctuate annually. contributions provided by travel agents in 2015 donated 13,154 room nights. in this year it is seen that the contribution given by travel agent is very big, this is because grand zuri kuta bali hotel only operates for 1 year, so this year the hotel more cooperation with travel agent compared with online travel agent to increase occupancy. in addition to introducing the brand hotel to the hotel grand zuri kuta bali better known by tourists and many stay at the hotel grand zuri kuta bali. in 2016 the travel agent donated 10,611 room nights. in this year there is a decrease in the number of room reservations generated by travel agents when compared with the previous year, this happens because in 2016 online travel agents are rife in use because it makes it easier for tourists to make room reservations. the tourists prefer to use the booking room via an online travel agent rather than the travel agent at that time. therefore, hotel reservation through travel agent is much smaller than online travel agent. in the year 2017 travel agent donated 24,633 room night. in this year there is an increase again from the previous year, this is due to imperfect online travel agent system that makes it difficult for tourists in terms of cancelation, reschedule, complaint and refund. with imperfect online system, make the previous tourists using online travel agent re-switch using travel agent. judging from other factors, the increase in this year due to the previous year has decreased, so the sales and marketing strategy to re-enforce the cooperation between the hotel with travel agents, such as making attractive promos that many tourists stay at the grand zuri kuta hotel bali, other than that the hotel offers many packages with special offer offers offer many benefits to tourists who will stay where so far travel agents always contribute greatly through group guests. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 142 based on table 4, the contribution of travel agent is 48.41%. the cause of the contribution of travel agent to the room occupancy rate at grand zuri kuta bali hotel based on interview with assistant sales manager is as follows: (a) the existence of good business cooperation between the hotel and travel agent, so that if the cooperation and communication has been going well, direct travel agent will give a big contribution to grand zuri kuta bali hotel, this will lead to the existence of linkage and mutual benefit between parties travel agent with the hotel. (b) in addition, viewed from the side of the hotel, grand zuri kuta bali bring more tourists who come with a group of travel agents such as china and the domestic market is generally more dominant come with the group. to arrange travel tours from transportation to accommodation, group travelers or groups generally prefer to use travel agents that make it easier for travelers to organize all activities related to travel. therefore, the travel agent contact with the hotel in particular grand zuri kuta bali hotel will be more intensive, so that the hotel gets a good bond cooperation with various travel agents. based on the interviews, it can be concluded that good cooperation with various travel agents and the number of tourists groups or groups that come with using travel agents make the contribution of travel agents to the occupancy rate of rooms in grand zuri kuta bali hotel greater than other reservation sources. table 5 data reservation contribution through travel agent at grand zuri kuta bali 2015-2017 no travel agent year total reservation average percentage (%) 2015 2016 2017 (room night) 1 tjendana mandra sakti tour & travel 2.482 811 1.997 5.290 1.763 10.93% 2 pandan harum semesta tour & travel 1.545 925 1.211 3.681 1.227 7.60% 3 gajah bali wisata 1.503 320 875 2.698 899 5.58% 4 permata blue sky tour & 150 268 1.957 2.375 792 4.91% jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 143 source: sales & marketing department, 2018 (data processed). contributions provided by travel agents at the grand zuri kuta bali hotel each year experience varying fluctuations. viewed from table 5, in the year 2015 travel agent who contributed the most is tjendra mandra sakti (tms) tour & travel as much as 2,482 room night. while the travel agent that gives the smallest contribution in 2015 is permata blue sky tour & travel as much as 150 room night. in 2016 the largest travel agent contributes is pandan harum semesta tour & travel 925 room night. while the travel agent who contributed a small in 2016 is bali tamasya tour & travel as much as 216 room night. in 2017 the largest travel agent contributed is tjendra mandra sakti (tms) tour & travel as much as 1,997 room night. while the travel agent that gives the smallest contribution in 2017 is salim tour as many as 344 room night. from the description above, it can be concluded that the largest travel agent contributed for 3 years against the occupancy rate of the hotel room at grand zuri kuta bali is tjendra mandra sakti (tms) tour & travel that is 10.93% percentage travel 5 lion tour bali 210 535 1.420 2.165 722 4.47% 6 asia tour & travel 700 413 724 1.837 613 3.80% 7 new tiger bali 365 525 640 1.530 510 3.16% 8 salim tour 364 595 344 1.303 434 2.70% 9 le bali tour 225 432 584 1.241 414 2.56% 10 bali tamasya tour & travel 302 216 407 925 308 1.91% 11 other travel agent (321 travel agent) 5.308 5.571 14.474 25.353 8.451 52.38% total 13.154 10.611 24.633 48.398 16.133 100% jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 144 compared to other travel agents such as pandan harum semesta by 7.60%, gajah bali wisata 5.58%, permata blue sky tour & travel 4.91%, lion tour bali 4.47%, asia tour & travel 3.80%, new tiger bali 3.16%, salim tour 2.70% %, le bali tour is 2.56%, bali tamasya is 1.91% while the rest of the other travel agents are not studied by 52.38%. as for reason of tjendra mandra sakti (tms) tour & travel become the travel agent which give the biggest contribution based on interview with assistant sales manager that is because between grand zuri kuta bali hotel with travel agent tjendra mandra sakti (tms) tour & travel has target market the tjendra mandra sakti (tms) tour & travel contributes more tourists than any other travel agent. conclusions and suggestions based on the five existing reservation sources at the grand zuri kuta bali hotel, the largest reservation source for three years from 2015 to 2017 is the reservation source through travel agent of 48.41%. the most dominant travel agent contributing greatly to the grand zuri kuta bali hotel from 2015 to 2017 is tjandra mandra sakti (tms) tour & travel of 10.93% compared to other travel agents namely pandan harum semesta 7.60%, gajah bali 5.58%, permata blue sky tour & travel 4.91%, lion tour bali 4.47%, asia tour & travel 3.80%, new tiger bali 3.16%, salim tour 2.70%, le bali tour 2.56%, bali tamasya 1.91% while the rest of the other travel agents are not researched by 52.38%. it can be submitted some suggestions, such as: (1) contributions provided by travel agents to grand zuri kuta bali hotel, already has a significant contribution to the occupancy rate of the room. to maintain it, the hotel is expected to cooperate with more travel agents to increase room occupancy and also maintain good relationships with high or low contributing travel agents. (2) many hotels in bali to make a tight competition between the hotel grand zuri kuta bali with other hotels, then it is expected the grand zuri kuta bali hotel further increase cooperation with online travel agents, corporate and government. reference bagyono. 2012. hotel front office. bandung: alfabeta. damardjati, 2006. istilah-istilah dunia pariwisata. jakarta: pt. perca. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 145 darsono, agustinus. 2000. kantor depan hotel (front office). jakarta: pt. grasindo. disparda bali, 2018. distribusi kedatangan wisatawan ke bali setiap bulan 2008 2018, available from: http://www.disparda.baliprov.go.id/id/statistik4. date accessed: 24 april 2018. rai utama, i gusti bagus. 2017. pemasaran pariwisata. cv. andi offset. riduwan. 2004. metode riset. jakarta : rineka cipta sambodo, agus dan bagyono. 2006. dasar-dasar kantor depan hotel. yogyakarta : cv.andi offset. satori, djam’an, dan aan komariah. 2009. metode penelitian kualitatif. bandung: alfabeta. suartana. 2006. manajemen perhotelan edisi kantor depan. kuta utara: mapindo sugiarto, endar 2000. operasional kantor depan hotel. jakarta: pt. gramedia pustaka utama. sugiyono. 2012. metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta. sugiyono. 2014. metode penelitian manajemen. bandung: cv.alfabeta. sugiyono. 2015. metode penelitian manajemen. bandung: alfabeta. sugiyono. 2016. metode penelitian manajemen. bandung: alfabeta. sukma, anggaraeni ni made. 2017. “kontribusi reservasi online dan offline travel agent serta direct booking terhadap tingkat hunian kamar di blue point bay villas and spa, pecatu-bali”. skripsi badung: politeknik negeri bali. putri, mananda dan mahadewi. 2014. “pengaruh biro perjalanan wisata sebagai saluran distribusi terhadap tingkat hunian kamar pada hotel all seasons legian bali”. jurnal ipta vol.2 no.2. fakultas pariwisata unud. wiadnyani, putu eka dyah shanti 2017. “kontribusi online dan offline travel agent reservation terhadap tingkat hunian kamar pada lor in new kuta hotel”. badung: skripsi sarjana program studi manajemen bisnis pariwisata politeknik negeri bali. yoeti, oka. a. 2003. tour and travel marketing. jakarta: pt. pradnya. yoeti, oka. a. 2013. pemasaran pariwisata. bandung: angkasa. http://www.disparda.baliprov.go.id/id/statistik4 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 188 analysis of food cost control at the one legian hotel i wayan arya pradiptha1, lien darlina2, ida ayu elistyawati3 123tourism department, politeknik negeri bali email: 1aryapradiptha11@gmail.com, 2darlina@pnb.ac.id, 3ayuelistyawati@pnb.ac.id. abstract this study focuses on food costs controlling with special reference to the hospitality industry. the purpose of this research is to know the control of food cost at the one legian hotel in may, june, july 2017, and to identify the cause of food cost percentage’s variance between actual food cost and standard food cost. this research uses two methods of data analysis : 1) quantitative method is use to determining the variance between the standard with actual food cost reconciliation, and calculating variance by using the one way methods analysis which refers to mulyadi (1995 : 425) to know the profit or loss that caused by the variance, 2) qualitative descriptive method by giving interpretation about data of standard and actual food cost reconciliation. data collection method in this research are interview, observation, documentation review, literature review. the results of this research indicate that: (1) food cost controlling at the one legian hotel in may and june has been run well, but in july the implementation did not run well, this is indicated from the happening of the adverse variance between actual food cost with standard food cost, (2) an increase of the food cost reconciliation’s percentage between the actual from standard budgeted in may, june and july due to an increase in total incoming stocks, gross consumption and net consumption, beside that, the increase in food cost percentage also caused by the decrease of total opening inventory, total inventory available, total closing inventory, or decrease of elements of food adjustment, and net food sales. key words: cost, cost control, standard food cost, actual food cost. introduction the main revenue source of a hotel generally comes from the sale of rooms, but there are also other sources of income that support the income of a hotel, among others; restaurant, bar, spa, gym, room service, souvenir sales, transport service, telephone rental, guest laundry, and business center. the one legian hotel benefits from other revenue sources, in addition to room sales, by selling food at the deck restaurant, rooftop restaurant, and room service. to maximize revenue on food sales, management must streamline the management of food production, so supervision and control of food costs by a food & beverage controller must be in place so that the hotel can maximize its income in the food sales sector. efforts that can be made in measuring the efficiency of food mailto:aryapradiptha11@gmail.com mailto:2darlina@pnb.ac.id mailto:ayuelistyawati@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 189 cost control is to set the standard food cost (standard food cost), this is the benchmark of the success of the control of food costs. the one legian hotel management set the standard food cost at 32%, this percentage is determined by looking at the amount of payroll and profit on food sales, the percentage formula can be seen in table 1 below: table 1 percentage distribution to determine food cost at the one legian hotel may 2017-july 2017 period food revenue 100% devider percentage description payroll 20% fixed profit 45% fixed other 3% not fixed standard food cost 32% not fixed source: the one legian hotel, 2017. the percentage’s comparison between actual and standard food cost at the one legian hotel for the period of may 2017 to july 2017 can be seen in table 2 below: table 2 comparison between actual food cost and standard food cost at the one legian hotel period may-july 2017 month food cost actual standard variance % % % may 32.84 32.00 0.84 june 34.14 32.00 2.14 july 34.00 32.00 2.00 source: the one legian hotel (processed data), 2017. table 2 shows that there is a variance between actual food cost and standard food cost in the period may to july. management the one legian hotel has a limit of tolerance of the difference of 1%. if the actual food cost exceeds 1% of the standard food cost, then the sale of food does not run efficiently as planned and can reduce profits. otherwise, if actual food cost in accordance with the target or not exceed 1% of the standard food cost, the food production process is running efficiently and can be sure the profit from the sale of food can be maximized. any variance above the tolerance value needs to be analyzed for known the causes, then take corrective action and find the right solution to solve the problem. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 190 the food cost is all food ingredients used to produce a kind of food (wiyasha, 2007: 10). kasavana and smith to suarsana (2007: 4) states that, "the food cost is the cost that occurs during processing until the presentation or so that the food is ready to be served to guests". based on the statement, it can be concluded that food cost is the amount of the cost of food stuffs used to produce a food type that will be served to customers (guests). according to mulyadi (1995: 424) the difference in the cost of raw materials is the difference in costs caused by the variance between the cost of raw materials that actually occur with the cost of standard raw materials. this cost difference could be due to: (1) the variance between the real price and the standard price. (2) the variance between the actual quantity and the standard quantity. of the two causes above, to calculate the profit or loss caused by the variance of food cost reconciliation according to mulyadi (1995: 425) can be solved by the one way model, can be calculated by the following formula. st = (hst × kst) – (hs × ks) description : st = total variance hst = standard cost hs = actual cost kst = standard quantity of food sold ks = actual quantity of food sold if ks > kst = loss variance (controlling run unwell) if ks < kst = profit variance (controlling run well) research methods the research was conducted for the period may, june, july 2017 at the one legian hotel. the data used are food cost reconciliation report and food sales data in may, june, july 2017. this research uses quantitative analysis technic and descriptive qualitative analysis technic to analyze research data. in quantitative analysis, it is use to determining the variance between standard and actual food cost reconciliation, using the following formula: variance elemen food cost reconciliation = actual elemen standard elemen jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 191 percentage variance elemen = variance elemen x 100% standard elemen in addition, quantitative analysis technic can also be calculated using the one-way method, according to mulyadi (1995: 425) can be calculated by the following formula: in qualitative analysis descriptive activities undertaken to solve problems is to provide interpretation of data from the variance between standard and actual food cost reconciliation. data collection methods in this research were interviews, observation, documentation study, literature study, and data analysis techniques using quantitative analysis technic and qualitative descriptive analysis technic. results and discussion by comparing food cost reconciliation between standard food cost which is budgeted with actual food cost, it shows the existence of percentage variance in may 2017 period, where actual food cost happened 32,84% exceeded 0.84% from standard food cost that is 32.00%, but difference in may is still within the tolerance level of management because it does not exceed 1%. in june 2017 the actual food cost incurred by 34.14% exceeded 2.14% of the standard food cost of 32.00%. in july 2017 the actual food cost that occurred at 34.00% exceeded 2.00% of the standard food cost of 32.00%. table 3 comparison of food cost reconciliation between standard and actual period of may 2017 description standard actual variance variance (rp) (rp) (rp) (%) total opening inventory 126,231,855.37 77,071,672.91 (49,160,182.46) -38.94 total incoming stocks 256,713,647.82 220,002,970.5 2 (36,710,677.30) -14.30 total returned stocks 0.00 beverage for cooking 2,625,000.00 (2,625,000.00) -100.00 st = (hst × kst) – (hs × ks) jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 192 total inventory available 385,570,503.19 297,074,643.4 3 (88,495,859.76) -22.95 total closing inventory 111,053,516.66 93,709,459.65 (17,344,057.01) -15.62 gross consumption 274,516,986.53 203,365,183.7 8 (71,151,802.75) -25.92 total compliment cost 11,368,648.00 6,618,441.55 (4,750,206.45) -41.78 total department expenses 20,721,057.51 24,902,649.48 4,181,591.97 20.18 total food adjustment 32,089,705.51 31,521,091.03 (568,614.48) -1.77 net consumption 242,427,281.02 171,844,092.7 5 (70,583,188.27) -29.12 net food sales 757,607,503.00 523,296,567.7 7 (234,310,935.23 ) -30.93 cost : sales 32.00% 32.84% 0.84% the increase in food cost percentage by 0.84% in may 2017 is due to: there was a decrease of opening inventory by 38.94% from standard, incoming stocks decreased by 14.30% from standard, cost of beverage for cooking decreased by 100.00% from standard, total inventory available decreased by 22.95% from standard, total food adjustment decreased by 1.77% from standard, net consumption decreased by 29.12% and net food sales decreased 30.93% from the target. actual food cost in may 2017 was 32.84% beyond the standard food cost causing the percentage difference of 0.84%. this difference is still within the tolerance limit of 1% applied by management. table 4 comparison of food cost reconciliation between standard and actual period of june 2017 description standard actual variance variance (rp) (rp) (rp) (%) total opening inventory 111,053,516.66 93,709,459.65 (17,344,057.01) -15.62 total incoming stocks 271,760,192.64 204,126,224.50 (67,633,968.14) -24.89 total returned stocks 0.00 beverage for cooking 2,625,000.00 875,926.89 (1,749,073.11) -66.63 total inventory available 385,438,709.30 298,711,611.04 (86,727,098.26) -22.50 total closing inventory 113,677,112.02 106,336,137.94 (7,340,974.08) -6.46 gross consumption 271,761,597.27 192,375,473.10 (79,386,124.17) -29.21 total compliment cost 11,368,648.00 3,991,936.54 (7,376,711.46) -64.89 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 193 total department expenses 20,721,057.51 26,096,381.54 5,375,324.03 25.94 total food adjustment 32,089,705.51 30,088,318.08 (2,001,387.43) -6.24 net consumption 239,671,891.76 162,287,155.02 (77,384,736.74) -32.29 net food sales 749,038,589.00 475,381,085.12 (273,657,503.88) -36.53 cost : sales 32.00% 34.14% 2.14% the increase in food cost percentage by 2.14% in june 2017 is due to: decreased opening inventory by 15.62% from standard, incoming stocks decreased by 24.89% from standard, cost of beverage for cooking decreased by 66.63% from standard, total inventory available decreased by 22.50% from standard, total food adjustment decreased by 6.24% from standard, net consumption decreased by 32.29% from standard , and net food sales decreased by 36.53% from the target. actual food cost in may 2017 was 34.14% beyond the standard food cost causing the difference in percentage by 2.14%. this difference exceeds the 1% margin of tolerance applied by management. table 5 comparison of food cost reconciliation between standard and actual period of july 2017 description standard actual variance variance (rp) (rp) (rp) (%) total opening inventory 113,677,112.02 106,336,137.94 (7,340,974.08) -6.46 total incoming stocks 277,512,404.14 215,155,875.95 (62,356,528.19) -22.47 total returned stocks 0.00 beverage for cooking 2,625,000.00 1,529,363.32 (1,095,636.68) -41.74 total inventory available 393,814,516.16 323,021,377.21 (70,793,138.95) -17.98 total closing inventory 91,953,358.36 92,458,587.40 505,229.04 0.55 gross consumption 301,861,157.80 230,562,789.81 (71,298,367.99) -23.62 total compliment cost 11,368,648.00 5,716,736.97 (5,651,911.03) -49.71 total department expenses 52,810,763.02 30,216,128.85 (22,594,634.17) -42.78 total food adjustment 64,179,411.02 35,932,865.82 (28,246,545.20) -44.01 net consumption 237,681,746.78 194,629,923.99 (43,051,822.79) -18.11 net food sales 742,827,184.00 572,435,020.01 (170,392,163.99) -22.94 cost : sales 32.00% 34.00% 2.00% jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 194 the increase in food cost percentage by 2.00% in july 2017 is due to: there was a decrease of opening inventory by 6.46% from standard, incoming stocks decreased by 22.47% from standard, cost of beverage for cooking decreased by 41.74% from standard, total inventory available decreased by 17.98% from standard, total food adjustment decreased by 44.01% from standard, net consumption decreased by 18.11% from standard, and net food sales decreased by 22.94% from the target. actual food cost in may 2017 amounted to 34.00% beyond the standard food cost which resulted in 2%% difference in percentage. this difference exceeds the 1% margin of tolerance applied by management. to know the profit or loss of a food cost control, it can be calculated by using the one way method. 1. the one way analysis for food cost in may 2017 can be calculate as follows : st = (hst × kst) – (hs × ks) = (rp 242.427.282 x 8.500) – (rp 171.844.093 x 9.546) = rp 2.060.631.897.000 – rp 1.640.423.711.778 = rp 420.208.185.222 (profit variance) means controlling run well. 2. the one way analysis for food cost in june 2017 can be calculate as follows : st = (hst × kst) – (hs × ks) = (rp 239.671.892 x 8.000) – (rp 162.287.155 x 9.431) = rp 1.917.375.136.000 – rp 1.530.530.158.805 = rp 386.844.977.195 (profit variance) means controlling run well. 3. the one way analysis for food cost in july 2017 can be calculate as follows : st = (hst × kst) – (hs × ks) = (rp 237.681.747 x 8.000) – (rp 194.629.924 x 10.188) = rp 1.901.453.976.000 – rp 1.982.889.665.712 = – rp 81.435.689.712 (loss variance) controlling run unwell. conclusions and suggestions from the discussion results about food cost control at the one legian hotel it can be concluded that: (1) an increase in the percentage of food cost jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 195 reconciliation between the actual from standard budgeted in may, june and july was due to an increase in total incoming stocks, gross consumption and net consumption. beside that, the increase in food cost percentage is also caused by the decrease of total opening inventory, total inventory available, total closing inventory, or decrease of elements of food adjustment, and net food sales. (2) there is an increase in the cost of standard food cost reconciliation’s elements from the budgeted due to: (a) incompatibility in the processing of food raw materials in the field with standard recipe and standard portion size has been established. (b) market survey and price discrepancy are rarely done by the purchasing and cost control. in ordering goods only based on price list submitted by suppliers, so the price of goods tends to be more expensive and make the level of raw material purchases not in line with the level of food sales revenue. (3) spoil food items are not recorded in detail, so that it will affect the profit from the sale of food. (4) from the results of the one way analysis, it can be stated that the one legian hotel has implemented food cost controls well in may and june because it produced a profit variance, but in july control of food cost was not implemented well because it resulted a loss variance. based on the calculation of the variance of standard and actual food cost reconciliation, as well as the one way analysis, showing an adverse variance, this means that the cost of the company is bigger than the budgeted standard, so (1) the cost controller section should further improve the cooperation with f & b department in this case f & b manager and executive chef, to monitor the use of food items to be processed in accordance with standard recipe and standard portion size. the most important thing to be observed in this case is the meat processing done by the butcher section. (2) the cost controller section should further improve the cooperation with the purchasing to control the purchase price of food items so that the price obtained is the lowest price without reducing the quality of materials that should be used, so that the level of raw material purchases in line with the level of food sales revenue. (3) the cost controller section should increase supervision on the store to minimize the loss of goods and can reduce the percentage of spoil goods. bibliography jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 196 damardjati, r.s. 1995. istilah dalam dunia perhotelan. jakarta: erlangga. dittmer, paul r. dan keefe, j. desmond. 2009. principles of food, beverage & labor cost control ninth edition. usa. john wiley & sons, inc. eko donik setiawan, i wayan. 2013. “analisis tingginya food cost pada restoran waterfall di ayodya resort bali”, skripsi. sekolah tinggi pariwisata bali. heckert, j.b. 2014. controllership. jakarta: erlangga. hesadijaya uttavi, wayan. 2017. “analisis pengendalian food cost pada gtbv hotel & convention bali”; jurnal politeknik negeri bali. marsa arsana, i made. 2007. “analisis pengendalian biaya makanan dan minuman pada rm resort”, jurnal politeknik negeri bali. mulyadi. 1995. akuntansi biaya. edisi 5.unit penerbit dan percetakan sekolah tinggi ilmu manajemen ykpn, yogyakarta. mulyadi. 2005. akuntansi biaya, edisi 6, stie ykpn, yogyakarta. nuada i wayan, 2008. “kemungkinan-kemungkinan penyebab naiknya food and beverage cost percentage sebuah hotel”, ganèç swara media informasi ilmiah universitas mahasaraswati mataram, issn; 1978-0125, hal: 71-75. siregar.dkk. 2014. akuntansi biaya. edisi 2. jakarta: salemba empat. suarsana, nyoman. 2007. siklus pengadaan barang. yogyakarta : graha ilmu. sugiyono. 2015. metode penelitian kuantitatif, kualitatif dan r&d. bandung: alfabeta. wiyasha, ibm. 2007. akuntansi manajemen untuk hotel dan restoran. yogyakarta. penerbit andi. wiyasha, ibm. 2011. f&b cost control edisi 2. yogyakarta. penerbit andi. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 110 evaluation of travel agent’s reservation contribution on the occupancy in pelangi bali hotel and spa ni luh putu sri artini artini1, budi susanto2, i ketut sutama3 123tourism department, politeknik negeri bali email: 1putusriartini123@gmail.com, 2budd2id@yahoo.com, 3tomsutama@gmail.com. abstract offline and online travel agent has important role to improve the hotel room occupancy in order to fill monthly and yearly budget. the purpose of this study is to determine the evaluation of offline and online travel agent’s reservation contribution on the occupancy in pelangi bali hotel and spa. this research is a descriptive statistic research which is presented by statistic tables and data collected by interviewing the sales executive at pelangi bali hotel and spa, observation and documentation. the result showed that the contribution of offline and online travel agent in the last 3 years is unstable each month, this is can showed from the average of offline travel agent contribution on 2015 is 24,05%, on 2016 is 29,93%, and on 2017 is 32,95%, while the average of online travel agent contribution on 2015 is 40,24%, on 2016 is 30,54%, and on 2017 is 40,03%. the comparation between contribution of offline and online travel agent in the last 3 years is not significant, however between reservation from offline and online travel agent, contribution from online travel agent is always increasingly every year. that showed online travel agent contribution gives enhance to the room occupancy more than offline travel agent contribution. keywords: offline and online travel agent, reservation, room occupancy. introduction the developing of tourism industry makes every hotel wants to provide the excellent service than their competitors. in addition to improving the service quality, we need to maximize our marketing strategy to be able to win the tight of competition, by cooperate with offline and online travel agencies. travel agent have an important role to introduce or promote until create of hotel product transaction. travel agent is one of the company who get the revenue by offering and selling product and service to customers, explained by yoeti (2003: 58). travel agent divided into two from its market segment such as: (1) offline travel agent. local travel agent according to the location of the hotel in cooperate with is travel agent that has same location with that hotel. overseas travel agent according to the location of the hotel in cooperate with is travel agent that has location separate with ocean, country and continent from that hotel location (2). online travel is one of travel agent types that selling their product from online. because of using online system this mailto:putusriartini123@gmail.com mailto:2budd2id@yahoo.com mailto:3tomsutama@gmail.com jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 111 travel agent can be used easier to make a room reservation. all of guest need is already on the system like room availability, facilities and etc. pelangi bali hotel and spa is 4-stars hotel that has been established since 2001. this hotel has some departments in its operational and one of the department is sales & marketing department, this department has responsibility to manage all of sales and marketing activity in hotel. sales & marketing department has two sections are ecommerce and reservation. (bagyono, 2012:28) explained that reservation is one of the section on front office department that has responsibility to handle the reservation from the guest who will stay on the hotel, but reservation section in pelangi bali hotel and spa is under the sales & marketing department. one of the responsibility of reservation is handling the reservation from every source including from travel agent. pelangi bali hotel and spa has cooperated with several travel agents both online and offline. there are approximately ten online travel agents in contract with, consisting of agoda, expedia, booking.com, traveloka, tiket.com, asia travel etc. while the offline travel agent in contract with approximately about eighty (80) agents that consisting of asia escape holiday, bali rescentre, flight centre, helloword, gta, hotelbeds, bali excursion and etc. the cooperation between hotel and travel agent loaded in a contract rate which contains of the agreement about room rate, payment policy, cancellation policy, special promo and room allotment policy. this hotel only gives room allotment to twelve travel agents, such as house of travel, qantas holidays, venture holidays, bali tours, flight centre, bali rescentre, asia escape holidays, free style, asia world indonesia, pacto, destination asia and hotelbeds with 65 rooms or 73% allotment from total of 89 rooms. the cooperation with travel agent is one of the strategy to increase the room occupancy in pelangi bali hotel and spa. sugiarto (2004:55) explained that room occupancy is the amount of room occupied compare to the rooms availability. while the hotel occupancy is the room occupancy from a hotel to another hotel, which the data can be used to be the comparison for the business activity. aims of this study are to know the evaluation of offline and online travel agent’s reservation contribution on the occupancy in pelangi bali hotel and spa, and the comparison between both of that contribution sources. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 112 this research hopefully will bring some benefits both theoretically and practically. the benefits to be obtained in this study are: (1) theoretically significance is expected to provide additional information and knowledge in supporting other research and can add the list of bibliography in the academic environment. (2) practically significance is as an inputs and information to the company to be a reference in cooperation with travel agent. methodology bali hotel and spa located in seminyak area on jalan dyana pura. built on 7.870 m2 land, this hotel has total 89 rooms, which consist of 78 superior rooms, 6 deluxe rooms, 4 super deluxe rooms and 1 suite room. the object of this research focused on travel agent’s reservation contribution and spa in order to increase the room occupancy in pelangi bali hotel. operational definition according to in this research are travel agent reservation and room occupancy. travel agent reservation is step to booking the room which is use third party intermediary’s, that is trough travel agent. room occupancy is the amount of room occupied compare to the rooms availability. this research using descriptive statistic in order to know the evaluation about the travel agent’s contribution. sugiono (2011) explained that descriptive statistic to analyze data with describing the original data without purposing to conform any common conclusion to the public or generalization. descriptive statistic data could be served with table, graphic, pie charts, pictogram, calculation mode, median, mean, deciles, percentile, and percentage. kusmayadi (2004: 76) explained that there are two statistical data presentations are: statistic table is the form of data presentation into rows and columns. based on the grouping of data, statistic table classified into classification tables, frequency tables, and contingency tables. graph statistic is the form of data presentation into images/visualization, because the images is an effective way to display enough data. in this form, the images can be diagrams and graphic that consist of pie chart, bar chart, stem and plot diagram, frequency polygon graph, ogive and time series graph. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 113 findings and discussion descriptive statistic has a function to analyze data about a group and explain or create the conclusions about that group only. table 1 descriptive statistics as it is shown in the table above, the study period was 36 periods or the last three years. the average value of offline travel agent is about 786 room with 1466 room standard deviation value, that means if connected with the average of offline travel agent’s reservation will range between 786 rooms ± 1466 rooms. the average value of online travel agent is about 1001 room with 1782 room standard deviation value, that means if connected with the average online travel agent reservation will range between 1001 rooms ± 1782 rooms. while the average value of room occupancy is about 2039 room with 1141 room standard deviation value, that means if connected with the average room occupancy will range between 2039 rooms ± 1141 rooms. n mean std. deviation offline travel agent reservation 36 786.1388889 1466.011369 online travel agent reservation 36 1001.027778 1781.892627 room occupancy 36 2039.583333 1140.593267 valid n (listwise) 36 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 114 table 2 contribution of offline travel agent’s reservation on the occupancy in pelangi bali hotel and spa in table 2, it is clearly shown that the contribution of offline travel agent’s reservation is rather extreme throughout the year. the highest contribution in 2015 is in july with 892 rooms and the lowest contribution is in november about 349 rooms. based on data of table 2, the average of room occupancy in pelangi bali hotel and spa is 1.952 rooms, while the average of offline travel agent’s reservation is 652 rooms or 24,05%. during 2015 there are 72 types of offline travel agent that give their contribution, and the highest contribution is qantas holiday/helloworld which is australia/new zealand agent with contribution about 1.342 rooms, while the lowest contribution coming from gaya bali and nuansa bali tour which domestic agent with severally only 1 room contribution. in 2016 the highest contribution is in july with 1.182 rooms and the lowest contribution is in february with about 459 rooms. based on data of table 2, the average jan feb mar apr may jun jul aug sep oct nov dec average offline travel agent reservation (room) 675 538 642 567 678 860 892 725 705 669 349 522 652 room occupancy 2154 1835 2208 1799 2056 2217 2318 2344 2046 1926 1104 1304 1952 percentage 24.47% 21.59% 23.27% 21.24% 24.57% 32.21% 32.33% 26.28% 26.40% 24.25% 13.07% 18.92% 24,05% offline travel agent reservation (room) 601 459 663 513 680 991 1182 1051 1037 1002 922 662 814 room occupancy 1459 1166 1609 1244 2097 2292 2566 2568 2393 2375 1845 1688 1942 percentage 21.78% 17.78% 24.03% 19.21% 24.65% 37.12% 42.84% 38.09% 38.84% 36.32% 34.53% 23.99% 29,93% offline travel agent reservation (room) 1068 767 966 679 842 1093 1135 713 1143 920 692 689 892 room occupancy 1919 1716 1960 1930 2265 2489 2570 2625 2443 2369 1928 1469 2140 percentage 38.71% 30.78% 35.01% 25.43% 30.52% 40.94% 41.14% 25.84% 42.81% 33.35% 25.92% 24.97% 32,92% 2015 2016 2017 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 115 of room occupancy in pelangi bali hotel and spa is 1.942 rooms, while the average of offline travel agent’s reservation is 814 rooms or 29,93%. during 2016 there are 72 types of offline travel agent that give their contribution, and the highest contribution from flight centre which australia/new zealand agent with 3,757 rooms, while the lowest contribution coming from catur lintas wisata, destination asia, indonesia here, and panca sari which is domestic agent and ctrip which asia/japan agent with severally only 1 room contribution. the highest contribution in 2017 is in september with 1.143 rooms and the lowest contribution is in april with about 679 rooms. based on the data, the average of room occupancy in pelangi bali hotel and spa is 2.140 rooms, while the average of offline travel agent’s reservation is 892 rooms or 32,95%. during 2017 there are 61 types of offline travel agent that give their contribution to the room occupancy, and the highest contribution coming from hotelbeds which europe agent about 4.951 rooms, while the lowest contribution coming from allindo dewata/alliance, bat solotour & travel and expedition indonesia which domestic agent with severally only 1 room contribution. the decrease and increase factors of the number tourist visited through offline travel agent because there is an issue in tourist destination region like the threat of natural disasters. on 2015 raung mountain was erupted that resulted in three airports forced to close. the airports were blimbingsari airport located on banyuwangi district, notohadinegoro airport on jember and ngurah rai international airport, many tourists couldn’t come to bali and also many reservations are cancelled at that time, this situation have an impact on the decrease of room occupancy in pelangi bali hotel and spa (liputan 6.com). beside raung mountain, on the last of 2017 actually on 25 september 2017 agung mountain was erupted (kompas.com), because of the news was quickly spread then many countries make travel warning to come to bali, this situation makes many reservations are cancelled and also have an impact to decrease of room occupancy in pelangi bali hotel and spa jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 116 table 3 contribution of offline travel agent’s reservation on the occupancy in pelangi bali hotel and spa as the data of table 3 showed the contribution of online travel agent’s reservation is rather extreme throughout the year. the highest contribution in 2015 is in march with 1.497 rooms and the lowest contribution is in november with about 331 rooms. the average of room occupancy in 2015 is 1.952 rooms, while the average of online travel agent’s reservation is 1.089 rooms or 40,24%. during 2015 there are 11 types of offline travel agent that give their contribution, and the highest contribution from booking.com with contribution 4.604 rooms, while the lowest from traveloka with 5 room contribution. in 2016 the highest contribution is in august with 1.204 rooms and the lowest contribution is in february with about 437 rooms. based on the data, the average of room occupancy in pelangi bali hotel and spa is 1.942 rooms, while the average of online travel agent’s reservation is 830 rooms or 30.54%. during 2016 there are 10 types of online travel agent that give their contribution, and the highest contribution from jan feb mar apr may jun jul aug sep oct nov dec average online travel agent reservation (room) 1361 1247 1497 1153 1260 1275 1211 1412 937 864 331 519 1089 room occupancy 2154 1835 2208 1799 2056 2217 2318 2344 2046 1926 1104 1304 1952 percentage 49.33% 50.04% 54.97% 43.18% 45.67% 47.75% 43.89% 51.18% 35.09% 31.32% 12.40% 18.81% 40.24% online travel agent reservation (room) 568 473 674 582 1086 973 1026 1204 916 971 691 791 830 room occupancy 1459 1166 1609 1244 2097 2292 2566 2568 2393 2375 1845 1688 1942 percentage 20.59% 18.98% 24.43% 21.80% 39.36% 36.44% 37.19% 43.64% 34.31% 35.19% 25.88% 28.67% 30.54% online travel agent reservation (room) 746 836 871 1042 1178 1194 1305 1724 1130 1311 1043 635 1085 room occupancy 1919 1716 1960 1930 2265 2489 2570 2625 2443 2369 1928 1469 2140 percentage 27.04% 33.55% 31.57% 39.03% 42.70% 44.72% 47.30% 62.49% 42.32% 47.52% 39.06% 23.02% 40.03% 2015 2016 2017 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 117 booking.com with contribution 4.446 rooms, while the lowest from tiket.com and asia travel are with severally only 1 room contribution. in 2017 the highest contribution is in august with 1.724 rooms and the lowest contribution is in december with about 635 rooms. based on the data, the average of room occupancy in pelangi bali hotel and spa is 2.140 rooms, while the average of online travel agent’s reservation is 1.085 rooms or 40,03%. during 2017 there are 7 types of online travel agent that give their contribution, and the highest contribution from booking.com with contribution 7.329 rooms, while the lowest from hotel travel.com with 5 room contribution. table 4 comparison between contribution of offline and online travel agent’s reservation on the occupancy in pelangi bali hotel and spa offline travel agent reservation (room) online travel agent reservation (room) room occupancy 2015 652 1089 1952 2016 814 830 1942 2017 892 1085 2140 the contribution of offline and online travel agent on the room occupancy at pelangi bali hotel and spa have increased and decreased every month as showed from the table 4 above. offline travel agent’s reservation on 2015 based on the average of the room occupancy about 652 room (24,05%), while the contribution of online travel agent’s reservation about 1.089 rooms (40,24%). as showed from the comparison, online travel agent contribution is more than offline travel agent contribution on 2015. the contribution of offline travel agent’s reservation on 2016 based on the average of the room occupancy about 814 room (29,93%), while the contribution of online travel agent’s reservation about 830 rooms (30,54%). as showed from the comparison, the result is same like on 2015 that online travel agent contribution is more than offline travel agent contribution on 2016. in 2017, contribution of offline travel agent’s reservation based on the average of the room occupancy about 892 room (32,95%), while the contribution of online travel jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 118 agent’s reservation about 1.085 rooms (40,03%). as showed from the comparison, the result is same like on 2015 and 2016 that online travel agent contribution is more than offline travel agent contribution on 2017 based on the discussion about comparison of offline and online travel agent’s reservation, online travel agent contributes the highest contribution, even though offline travel agent has an allotment every day about 65 rooms (73% from 89 rooms total in pelangi bali hotel and spa. conclusion and suggestion evaluation of offline travel agent contribution on the room occupancy at pelangi bali hotel and spa have increased and decreased every month in three last years, and the highest contribution is on 2017 and the lowest on 2015. evaluation of online travel agent contribution on the room occupancy at pelangi bali hotel and spa have increased and decreased every month in three last years also, and the highest contribution is on 2015 and the lowest on 2016. the comparison between offline and online travel agent contribution on the room occupancy at pelangi bali hotel and spa is not too high, however the contribution of online travel agent is always increasing every year, it showed that online travel agent has high contribution than offline travel agent on the room occupancy at pelangi bali hotel and spa. suggestions which could be considered by the hotel are expanding cooperation network with offline or online travel agent, reduce the room allotment from offline travel agent to maximize the room sales through hotel website and other travel agencies. bibliography bagyono. 2012. teori dan praktek hotel front office (hotel front office theory and practically). bandung: pearson alfabeta. budhiana, nyoman. gunung agung kembali meletus semburkan asap setinggi 2500 meter. available from: https://regional.kompas.com/read/ 2017 /12/23 /12052721 /gunung-agung-kembali-meletus-semburkan-asap-setinggi -2500-meter. date accessed: 08 june 2018. kusmayadi. 2004. statistika pariwisata deskriptif (descriptive tourism statistic). jakarta: pt gramedia pustaka utama. https://regional.kompas.com/read/%202017%20/12/23%20/12052721%20/gunung-agung-kembali-meletus-semburkan-asap-setinggi%20-2500-meter https://regional.kompas.com/read/%202017%20/12/23%20/12052721%20/gunung-agung-kembali-meletus-semburkan-asap-setinggi%20-2500-meter jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 119 sugiarto, endar. 2004. operasional kantor hotel (hotel front office operationals). jakarta: pt gramedia pustaka utama. sugiyono. 2011. metode penelitian administrasi (administrative research method). bandung: alfabeta. yoeti. 2003. “tours and travel marketing”. jakarta: pradnya paramita. yulianingsih, tanti. 2018. “gunung raung kembali meletus, 3 bandara kembali ditutup lagi”. available from https://www.liputan6.com/news/read/ 2277164 /gunungraung-kembali-meletus-3-bandara-ditutup-lagi. date accessed: 08 june 2018 https://www.liputan6.com/news/read/%202277164%20/gunung-raung-kembali-meletus-3-bandara-ditutup-lagi https://www.liputan6.com/news/read/%202277164%20/gunung-raung-kembali-meletus-3-bandara-ditutup-lagi jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 262 handling guest complaints due to human error in the jayakarta bali beach resort residence and spa ni nyoman rena yani 1 , ni gst nym suci murni 2 , dewa made suria antara 3 123 tourism department, politeknik negeri bali e-mail: 1 renayani6@gmail.com , 2 dwsuria@yahoo.com, 3 gustinymsucimurni@pnb.ac.id abstract this study aims to know the kind of guest’s complaints, and find out to handle the guest’s complaint at the jayakarta bali beach resort residence and spa. this research focuses to complaints of human error, that was happened in all department and noted in log book from january until december of 2017. this study used qualitative approach and data collecting used are interview to (duty manager, front office manager, assistant of front office manager, food & beverage manager, houskeeper, staff), observations, and documentations. the technique of data analysis is qualitative analysis, with detail processed of data reduction; presentation, and verification/conclusion. the result shows (1) complaints on 2017 are 51 complaints handled by duty manager, front office manager, assistant front office manager, guest relation officer and supervisor’s restaurant . (2) listen to all complaints guests attentively, apologized first to a guest concerned, ask the complaint that the party/staff related, explain about for guests concerned about the truth the incident, providing services full for into the hotel, and give complimentary based on levels of complaint that has happened to guests. keywords: hotel, guests, handling complaints, human error introduction the jayakarta bali beach resort residence and spa is a four star hotel. it located at werkudara street, legian village, badung regency, bali province. this is hotel was build at 1983 and then operated untill now. during the period of it’s operation, the hotel certainly has the competitiveness is very strong so the hotel can survive until today with a characteristic that is owned. the distinctive feature of the hotel that is still using a unique architecture. this hotel had a strategic location, that is on the edge of legian beach, then the guest can enjoy the sunset on their mailto:1renayani6@gmail.com mailto:3%20dwsuria@yahoo.com mailto:gustinymsucimurni@pnb.ac.id jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 263 stay. there are room occupancy and the number of guests staying at the jayakarta hotel resort & spa from 2013 until 2017. table 1 guests at the jayakarta bali beach resort, residence and spa. year 2013 2014 2015 2016 2017 room occupancy 80.87 71.42 73.47 93.13 92.79 the number of gueast’s overnight 152.683 118.317 139.501 567.831 42.500 source: the jayakarta bali beach resort residence & spa table1 shows that the occupancy rate of rooms in the jayakarta resort & spa has decreased in the years 2013 to 2014, and in 2016 to 2017. the results of the initial interview conducted by the researcher with the speakers i gusti bagus bajra suastika as the assistent manager at the jayakarta bali beach resort residence and spa. causes of the decline in room occupancy in 2013 to 2014, due to complaints from guests. the complaints that occur due to declining service quality and the guest disappointed with the services given by employees of the jayakarta bali beach resort residence and spa. another case of a decrease in occupancy that occurred in 2016 to 2017 due to rooms improvements by the hotel. but, that improvements make the guests feel not too comfortable, resulting in a complaint made by a guest. however, the most dominant which causes a decrease in the occupancy rate of rooms that complaint. in the hospitality industry, tourist is the most important element or key element (wardiyanta, 2010: 55),. other elements are the attractions and facilities as well as tourism infrastructure. the implementation of tourism activities depends on the interaction between tourists and attractions, which are supported by a wide range of facilities and infrastructure of tourism. as has been known, tourist is often referred to by the term ”guest”, more travelers are using hotel facilities. it can be seen from the opinion of lestari, et al (2015: 8), guest is people who has different expectations, which is always evolving and can not be generalized to each jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 264 other, so that the employees of the hotel should be able to create a service that is desired by the guests that are variegated. in this research will used “guests”, and used the domestic tourists and foreign tourists as the research object. in providing services to the guests, there are a few things not perfect in it’s delivery. that imperfection will lead to grievances or complaints expressed by guest. indriyani and mardiana (2016: 5), stated that the complaint is simply, complaints can be interpreted as an expression of dissatisfaction or disappointment. according to sihite (2005: 153), the form of a complaint, guests (guest complaint), can be differentiated into four namely; (a) mechanical problem, (b) attitudinal problem, (c) service related problems, (d) unusual complaint. it can be concluded that the grievance or complaint is an expression of dissatisfaction that is felt by the customers or guests. in some hotels, complaints caused by human activity or human error are common. human error is a failure to complete a task or job specific (perform an action that is not permitted) that may cause disruption to the operating schedule or result in damage of objects and equipment, dhilon (in andoyo, sarwinto and zahman), (2015: 10). basically there is a classification of the causes of the occurrence of human error as following; (a) system induced human error, (b) design induced human error, (c) pure human error. as for the causes of human error that occurs can be divided into; (a) causes the primer, (b) causes of managerial, (c) causes of global. guest complaints should be handled with serious and meticulous in order not to happen again. according to sujatno (2008: 118) complaint handling is a problem depends on the current situation. there are some things that can be used as guidelines in the handling guest complaints; (1) listen to all the complaints of the guests with full attention, (2) seek to accept it in quiet, (3) sense the position of the property at that time, (4) considering always a self-esteem property, (5) concentrate attention on the subject matter, not on the person of the person, (6) make notes, (7) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 265 speak to the guests and what things can be done at that time, (8) gives an overview of the time required, (9) completion. research methods the research method used in this research is a qualitative method. types and sources of data used in this research namely; (1) the qualitative data in this research are data of complaints recorded in the log book and interviews as well as observations made by the researcher. (2) quantitative data in this research that the number of visits stays and number of guests complaints in the jayakarta bali beach resort, residence and spa. the source of the data used in this study are; (1) primary data in this research obtained through the interview process directly with duty manager, front office manager, assistant of front office manager, food & beverage manager, houskeeper, as well as people concerned about the process of handling complaints at the jayakarta bali beach resort residence and spa on the problems examined. (2) the secondary data is used in this study, such as: general overview, object of research and about the complaint that was in the hotel, forms of complaint that ever happened at the hotel the jayakarta resort, residence and spa in accordance with the needs in this study. data collection techniques used in this study as follows; (a) techniques of interviews conducted with duty manager, front office manager, assistant of front office manager, food & beverage manager, houskeeper, as well as people concerned about the process of handling complaints at the jayakarta bali beach resort residence and spa, (b) observation techniques, (c) documentation. the data analysis technique used in this research is the analysis of qualitative data. qualitative data analysis is inductive, that are an analysis based on the data obtained, further developed into a hypothesis. data analysis in qualitative research carried out since before entering the field, in the field, and after in the field (sugiyono, 2016: 244). jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 266 results and discussion the form of complaint at the jayakarta bali beach resort residence and spa is taken from january 2017 until december 2017 with the number of 72 complaints of human error, but in this research, the researcher used 24 complaints from 72 complaints. the complaint that has happened in the jayakarta bali beach resort residence and spa namely; complaint in january 2017 consisting of three complaint; (1) mistakes in the provision of information provided by the reception additional staff on medical expenses hotel, (2) a mistake while driving visitors to the, (3) reservation new staff wrong to provide extra bed price for guests. guest complaint in february 2017 consisting of three complaints; (1) guests was troubled because one of staff on the back of counter laughs too hard, (2) air conditioning (ac) contained in the visitors room damaged, (3) guests asked to built by means of wake up call at 6.00. in march 2017 consisting of three complaint; (1) when asked about guest demand that he had made (one connective) flowers left in the when they check out, (2) absence of informed about vip guest, (3) complaint due to information from his acceptance by reservation. in april 2017 consisting of three complaints; (1) mistake in the room do by the reception, (2) when take a guest check in, by the bellboys wrong when he saw number the visitors room, (3) a waiter wrong in delivering food to the table guests. in may 2017 consisting of three complaint; (1) the mistake of the reception of the demand for which it done by a guest, (2) an error in the provision of information regarding the payment room, (3) errors caused by by gardener. in june 2017 consisting of two complaint; (1) guests ask to built by means of wake up call at 6.30 am, (2) at the time of the breakfast, staff in restaurant look not so sake of guests. in july 2017 consisting of three complaint; (1) guests order boil egg, but boil egg is not so long in coming, jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 267 (2) errors caused by by houskeeping at the time of mopping, (3) a mistake while the process of check in. in august 2017 consisting of three complaint; (1) mistake in providing information from the reception about the taxi, (2) lack of confirmation done by sales marketing against parties whole saler on the type bed ordered, (3) guests see staff on restaurant bergerombolan talk and laughed. in september 2017 consisting of three complaint; (1) guests reservations near pool, (2) guests informed she when using safety box, (3) wake up call in the desired time by guests. in october consisting of four complaint; (1) complaint that occurs a result of misinformation at the reservation, (2) the mistake by staff reception in relation to provide information check out, (3) delay delivery laundry guests, (4) mistake bellboys in providing information on the/location to taxi driver. in november 2017 consisting of four complaint; (1) mistakes do sales marketing, (2) request the twin but one at a guest check in get a deluxe room, (3) too long in delivering food to the visitors room and service from room service less well, (4) the improvement in block 300. in december 2017 consisting of four complaint; (1) the mistake reservation, (2) a fault committed by gro about the lack of thoroughness in check honeymoon order, (3) request double bed but i get single bed, (4) request with a view of the pool , but rooms are obtained not in accordance . complaint that occurs in the jayakarta bali beach resorts residence and spa can be classified according to the forms of complaint which are based on the opinion of sihite (2005). as for the form of the complaint every month among others to (1) complaint that occurs in january 2017, there are three complaint who could be classified as in the form of service related the problem. (2) complaint that occurred in february 2017 , there are three complaint who could be classified as in the form of service related problem for one complaint is considered to be in the form of attitudional the problem. (3) complaint on march 2017, there are three complaint who could be classified as in the form of service related the problem. (4) complaint that occurs in april 2017, there are jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 268 three complaint who could be classified as in the form of service related the problem. (5) complaint that occurs in may 2017, there are three complaint who could be classified as in the form of service related the problem. (6) complaint that occurs in june 2017, there is one complaint who could be classified as in the form of service related problem for one complaint is considered to be in the form of attitudional the problem. (7) complaint that occurs in july 2017, there are three complaint who could be classified as in the form of service related the problem. (8) complaint that occurs in august 2017, there are three complaint who could be classified as in the form of service related the problem. (9) complaint that occurs in september 2017, there are three complaint who could be classified as in the form of service related the problem. (10) complaint on october 2017, there are four complaint who could be classified as in the form of service related the problem. (11) complaint that occur in november 2017, there are four complaint who could be classified as in the form of service related the problem. (12) complaint that occurs in december 2017, there are four complaint who could be classified as in the form of service related the problem. on the basis of explanation from sihite (2005), it can be seen that complaint in the form of service related the problem as much as 21 times, while complaint in the form of attitudional the problem as much as twice in 2017. so as to form complaint that occur most frequently in the year 2017 in the jayakarta bali beach resorts residence and spa is service related the problem. the reason of complaint by interview to i gede herry with receipts, hari saleh, and nyoman darsana (as manager) follow up to. because the request for special guests request not done. so it can be concluded that lack of communication between staff at the time of the turn of the shift so that special request of guests could not be performed well. process of handling complaint done by duty manager, front office manager, guest relation officer, and supervisor restaurant, we can jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 269 conclude that; (1) listen to all complaints guests attentively, (2) apologized first to a guest concerned, (3) ask the complaint that the party/staff related, (4) explain about for guests concerned about the truth the incident, (5) providing services full for into the hotel, (6) give complimentary based on levels / the level of complaint that has happened to a guest, so that the feel are rewarded with their stayed at the hotel . conclusions and suggestions based on discussion on handling complaint guests due to human error in the jayakarta bali beach resorts residence and spa, from the form of complaint that occur between other complaint in the form of service related the problem that happened 21 times, while complaint in the form of attitudional the problem happened twice in 2017. complaint guests which occurs because the request guests (special request) has not done, and lack of communication between staff at the time of the shift so that special request of guests can not be done well. can be concluded a handling process complaint namely (1) from all complaints guests with concerns. (2) apologized first to a guest that is concerned. (3) ask scene the complaint to the/staff related. (4) explained repeated to a guest that is concerned about the truth the incident. (5) providing services full of for stayed at the hotel. (6) giving complimentary based complaint level that has happened to a guest, that the guests feel are rewarded with their stayed at the hotel. suggestion that can be given: (1) to all employees of the jayakarta bali beach resort residence and spa in order to increase a sense of responsibility and his involvement in terms of overhandling job to staff who worked on the next. (2) to all employees to undergo a job in accordance with the soup in the jayakarta bali beach resort and spa residence. (3) to the hotel to hold training hours with about sop be provided to the staff, and give directions clear and right about sop prevailing, job desk in every department, and basic knowledge. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 270 acknowledgments we thank to ida sang hyang widhi wasa (the almighty god) over the smooth way in resolving this research. gratitude is also given to wayan puger and nengah jangin (parents) who gave moral support, and the supervising lecturers dr. i gede mudana, m.si and drs. dewa made suria antara, m.par, and collagues of tourism bussiness management of politeknik negeri bali. references bagyono. 2014. pariwisata dan perhotelan. jakarta: alfabeta. indriyani, susi; mardiana, selvy. 2016. “pengaruh penanganan keluhan (complaint handling) terhadap kepercayaan dan komitmen mahasiswa pada perguruan tinggi swasta di bandar lampung”. jurnal bisnis darmajaya, vol.2 no.0. lucky, andoyo w; sardono, sarwito; and badrus zaman. 2015. “analisis human error terhadap kecelakaan kapal pada sistem kelistrikan berbasis data di kapal”, jurnal teknik its vol. 4, no. 1, (2015) issn: 2337-3539. sihite richard. 2005. front office. bandung: penerbit sic. sugiyono. 2016. metode penelitian manajemen. bandung: alfabeta. sujatno bambang.2008. hotel courtesy. yogyakarta: penerbit cv. andi offset. utami nining lestari, wiwin agustian, marlindawati. 2015. “peranan doorgirl dalam menciptakan pelayanan tamu hotel aryaduta palembang”. palembang: jurnal-tata-cd. wardiyanta. 2010. metode penelitian pariwisata. yogyakarta:cv andi offset. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 160 implementation of advertising and personal selling to increase room occupancy at the trans resort bali ida ayu putu jeni cahyani1, budi susanto2, i putu astawa3 123tourism department, politeknik negeri bali email: 1dayujeni@gmail.com, 2budd2id@yahoo.com, 3putuastawa1@pnb.ac.id. abstract this research has been done to observe the implementation of advertising and personal selling at the trans resort bali and the effect to increase room occupancy. independent variables used in this research are advertising (x1) and personal selling (x2), while the dependent variable is the room occupancy (y). the data which is used in this research are the primary data and secondary data. the primary data is by conducting interview with sales and marketing staff, and the secondary data is the cost of advertising, personal selling and the room occupancy. data collection method which is used in this research are observation, interview, and documentation. as for data analysis technique used is multiple linear regression to explain the effect of advertising and personal selling to increase room occupancy at the trans resort bali, and further processed by using spss 17. the advertising that has been done at the trans resort bali are print advertising through flyer, newspaper and printed magazine, electronic advertising through tv channel, radio broadcast, and internet media, outdoor advertising through billboard, and specialty advertising through souvenirs such as pen, calendar, luggage tag, sport towel, and sales kit. the implemented personal selling activities that have been done are sales call to various travel agents, and domestic or foreign sales trip. the results of this research indicate that simultaneously and partially, both of the independent variables have a positive effect to the room occupancy. based on the spss calculation in multiple determination analysis, the value of determination coefficient is 76,9%. it means the contribution of advertising (x1) dan personal selling (x2) is 76,9% to the room occupancy, while 23,1% can be influenced by the other factors not included in this research. keywords: advertising, personal selling, room occupancy. introduction the increasing number of tourist arrivals that currently occur causes the business competition is also increased tightly, especially in the accommodation or hospitality industry, which is characterized by the increasing number of hotel development in bali. seminyak area becomes one of the area with a lot of construction of various hotel types, ranging from 3-star, 4-star to 5-star hotels which compete each other to offer a variety of products, services, and excellent facilities to attract tourists. seeing the intense competition in the hospitality industry, the hotel management also perform various marketing activities including promotion. in the research of rahadian, et al (2013: 777) argued that, the more intense the competition in the hospitality services, promotion is a way to attract consumers to the products offered. as has mailto:1dayujeni@gmail.com mailto:1dayujeni@gmail.com mailto:budd2id@yahoo.com mailto:3putuastawa1@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 161 been known that the success of a company in achieving the goals and objectives of the company is strongly influenced by the ability of the company to market its products to the consumer. this promotion is also expected to seize, maintain, as well as to increase sales volume. in conducting promotions, hotel management can implement five main components of the promotional mix according to kotler (2005: 264) such as advertising, personal selling, sales promotion, public relations and publicity, and direct marketing. one of the 5-star hotel in seminyak area that apply this promotional mix concept is the trans resort bali. this hotel which is located on jalan sunset road was established since 2014 ago. as one of the newly established 3-year accommodation providers, this is a challenge for marketing management at the trans resort bali to achieve their goals by applying various promotional activities to reach the market and enhance the competitiveness of the hotel business. from a variety of promotional mix activities, advertising and personal selling are promotional activities that require a lot of money. according to tjiptono quoted by sandy, et al. (2014: 3), advertising is one of the most used promotional forms of the company in promoting its products, at least this can be seen from the amount of advertising budget that each company spends on the resulting brands. advertising activities at the trans resort bali start from advertising through print media such as brochures or flyers, newspaper and printed magazine, then through electronic media such as broadcast on tv, radio, and internet media. outdoor advertising is done installing billboards in various strategic places. specialty advertising is also done in the form of souvenirs. according to daryanto (2011), personal selling is a promotional activity conducted between individuals who often meet face-to-face aimed at creating, improving, mastering or maintaining mutually beneficial exchange relations between both parties. personal selling activities at the trans resort bali is done through sales call and sales trip activities to several travel agents or corporates either domestic or abroad. any expenses which used for the promotional activities above is done in the hope of increasing the room occupancy at the trans resort bali. here is the room occupancy at the trans resort bali for the last 36 months from 2015-2017. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 162 table 1 room occupancy at the trans resort bali on 2015-2017 month room occupancy (%) 2015 2016 2017 january 33.24 87.77 67.03 february 32.65 73.24 65.76 march 36.49 82.29 71.74 april 37.16 77.40 75.95 mei 60.53 82.33 86.12 june 75.59 92.02 91.47 july 78.18 74.37 86.17 august 62.02 73.57 89.26 september 83.70 88.89 82.82 october 72.49 80.29 63.56 november 62.14 68.38 66.68 december 75.47 64.63 40.90 average 59.14 78.77 73.95 growth 19.63 -4.81 source: sales & marketing department, the trans resort bali, 2018. based on table 1, it can be seen that during the first 3 years since the trans resort bali opened, the hotel began its career with room occupancy of 59.14% in 2015. in 2016, the trans resort bali increased its room occupancy quite significant become 78.77%. then the decrease in room occupancy occurred in the year 2017 that is equal to 73.95%. in connection with that matter, it is important for the sales and marketing management at the trans resort bali to evaluate the promotional activities of advertising and personal selling that have been applied, and how the effect of the implementation of promotional activities that issued a number of these costs to the room occupancy at the trans resort bali. based on the background of problems that have been described above, the purpose of this research is to find out the implementation and the effect of advertising and personal selling activities in increasing the room occupancy at the trans resort bali. methodology the research was conducted in one of bali's five-star hotels, the trans resort bali, which is located at jalan sunset road, kerobokan kelod, north kuta, badung regency. the object of this research is the implementation of advertising and personal selling to increase the room occupancy in the trans resort bali. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 163 in this research there are two promotional activities that become research variables, such as advertising (x1) and personal selling (x2), while the dependent variable is the room occupancy (y). (1) advertising (x1) in this research is all of the promotional activities which is consist of print advertising, electronic advertising, outdoor advertising and specialty advertising. (2) personal selling (x2) in this research is all the form of sales call or sales trip activities. (3) room occupancy (y) in this research is the percentage of sold rooms compared with the total number of rooms capable for sale. the data which is used in this research are the primary data and secondary data. the primary data is by conducting interview with sales and marketing staff, and the secondary data is the cost of advertising, personal selling and the room occupancy. data collection method which is used in this research are observation, interview, and documentation. data analysis technique used in this research are classic assumption test, hypothesis test (t-test and f-test), multiple linear regression, multiple determination analysis, partial correlation analysis, multiple correlation analysis, and statistical analysis test of standardized coefficients beta. findings and discussion the implementation of advertising to increase room occupancy the printed advertising which applied by the trans resort bali are brochure, flyer, newspaper and magazine. the distribution is done through sales calls, site inspection activities, or at certain events such as exhibitions. in addition to the flyer in hardcopy form, flyers are also sent in the form of e-flyers to all travel agent and corporate database owned by sales team. other media which used are newspaper and magazine, whether published daily, monthly or yearly. for example, tribun bali, tribun makassar, tribun bandung, bali post, jakarta post, the yak magazine, now bali, etc. electronic advertising and internet media is done through tv broadcast and radio, as well as through websites and social media like facebook, instagram, twitter, and youtube. outdoor advertising by installing billboards is also done in various strategic places. specialty advertising activities is done through the distribution of souvenirs in the form of pens, calendars, luggage tags, sport towel, and sales kits are also made through room amenities provided in-room for in-house guests, sales call activities to travel agents or other companies, and when the hotel attended a certain event. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 164 the implementation of personal selling to increase room occupancy personal selling activity is done through sales call and sales trip to travel agents, corporate, government, and other types of companies either domestic or abroad. this activity is done individually by sales person based on their target market. the target of sales call and sales trip activities are divided into two, namely mice and leisure. sales trips are usually conducted periodically in each year according to the budget that has been determined. while the sales call activity is done regularly periodically, which is to visit 8 10 accounts per week per sales person. the things to do during the sales call or sales trip are to discuss the business being owned by the travel agent, the market trends of the last period, negotiate and decide what strategies and tactics will be planned in the future, and so on. the effect of advertising and personal selling to increase room occupancy table 2 t-test result there is a partial positive influence between advertising to room occupancy at the trans resort bali. this is evidenced from the results of the t-test for advertising variable (x1) where the value of tcount is equal to 2.314 while the value of ttable is 2.03452, with tcount > ttable, which means ho is rejected, and it indicates there is indeed a partially positive effect between advertising (x1) to room occupancy (y) at the trans resort bali. there is a partial positive influence between personal selling to room occupancy at the trans resort bali. this is evidenced from the results of the t-test for personal selling variable (x2) where the value of tcount is equal to 4.616 while the value of ttable is 2.03452, with tcount > ttable, which means ho is rejected, and it indicates there is indeed a partially positive effect between personal selling (x2) to room occupancy (y) at the trans resort bali. source: results of spss data processing, 2018 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) -37.485 14.168 -2.646 .012 advertising 6.275 2.711 .308 2.314 .027 personal selling 3.672 .795 .615 4.616 .000 a. dependent variable: tingkat hunian kamar jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 165 table 3 f-test result there is a simultaneous positive influence between advertising and personal selling to room occupancy at the trans resort bali. this is evidenced from the results of the f-test for advertising (x1) and personal selling (x2) where the value of fcount is equal to 54.973 while the value of ftable is 3.28, with fcount > ftable, which means ho is rejected, and it indicates there is indeed a simultaneous positive effect between advertising (x1) and personal selling (x2) to room occupancy (y) at the trans resort bali. table 4 multiple determination analysis result the amount of influence of the implementation of advertising and personal selling activities to room occupancy based on multiple determination analysis that is obtained r square value of 0.769 or 76.9%. that means, the contribution of promotion cost variable through advertising and personal selling to room occupancy is 76.9% while the rest of 23,1% influenced by other factors which is not included in this research like other promotion mix variable such as sales promotion, public relations and publicity, and direct marketing or other factors that can affect the room occupancy such as the influence of season, natural disasters, and so on. source: results of spss data processing. 2018 source: results of spss data processing. 2018 anovab model sum of squares df mean square f sig. 1 regression 7420.786 2 3710.393 54.973 .000a residual 2227.341 34 67.495 total 9648.127 36 a. predictors: (constant), personal selling, advertising b. dependent variable: tingkat hunian kamar model summaryb model r r square adjusted r square 1 .877a .769 .755 a. predictors: (constant), personal selling, advertising b. dependent variable: tingkat hunian kamar model summaryb model r r square adjusted r square std. error of the estimate 1 .877a .769 .755 8.21554 a. predictors: (constant), personal selling, advertising b. dependent variable: tingkat hunian kamar jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 166 the most dominant variable between advertising and personal selling table 5 statistical analysis test of standardized coefficients beta result the variables between advertising (x1) and personal selling (x2) which have the most dominant influence in increasing the occupancy of the room (y) in the trans resort bali, based on the value of standardized coefficients beta produced, where advertising (x1) yields a value of 0.308 while the value of personal selling (x2) is 0.615. it can be concluded that the personal selling variable (x2) is the variable that has the highest value and becomes the variable with the most dominant influence to the room occupancy (y) at the trans resort bali. conclusions based on the discussion and analysis that has been done, there are several things that can be concluded, such as: (1) there are four types of advertising which applied by the trans resort bali. they are print advertising through brochure, flyer, newspaper and magazine; electronic advertising through broadcast tv and radio, websites and social media; outdoor advertising by installing billboards in various strategic places; and specialty advertising activities is done through the distribution of souvenirs in the form of pens, calendars, luggage tags, sport towel, and sales kits. while, there are two types of personal selling which applied by the trans resort bali. they are sales call and sales trip. these activities is done through promotion to travel agents, corporate, government, and other types of companies either domestic or abroad. (2) there is a partial positive influence between advertising to room occupancy at the trans resort bali. this is evidenced from the results of the t-test for advertising variable (x1). there is a partial positive influence between personal selling to room occupancy at the trans resort bali. this is evidenced from the results of the t-test for personal selling variable (x2). there is a simultaneous positive influence between advertising and source: results of spss data processing 2018 coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) -37.485 14.168 -2.646 .012 advertising 6.275 2.711 .308 2.314 .027 personal selling 3.672 .795 .615 4.616 .000 a. dependent variable: tingkat hunian kamar jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 167 personal selling to room occupancy at the trans resort bali. this is evidenced from the results of the f-test for advertising (x1) and personal selling (x2). the contribution of promotion cost variable through advertising and personal selling to room occupancy is 76.9% while the rest of 23,1% influenced by other factors which is not included in this research like other promotion mix variable such as sales promotion, public relations and publicity, and direct marketing or other factors that can affect the room occupancy such as the influence of high and low season, natural disasters, and so on. (3) personal selling variable (x2) is the variable that has the highest value and becomes the variable with the most dominant influence to the room occupancy (y) at the trans resort bali. this is evidenced from the results of the statistical analysis test of standardized coefficients beta. based on the results of the discussion, analysis, and observation during trainee period (pkl) for six months at the trans resort bali, there are several suggestions that can be submitted to the management of the trans resort bali. the management of the trans resort bali should review the implementation of advertising and personal selling to increase room occupancy. because based on this research, promotion cost especially for advertising still give a low effect to room occupancy. promotional costs incurred for advertising can be allocated to other forms of advertising that are more effective. for example, printing brochures and flyers can be further suppressed and diverted with the use of e-flyers that utilize internet technology, will certainly be more cost-effective, more easily stored and remembered by the client. sales call and sales trip activities which conducted by the trans resort bali can also be more managed and scheduled with more structured, with more developing business and cooperation to travel agents or other companies. bibliography daryanto. 2011. sari kuliah manajemen pemasaran. bandung: pt. sarana tutorial nurani sejahtera. kotler, philip. 2005. manajemen pemasaran. jilid 1. jakarta: pt. indeks kelompok gramedia. rahadian, dani, et al. 2013. “pengaruh bauran promosi terhadap peningkatan penjualan kamar di hotel benua bandung”. retrieved from http://researchdashboard.binus.ac.id/uploads/paper/document/publication. date accessed: 01 march 2018. sandy, febryan, et al. 2014. “pengaruh bauran promosi terhadap keputusan pembelian survei pada mahasiswa jurusan bisnis angkatan 2010-2012 fakultas ilmu administrasi pengguna indosat di universitas brawijaya”. retrieved from: http://research-dashboard.binus.ac.id/uploads/paper/document/publication http://research-dashboard.binus.ac.id/uploads/paper/document/publication jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 168 http://administrasi bisnis.studentjournal.ub.ac.id/index.php/jab/article/view. date accessed: 30 january 2018. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 178 the application of menu appetizer based on menu engineering to increase selling volume in el patio restaurant, sol beach house benoa bali i gusti ngurah dhyangga prawesta putra1, ida ayu elistyawati2, i made darma oka3 1,2,3tourism department, politeknik negeri bali email: 1dyangga19@gmail.com, 2ayuelistyawati@pnb.ac.id, 3madedarmaoka@pnb.ac.id abstract restaurant is a business that plays an essential role in tourism. the management of restaurant is always attempting to increase the sales menu by evaluating the offered menu in order to gain maximum profits. this article focuses on: (1) the application of menu appetizer based on menu engineering in el–patio restaurant and (2) its attempts to increase the sales volume of appetizer menu in el–patio restaurant. data was collected by using observation, documentation, and intensive interviews method. data analysis used in this research is menu engineering analysis. the result showed that from 21 items of appetizer menu analyzed, there were 47,6% or 10 menus with a high popularity level while 52,4% or 11 menus were on the low popularity level. meanwhile, there were 7 menu items or 33,3% that has the highest contribution margin and 66,7% or 14 items with the lowest contribution margin. then, from 21 items of appetizer menu analyzed, 28,6% or 6 menu items are categorized as star, 19% or 4 items are categorized as plowhorse, 4,8% or 1 item is categorized as challenge and 47,6% or 10 items are categorized as dog. attempts that can be done by the management of f&b department, sol beach house benoa bali is to improve the menu quality, promote th menu , suppress the production cost, removing unfavorable menu and develop a new menu. it is recommended for the management of f&b department, sol beach house benoa bali to evaluate the menus with the analysis of menu engineering at least every 3 months. keywords: appetizer, menu engineering, contribution margin. introduction sol beach house benoa bali is a five stars hotel, located in tanjung benoa area which is famous because of its beautiful beaches as well as its various watersport activities that can be enjoyed by tourists. sol beach house benoa bali offers a comfortable resting place with various facilities such as restaurant, swimming pool, bar, spa, gym center, kids’ corner; games room, in house clinic, gift shop & shopping, foreign exchange, as well as a clean and beauty of private swimming pool. it also provides a pleasant restaurant for every tourist to fulfill their foods and beverages need. sol beach house benoa bali has 3 restaurants and 2 bars. one of 3 restaurants owned by sol beach house benoa bali is el–patio restaurant, a 24 – hour’s restaurant. mailto:dyangga19@gmail.com mailto:ayuelistyawati@pnb.ac.id mailto:madedarmaoka@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 179 this restaurant provides a variety menu such as a ’la carte and buffet menu. a‘la carte menu is a list with different kind of foods as well as its prices and compositions of each foods so that every hotel guests are easier and freely to choose any foods based on their budget and preferences. it usually consists of appetizer, main course, dessert as well as any kind of beverages. appetizer is usually called by starter, or first course. appetizer is a first dish served that aims to arouse appetite (cahyana and guspri. 2009: 6). appetizer served in a small portion (70– 100 gram) so that it doesn’t glut and has salty, savory, and wry taste, as well as it is also presented with appealing look to attract. el–patio restaurant, sol beach house benoa bali always attempts to create an attractive menu list for the customers. the offered appetizer menu starts from indonesia appetizer, asian and spain with various prices, ranging from rp. 50.000 to rp. 75.000. with delicious taste to arouse appetite, this price is affordable for customers. besides, it helps tourists to choose and order foods, menu list also help the restaurant in recapping foods amount that are ordered by the customers. it certainly helps the restaurant to identify the food sales volume whether it has decreased or increased. table 1 sales volume of appetizer menu at el–patio restaurant, sol beach house benoa bali 2015– 2017 (portion) food name year 2015 2016 2017 total calamaries ala romana 93 63 66 222 white bean soup 0 0 8 8 garden salad 47 43 35 125 quesadilla 149 101 104 354 caesar salad 154 119 98 371 cobb salad 59 45 26 130 beef & orange salad 0 0 9 9 rocket grape & walnut salad 0 0 16 16 gazpacho 52 58 31 141 potato & leek soup 80 56 57 193 cucumber yogurt soup 0 0 20 20 tom yam goong 0 0 37 37 gado-gado 51 37 37 125 lumpia semarang 119 111 112 342 soto ayam 70 56 43 169 chicken porridge 0 0 9 9 fried dim sum 0 0 16 16 sate lilit ayam & lawar kacang 0 0 18 18 won ton soup 0 0 27 27 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 180 noodle soup 0 0 30 30 udang saos tomat 0 0 14 14 total 874 689 813 2376 source: f&b department, sol beach house benoa bali (2018). table 1 showed that sales of appetizer menu at el–patio restaurant are decrease for some menus within year 2015-2017. it is caused by many factors such as product’s quality, service, promotion, the amount of visited customers from 2015–2017, as well as customer’s interest to the menu that is offered. the sales of appetizer menu will certainly affect to the turnover received by el–patio restaurant. the increasing of sales volume of appetizer will be in line with profits and turnover gained. similarly, profits and turnover gained by restaurant will also decrease if the decrement within the sales of appetizer occurred. there are several ways to overcome with the decrement of appetizer sales, one of them is by evaluating the menus or applying the menu engineering. menu engineering is a gradual process which is designed to help the management in evaluating the current and future menu prices, menu composition, as well as designing decisions upon prices and menus (ninemeier, 2009: 122). it is used to measure menu ability in fulfilling customer’s desire as well as identify the profits distribution that is gained by the restaurant from foods and beverages sales (puri, 2015). by implementing this menu engineering, it helps the management to assess the development of food sales in el–patio restaurant which will affect the profits gained by them. therefore, this article examines “the application of menu appetizer based on menu engineering to increase selling volume in el patio restaurant, sol beach house benoa bali”. research method this research conducted in el–patio restaurant by considering the amount of appetizer menu sales which is decreased from 2015–2017. it used secondary data, sourced from f&b department of sol beach house benoa bali through observation, documentation, and intensive interview. the analysis technique used in this research is menu engineering analysis. menu engineering is a gradual process that helps management to evaluate the current and future menu, prices, design, as well as the menu content. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 181 in doing menu engineering analysis, there are several things that need to be known, such as: contribution margin. according to wiyasha (2011: 196), contribution margin (cm) is the difference of selling price with variable cost of each unit. rayburn (1999: 3) explains that the contribution margin is the result of reduced sales variables for production, marketing, and administration. contribution margin is the available sales proceeds to cover fixed costs and make profits, which can be stated in total, amount of each unit, or made in the form of percentage. formula used to determine contribution margin is as follows: contribution margin = selling price– cost of goods sold of certain item…………… (1). formula used to determine the popularity level of a menu is (wiyasha (2011: 137 – 138): popularity leve = 70% x 1n x n……………… (2) note: 70% = proportion of menu item sold as well as the minimum limit to be achieved n = amount of items offered n = amount of portion sold the next step is to enter the data that has been obtained from f&b department sol beach house benoa bali into the worksheet of menu engineering. after entering the data, the calculation is made to obtain the menu classification. there are calculation used as follows: a. sales = amount sold divided with the total sold x 100% b. total sold = amount sold x selling price c. total of contribution margin = amount sold x contribution margin d. av. cm = total of contribution margin divided with total sold. after calculating by using menu engineering method, food menu classification is obtained according to the menu mix which refers to the popularity of a menu item, and contribution margin which based on its selling prices as well as the food cost or gross profits which are obtained from each product. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 182 table 2 menu classification mm ranking cm ranking classification high high star high low plowhorse low high challenge low low dog source: ninemeier (2009: 125). table 2 explained that menu can be classified after calculating the menu mix and contribution margin from each menu. if mm is as high as cm, the menu is classified into star. if it has a high number of mm, but the cm is low, the menu is classified into plowhorse. if both mm and cm is low, the menu is classified into dog menu. according to the menu classification’s result, it can be known which menus that are classified into popular and unpopular. menu is considered to be popular if it is profitable or has a high number of mm and cm, meanwhile, if the menus have a low number of mm and cm, it is considered to be unpopular. results and discussion menu engineering is a method used to evaluate the current and future of menu price, design, and decision making (mulyani et al, 2014). menu engineering analysis within a restaurant is essential in order to increase the sales number and determine which menu that has a high as well as the low profits. by doing menu analysis, it will certainly help the restaurant management to take steps and determine the right strategy to increase the sales of appetizer menu. before moving further, the obtained data from company will be included in the analysis of menu engineering worksheet. there are some steps to analyze the menu engineering further as follows: 1. calculating the percentage of sales % 𝑆𝑎𝑙𝑒𝑠 = 𝐴𝑚𝑜𝑢𝑛𝑡 𝑆𝑜𝑙𝑑 𝑇𝑜𝑡𝑎𝑙 𝑆𝑜𝑙𝑑 × 100% 2. calculating contribution margin for each food variant 𝑀𝐾 = 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒 – 𝐵𝑎𝑠𝑖𝑐 𝐹𝑜𝑜𝑑 𝐶𝑜𝑠𝑡 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 183 3. calculating the total sales 𝑇𝑜𝑡𝑎𝑙 𝑆𝑎𝑙𝑒𝑠 = 𝐴𝑚𝑜𝑢𝑛𝑡 𝑆𝑜𝑙𝑑 × 𝐹𝑜𝑜𝑑′𝑠 𝑆𝑒𝑙𝑙𝑖𝑛𝑔 𝑃𝑟𝑖𝑐𝑒 4. calculating the total of contribution margin 𝑀𝐾 𝑇𝑜𝑡𝑎𝑙 = 𝐴𝑚𝑜𝑢𝑛𝑡 𝑆𝑜𝑙𝑑 × 𝐶𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛 𝑀𝑎𝑟𝑔𝑖𝑛 5. determining the category of contribution margin for each appetizer menu. the first step is determining the average contribution margin rate by dividing the total contribution margin with the total sold. 𝐶𝑀𝐴𝑐ℎ𝑖𝑒𝑣𝑒𝑚𝑒𝑛𝑡𝑅𝑎𝑡𝑒 = 𝑇𝑜𝑡𝑎𝑙 𝐶𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛 𝑀𝑎𝑟𝑔𝑖𝑛 𝑇𝑜𝑡𝑎𝑙 𝑆𝑜𝑙𝑑 6. determining the category of popularity level 𝑃𝑜𝑝𝑢𝑙𝑎𝑟𝑖𝑡𝑦 𝑙𝑒𝑣𝑒𝑙 = 70% × 1 𝑛 × 𝑁 worksheet upon the result of menu engineering analysis in el–patio restaurant, sol beach house benoa bali ranged from 2015 – 2017 is presented as follows. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 184 table 3 menu engineering worksheet in el–patio restaurant, sol beach house benoa bali, ranged from 2015 – 2017 source: data processed. table 3 showed that there are 10 appetizer menus with a high popularity level, while 11 appetizer menus are on low popularity level. within contribution margin, there are 7 appetizer menus with a highest number of contribution margin while 14 appetizer menus are on the lowest number of contribution margin. it means that out of 50% of the total of offered appetizer menu are having a low rate of popularity and contribution margin. this research is similar with the previous study, conducted by puri (2015) which stated that half of the dessert menus in the rooses restaurant are unpopular with a low number of contribution margin. this research is slightly different with the research resultconducted jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 185 by hernowo (2014) as most of menus in katumiri coffee shop have a high rate of popularity. in order to know more clearly upon the existing menu group, the related data of menu classification based on its category is presented as follows. table 4 appetizer menu classification in el–patio restaurant, sol beach house benoa bali, ranged from 2015-2017. source: data processed. table 4 showed that most of offered appetizer menus are classified into dog category. this research is different from the research conducted by mulyani et al (2014) that resulted as most of patisserie menus in grand jatra balikpapan hotel is classified into plowhorse. to overcome with the high number of menus that are classified into dog as well as increase the sales for the entire appetizer menu, the management of el–patio restauran, sol beach house benoa bali is able to make efforts as follows: 1. for star category, things that can be done is by maintaining the menus quality, put them strategically in the menu list, always recommend them to the customers, and supervise the basic food price as well as the use of food ingredients. 2. for plowhorse category, things that can be made is to reduce the production cost by controlling the procurement of ingredients, processing to the food presentation, plowhorse (4 menus or 19%) star (6 menus or 28,6%) gazpacho potato & leek soup lumpia semarang soto ayam calamaries ala romana garden salad quesadilla caesar salad cobb salad gado-gado dog (10 menus or 47,8%) challenge (1 menu or 4,8%) white bean soup beef & orange salad rocket grape & walnut salad cucumber yogurt soup tom yam gong chicken porridge fried dim sum sate lilit ayam & lawar kacang wonton soup noodle soup udang saos tomat jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 186 concerning the replacement of ingredients which is cheaper but with has the equal quality, and always recommend the plowhorse menus to customers. 3. for the challenge category, things that can be done is by doing any changes to the appearances of food presentation, always recommend the challenge category menus to customers, reduce the selling price of foods by still concerning to the price of food’s ingredients used, as well as adding the challenge category menus into a special event held by hotel. 4. for dog category, things that can be done is by putting dog category menus strategically into menu layout / menu list, making overall changing to the menu composition, rename the menus to be more attractive for the customers, develop the new menus by doing any new innovations as well as concerning to delete any dog category menus. conclusion according to the research of the application of appetizer menu engineering based the increase the sales volume in el–patio restaurant, sol beach benoa bali, it can be concluded as follows: from 21 menu items analyzed, there were 10 menu items (47,6%) that has a high level of popularity, while the rest for around 11 menu items (52,4%) are on the low level of popularity. within contribution margin, 7 menu items (33,3%) has a high contribution margin while 14 menu items (66,7%) has a low contribution margin. furthermore, there were 6 menu items (28,6%) are classified into star category, 4 menu items (19%) are on plowhorse category, 1 menu item (4,8%) were challenge category, and 10 menu items (47,6%) are classified into dog category. attempts that are done to increase the sales number of star category is by maintaining the menu’s quality, putting star category menus strategically in the menu list, and keep recommending star category menus to customers. for plowhorse category, it can be done by reducing the production cost of plowhorse category menus, concerning the replacement of ingredients which is cheaper but with has the equal quality, and always recommend the plowhorse menus to customers. in challenge category, things that can be done is by doing any changes to the appearances of food presentation, always recommend the challenge category menus to customers. meanwhile, in dog category, jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 187 things that can be done is by making overall changing to the menu composition, develop the new menus by doing any new innovations as well as concerning to delete any dog category menus. based on the result of the study as well as the conclusion above, it can be suggested that: the management of f&b department, sol beach house restaurant to do a menu evaluation by using the menu engineering analysis for at least every 3 months in order to determine the right attempts in increasing the sales number of appetizer menu in el–patio restaurant, sol beach house benoa bali. the whole staffs and management of sol beach house benoa bali have to continue the promotion of the entire appetizer menu, either it is star, plowhorse, challenge, or dog category in order to increase the popularity rate of menus and provide a massive profit. the management of sol beach benoa bali has to pay attention to tourist’s interest in order to create new innovations of foods so it suits within tourist’s taste and desire. references cahyana, cucu dan guspri devi artanti. 2009. buku pintar pengolahan hidangan kontinental: hidangan pembuka dingin-cold appetizer. jakarta: pt. gramedia pustaka utama. hernowo, andrew. 2014. “rekayasa menu di katumiri coffee shop the travelhotel cipaganti bandung”. mulyani, yogiana, ramli, and tuatul mahfud. 2014. “analisis menu engineering hotel grand jatra balikpapan sebagai langkah penetapan menu cycle praktikum patiseri program studi tata boga politeknik negeri balikpapan”. jurnal sains terapan no. 1 vol. 1. ninemeier, jack d. 2009. planning and control for food & beverage operation. orlando: american hotel & lodging educational institute. puri, suharyanti wahyu. 2015. “strategi berbasis menu engineering dalam upaya meningkatkan volume penjualan menu dessert di the rooses restaurant the amaroossa hotel bandung”. skripsi dipublikasikan. universitas pendidikan indonesia, bandung. rayburn, l. gayle. 1999. akuntansi biaya edisi keenam. jakarta: erlangga. wiyasha, ibm. 2011. akuntansi manajemen untuk hotel dan restoran. yogyakarta: andi offset jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 129 analysis of commission payment to online travel agent in improving room revenue at ayodya resort bali ni made thrisna puspita dewi1, i gusti putu sutarma2, i ketut suarta3 123tourism department, politeknik negeri bali email: 1thrisnadewi@gmail.com, 2gustiputusutarma@pnb.ac.id, 3ketutsuarta@pnb.ac.id. abstract the role of online travel agent is very important in contributing to the room revenue, which is as the source of business to business. room sales are made through online travel agent is higher than other reservation sources. the purpose of this research is intended to know the effectivity of online travel agent in order to increase rooms revenue at ayodya resort bali. the data we collected by interviews, participatory observation, and documentations. type of data were used in this research are qualitative and quantitative. in this research, there were 2 person selected as a respondent using purposive sampling method to determine the informant. the technique of analysis used in this research is descriptive qualitative whis is helped by program microsot excel 2013. the data validity is uses triangulation of source. based on the calculation, in terms of giving commission to online travel agents still need to be re-evaluated caused besides booking.com, agoda.com, and expedia, there are 9 (nine) online travel agents such as orbitz, travel hotel, asiaroom.com, rakuten, asia travel, traveloka, tiket.com, hoterip, and pegi-pegi that have not been effective yet in improving room revenue it can be seen from the gap of revenue received that is still far away from the revenue received by booking, com, agoda.com and expedia. however, in the era of globalization, the prospect of online travel agent is still very potential to be applied and developed in an effort to get maximum room revenue provit in ayodya resort bali. keywords: online travel agent, giving commision, rooms revenue. introduction bali is one of the islands of indonesia which became the center of the largest tourism activities. the more recognizable bali as a tourist destination, it is characterized by the increasing number of tourist visits from year to year. visits of foreign tourists to bali in 2016 increased by 18.79% to 4,927,937 people from the 2015 that amounted to 4,001,835 people and in 2017 the tourist visit increased by 8.43% to 5,381,830 people.with the increasing growth of visitors will impact on the development of accommodation facilities. one of the most prominent business sectors in bali mailto:thrisnadewi@gmail.com mailto:2gustiputusutarma@pnb.ac.id mailto:ketutsuarta@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 130 tourism is the business in the field of hospitality. based on data from central bureau of statistics of bali province, the number of hotels in bali in 2015 increased by 11.38% to 281 hotels from 2014 of 249 hotels. in the competition in the era of globalization, the main priority is the satisfaction of tourists so that the hotel able to compete and control the market share. hotel management must know the things that are considered important by tourists so that tourists are satisfied with the facilities and services provided and willing to stay back in the future. in the current era of globalization, promotional activities are not very effective on increasing room revenue. the support from online travel agent donated the highest room night each month. online travel agents give a total of 15,090 room nights during the year 2017. compared with offline travel agents who donated a total of 6,024 room night. offline travel agents can not compete with the contributions provided from online travel agents. ayodya resort bali needs to consider to cooperate with online travel agent party considering its high role in competing for potential customers. based on information from the revenue manager there are 10 online travel agents who work together in marketing the hotel room. online travel agents will earn different commissions with a range of 15%-20%. with a high percentage of commission rates does not give a big influence in increasing room revenue this is due to the hotel must pay a commission with a large enough amount to the online travel agent so as to burden the hotel expenses that will cause serious problems. the cost incurred by the company becomes unbalanced with the result of room revenue earned. excessively high commission by the hotel to an online travel agent will not only affect the room revenue but will cost the tourists as the room's selling price is higher. if it is done continuously then the online travel agent and the hotel will not be able to compete with other competitors who are able to provide a more affordable price for tourists because the other hotels are less in paying commissions. methodology this research took place in ayodya resort bali. the object of this research focused on analysis of commission payment to online travel agent in improving room revenue ayodya resort bali. the variable components use in this study are reservation sourced from online travel agent, commission fee is a reward in percentage given by ayodya resort bali to online travel agent, and room revenue is the total amount of revenue earned from the sale of the ayodya resort bali hotel‘s room. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 131 to obtain data to support this research, method of collecting data is used interviews, participatory observation, and documentations. in this study the method of determining informant is purposive sampling technique. the purposive sampling technique referred in this research is the revenue department and e-commerce manager of ayodya resort bali who is suitable to provide information and to meet the data showing the commission to online travel agent to increase room revenue. the data were analyzed uses descriptive qualitative analysis method by using triangulation technique, that is by comparing data obtained from in-depth interviews, observations and documentation study to obtain the same source of data simultaneously that is related to problems to be studied so that the results obtained can be tested for its validity and can be described in the discussion. the calculation and tabulation of data using microsoft excel 2013. the results of calculations and tabulation of data in the form of percentages, tables and graphs will then be analyzed, described, and interpreted systematically. findings and discussion after doing the action in reservation department for six months, this part of discussion was done. there were 3 research question to know the effectivity of giving commission to online travel agent in improving room revenue. stages admission process reservation through online travel agent table 1 reservation process flow in ayodya resort bali. based on the results of interviews with e-commerce manager mr. surya dharma, explained that table 1 is a reservation process flow in ayodya resort bali as follow: the constumer will place a reservation by following the order steps that have been available on each website until the reservation is said to be finished and the consumer has received a notification letter from the agent. the reservation section will accept the reservation through online travel agent and then entering the data of the voucher in detail into the system. at a later stage the reservation division will inform jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 132 the hotel confirmation number on the online travel agent system. after the reservation process has been done, the reservation will perform the archiving as the final stage. the process of commission payment to online travel agent the process of commission payment to online travel agent at ayodya resort bali hotel are companies should know the profile of online travel agents. commission to an online travel agent will first be determined by an online travel agent company that will become a business partner. the hotel management will create the letter of offer and will showing up to the agent. the percentage of the commission is determined by taking into consideration some of the key aspects such as based on the hotel star, hotel type, services, products and also the number of rooms that ayodya resort bali has. the hotel management will consider the percentage of commission with the revenue department strategy to be applied. the contents of the contract are: contract validity, deal of marketed room price, commission fee, promotion fee, special benefit, transaction processing for example through bank transfer or cash, extension policy and contract completion policy. in the final stages, both parties will sign the contract after the elements contained in the contract of cooperation agreement can be implemented for the benefit of income for the two businesses that work together. analysis of effectivity online travel agent in improving room revenue from the calculation of data analysis, it can be seen as there were five factor in knowing the effectiveness of online travel agent to achieve higher room revenue are room sold, total room sales, commission, contribution margin, and net. on the table 2, it can be seen the average percentage of five factors for the last 5 years. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 133 table 2 five factor to knowing effectiveness of online travel agent in impoving room revenue based on table 2, it can be seen that booking.com give highest contributed in the numbers of room sold of 46.82% with total room sales of 52.40%. in this case if the number of room sold and total room sales generated high, it will have an impact on the highest net provit received. for agoda.com, the number of room sold of 30.21% with total room sales of 25.74%. this is contrast to the contribution generated by booking.com so that the hotel will be burdened on commission payments to agoda.com compared to the income earned by the hotel. on expedia, it can be seen that this online travel agent is a potential online travel agent to serve as a business partner because expedia gets room sold of 16.57% with total room sales of 15.46%. it can be seen that so far there was no gap between room sold, total room sales, commission, margin contribution achieved with net provit received of 14.90%. surely the hotel should be able to maintain a good relationship with this online travel agent to encourage expedia's work productivity in attracting consumers to buy more products. related to other travel agent online such as orbitz, travel hotel, asiaroom.com, rakuten, asia travel, traveloka, tiket.com, hoterip, and pegi-pegi. based on the analysis that has been done, this 9 (nine) online travel agents have not contributed much in improving hotel room revenue seen from net provit generated ranged from 0.16%-2.37%. in this case booking.com, agoda.com and expedia still play a high role in generating maximum net provit. therefore, the hotel must pay more attention to the value of room sales policy, room rates and commission that have been set in the marketing of hotel rooms, so it will not affect the net provit received so that online travel agents can increase awareness in achieving the maximum goals of selling rooms. room sold total room sales commision margin contribution net provit 1 booking.com 46.82% 52.40% 46.78% 62.60% 46.89% 51.10% 2 agoda.com 30.21% 25.74% 28.59% 16.25% 31.15% 26.39% 3 expedia 16.57% 15.46% 19.55% 14.98% 14.90% 16.29% 4 orbitz 2.93% 2.52% 1.74% 1.07% 3.59% 2.37% 5 hoteltravel 1.21% 1.25% 1.39% 1.44% 1.11% 1.28% 6 asiaroom.com 0.35% 0.55% 0.38% 1.15% 0.34% 0.56% 7 rakuten 0.33% 0.51% 0.35% 1.01% 0.32% 0.51% 8 asia travel 0.54% 0.40% 0.28% 0.02% 0.68% 0.38% 9 traveloka 0.40% 0.41% 0.28% 0.39% 0.40% 0.38% 10 tiket.com 0.28% 0.30% 0.27% 0.35% 0.28% 0.30% 11 hoterip 0.20% 0.30% 0.21% 0.57% 0.19% 0.29% 12 pegi-pegi 0.17% 0.15% 0.17% 0.16% 0.16% 0.16% average no reservation sourced average jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 134 alternative strategy suitable of giving commission to online travel agent in improving room revenue based on analysis and direct observation in ayodya resort bali, there are several strategies that are suitable to be applied in ayodya resort bali in giving commission to online travel agent in improving room revenue. a. to check the credibility of the online travel agent. checking the credibility of the travel agent online can be done by contacting some of the hotels that have worked with the online travel agent concerned. the purpose of checking this credibility is for the security and comfort of the hotel in conducting transactions so that in the next operational activities online travel agents who choosen as a partner can generate maximum contribution and revenue. b. to override commission. the commission will be added 2% 5% higher than the total commission received if the target provided by online travel agents in each month can be achieved. by increasing the commission level, the online travel agent will make the hotel visibility on the website page or e-chanel for the better. this visibility can be a benchmark for companies to check how many consumer awareness to buy hotel products so that the online travel agent can increase hotel room sales. c. to revise all commissions given to online travel agents. the hotel will provide a different percentage of commissions tailored to the market share and standards specified online travel agent. d. the hotel should be able to maintain a good cooperation relationship with online travel agents which make highest net income (net provit). the online travel agent is very potential to contribute to high room sales so that the hotel will receive an increased income each year. e. hotel must provide reward or incentive like giving some objects, money or service such as stay for free if the highest target sales of room and income received from online travel agent. this is applied to encourage the work productivity of online travel agents in attracting market share to choose ayodya resort bali hotel as a place for vacation or doing business. based on the five strategies that must be applied in giving commission to the online travel agent, in addition to the above strategies, the hotel must be control the productivityof online travel agent every day so that the hotel can take decisions in the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 135 future in terms of commission to increase room revenue. also, hotel should pay attention to the strategies implemented by each online travel agent in terms of promotions made, it aims to find out which travel agent online is potential to produce rooms with promotional strategies applied. conclusion and suggestion based on the research discussion above in order to know the effectivity of online travel agent in improving room revenue at ayodya resort bali, the obtain conclusion are the source of online travel agent reservation is very effective to applied in increasing room revenue even though there was a commission that must be paid by the hotel to online travel agent. however, it seen on the current era of globalization, consumers inclined to make reservations by online because it’s easier, practical and processes that can be done anytime and anywhere. giving commission to online travel agent in ayodya resort bali still not effective to be applied because there are still some online travel agents that have not contributed maximum to room sales based on the contract that has been agreed. ayodya resort bali must re-negotiate with online travel agent regarding all of the contents on the contract. the most dominant factor in knowing the effectiveness of online travel agents in improving room revenue is the number of rooms sold that are sourced from online travel agent reservations. the higher rooms sold given, the higher income received by hotel to cover the commission payments and variable costs required in operational activities. from 12 online travel agents as business partners of ayodya resort bali, booking.com, agoda.com and expedia is the most potential online travel agent in increasing hotel room revenue due to the contribution given in hotel product sales is very high. but with orbitz, travel hotel, asiaroom.com, rakuten, asia travel, traveloka, tiket.com, hoterip, and pegi-pegi, the hotel still needs to increase the connectivity with this online travel agent to consider next cooperation relationship with routinly viewing the track record productivity generated by online travel agent. as a consideration for the hotel management in order to maximize room revenue at ayodya resort bali: re-evaluate the contract of online travel agents and build good relationships with online travel agents that have low production levels in selling room sales and maintain good relationships with online travel agents that have jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 136 high production levels in order to hope that potential online travel agents doesn’t move to other competitors. cooperate with other online travel agent partners such as amoma.com, klikhotel.com, etc. so it is expected to maximize or increase room revenue at ayodya resort bali due to the large number of requests coming from online websites. conduct routine obeservation of competitor's room rates on online websites as a guideline to determine room rates at ayodya resort bali in order to compete with hotels in the nusa dua area. for the next researcher we are expected not only research about reservation source through online travel agent but can add other reservation source such as from direct reservation, group reservation and corporate reservation. references badan pusat statistik bali, 2017. banyaknya kamar yang tersedia pada hotel berbintang di bali menurut lokasi, 20112015. diunduh dari http://bali.bps.go.id/dynamictable/2017/05/30/170/banyaknya-kamar-yangtersedia-pada-hotel-berbintang-di-bali-menurut-lokasi-2011-2015.html bisnis.com, 2017. agen perjalanan online: komisi ota tinggi, phri kembangkan bookingina.com. data available from m.bisnis.com/koran/read/20171211/448/717280/agen-perjalanan-onlinekomisi-ota-tinggi-phri-kembangkan-bookingina.com. cahyaningrat, dwi putri. 2017. effectivity of indirect reservation implementation in oreder to increase rooms occupancy in the haven bali seminyak. badung. disparda bali, 2017. distribusi kedatangan wisatawan ke bali setaip bulan 2008 – 2017, available from: http://www.disparda.baliprov.go.id/id/statistik3. khodyat, h. dan ramaini. 1992. kamus pariwisata dan perhotelan. jakarta: grasindo. noor, juliansyah. 2014. metodelogi penelitian. kencana: jakarta. satyawan, eka. 2017. the influence of reservation through wholesaler and online etravel agent on level of room occupancy at the westin resort nusa dua bali. badung. sholihin, ahmad ifham, 2010. buku pintar ekonomi syariah. jakarta: pt. gramedia pustaka utama. sumarcaya. 2015. pengaruh reservasi melalui travel agent dan online travel agent terhadap tingkat hunian kamar di discovery kartika plaza hotel bali. denpasar. yoeti, oka. a. 2003. tour and travel marketing. jakarta: pt. pradnya jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 137 acknowledgement the writer realize that this research cannot be finished without support, guidance, and aid from various parties from the beginning to the end of the preparation of this research. the writer wants to say thank you as much as possible to the parties that cannot be mentioned one by one. hofefully this research can bring beneficial to all of us. journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 273 e-commerce implementation model in increasing room occupancy at grand inna kuta hotel ni gusti ayu nyoman trisna julyanti 1 , i putu astawa 2 , nyoman mastiani nadra 3 tourism business management, politeknik negeri bali email: julyantitrisna96@gmail.com abstract this study examines the implementation of e-commerce at grand inna kuta hotel and its effect on room occupancy rate in the period of 2015 – 2017 . the study covered some topics including business to business (b2b) and businness to customer (b2c) as the independent variables, and room occupancy rate as dependent variable. the study used mixed methodology of both qualitative and quantitative approach. the primary data comes from the interview that conducted by the author of this paper with the hotel and marketing staffs. cost of sale and occupancy rate of room would be the secondary data of this paper. moreover, the methodology in collecting the data is using the observation method, interview, and documentation. further, the data analysis techniques are using the descriptive statistical test to determine the effectiveness of the application of b2b and b2c to increase the occupancy rate of rooms in grand inna kuta. the results show that b2b only contributed a small amount to the room occupancy rate of the grand inna kuta. however, b2c made a good contribution to the hotel’s occupancy rate. keywords: e-commerce business to business (b2b), e-commerce business to customer (b2c), occupancy rate preliminary tourism is a wide range of tourism activities and supported by various facilities and services provided by the community, businessmen, government and local government. (tourism law no. 10 year 2009). the development of tourism industry will simultaneously influence the growth of many sectors, such as the media or communication tools, agents and travel agencies, and hotels. moreover, hotel is a commercially managed accommodation, provided for everyone to get services, lodging, eating and drinking (sulastiyono, 2011). the marketing strategy of an accommodation service company should preview the things that become the strengths, weaknesses, opportunities, and threats that distinguish the journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 274 company with the competitors (dewi 2011). besides, the internet is the most helpful yet threatening as its uses for marketing tools. one of the technology implementation that could increase the business competition and product sales is by using e-commerce (electronic commerce), in terms of marketing various products or services, both in physical and digital form, gita (2014). e-commerce activity is an important tool for disseminating information on the variety of product uniqueness and expanding the market share that aimed to achieve global competitive advantage and competitiveness (afsar et al., 2013). the types of e-commerce transactions are done through business to business (b2b), business to consumer (b2c), consumer to consumer (c2c), consumer to business (c2b), government to citizen (g2c) herman (2010). further, e-commerce is also applied in grand inna kuta hotel that consists of business to business, and business to customer. grand inna kuta cooperates with at least 6 extranets and cooperation with 18 ota (online travel agent). by cooperating with several ota, grand inna kuta could attract customers and increase the occupancy rate of the room. the following table 1 shows the occupancy rate of grand inna kuta rooms for the last 3 years: table 1 data on room occupancy rate target year 2015-2017 at grand inna kuta year occupancy (%) 2015 80.65 2016 80.36 2017 78.62 source : marketing departement grand inna kuta, 2018 table 1 describes that grand inna kuta went through the decline of occupancy rate from 2015 to 2017. it had a slight reduction between 2015 and 2016; nevertheless, in 2017 it declined sufficiently significant. e-commerce is most likely the major factor that could affect the occupancy rate. the implementation of e-commerce in grand inna kuta determines the discount; promotional and special price according to the rate contract. journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 275 literature review e-commerce according to loudon (1998) e-commerce is a process of transactions conducted by buyers and sellers in buying and selling various products electronically from company to company by using a computer as an intermediary of business transactions conducted. baourakis, kourgiantakis, and migdalas (2002) defined that e-commerce is a form of trade of goods and information through internet network. quayle (2002) pointed out e-commerce is a sharing of electronic data interchange (edi) that involves sellers and buyers through mobile devices, e-mail, mobile connected devices, in internet and intranet networks. therefore, it concludes that e-commerce is the process for delivering information, products, services, and payment processes; via phone cord, internet connection and other digital access. business to business (b2b) business to business is an online form of e-commerce interaction between producers (companies, home industries, goods and services providers) with distributors (suppliers) and retailers. in which, these distributors or retailers distribute the product to their respective customers. this interaction is generally conducted and does not necessary directly interact to particular consumers who need the goods and services. in the b2b process that occurs in this e-commerce are including supply chain, information exchange, operational management, and so on. business to customer (b2c) b2c is part of e-commerce which emphasizes to process ordering, purchasing, and selling product or service through the internet access. this means that sellers and buyers can directly meet to transact, through the electronic transaction, or online utilizing provided features. business to customer conducted online involves customer, business organization, and website. business organization to customer has its suppliers that serves as a distribution process or supply products to be sold. further, the process of buying and journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 276 selling transaction is conducted in the website. from customer to website there is an order that states the conditions where the consumer can place an order of the desired product online. room occupancy rate according to sugiarto (2002: 55), the occupancy rate of a room is a state to which the number of rooms is sold, when compared to the total number of rooms capable of being sold. the occupancy ratio is a measure of the success of the hotel in selling its main product i.e. room. the following is a formula to calculate the percentage of room occupancy rate, sugiarto (2002: 56): research methods research sites this research was conducted at grand inna kuta hotel which is located at pantai kuta street no. 1, br. pande mas, kuta, bali. telephone: 0361 751361, fax: 0361 751362, with website: www.grandinnakuta.com and email: reservation@grandinnakuta.com. operational definition of variables in this study there are independent variables and varieties dependent. the independent variables are including business to business (b2b) x1 and business to custumer (b2c) x2, while the dependent variable consists of occupancy rate (thk) y. data analysis technique the analysis technique used in this research is descriptive statistical analysis technique. sugiono (2016: 238) defined descriptive statistics are statistics used to analyze data by way of describing the data that has been collected without intending to make conclusions that apply to the public or generalization. discussion mailto:reservation@grandinnakuta.com journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 277 implementation of e-commerce business to business in increasing room occupancy at grand inna kuta hotel. e-commerce business to business is an activity to sell hotel rooms online via the internet between related parties who have cooperated and accept the price agreement according to the contract rate, profit, and payment system. most of the hotels in bali are using business to business system to enhance their product marketing and sales. hence, hotel grand inna kuta is implementing business to business activities as well in order to be able to compete with other competitors. implementation of e-commerce business to customer in increasing room occupancy at grand inna kuta hotel. e-commerce business to customer is an activity to sell hotel rooms online through internet (business to customer) between the hotel to the consumer directly meet, and interact online and electronic by utilizing the existing features without using the services of distributors as intermediaries. grand inna kuta applies business to customer to fulfill the demands and requirements of the customers. nowadays, the majority of society are using the internet and conducting business to business and business to customer system. descriptive statistics results descriptive statistics presented in the table 2 provide information on the characteristics of research variables consisting of the number of observations, minimum values, maximum values, mean values, median, and standard deviations. table 2 descriptive statistics results no variable n min max mean median std dev 1 b2b (x1) 36 41 537 177 144 111,41 2 b2c (x2) 36 2875 4999 3765 3520 604,38 3 room occupancy rate (y) 36 2966 5063 3943 3818 599,60 journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 278 based on the above table it can be seen that the number of observations (n) from this study was 36 months. business to business variables have a minimum value of 41 rooms night and a maximum value of 537 rooms night so that the average value of 177 rooms is obtained. business to customer variables have a minimum value of 2875 room night and a maximum value of 4999 room night so that the average value is 3765 room night. the median value of 3765 with a standard deviation of 604.38 indicates that the standard deviation is lower than the average value which means there is a low variation in data, so it shows that the influence of the number of room occupancy through the sale of business to customers from one online travel agent one with the others almost the same. the occupancy rate variable has a minimum value of 2966 room night and a maximum value of 5063 room night so that the average value is 3943 rooms. the median value is 3818 standard deviations for the variable room occupancy rate of 599.60. implementation of e-commerce bussiness to bussiness (b2b) to room occupancy at hotel grand inna kuta based on the results of descriptive statistics in the table above it was found that the mean value of b2b was 177 while the mean occupancy rate of the room was 3943. during the study period, namely 2015-2017, the average business to business ecommerce resulted in 177 room sales, very far from the average total occupancy of rooms sold. this can be interpreted as business to business contributing very low to room sales in the last 3 years, which only contributed an average of 177 of the average room occupancy rate of 3943. the results of this study are in accordance with the results of research by aryawan and ridwan (2016) stated that business to business affects only 11.66, while the remaining 83.43 is influenced by online travel agent (ota). implementation of e-commerce bussiness to customer (b2c) to room occupancy at hotel grand inna kuta based on the results of the descriptive desk analysis in the table above. it was found that the mean business to customer value was 3765 while the mean occupancy journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 279 rate of the room was 3943. during the study period of 2015 2017, the average ecommerce business to customer produced an average room sales of 3765 close to the average total occupancy rooms sold. based on 21 otas, booking.com makes sales that are close to the average, namely in 2015 of 19,306, in 2016 amounting to 22,154, and 2017 amounting to 20,855. agoda.com is selling close to the average in 2015 of 10,471, in 2016 of 4,894, and in 2017 of 8,459. expedia made sales that were close to the average in 2015 of 11,352, in 2016 of 12,349, and 2017 of 12,839. while traveloka is only able to make sales exceeding the average that is in 2017 amounting to 3,678. comparison of e-commerce bussiness to bussiness (b2b) and e-commerce bussiness to customer (b2c) towards room occupancy at hotel grand inna kuta comparison between e-commerce business to business (b2b) and e-commerce business to customer (b2c) to the level of room occupancy at grand inna kuta hotel, we can see that the average business to business sales each year decline. in 2015, b2b sales were 237 rooms, in 2016 it was 175 rooms, and in 2017 it was 120. meanwhile, business to customer sales were inversely proportional to business to business where b2c sales always experienced an increase in sales each year. in 2015 sales amounted to 3593, in 2016 amounted to 3615, and in 2017 amounted to 4087. these results illustrate that customers in the current era are more interested in ordering through online travel agent (ota) where ota is facilitated by applications that are easily accessible via smartphone . conclusion based on the results of research and discussion in the previous chapter, then obtained some conclusions as follows: 1. the application of e-commerce business to business at the grand inna kuta hotel is conducted with pt mandira abadi hotel reservation, antavaya, mg holiday, darmawisata indonesia uses an extranet system where sales are made through intermediaries in room booking transactions. the implementation of business to business has a reference in the form of a contract rate. grand inna journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 280 kuta has a program every year that is following the table top and road shows. from the results of descriptive statistics it was found that the mean business to business value was 177 room nights, while the average room occupancy rate was 3943 room nights. the average yield obtained from business to business activities is far above the average generated so that the implementation of business to business is less effective and efficient due to differences in contract rates given by the hotel. 2. the application of e-commerce business to customer at the grand inna kuta hotel is done with agoda, asiaroom.com, asia travel, booking.com, expedia.com, hoterip.com, pegi-pegi.com, rakuten, tiket.com, tourico, travelio , rajakamar, traveloka, revato (hotels combined), mister aladin, klikhotel.com, ctrip, scoopon, hotelclicks.com, website.hig. the implementation of business to customer has a reference that is using the best available rate. from the results of descriptive statistics it was found that the average value of business to customer was 3765 room night, while the average occupancy rate of the room was 3943 room nights. the average results obtained from business to customer activities are close to the average generated so that the implementation of business to customer is far more efficient and effective for guests and more profitable for the hotel. 3. based on the results of the research, the application of e-commerce in increasing the occupancy rate of rooms in the grand inna kuta hotel is dominated by business to customers. this means that the implications of business to customer are very good where the results of room occupancy are close to the average. the results of the study the authors agree with the research of aryawan and ridwan (2016). suggestion based on the results of the above analysis, the writer can provide suggestions that is to increase cooperation with several business to business e-commerce companies to be able to increase production so that production received through business to business increases or approaches the average. in addition, the hotel should increase market journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 281 share so that more customers know hotel products and increase cooperation with travel agents in conducting promotions especially with business to business. besides that, for the implementation of e-commerce business to customers, it must be maintained in terms of promotion because the production received is very good. bibliography achnes, 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(2012). manajemen pemasaran modern. yogyakarta: laksbang pressindo. pratama, i putu agus eka 2015. e-commerce, e-business dan mobile sari, y. m., & sari, y. m. (2015). strategi e-commerce terhadap tingkat hunian kamar di hotel melia bali indonesia(doctoral dissertation, universitas udayana). sofyan, a. (2002). manajemen pemasaran: konsep, dasar dan strategi, cetakan kelima, penerbit pt. raja grafindo, persada, jakarta. stanton, william. j, 2000. prinsip pemasaran, edisi revisi, erlangga, jakarta. sugiyono, 2017. metode penelitian kuantitatif, kualitatif, dan r&d. yogyakarta: laksbang pressindo. syahruna, a. r. (2015). interaksi dinamika budaya dan ekonomi dalam amalan pertanian di sulawesi selatan (doctoral dissertation, universiti teknologi malaysia). yasa, i. (2015). pengaruh jumlah kunjungan wisatawan, lama tinggal wisatawan dan tingkat hunian hotel terhadap pendapatan asli daerah dan kesejahteraan masyarakat pada kabupaten/kota di provinsi bali. e-jurnal ekonomi pembangunan universitas udayana, 6(7). jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 120 the marketing mix factors that influence the decision of guest to visit in sakura restaurant at melia bali indonesia 1ni made sri pratiwi, 2i gusti agung mas krisna komala sari, 3i ketut suparta 123tourism department, politeknik negeri bali email: 1nimadesripratiwi@gmail.com, 2gungmaskrisna88@gmail.com, 3ktutsuparta@yahoo.com. abstract this research aims are to determine the marketing mix factors that influence the decision of guests to visit in sakura restaurant at hotel melia bali indonesia. the problem of this research are to find out the marketing mix factors that influence the decision of the guest to visit and the most dominant factor that influence the decision of guest to visit in sakura restaurant at hotel melia bali indonesia. the sample selection of 100 respondents with the sampling is done by accidental sampling technique that is the sample determination technique by chance. data processing is done with the help of software spss version 17.0 for windows. the analysis technique used in this research is factor analysis. based on the research result, there are six factors that can influence the decision of guests to visit in sakura restaurant at hotel melia bali indonesia. the factors are service which percentage of variance of 21,949%, product which percentage of variance of 14,604 %, promotion which percentage of variance of 9,946 %, food which percentage of variance of 8,192 %, design which percentage of variance of 7,947 %, and location factor which percentage of variance of 7,843 %. the commulative of these factor are 70,481% and the value of model accuracy is 55 % with the residual of 45 %. of thes factors. of the six factors are found the most dominant factor is service factor consisting of 5 variables : restaurant has complete fasilities, food rates are offered in accordance with quality of food and restaurant facilities, the employees of sakura restaurant are providing services that can help the guest needs. the employee of restaurant providing sympathetic service, the employees of restaurant used the uniforms according with the hotel procedure. keywords: factor analysis, marketing mix, tourists, restaurant. introduction the hospitality industry is one of the businesses that produce services. the hotel has become one of the accommodation facilities used for both business and tourists as a temporary residence, for rest and a place to eat and drink. to support the activities of the hotel provides a restaurant. the restaurant is one of the services provided by the government to support the development of tourism activities in bali. in line with the development of tourism industry in indonesia, the more restaurants needed as a means of accommodation, so the more competition between restaurants. in the increasingly mailto:nimadesripratiwi@gmail.com mailto:gungmaskrisna88@gmail.com mailto:ktutsuparta@yahoo.com jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 121 fierce competition, required a high creativity, so that competition can be a motivation in finding something, innovation and new breakthroughs. sakura restaurant is one of the outlets in the restaurant of the hotel melia bali is located next to the main lobby and is open from 18.00-23.00: as well as providing fresh sushi and sashimi, a'la carte menu and set menu the same luxurious teppanyaki. sakura restoran always strives to provide the best quality of service and satisfy the expectations of its guests, resulting in trust, a good impression of guests and get loyalty or loyalty from guests to the services provided by the restaurant. in its operational apply various promotional activities to attract guests to visit and can increase revenues. as for the promotional activities undertaken by the management for sakura restaurant such as promotional activities via tripadvisor, via the web, promotion directly to the in house guest. from the analysis of the physical and the menus for sale can attract consumers to come to the restaurant. the following is the target data and realization of tourist visit sakura restaurant from january until december 2017 and 2018 period of january and february are presented on table 1. source: sakura restaurant year 2018 from table 1, guest visit on sakura restaurant at melia bali indonesia visible targets and the realization of the visit guests have yet to achieve the target that has been. based on the background of the issue above description which becomes the purpose of this research is to analyze the factors of decision of guests visits sakura restaurant that most dominant influence the level of guest decision at sakura restaurant. methodology this research was conducted at the melia bali hotel indonesia is located in itdc lot 1 nusa dua, kuta selatan, kabupaten badung, bali. where data retrieval is done on 0 1000 2000 3000 target realisasi column1 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 122 food beverage department especially on sakura restaurant that is in the melia bali indonesia. the object of this research is focused on the marketing mix factors that influence guest visiting the sakura restaurant at hotel melia bali indonesia. as for the two types of data used in this research is quantitative and qualitative. while the source of the data in the form's primary data source in the form of a questionnaire in the form of secondary data and history of the hotel, excursions, the organizational structure of a restaurant, the food price data at sakura restaurant, and other data that is associated with this research. data were collected through interviews, observations, questionnaires and documentation by using probability sampling. data analysis using factor analysis techniques. the variable in this study there were 17 variables including x1, namely the food varies, x2 that is a quality product and is assured, x3, complete facilities, x4 affordable food prices, food prices namely in accordance with its x5, x 6 information about restaurant can be seen from print media such as brochures and pamphlet, x 7 information about hotels can also be obtained from the website, x 8, namely information could also be through word of mouth, x9 layout of restaurants strategic and easily accessible , x10 namely employees who provide excellent service to tourists, x11 ministry employee friendly, x12 namely the sympathetic employees in providing service, x13 that is uniformly used employees in accordance with the standards, i.e. x14 process services given fast and easy, x 15 i.e. give good service to tourists, x 16 design attractive restaurant, x17 environmental hygiene of restaurants. results and discussion characteristics of respondents is a tool to measure the most important statistics in research. characteristics of respondents in this study described regarding gender, age and nationality. data analysis in this research is factor analysis from rai utama (2016). factor analysis is a technique for analyzing the interdependence of several variables simultaneously with the aim of simplifying of the relationship between the multiple variables studied to be a number of factors that fewer and most dominant than the variables studied. there are several stages of the process in the analysis of the main components, namely: a). determine what variables to analyze; b). selection of variables jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 123 by means of measure of sampling adequacy (msa) and barlet's test of sphericity, to ensure that these variables deserve to be analyzed by principal component analysis. both tools are used to ensure that the input variables have a strong enough correlation; c). perform core processes on factor analysis, ie factoring; d). after the variable is selected then the process of factor rotation of factors that have been formed. the purpose of clarifying the variables that enter into certain factors so as to produce some of the most dominant main components. e). once the main component is actually formed, then the next process is the interpretation of the results of the factor analysis. cronbach alpha value obtained for 0.731 which indicates that the instrument used has a good level of reliability. meanwhile, the value of corrected item-total correlation of all items of question also shows the number above 0.1654 which means that all question items are declared valid. after all items are declared valid, then further done factor analysis. in this analysis will be seen how big the correlation between factors one with other factors that become the form of variables. if there is a strong correlation between the factors then it is stated that the factor is indeed as a variable former. the agreed correlation matrix for factor analysis is >0.5. selecting the correlation matrix variable from the results of data processing with spss for windows version 17 it can be shown table 1 which contains kmo and bartlett's measure of sampling adequancy (msa). tabel 1. kmo and bartlett’s test of sphericity source: data processed, 2018. kaiser-meyer-olkin measure of sampling adequacy. 0.694 bartlett's test of sphericity approx. chi-square 596.535 df 136 sig. 0.000 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 124 based on table 1, obtained a value of 596,535 bartlett test with significant of 0.000 to mean on this research, there is a significant correlation between the variable and the results of calculations of kmo 0.694 ie greater than 0.5 and level significantly less than 0.05 then kmo test have been eligible and worthy to be analyzed further so that the adequacy of the sample included in the intermediate category. variable extraction the result of factor analysis is 17 variables which then become 6 factors. the determination of the number of these factors is based on the value of eigen values above 1 while the eigenvalue values below 1 are not used in calculating the number of factors formed. from the processed data obtained initial eigen value value of 70,481. table 2 total variance explained source:primary data spss, 2018 (processed) determination of the number of factors based on the value of eigen values 1 which aims to simplify the data structure of 17 variables covered in 6 factors. the highest value of eigen values is found in factor 1 with its value eigen value of 5,625 means the value representing the total variance explained by each factor of 5.625%. the value of percent of variance in factor 1 is 31,250 which means this factor is able to explain variable diversity of 31,250%. factor rotation matrix factors formed before the rotation still shows results that are not clearly different so it is still difficult to interpret. the problem can be pursued by rotating factors to facilitate the explanation of all factors. the distribution of variables into factors can be faktor eigen values % of variances commulative % 1 5.625 31.250 31.250 2 1.904 10.580 41.830 3 1.470 8.165 49.995 4 1.376 7.644 57.640 5 1.300 7.224 64.864 6 1.011 5.617 70.481 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 125 seen where the highest value of the statement will determine which factors will be placed, the results will be described in table 3. table 3 matrik faktor dengan rotasi varimax 1 2 3 4 5 6 has several types of food 0,016 0,212 0,222 0,630 0,430 0,270 has quality of food 0,205 0,774 0,086 0,191 − 0,178 0,074 has complete facilities 0,776 0,347 0,256 0,114 − 0,042 0,002 food prices are affordable 0,306 0,161 0,399 − 0,424 0,002 0,167 food prices in accordance with the quality of the food 0,624 − 0,144 0,172 0,114 − 0,006 0,361 restaurant information seen from the brochure 0,100 − 0,059 0,804 0,173 − 0,199 − 0,156 restaurant information seen from the website 0,074 0,630 0,026 − 0,019 0,122 − 0,381 restaurant information through word of mouth 0,391 0,087 0,597 − 0,155 0,241 0,128 strategic restaurant layout and easily accessible 0,153 0,132 − 0,027 − 0,037 0,046 0,861 employees providing excellent service 0,785 0,147 0,107 0,094 0,125 − 0,292 employees provide a friendly service 0,207 0,594 0,429 0,004 0,168 0,034 employess providing a sympathetic service 0,673 0,299 0,235 − 0,232 0,028 0,095 employee uniform standard 0,870 − 0,051 −0,039 0,053 − 0,056 0,166 service of process is quick and easy 0,267 0,180 0,129 − 0,060 − 0,729 0,024 giving good service 0,213 0,155 0,012 0,827 − 0,101 − 0,076 the design of the restaurant is interesting 0,326 0,123 0,070 − 0,049 0,710 0,019 environmental hygiene of restaurants 0,003 0,793 − 0,166 0,066 − 0,040 0,299 variabel komponen extraction method: principal component analysis. rotation method: varimax with kaiser normalization. a. rotation converged in 10 iterations. from the results of the analysis conducted 17 existing variables formed into 6 factors. the result of factor analysis that can be formed is factor 1 that is service factor consist of restaurant facility, food price according to food quality, employee give excellent service, sympathetic employee service, employee uniform according to standard. factor 2 is the product consists of a quality product and guaranteed, restaurant information viewed from the website, employees provide friendly service, cleanliness of the restaurant environment. factor 3 that is promotion consist of information of restaurant seen from brochure, restaurant information through mouth to mouth. factor 4 is the food factor consists of variable food, employees provide good service. factor 5 design factor consists of attractive restaurant design. factor 6 location factor consists of strategic location of the restaurant and easily. factor interpretation the six factors that have been reduced will be given a name, where the naming factor depends on the names of variables that become one group on the interpretation of each analysis and other aspects, so that this naming is subjective and there is no definite provision in naming these factors. from there we can see the result of the factored jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 126 variable so that the final result will be explained in description under where the variables having the loading factor <0.5 have been excluded and the grouped factors are named. service has a percentage of variance of 21.949%. this means factors that fall into the service factor able to explain about the factors that influence the decision of guests visiting sakura restaurant of 21.949%. variables that have the highest value in the service factor is the uniform of employees according to the standard. product has a percentage of variance of 14.604%. this means factors that fall into the product factors are able to explain about the factors that influence the decision of guests visiting sakura restaurant by 14.604%. the variable that has the highest value in the factor of the product is environmental hygiene. promotion influence the decision of guests visiting sakura restaurant of 9.946%. the variable that has the highest score in the promotion factor is the restaurant information can be seen from the brochure. factor food has a percentage of variance of 8.192%. this means factors that include into the food factor able to explain about the factors that influence the decision of guests visiting the restaurant sakura 8.192%. the variable that has the highest value in the food factor is providing good service. design has a percentage of variance of 7.947% this means that factors falling into the design factor is able to explain about the factors that influence the decision of guests visiting the restaurant sakura of 7.947%. the variable that has the highest value in the design factor is the attractive restaurant design. location has a percentage of variance of 7.843% this means factors that include into the location factor able to explain about the factors that influence the decision of guests visiting the restaurant sakura of 7.843%. variables that have the highest value in the location factor are strategic location variables and easily accessible. from the result of factor analysis, it was found that service factor has the greatest influence and dominant in influencing guest decision level at sakura restaurant states that the quality of service gives the appreciation and form a positive image for the guests served. communication is a major factor that must be done in interacting and relating so must be really emphasized to the waiter who directly faced with the guests should be friendly and not favoritism for the needs or wishes of guests can be achieved with the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 127 best possible service factor consist of complete facilities, food prices in accordance with the quality of the food, employees provide excellent service, service employees who are sympathetic and uniform employees according to the standard the product factor also greatly affects the level of guest decision at sakura restaurant. warranty for product provided by the food & beverage department is determined by the quality of the product, so it is believed that the waiter/waitress is able to provide quality product that impact on the decision of guests to visit sakura restaurant. the product factors in this study consist of product and quality assured, judging from the restaurant information website, employees provide friendly service, cleanliness and environment these factors include on promotional activities conducted promotion will run smoothly and qualify if carried out with optimal these factors consists of restaurant information seen from the brochure and information through word of mouth. food factor is one factor that quite affect the level of guest decision visit at sakura restaurant. the restaurant's ability to provide quality of food accurate and trustworthy will reflect the company's credibility as this capability is related to providing accurate service from the first time without making any mistakes. states that every product requires a form of product that is good quality these factor consist of the food is varied and provides good service design factor is a variable that is considered important by tourists visiting the sakura restaurant. this is because most of the tourists visiting the sakura restaurant like the design of the restaurant. as for the design of the restaurant is style japanese interior. these factor consist of the design of an attractive restaurant because access site has been very strategic because it is located next to the main lobby. so when guests check in view fixed on sakura restaurant. these factor consist of the location of the restaurant is strategic and easily accessible. conclusion and suggestion based on the results of the analysis that has been done by using factor analysis on tourist visits to sakura restaurant at hotel melia bali indonesia from januari to march 2018 period it can be concluded as follows: factors influencing the decision of tourists jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 128 visiting sakura restaurant at hotel melia bali indonesia is as much as 6 (six) factors consists of: factor service, factor product, factor food, factor promotion, factor design and factor location.the most dominant factor affecting the decision of guests visiting sakura restaurant is the factor this service can be seen from the acquisition value of the highest percentage of variance that is equal to 21.949% this proves that the service factor one of the reasons tourists to visit sakura restaurant. the service factor consists of complete facility variables, food prices in accordance with the quality of food, employees provide excellent service, sympathetic employee service, employee uniforms as standard. the authors can provide suggestions as follows: increase in-house selling by taking into account the factors that influence tourist visits to sakura restaurant in the following ways: a. increase sales by improving the quality of restaurant products. b. increasing the service again by educating and training the existing human resources so as to provide maximum service and meet the standard operating procedure applicable at hotel melia bali indonesia. intensify internal promotion that already exist in the hotel that is distributing brochures about information service and products owned by sakura restaurant to guests staying at hotel melia bali indonesia with the aim to attract guests to visit and enjoy food and beverages at sakura restaurant so that in the end tourist visits to sakura restaurant is increasing. bibliography alma, buchari. 2012. manajemen pemasaran dan pemasaran jasa. bandung: alfabeta assuri, sofjan. 2011. manajemen pemasaran, jakarta: pt. raja graffindo persada gregoire, mary b, journal of food service management & educatio, volume 4(1): 1-4 ika rani, ni luh. 2017. ‘ faktor-faktor bauran pemasaran yang mempengaruhi keputusan wisatawan menginap di blue point bay villas & spa”, politeknik negeri bali. kusumaningrum, dian. 2009. persepsi wisatawan nusantara terhadap daya tarik wisata di kota palembang. tesis ps. magister kajian pariwisata.universitas gadjah mada. rai utama, i gusti bagus. 2016. metodelogi penelitian pariwisata & hospitalitas. (dilengkapi studi kasus penelitian). pustaka larasan: denpasar. suarthana. 2006. manajemen perhotelan edisi kantor depan. kuta utara: mapindo. sugiyono. 2013. metode penelitian manajemen. bandung: alfabeta. sugiyono. 2014. metode penelitian manajemen. bandung: alfabeta. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 129 jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 283 groceries supplier selection analysis to meet the needs of food and beverage department at the melia bali indonesia hotel i komang artha darmaja 1 , i nyoman meirejeki 2 , made sudiarta 3 123 tourism department, politeknik negeri bali, email: arthadarmaja@gmail.com 1 , sudiartamade@yahoo.co.id 2 , mei_rejeki@yahoo.com 3 abstract food and beverage department requires suppliers who can provide food and beverage ingredients. the food and beverage department in selecting suppliers is assisted by the purchasing division of accounting department. the purchasing division is responsible for the procurement of items needed by every department in the hotel, therefore, making supplier selection is their responsibility. the problems of this study are (1) what is the procedure for selecting groceries suppliers? (2) among the existing criteria, which are the main criteria in selecting groceries suppliers for the food and beverage department needs at the melia bali indonesia hotel? this study is a quantitative research. the primary data were collected by questionnaire, interview, observation, and document study. snowball sampling method was used in this study to determine the sampling with the number of the sampling is 8 respondents. the procedure for groceries supplier selection involves purchasing division and food and beverage department. the documents completeness, price, quality, delivery service, and product inventory from the supplier are used as consideration to choose the best supplier. the supplier approval is made by the product user and purchasing division. based on the results of the questionnaire, descriptive statistical analysis technique was used using simple quantification which showed that the main criteria considered by groceries suppliers to meet the needs of the food and beverage department was the documents completeness with an average of 4.75 which was at a very good interval. keywords: criteria for selecting suppliers, groceries, food and beverage department introduction selecting the right suppliers is very necessary, because suppliers who provide quality goods, suitable prices, fast delivery times, and the number of goods that fit orders, will greatly affect the operation of the food and beverage department. the smooth operation in providing services to guests are quality of food and drinks ,and the speed of service provided to guests. if operations are running well, hotel revenues will increase, thus the need for the purchasing department to choose the right suppliers. each supplier sends different types of food ingredients. there are two types of food ingredients, namely perishable and groceries. perishable food ingredients such as vegetables, fruit, cheese, eggs, meat, fish, and food ingredients that are mailto:arthadarmaja@gmail.com mailto:sudiartamade@yahoo.co.id mailto:mei_rejeki@yahoo.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 284 easily damaged and need to be stored in a special place. while groceries food such as rice, oil, flour, sugar, dried herbs, coffee and tea, and food ingredients that do not need to be stored at special temperatures. the purchase of groceries usually a lot due to a long period of expiration, thus the need to choose the right supplier to bring groceries as requested is really important. food groceries are really important to every five star hotels, melia bali hotel is one of the five stars hotel in bali. melia bali indonesia hotel is located in the indonesian tourism development corporation (itdc) lot. 1, nusa dua, south kuta, badung regency, bali province. this hotel was inaugurated in 1985 with the name of bali sol. there are several departments in melia bali hotel, namely front office department, housekeeping department, security department, engineering department, human resort department, guest experience department, accounting department, food and beverage department. since this hotel operates, of course the food and beverage department uses food groceries, with suppliers that have been selected with certain considerations, so that the hotel operations run smoothly. literature review food and beverage department according to sulastiyono (2001: 189), is part of the hotel that has the function of carrying out food and beverage sales and other activities, such as carrying out the development of food and beverage products, planning activities that can attract tourists to eat and drink in restaurants, do purchase of food and beverages, food and beverage processing, serving food and drinks to guests and product calculations. purchasing department, according to suarsana (2007: 2), is a place or center for the purchase of all types of goods for the operational needs of the hotel, so that the purchasing part is often said to be the center of purchase for the company or hotel concerned. the purchasing department as a sub-section of the accounting department, which is in charge of buying all types of goods for the hotel operational needs, both goods to be stored in warehouses as supplies, as well as goods that are directly used by the requesting part. bartono and ruffino (2005: 94) explain the type of food supplies stored by the storage function. the material to be processed is classified into two broad categories of perishable goods and groceries. perishable goods, which are materials that are easily damaged by their properties, such as vegetables, fruit, meat, cheese, jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 285 eggs, fish. the item needs to be stored specifically with good cooling facilities and according to the number of items. while goods groceries, namely grocery materials such as rice, sugar, oil, dried herbs, coffee, spaghetti and do not have to be stored with cold temperatures, enough with cool weather. suppliers, defined by wirdianto and unbersa (2018: 6), are one of the business partners who play a very important role in ensuring the availability of supply goods needed by the company. rahmayanti (2010: 64), states supplier selection criteria as follows in his research. price is the value of objects / goods measured in units of money (rupiah). quality is the totality of the form and characteristics of goods or services that show their ability to satisfy needs. services are services, assistance and facilities provided by suppliers to consumers (the company). the accuracy of delivery is the ability of suppliers to handle company requests so that they can deliver goods in accordance with the time specified. the accuracy of the amount is the accuracy and suitability of the amount in shipping. rahmayati (2010) determined the priority sequence of factors that influence the selection of suppliers and find out the best wood supplier, which best meets the criteria for selecting suppliers that should be chosen by pt cazikhal. analytical techniques used are analytical hierarchy process. results the most influential criteria in selecting wood suppliers are quality criteria and overall supplier x is considered as the best supplier by pt cazikhal. fitriani (2015) identifyied the supply chain structure of raw materials and analyzed supplier criteria considered by pt. agrinesia raya in choosing suppliers of raw materials for products lapis bogor sangkuriang. the analysis technique used is descriptive analysis and quantitative analysis. the design of the supplier selection model in the sangkuriang bogor lapis supply chain produces the criteria and criteria of each derivative, namely the completeness of food safety documents, quality, delivery, service and organizational management, costs, other criteria, namely the conformity of food packaging standards. puspitasari and yancadianti (2016) identified the importance (weight) on each criterion and sub-criteria, provide recommendations for alternative suppliers that meet the green supplier concept. supplier companies must pay more attention to the criteria that are the focus of pt kimia farma plant semarang with the criteria for quality, environment, price, delivery, service, and supplier relations. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 286 from this background, the author wants to know the procedure for selecting a supplier of groceries materials and which criteria are the main criteria in selecting suppliers for groceries for the needs of the food and beverage department at melia bali hotel. the purpose of this study was to determine the selection procedure for material groceries suppliers to meet the needs of the food and beverage department and find out which criteria were the main criteria in selecting suppliers for groceries for the needs of food and beverage department at melia bali hotel. research methods this research is a descriptive statistical research. the location of the study was carried out at the melia bali hotel located at the indonesian tourism development corporation lot tourism area. 1, nusa dua, south kuta, badung regency, bali province, the object of this research is the purchasing department, food and beverage department and receiving at the melia bali hotel. tabel 1 variable, subvariables, and variable operational definition. no variable sub variables variable operational definition 1 quality material suitability (puspitasari and yancadianti, 2016) the conformity of the material sent by the supplier with the specified request. the item is not defective (rahmayati, 2010) items that do not experience collision or overlap by other goods and packaging are still intact. consistent in giving quality (rahmayati, 2010) keep maintaining and providing the best quality by suppliers. 2 delivery the amount of goods (puspitasari and yancadianti, 2016) the number of items received by the hotel in accordance with the request. punctuality (puspitasari and yancadianti, 2016) not late in shipping food from suppliers. lead time (fitriani, 2015) waiting time for food and short ingredients makes. 3 service order process (fitriani, 2015) the communication system used by suppliers facilitates the ordering process. responsive order (rahmayati, 2010) ability to respond to orders so they can arrive earlier than the specified time. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 287 handle complaints (rahmayati, 2010) the supplier's ability to respond and resolve complaints from the hotel. 4 the completeness of document (fitriani, 2015) documents that need to be completed by the supplier to fulfill the requirements of being a supplier. 5 price price compatibility with quality (rahmayati, 2010) prices with quality goods are not much different. discounts (fitriani, 2015) the ability of the supplier to provide discounts. the method of determining the sampling in this study is the snowball sampling method. this study used a sample by taking respondents namely executive chef, executive sous chef, two f & b kitchen staff, purchasing managers, one purchasing staff, store manager, one receiving staff, so the number of respondents are 8 respondents. in collecting data, the techniques that used are questionnaire techniques, interviews, observation and study of documents. the data analysis technique used is descriptive statistics. in descriptive statistical analysis there is a qualitative analysis in it. qualitative analysis generally consists of data reduction, data presentation, and conclusion. descriptive statistics in this study are supported by the use of simple quantification in the form of using the mean (calculation of averages) and percentages. results and discussion there is a demand for new groceries by the food and beverage department. after that, the purchasing party is notified to find suppliers who have the material. the purchasing department must determine three suppliers who have the same items for comparison, which will be chosen one of the best suppliers. it is also possible that only two suppliers will be determined for comparison. purchasing parties find three suppliers who have these materials by asking information about suppliers who market the material, to the distributor, or suppliers who have previously cooperated with the hotel. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 288 purchasing parties make comparisons to the three suppliers with the criteria are completeness of documents, price, quality, delivery services and stock inventory is always available from the supplier. if the ingredients of the groceries are compared, have the same brand, packaging, and product, the purchasing party chooses the supplier with the cheapest price, which will be recommended to the product user. it is different if the packaging is not exactly the same, the purchasing party informs the user, that each supplier offers different packaging items and gives supplier recommendations which is the best in the price, shipping, and stock items that are always available. after that the user will check the quality of the material from the supplier recommended by the purchasing party, by asking for a sample of the item. based on the criteria determined to assess suppliers. purchasing parties and users will choose one of the best suppliers that are mutually agreed upon. two suppliers who are not selected will be included in the backup supplier list, if at any time the first selected supplier experiences difficulties in bringing in materials, one of the best suppliers from the two reserve suppliers will be used. table 2 respondents' answers on the selection of groceries material suppliers to meet the food and beverage department needs. statement answer total avera ge rem ark ranking of each indicator per dimension ss s r t s s t s quality goods imported in accordance with the specified request. 5 (62,5%) 3 (37,5%) 0 0 0 37 4.63 very good 2 there are no defective items. 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 always consistent in providing quality goods. 1 (12,5%) 4 (50%) 3 (37,5%) 0 0 30 3.75 good 3 average 4.38 very good delivery supplier sends goods according to the quantity ordered. 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 delivery time is exactly at the specified time. 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 289 the results of the average score of the 12 statements regarding the determination of the main criteria in the selection of groceries material suppliers to meet the food and beverage department needs that is equal to 4.49 which is in the interval range 4.20 5.00 which means very good. this means that respondents in this study assessed the selection of suppliers for groceris materials to meet the food and beverage department needs at the melia bali hotel in very good condition. lead time (waiting time for goods ordered until goods are received) is needed not too long. 0 8 (100%) 0 0 0 32 4 good 2 average 4.5 very good service the communication system used by the supplier does not impede the ordering of goods . 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 quickly respond to orders ordered so that the goods arrive earlier than the time specified. 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 fast in processing complaints from the hotel. 0 3 (37,5%) 5 (62,5%) 0 0 27 3.38 enoug h 2 average 4.29 very good the completeness of document respond in collecting business licenses and taxpayer identification numbers (npwp). 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 average 4.75 very good price price suitability with the quality of the material received. 6 (75%) 2 (25%) 0 0 0 38 4.75 very good 1 get discounts by suppliers in purchasing goods . 5 (62,5%) 3 (37,5%) 0 0 0 37 4.65 very good 2 average 4.69 very good total average 4.49 very good jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 290 the main criteria chosen by the melia bali hotel in determining the choice of documents in selecting suppliers as the main condition. according to researchers the clarity of administration is very important in making the mou (memory of understanding) which concerns the legal sphere for both parties. from the results of observations and interviews, it also shows that it is true that the melia bali indonesia hotel prioritizes the completeness of documents, namely siup and npwp must be owned by suppliers. the results of this study are consistent with nurul fitriani's (2015) study which found that supplier selection criteria in the lapis bogor sangkuriang supply chain are criteria for completeness of security documents. prices are the criteria that ranks second, this is because the melia bali indonesia hotel, wants to get a substantial profit from the low cost of producing food and beverages. but the shipping criteria are ranked third, from the hotel requires suppliers who can deliver the goods in a timely manner, so that the operation continues. quality criteria is ranked fourth, because the hotel chose suppliers in terms of the quality of the groceries material is not too much different from one another. service criteria are ranked last, due to lack of service in handling complaints from the hotel because, the workload given to purchasing employees is very large, allowing complaints that the goods cannot be processed as soon as possible, and it is likely that the supplier also confirmed the complaint about the goods. conclusions and suggestions from the results of the discussion above, it can be concluded as follows. in selecting suppliers for groceries at melia bali indonesia hotel, the food and beverage department has a request for new groceries, which is then informed to purchasing to find suppliers who market the ingredients. purchasing finds and sets three suppliers. the three suppliers that have been determined will be compared by the purchasing section. purchasing compares three suppliers with the criteria for completeness of documents, price, quality, delivery service, and stock of items that always exist from the supplier. after comparing suppliers, purchasing recommends one supplier to the user. the user will check the quality of the materials offered by the supplier. if the quality of the material according to the wishes of the user, the jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 291 user and purchasing will agree that the supplier, chosen as the best supplier to be invited to work with. of the five criteria used in assessing / selecting suppliers, based on the results of the analysis, the main criteria for selecting suppliers for groceries for the needs of the food and beverage department at melia bali indonesia hotel are documents. the second criterion is price. the third criterion is shipping. the fourth criterion is quality and the fifth criterion is service. it is expected that the purchasing department and the users of the goods will continue to carry out the procedures that have been set up so that operations run properly, and communication is maintained, so that there is no misunderstanding in selecting suppliers. likewise the handling of suppliers to complaints needs to be taken into consideration, by any party, so that operations continue to run smoothly, and there is no longer a fault of the supplier to deliver the goods. bibliography bartono p.h., dan ruffino. 2005. food product management di hotel dan restoran. yogyakarta: andi. fitriani, nurul. 2015. analisis seleksi pemasok (supplier) produk lapis bogor sangkuriang pada pt. agrinesia raya, bogor, jawa barat. minithesis. jakarta: universitas islam negeri syarif hidayatullah. puspitasari, nia budi., dan yancadianti, khairunnisa hanan,. 2016. analisa pemilihan supplier ramah lingkungan dengan metode analytical network process (anp) pada pt kimia farma plant semarang. the research journal. jl. prof. soedarto, sh, kampus undip tembalang, semarang, indonesia. downloaded in 20 th july 2018 available in https://media.neliti.com/media/publications/94268-id-none.pdf rahmayanti, reny. 2010. analisis pemilihan supplier menggunakan metode analytical hierarchy process (ahp). minithesis. surakarta: universitas sebelas maret surakarta. suarsana, nyoman. 2007. siklus pengadaan barang: aplikasi di perhotelan dan restoran. yogyakarta: graha ilmu. sulastiyono, agus. 2001. manajemen penyelenggaraan hotel. bandung: alfabeta. sulastiyono, agus. 2011. manajemen penyelenggaraan hotel. bandung: alfabeta. wirdianto, e., dan unbersa, e. 2008. aplikasi metode analytical hierarchy process dalam menentukan kriteria penilaian supplier. the journal techniques industry. downloaded in 19 th july 2018 available in https://www.academia.edu/6668556/aplikasi_metode_analytical_hie rarchy_process_dalam_menentukan_kriteria_penilaian_su pplier?auto=download journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 355 factors influencing customers’ loyalty towards guests’ satisfaction in inaya putri bali hotel and resort kadek mega amelia nuka1, ni nyoman sri astuti2, gede ginaya3, i gusti agung mas krisna komala sari4, i ketut budarma5 1,2,3,4,5tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: ginaya@pnb.ac.id abstract this study aims at determining factors and the dominant ones that affect customers’ loyalty in inaya putri bali. the data was collected by applying purposive sampling method, with customer criteria which is long stay guests and guests’ repeaters as well as using questionnaires. having been collected the questionnaires, it was obtained 100 respondents in inaya putri bali. the data was analyzed using the method of factor analysis in spss 22 software with 20 items of questions. the result of factor analysis reveals that there are 5 factors influencing loyalty in inaya putri bali, namely (a) guest satisfaction, (b) service quality, (c) product quality, (d) price and (e) brand. these five factors that are considered to be the service endeavor of every hotel employees involved which is affected significantly the customers’ loyalty due to an excellent performance of the employees. as a result, the customers are willing to return staying at inaya putri bali for their next holiday in bali. keywords: customer loyalty, factor analysis, guests’ satisfaction, repeated guests. i. introduction bali is the most popular tourist destination and to date tourism in bali is growing very rapidly. with the number of tourist arrivals that continue to grow from year to year cause more and more facilities and infrastructure supporting the required tourism one of them hotel. according to utama (2017: 164), the hotel is a business engaged in the field of accommodation professionally managed to generate profits by providing lodging services, meals, drinking, and other facilities. along with the development of tourism and the increasing competition also caused by the many accommodations built, making the hotel provides various facilities and activities that can increase the comfort of guests. in addition to improving convenience, as for the strategies used to create consumers who are loyal to their products. but the effort to create and retain consumers that are the most important part of creating consumer loyalty is not a simple matter, because companies must integrate all business dimensions and determine how they should create value for their customers. by creating value for its consumers mailto:ginaya@pnb.ac.id journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 356 will build customer loyalty and maintain it (jill griffin in journal of loyalty review). inaya putri bali hotel and resort is one of five-star hotel located in itdc (indonesian tourism development corporation) area. hotel located in nusa dua lot s-3 tourism area has been built since 1983 and is a company incorporated in pt. hin (hotel indonesia natour). the theme of indonesia is very thick to make this hotel different from other hotels located in the itdc area. however, the uniqueness possessed by inaya putri bali hotel and resort does not promise this hotel apart from the competition. this is because, inaya putri bali hotel and resort has many competitors who have their own uniqueness and even have a strong brand. to that end, inaya putri bali hotel and resort strives to maintain long staying guest and guest repeaters who already have loyalty to the hotel and choose inaya putri bali hotel and resort as a place to stay. loyalty is a deeply stubborn customer commitment to re-subscribe or re-purchase consistent products or services consistently in the future, although the influence of the marketing situation and efforts has the potential to cause behavioral change (oliver in sangadji and sopiah, 2013: 104 ). every guest who comes must have a reason why choosing inaya putri bali hotel and resort as their place of stay and why they have loyalty to the hotel. therefore, the authors are interested to know what factors affect the loyalty of the guests and what factors are most dominant influence the loyalty of guests to bali princess and resort resort and the author took the title "factors affecting customer loyalty in bali princess hotel inaya resort". ii. literature review guest satisfaction according to kotler (2005) in sangadji and sopiah (2013: 181), consumer satisfaction is a feeling of happiness or disappointment arises after comparing perceptions or impressions with the performance of a product and its expectations. after consuming the product, consumers will feel satisfaction or disappointment. purchasing decisions are based on established judgments about the marketer's marketing value. consumer expectations are based on past purchasing experience. many successful companies today are succeeding in meeting consumers' expectations of product quality and service. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 357 brand according to aaker (1997) in sangadji and sopiah (2013: 322) states that "a mark is a distinguishing name and / or symbol (such as a logo, stamp, or pack) for the purpose of identifying the goods or services of a seller or seller distinguish it from goods produced by competitors". price price is one of the most important attributes evaluated by consumers, and managers must be fully aware of the role in shaping consumer attitudes (sangadji and sopiah, 2013: 206). in certain conditions consumers are very sensitive to the price so that the price of a product that is relatively higher than its competitors can eliminate the product from consumer considerations. product quality product quality is important to note, this is because consumer complaints are increasingly focused on the quality of a product purchased or used. the consumer's expectation of how the product functions is a quality standard that will be compared with the function or quality of the product that consumers actually feel. after consuming a product or service, consumers will have a feeling of satisfaction or dissatisfaction with the products or services consumed. according to sangadji and sopiah (2013: 190), satisfaction will encourage consumers to buy or re-consume the product. conversely, dissatisfied feelings will discourage consumers and stop purchasing and consuming the product. quality of service kotler (2005) in sangadji and sopiah (2013: 99) formulates that quality is a dynamic condition associated with products, services, people, processes, and environments that meet or exceed expectations. quality has a close relationship with customer satisfaction where quality provides an impetus to customers to forge a strong bond with the company. service quality, according to lewis and booms (1983) in wijaya (2011: 152), is a measure of how well the level of service provided is able to match customer expectations. meanwhile, according to wijaya (2011: 11) the quality of service is defined as the overall combination of product and service characteristics resulting from marketing, engineering, production and maintenance that make the journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 358 product and services can be used. there are five dimensions to measure the quality of service according to parasuraman in wijaya (2011: 155) that is tangible, reliability, responsiveness, assurance and empathy. loyalty according to oliver in sangadji and sopiah (2013: 104) states that loyalty is an in-depth customer commitment to re-subscribe or re-purchase consistent products or services consistently in the future, even though the influence of the marketing situation and efforts has the potential to causing behavioral changes. according to griffin in sangadji and sopiah (2013: 113) suggests the benefits that will be obtained if the company has a loyal consumer, among others: 1. can reduce marketing costs (because the cost to attract new customers more expensive) 2. can reduce transaction costs 3. can reduce the cost of consumer turnover or turn over (due to fewer consumer turnover) 4. can increase cross sales that will enlarge the company's market share 5. encouraging more positive word of mouth, assuming that loyal customers also mean satisfied ones 6. can reduce the cost of failure (such as replacement cost and others). so in this study formed the frame of thought as shown in figure 1. figure 1. frame of thought the framework above is all the factors that affect consumer loyalty in this study. all factors will be tested in factor analysis. factor analysis is used to group factors into new groups. the results of factor analysis will form new factors and will form new factor 1, new factor 2 and new factor ke-n (due to the number of unknown factors). ii. research methods this research took place at inaya putri bali hotel and resort located at nusa dua lot s-3 tourism area, bali. the study was conducted from january to june 2018. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 359 this research was conducted with the intention to find some variables contained in this research into several factors. the determination of respondents in this study is determined based on purposive sampling method. according sugiyono (2013: 218), purposive sampling method is a method of determining the sample with certain considerations. in this research, the sample is long stay guest and guest repeaters, and to know the number of samples can use slovin formula that is 𝑛 = 𝑁 1 + 𝑁. 𝑒2 𝑛 = 1000 1 + 1000 × 0.12 𝑛 = 91 (𝑟𝑜𝑢𝑛𝑑𝑒𝑑) (1) description: 𝑛 = number of sample 𝑁 = total population 𝑒 = limits of error tolerance in this study, the number of samples used are as many as 91 samples with the consideration that the more samples used it is expected to be more representative or reliable results obtained. factors used to determine consumer loyalty in this research are: 1. guest satisfaction; satisfaction over company performance, satisfaction with the services provided, satisfaction with the fulfillment of desired expectations, the desire to recommend to others. 2. brand; the concept of self-concept with the brand, craze on a brand, brand satisfaction. 3. price; prices offered in accordance with the quality of the products provided, prices offered in accordance with the quality of services provided. 4. product quality; hotel facilities are as per the offered, availability of complete facilities, strategic hotel location. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 360 5. quality of service; hospitality service provided by employees, the information provided by the employee is clear and easy to understand, employees provide comfort to guests, datisfaction over employees who serve with full responsibility. 6. service quality; tidiness of employee appearance, display interior design lobby, restaurant and others, complete facilities available, the ability of employees to serve the guests with responsiveness, employee willingness to assist guests, have knowledge about hotel and outside hotel, hospitality employees welcome guests, built good communication between guests and employees. data collection techniques used in this study are: 1. observations conducted by researchers are coming directly to inaya putri bali hotel and resort then request information to front office staff and front office manager. 2. interview in this study the interview was conducted with the leadership to obtain information about the general picture and information about the guest data at inaya putri bali hotel and resort. 3. documentation data collection methods are done by studying the documents relevant to the problems studied such as collecting and studying data from various references (journals and books related to the problems studied). 4. questionnaire this questionnaire will be distributed to travelers who are long stay guest or guest repeaters of putaya bali hotel and resort with the aim of obtaining information on factors affecting guest loyalty at inaya putri bali hotel and resort. respondents from selected long stay guest are guests who have stayed for at least one week while respondents from guest repeaters are guests who have 5 times come to stay at inaya putri bali and resort. in this research the technique used is factor analysis. factor analysis technique is a set of procedures used to reduce and summarize data or variables without reducing information from the variables studied (malhotra, 1993). factor analysis used for this research is confirmatory factor analysis. the use of confirmatory factor analysis aims to confirm factors comprising guest satisfaction, brand, price, product quality, service quality and service quality which affect the loyalty of the guest. the data, journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 361 obtained by questionnaire distribution will then be processed by exploratory factor analysis method in spss program. iii. result and discussion barlett's test of sphericity (table 1) obtained results with 0.000 significance, it shows that between variables correlated with significant provisions <0.05. table 1 shows kmo and bartlett's test. table 1. kmo and bartlett’s test kaiser meyer-olkin measure of sampling adequacy. .869 bartlett’s test of sphericity appro chi square 817.875 df 210 sig. .000 kaiser meyer olkin analysis (kmo) the results of kaiser meyer olkin analysis (table 1) obtained 0.869 which the number is above 0.5. that way the variables that exist in this research can be processed further. determining number of factors in the determination of the number of factors formed based on the value of eigen value> 1. to find out how many factors are formed based on the value of eigenvalue with value value> 1.00. the results of the analysis can be seen in table 2. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 362 table 2. total variance explained in table 2, there are 21 indicators included for the factor analysis, there are 5 factors formed because from component 1 to component 5 shows the value of eigen value> 1 then the factoring process stops at 5 factors. so thus only 5 factors can be used. after forming a new factor from the total variance explained table, the next step is to interpret the factors formed by looking at table 3 (rotated component matrix) for the distribution of the 21 indicators to form 5 factors. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 363 table 3. rotated component matrix description: extraction method: principal component analysis. rotation method: varimax with kaiser normalization. rotation converged in 13 iterations. from the above table, results can be done recapitulation of variables of new factors along with new names. interpretation in this research yield 5 factors influencing customer loyalty at inaya putri bali hotel and resort, the factors that result are: 1. the first factor consisting of satisfaction on the performance of the company (x1) with the loading factor factor of 0.758. satisfaction with service given (x2) with loading factor value 0,720. the concept of self with brand (x5) with loading factor value 679. satisfaction with fulfillment of desired expectation (x3) with loading factor value 657. satisfaction of brand (x7) with loading factor value 0,595. craze journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 364 on brand (x6) with loading factor value 0,565. the desire to recommend to others (x4) with a loading factor value of 0.513. 2. the second factor consisting of satisfaction with the fulfillment of desired expectations (x3) with a factor loading value 0.448. the establishment of good communication between guest and employee (x20) with loading factor value of 0.761. employee willingness to assist guests (x18) with a factor loading factor of 0.734. the ability of employees in serving guests with responsiveness (x17) with a factor loading factor of 0.659. knowledgeable about hotel and outside hotel (x19) with loading factor factor of 0.584. 3. the third factor consisting of employees provide comfort to the guest (x14) with a loading factor value of 0.708. the price offered in accordance with the given product quality (x8) with a loading factor value of 0.659. the price offered in accordance with the quality of services provided (x9) with a loading factor value of 0.589. neatness of employee appearance (x16) with loading factor value 0.568. satisfaction over employees who serve with full responsibility (x15) with a factor loading value of 0.557. the information provided by the employee is clear and easy to understand (x13) with a loading factor value of 0.544. 4. the fourth factor consisting of strategic hotel location (x11) with loading factor factor 0,776. hospitality service provided by employees (x12) with a factor loading factor of 0.441. 5. the fifth factor consisting of satisfaction of the brand (x7) with the loading factor value of 0.454. discussion result of research about factors influencing customer loyalty at inaya putri bali, using factor analysis technique resulted 5 factors influencing customer loyalty at inaya putri bali. with a cumulative value of 70.328%, this explains that this factor influences customer loyalty to inaya putri bali. and the remaining 29.672% influenced by other factors. factors that formed in influencing customer loyalty at inaya putri bali, among others: 1. guest satisfaction factor, because the highest factor loading factor is in (x1), that is satisfaction on company performance. this factor is the dominant factor affecting customer loyalty at putaya bali journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 365 2. quality factor of service, because the highest factor loading factor is found in (x20) which is good communication between guest and employee. 3. service quality factor, because the highest factor loading factor is found in (x14) ie the employee gives comfort to the guest. 4. product quality factor, because the highest factor loading factor is found in (x11) that is strategic hotel location. 5. brand factor, because the value of the highest loading factor found in (x7) is the satisfaction of the brand. iv. conclusion based on the results of research factors affecting customer loyalty at inaya putri bali, it can be concluded as follows. guest satisfaction factor, because the highest factor loading factor is in (x1) that is satisfaction on company performance. this factor is the dominant factor affecting customer loyalty at putaya bali. with good performance from bali inaya putri employees, the guests feel satisfied and have the desire to return to stay at inaya putri bali. quality factor of service, because the highest factor loading factor is found in (x20) which is good communication between guest and employee. excellent service quality is felt by customers staying at inaya putri bali to make the customers not feel disappointed and stay at the bali princess inaya beriktnya vacation. service quality factor, because the highest factor loading factor is found in (x14) ie the employee gives comfort to the guest. convenience obtained by customer inaya putri bali make this hotel into a hotel that is in demand by tourists. product quality factor, because the highest factor loading factor is found in (x11) that is strategic hotel location. with a location that is close to the shopping center and also has direct access to the beach, making inaya putri bali a favorite hotel for tourists. brand factor, because the value of the highest loading factor found in (x7) is the journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 366 satisfaction of the brand. with a brand that is well known in the world of hospitality, making customers do not hesitate to stay at putaya bali. references aryani, d. 2010. pengaruh kualitas layanan terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan. jurnal program studi ilmu administrasi departemen fisip, universitas indonesia. assauri, s. 2015. manajemen pemasaran. jakarta: pt rajagrafindo persada. deby, n. m. i. s. 2014. analisis faktor-faktor yang menjadi pertimbangan wisatawan dalam pengambilan keputusan berbelanja di pasar seni kumbasari denpasar. skripsi politeknik negeri bali. hasan, i. 2004. analisis data penelitian dengan statistik. jakarta: pt. bumi aksara. narbuko, c. and achmadi, a. 2009. metodologi penelitian. jakarta: bumi aksara. oktariani, e. 2016. tinjauan loyalitas tamu di hotel pangeran pekanbaru. jurnal jurusan ilmu administrasi, program studi pariwisata, fakultas ilmu sosial dan ilmu politik universitas riau. utama, i g. b. r. 2017. pemasaran pariwisata. yogyakarta: andi. rusli, w. 2012. pengaruh pelayanan terhadap loyalitas pelanggan melalui mediasi kepuasan dan kepercayaan. jurnal fakultas ekonomi universitas cokroaminoto yogyakarta. sangadji and sopiah. 2013. perilaku konsumen. yogjakarta: andi. sarwono, j. 2006. analisis data penelitian menggunakan spss. yogjakarta: andi. solimun. 2002. multivariate analysis structural equation modelling (sem) lisrel dan amos. fakultas mipa, universitas brawijaya. sugiyono. 2016. metode penelitian kuantitatif, kualitatif dan r&d. bandung: alfabeta. sugiyono. 2010. metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan r&d. bandung: alfabeta. sujarweni, v. and wiratna. 2015. spss untuk penelitian. yogjakarta: pustaka baru press. sujarweni, v. and wiratna. 2014. metode penelitian: lengkap, praktis dan mudah dipahami. yogyakarta: pustaka baru press. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 367 wijaya, t. 2011. manajemen kualitas jasa. jakarta: pt indeks. wijoyo, t. studi tentang faktor yang mempengaruhi loyalitas tamu di hotel novotel semarang. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 332 service quality application of butler on the guest satisfaction at nyaman villas seminyak-kuta i wayan deny pranayasa1, ni putu somawati2, i ketut suarja3, nyoman winia4, i ketut suarta5 1,2,3,4,5travel & tourism business, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: nyomanwinia@pnb.ac.id abstract the quality of services can be defined as the difference between reality and the expectation of customers for services that they had received. the problem in nyaman villas is the occupancy of a room that came to a significant decline, to the total number of the occupancy of a room as many as 1.162 people. so, the problem of the research is how the application of the quality of services butler toward satisfaction of customers at nyaman villas seminyak-kuta? as for the purpose of this research is to know the application of the quality of services of butler toward satisfaction of customers at nyaman villas seminyak-kuta. the sample techniques in this research were incidental random sampling with a population have to actually representative. so, the number of respondents in this research was 80 people. the analysis was done with of qualitative and quantitative methods with the approach analysis diagram kartesius. based on the results of qualitative analysis it can be seen that the average level of customer satisfaction is still relatively low if than the level of hope. based on the results of the quantitative analysis calculation importance-performance analysis known that the average expectations consumers a whole is 4.42 and the average level of service butler as a whole is 3.89. this indicates 4.42 > 3.89, meaning greater expectations consumers than service butler given by nyaman villas or in other words the quality of services they received did not in conformity with expectation consumers. keywords: service quality, customer satisfaction, servqual method, importanceperformance analysis. i. introduction one of keys to succeed in changing the condition of any business is the quality that is offered. with the provision of the service that is to be maximized, expected to be able to give satisfaction to the colony consumers feel more (atmawati and wahyudin, 2007).the quality of service can be defined as to what extent have the difference between reality and grown and developed become an in the number of subscribers over services they received. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 333 nyaman villas are one of the service providers of accommodation that are located in jalan kayu aya, gang kahyangan 15 seminyak. this villas consist of 6 villas with the facility that might be amenable to guest satisfaction. butler is one of the departments having 3 primary responsibilities that is as the food and beverage product, the food and beverage service and as housekeeping. and the number of butler staff in nyaman villas is 10 people. as for the number of tourists visiting nyaman villas in the past three years than years 2015-2017 can be seen in the following table 1. table 1. the number of tourist visiting nyaman villas in 2015-2017 year the occupancy villa (people) 2015 1.243 2016 1.343 2017 1.162 the average of occupancy villa 1.249 source: front office department of nyaman villas in 2018 the highest rate of occupancy was in 2016 is as much as 1.343 people, but in 2017 the number of the occupancy of a room in nyaman villas had a significant decline, with the number of the occupancy of a room as many as 1.162 people. this decline can be the benchmark that the customer satisfaction low. based on the background then it can be formulated related problems is how the application of service quality of butler toward guests satisfaction in nyaman villas seminyak-kuta. as for the purpose is to find the application of the quality of services of butler to satisfaction guests in nyaman villas seminyak-kuta. ii. research methods this method used is the qualitative and quantitative analysis by diagram approach that can help a villa manager to focus on improving the performance of services in accordance with the expectation of consumer. while the qualitative services in assessing performance of comfortable villas, the need to consider all aspects that is able to improve the quality of service. one method used to assess the quality of services is the method. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 334 servqual method is used for seeing a quality of services through 5 dimensions, tangibles, reliability, responsiveness, insurance, and empathy. all of the dimensions were described in some attributes question to be given to the respondents. the data from respondents with questions then formed in tabulation of likert like scale in table 2. table 2. likert scale performance score satisfaction score very good 5 very important 5 good 4 important 4 fair 3 fair 3 deficient 2 less important 2 very deficient 1 unimportant 1 fandy tjiptono (2000:15) to calculate the level of suitability of consumers who were respondents with importance performance analysis method calculated by equation as follows: 𝑇𝑘𝑖 = 𝑋𝑖 𝑌𝑖 × 100% (1) description: 𝑇𝑘𝑖 = the level of suitability respondents 𝑋𝑖 = a rating score of the quality of services 𝑌𝑖 = a rating score of customer satisfaction and the next, for calculation data quantitative according to a formula as follows: 1. counting the score on average with the formula: 𝑋 = ∑ 𝑋 𝑖 𝑛 𝑌 = ∑ 𝑌 𝑖 𝑛 (2) description: 𝑋 = the average of score the services quality 𝑌 = the average of score the customer satisfaction 𝑛 = the number of respondents journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 335 2. counting the score on average with the formula: 𝑋 = ∑ 𝑋𝑖 𝑛 𝑖=1 𝐾 𝑌 = ∑ 𝑌𝑖 𝑛 𝑖=1 𝐾 (3) description: 𝐾 = the number of attributes 𝑋 = the average of the average of score the service quality 𝑌 = the average of the average of score the customer satisfaaction there were four quadrants in cartesian diagram namely quadrant a, b, c and d. as for the meaning of each quadrant is explained as follows. the quadrant a shows factors or the attribute of being affecting the customer satisfaction, but the company cannot implement in conformity with the wish so that disappoint or dissatisfy the customers. the quadrant b shows one element services company success as well, it is compulsory to defend and considered to be very important and very satisfied. quadrant c shows several factors that have less important impact on customers, the implementation is just enough. considered unimportant and unsatisfactory. qquadrant d shows factors that influence customers unimportant, but the operations are excessive and considered unimportant but very satisfied. the four quadrants in cartesian diagram is shown in figure 1. figure 1. cartesian diagram between the quality of service and customer satisfaction journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 336 iii. results and discussion qualitative analysis the analysis used is cartesian diagram (importance-performance analysis) with the parameters used is reliability, responsiveness, empathy, and tangible using a likert scale to get data in this research, so the spread of the questionnaire is done to 80 consumers. based on the research done so factor-factor of quality of services that affect customer satisfaction described as follows. 1. reliability a. the butler service is professional, friendly, and carefully is an attribute a part of the company to provide facilities of procedures for guests. the questionnaire is shown in table 3 and table 4. table 3. the butler service is professional, friendly, and carefully. very good good fair deficient very deficient mark 26 31 18 5 0 318 mark = (26 x 5) + (31 x 4) + (18 x 3) + (5 x 2) + (0 x 1) = 318 table 4. the level of customer’s expectation to the butler service is professional, friendly, and carefully. very important important fair less important unimportant mark 42 35 3 0 0 359 mark = (42 x 5) + (35 x 4) + (3 x 3) + (0 x 2) + (0 x 1) = 359 the level of suitability = (318 : 359) x 100% = 89% b. inconsistency of the butler in the service is an attribute that includes the consistency of officers butler in providing service for the guests. the questionnaire is shown in table 5 and table 6. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 337 table 5. inconsistency of the butler in the service. very good good fair deficient very deficient mark 36 20 19 5 0 327 mark = (36 x 5) + (20 x 4) + (19 x 3) + (5 x 2) + (0 x 1) = 327 table 6. the level of customer’s expectation to consistency of the butler in the service. very important imprtant fair less important unimportant mark 44 26 10 0 0 354 mark = (44 x 5) + (26 x 4) + (10 x 3) + (0 x 2) + (0 x 1) = 354 the level of suitability = (327 : 354) x 100% = 92% 2. responsiveness a. a butler officer is quick to the respond the customer’s complaints is an attributed to providing service quickly to receive and overcome complaints guests. the questionnaire is shown in table 7 and table 8. table 7. a butler officers are quick to the respond the customer’s complaints. very good good fair deficient very deficient mark 30 27 15 9 0 321 mark = (30 x 5) + (27 x 4) + (15 x 3) + (9 x 2) + (0 x 1) = 321 table 8. the level of customer’s expectation to the butler officers are quick to the respond the customer’s complaints. very important important fair less important unimportant mark 43 37 0 0 0 363 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 338 mark = (43 x 5) + (37 x 4) + (0 x 3) + (0 x 2) + (0 x 1) = 363 the level of suitability = (321 : 363) x 100% = 98% b. a butler officers has speed in solving problems that arise is the attribute of being the provision of the service in a fast manner in the hope of officers butler able to provide quick action in the completion of each guest complaint. the questionnaire is table 9 and table 10. table 9. a butler officers has speed in solving problems that arise. very good good fair deficient very deficient mark 17 32 21 10 0 296 mark = (17 x 5) + (32 x 4) + (21 x 3) + (10 x 2) + (0 x 1) = 296 table 10. the level of customer’s expectation to the butler officers has speed in solving problems that arise. very important important fair less important unimportant mark 47 31 2 0 0 365 mark = (47 x 5) + (31 x 4) + (2 x 3) + (0 x 2) + (0 x 1) = 365 the level of suitability = (296 : 365) x 100% = 81% 3. assurance a. the level of knowledge, ability, and the skill of butler in carrying out their job is an attribute to provide services pertaining to the knowledge, ability, and skill of employees, so the employees can be able to provide a professional service to consumers. the questionnaire is shown in table 11 and table 12. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 339 table 11. the level of knowledge, ability, and the skill of butler in carrying out their job. very good good fair deficient very deficient mark 9 27 30 14 0 271 mark= (9 x 5) + (27 x 4) + (30 x 3) + (14 x 2) + (0 x 1) = 271 table 12. the level of customer’s expectation to the knowledge, ability, and the skill of butler in carrying out their job very important important fair less important unimportant mark 37 40 3 0 0 354 mark = (37 x 5) + (40 x 4) + (3 x 3) + (0 x 2) + (0 x 1) = 354 the level of suitability = (271 : 354) x 100% = 77% b. the level of dedication and the honesty of the butler officers is an attribute that includes dedication, honesty, and skill an employee in the provision of the service to guests in the hope of service delivery that done by the personnel butler without differentiating between the economic status of the social and cultural. the questionnaire is shown in table 13 and table 14. table 13. the level of dedication and the honesty of the butler officers. very good good fair deficient very deficient mark 40 22 18 0 0 342 mark = (40 x 5) + (22 x 4) + (18 x 3) + (0 x 2) + (0 x 1) = 342 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 340 table 14. the level of customer’s expectation to the dedication and the honesty of the butler officers. very important important fair less important unimportant mark 42 31 7 0 0 355 mark = (42 x 5) + (31 x 4) + (7 x 3) + (0 x 2) + (0 x 1) = 355 the level of suitability = (342 : 355) x 100% = 96% 4. emphaty a. a butler officer gives an individual attention to the guest is an attributes to respond to meet the needs of guests. the questionnaire is table 15 and table 16. table 15. a butler officers give an individual attention to the guest. very good good fair deficient very deficient mark 26 30 22 2 0 320 mark = (26 x 5) + (30 x 4) + (22 x 3) + (2 x 2) + (0 x 1) = 320 table 16. the level of customer’s expectation to the butler officers give an individual attention to the guest. very important important fair less important unimportant mark 32 25 23 0 0 329 mark = (32 x 5) + (25 x 4) + (23 x 3) + (0 x 2) + (0 x 1) = 329 the level of suitability = (320 : 329) x 100% = 97% b. the butler’s ability to understand the costumer’s desire is an attribute that includes the wish of guests that had to meet so that guests do not feel aggrieved with the services provided by butler. the questionnaire is table 17 and table 18. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 341 table 17. the butler’s ability to understand the costumer’s desire. very good good fair deficient very deficient mark 17 37 20 6 0 305 mark = (17 x 5) + (37 x 4) + (20 x 3) + (6 x 2) + (0 x 1) = 305 table 18. the level of customer’s expectation to the butler’s ability to understand the costumer’s desire. very important important fair less important unimportant mark 27 42 11 0 0 336 mark = (27 x 5) + (42 x 4) + (11 x 3) + (0 x 2) + (0 x 1) = 336 the level of suitability = (305 : 336) x 100% = 91% 5. tangibles a. facilities available in nyaman villas have arrayed neat and clean is an attribute would facilitate guests to use the facilities provided by the nyaman villas. the questionnaire is shown in table 19 and table 20. table 19. facilities available in nyaman villas have arrayed neat and clean very good good fair deficient very deficient mark 20 17 31 12 0 285 mark = (20 x 5) + (17 x 4) + (31 x 3) + (12 x 2) + (0 x 1) = 285 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 342 table 20. the level of customer’s expectation with the facilities available in nyaman villas has arrayed neat and clean. very important important fair less important unimportant mark 37 41 2 0 0 355 mark = (37 x 5) + (41 x 4) + (2 x 3) + (0 x 2) + (0 x 1) = 355 the level of suitability = (285 : 355) x 100% = 80% b. a clean villa environment, harmonious and had a familiar staff is the attribute of including neatness, cleanliness, and order of villa. the questionnaire is shown table 21 and table 22. table 21. a clean villa environment, harmonious and had a familiar staff very good good fair deficient very deficient mark 32 27 18 3 0 328 mark = (32 x 5) + (27 x 4) + (18 x 3) + (3 x 2) + (0 x 1) = 328 table 22. the level of customer’s expectation of clean villa environment, harmonious and had a familiar staff. very important important fair less important unimportant mark 47 33 0 0 0 367 mark = (47 x 5) + (33 x 4) + (0 x 3) + (0 x 2) + (0 x 1) = 367 the level of suitability = (328 : 367) x 100% = 89% the results of all the percentage of above shows that all the attributes have not run in conformity with the expectation of that which is desirable. that is why it is, this was journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 343 conducted with the needs to be improved and will be enhanced even rewards the charitable by nyaman villas. quantitative analysis after all the attribute of a judgment of the qualities of butler service and customer satisfaction calculated, then it will account for importance-performance analysis shown in the table 23. table 23. calculation of importance-performance analysis factors the quality of services satisfactions 𝑌 services 𝑋 �̅� �̅� quadrant 1. reliability a. the butler service is professional, friendly, and carefully. 359 318 4.49 3.98 b b. aconsistency of the butler in the service. 354 327 4.43 4.09 b 2. responsiveness a. a butler officers are quick to the respond the customer’s com-plaints. 363 321 4.54 4.01 b b. a butler officers has speed in solving problems that arise. 365 296 4.56 3.70 a 3. assurance a. the level of know-ledge, ability, and the skill of butler in carrying out their job. 354 271 4.43 3.39 a b. the level of dedi-cation and the honesty of the butler officers. 355 342 4.44 4.28 b 4. emphaty a. a butler officers give an individual attention to the guest. 329 320 4.11 4.00 d b. the butler’s ability to understand the costumer’s desire. 336 305 4.20 3.81 c 5. tangibles a. facilities available in nyaman villas have arrayed neat and clean. 355 285 4.44 3.56 a b. a clean villa envi-ronment, harmonious and had a familiar staff. 367 328 4.59 4.10 b the average of �̅� and �̅� 4.42 3.89 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 344 �̅� and �̅� = the value of average from 80 respondents. source : the data that it is processed as a result of the calculation in table 23 can be counted the mean value of the 𝑋 and 𝑌 is as follows: 𝑋 = ∑ 𝑋𝑖 𝑛 𝑖=1 𝐾 = 44.2 10 = 4.42 (4) 𝑌 = ∑ 𝑌𝑖 𝑛 𝑖=1 𝐾 = 38.9 10 = 3.89 (5) so, the value of the average level of customer satisfaction 𝑌 is shown by the extent of the interest total is 4.42 it was actually higher than the average of the performance level of butler total is 3.89. it means that the quality of services butler has not yet been fully in accordance with consumer interests or expectations. and next, the value of each attribute at table 23 applied to in the cartesian diagram is consisting of 4 quadrants namely a, b, c and d (figure 1) with the use of fundamentals as follows: quadrant a = (𝑌 > 4.42; 𝑋 < 3.89), quadrant = (𝑌 > 4.42; 𝑋 > 3.89), quadrant c = (𝑌 < 4.42; 𝑋 < 3.89) and quadrant d = (𝑌 < 4.42; 𝑋 > 3.89). based on the calculation of the importance-performance analysis it was discovered that the average service levels butler given nyaman villas seminyak kuta as a whole is 3.89 and the average expectations consumers a whole is 4.42. this indicates 3.89 and 4.42 which means service levels butler given nyaman villas have been lower than the hope of consumers or the provision of services still have not in conformity with expectation consumers. next to an analysis is also attribute the quality of service services and customer satisfaction on each quadrant that is in the cartesian diagram (figure1) as follows: the quadrant a, the attribute of being included here are 2b, a butler officers has speed in solving problems that arise, attribute 3a the level of knowledge, ability, and the skill of butler in carrying out their job, and attribute 5a, facilities available in nyaman villas journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 345 have arrayed neat and clean. the quadrant b, the attributes of being included here are an attribute 1a, the butler service is professional, friendly, and carefully, attribute 1b, the aconsistency of the butler in the service, attribute 2a, a butler officers are quick to respond the customer’s complaints, attribute 3b, the level of dedication and the honesty of the butler officers, and attribute 5b, a clean villa environment, harmonious and had a familiar staff. the quadrant c, attributes included here is attributes 4b, the butler’s ability to understand the costumer’s desire. the quadrant d, attributes included here is 4a, a butler officer gives an individual attention to the guest. iv. conclusion according to the qualitative analysis above, so we can see that the quality of services provided by villas are comfortable, but there is one attributes that is an attribute to the level of knowledge, ability, and the skill of butler in carrying out their job in the line of duty in category or criteria as, because those attributes having value of 77%, so those attributes must be improved again by management. in addition, there is one attributes that is an attributes facilities available in nyaman villas have arrayed neat and clean have lined up and net should also be increased by the company, because it has value attribute the level of as much as 80% while, based on analysis quantitative has done, so we can see that the average consumer expectations was in 4.42 and the average level of service on nyaman villas was in 3.89. references alexander, y. 2010. analisis kualitas pelayanan jasa penginapan terhadap kepuasan konsumen pada hotel arinas di bandar lampung. jurnal manajemen dan bisnis, volume 1, number 1, pp. 68-87. atmawati and wahyudin. 2007. analisis pengaruh kualitas pelayanan terhadap kepuasan konsumen pada matahari departement store di solo grand mall. surakarta: jurnal daya saing, program mm-ums. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 346 ranas, r.y. and mansur, a. 2013. analisis dan perbaikan layanan hotel menggunakan servqual dan diagram kartesius (studi kasus di hotel kombokarno). volume 14, number 2. tjiptono, f. and chandra, g. 2005. service quality satisfaction. yogyakarta: andi. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 313 the regent seven seas cruises voyager: handlingprocedure endeavor of shore excursions at pt. pacific world nusantara 1 2 3 ni made ayu saraswati gede ginaya i ketut budarma 4ni putu wiwiek ary susyarini travel and tourism business, politeknik negeri bali 1ayusaraswati.made@gmail.com, 2ginaya@pnb.ac.id, 3ketutbudarma@pnb.ac. id 4wiwiek32@yahoo.com abstract the cruise industry is a highly concentrated business in terms of players and markets. vessel deployment strategies and itinerary design by cruise operators are primordial and are affected by market and operational considerations. this paper focuses on the procedure of handling shore excursions for the regent seven seas cruises voyager by the department of inter cruises at pt. pacific world nusantara. by applying a descriptive qualitative research, the data was collected through observation, interview, and document review. the theory used to undertake this study is the cruise industry perspective of european commission passenger ship safety meeting, brussels. the data that has been classified is analyzed by qualitative descriptive method with an inductivemethodological paradigm which is setting up the discussion from particular principles to the general in order to obtain a conclusion. the result of data analysis is presented by formal and informal method. the study reveals the handling procedure of shore excursions for regent seven seas cruise voyager necessitates so much higher international standard either during preparation prior to the cruise arrival, tours upon its arrival, on departure as well as after departure itself that, in fact, regent seven seas cruise voyager has exclusive standard operation tour and inter-cruises team takes high concern to handle the shore excursion program for their clients. therefore, the success of the cruise handling is a staff-handling cruise endeavor as the company’s pride and accomplishment. keywords: regent seven seas cruises voyager, cruise shore excursions, cruise industry. introduction cruise ship has been appeared to be a modern industry since late 1960s and soon developed into a mass market using large vessels as it was showed by the titanic in a luxurious-dramatic movie. its existence has given more added-value of revenue-generating passenger services onboard. therefore, it has become a salient symbol of the globalization of the tourism industry in terms of its market coverage, its practices in customer service and the mobility of its assets (chin, mailto:4wiwik32@yahoo.com mailto:ayusaraswati.made@gmail.com,%202 mailto:ayusaraswati.made@gmail.com,%202 mailto:3ketutbudarma@pnb.ac.%20id mailto:4wiwiek32@yahoo.com jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 314 2008; weaver, 2005; wood, 2000). as a new trend of tourism business, cruises remain a favorite among young energic people who study on vocational field in maritime and tourism as they want to get job in the cruise line. cruise industry gives economic, social and environmental dimensions of the cruise market (dwyer, douglas, and livaic, 2004). many scholars analyzed the economic significance of cruise tourism and cruise ship calls (dwyer and forsyth, 1998), while doublas and douglas (2004) unraveled cruise ship passenger spending patterns, the optimal routing of cruise ships, the cruise ship port selection process, and the optimal cruise-liner passenger cabin pricing policy. the service offerings and locational qualities of cruise ports have also received attention through examining the specific site and situation requirements of cruise ports (mccalla,1998), while vaggelas and pallis (2010) identified and classified the different services provided by 20 european passenger ports. gui and russo (2011) introduced an analytic framework that connects the global structure of cruise value chains to the regional articulation of land-based cruise services. many visitors that came to bali usually using aircraft and they arrive in bali ngurah rai international airport. heading to bali using plane is the easiest and fastest way for the tourists. additionally, some of them arrive in the island after few hours sailing. for example, some tourists cross the java and lombok strait, as the island is situated between java and lombok islands, either by ferry or fast boat. moreover, luxurious cruise ships occasionally anchored in some seaports in the island, such as padang bai and tanah ampo harbors in karangasem regency, benoa harbor in the municipal city of denpasar, and celukan bawang harbor in buleleng regency. thus, passengers can take shore excursions throughout the island while the cruise ships disembark in respective harbor and the tourists have to rush on board prior to the schedule departure. it is often to be a glimpse sight that some cruise ships still anchor offshore toward the southeast side of the island and tender guests to shore. therefore, this evidence proves that sea cruising is getting more and more famous nowadays in bali. as the famous tourist destination in indonesia, bali sees a brighter outlook on cruise tourism. the pleasure of traveling on a cruise kept the tourist coming back for more. through cruises, tourists can get to see a lot of different ports, different cities, different countries, and can explore the entire destination where the cruise anchors. the intensive arrival of cruise ships in bali would definitely contribute to the island's revenue and improve the prosperity of the local people. the most important thing here is that is it not only on the high quantity of cruise ships docking in bali, but also the duration of their stay in the island. generally, they stay for 2 or 3 days. the longer they are here, the more money they will spend, and that could boost the local economy in bali. as a matter of fact, cruise ships typically utilize three ports, namely benoa, celukan bawang, and padang bay port. for benoa port, most ships anchor offshore and passengers are tender to the terminal. smaller ships may dock alongside though the process of docking is tricky. in addition, celukan bawang port is the main cargo port of northern in bali. the port of celukan bawang jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 315 allows passengers to discover a different part of bali, as well as to discover fascinating natural and cultural balinese sites. celukan bawang port is quieter port than benoa port. the coast around the port is sloppy and rocky. the seabed consists of stony sand. the last port is padang bay. most visitors have a chance to trip in order to spend the time around this port to see diving and snorkeling activities. this is also a convenient base from which to explore some of the wider attractions of east bali. for over twenty years, as an independent group of companies, pacific world group has served a variety of tourist markets. pacific world nusantara provides highly suitable management services. they strive to provide product quality improvement, professional management and exceptional operations, placement on personal care and services. as the part of pt. pacific world nusantara, one of the departments in this company is inter cruises. inter cruises shoreside & port services is a global business with experience in handling onshore voyages and handling services at the port for the newly arrived cruise ship industry and will tour or cruise ships that will only drive down and raise new passengers. the inter cruises team is committed to providing service and high dedication to clients in providing knowledge with global insights. having delighted to discover that the regent seven seas voyager preserves the personal touch while offering a wider variety of facilities and activities. regent seven seas cruise is sailing from sydney, cruising the tasman sea, mooloolaba, cruising the coral sea, airlie beach, townsville, cairns, cruising the coral sea, alotau, port moresby, cruising the coral sea, cruising the arafura sea, darwin, cook town, cruising the timor sea, komodo island and benoa bali. based on the background above, this paper analyzes qualitatively the research entitles “procedure of handling the shore excursion for regent seven seas cruises voyager by inter-cruises department at pt. pacific world nusantara” methods this research applies descriptive qualitative method analysis. the data used are primary and secondary data. primary data is data that is directly obtained based on the participating observations when the author was holding on the job training for over than 3 months in pt. pacific world nusantara and actively involved in handling the cruise ship including direct interviews with the staff in charge for the cruise handling. whereas, secondary data is data obtained from the all documents used during the handling process including email correspondences, bidding application of the cruise handling, and fill-in questionnaire on the whole cruise handling service by the cruise participants before they disembark onboard. subsequent data were analyzed with qualitative descriptive methods based on an inductive methodological paradigm. that is, a paradigm that departs from something particular to general (mahsun in ginaya, 2018). by applying descriptive analysis method, the data that has been collected on the handling procedure of regent seven seas cruises voyager by inter-cruises department at pt. pacific world nusantara is elaborated in detail so that finally obtained a conclusion regarding the cruise handling procedure. the results of the study are presented with formal and informal methods. according to sudaryanto in ginaya (2018) informal presentation methods are presenting the results of analysis with jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 316 descriptions or ordinary words, while the formal presentation method is the formulation with signs and symbols. sudaryanto (ginaya, 2018) further states that symbols or signs are used to present or formulate the results of the analysis so that the meaning of the method, the relationship between the methods, and the characteristics of the method can be known and understood. results and discussion in this analysis will be discussed about the whole process of handling procedure endeavor of regent seven seas cruises voyager by inter-cruises department at pt. pacific world nusantara including what strategies are implemented by the department in succeeding the whole process of the cruise handling. the handling procedure of shore excursions for regent seven seas cruise voyager necessitates so much higher international standard either during preparation prior to the cruise arrival, tours upon its arrival, on departure as well as after departure itself that, in fact, regent seven seas cruise voyager has exclusive standard operation tour and inter-cruises team takes high concern to handle the shore excursion program for their clients. inter cruises as a tour operator for regent takes long period tour preparation before their arrival because there will be involve the local tourist attraction, local guide, port security, and many suppliers. 1. preparation before arrival after approving the proposal from the operation manager that has been sent one year before sailing time of regent, the tour manager at the ship sent final request of shore excursion departures via e-mail to operation manager when the sailing time of the cruise. this includes shore excursion departures request from the ship. when the final request accepted by the operation manager, the operation manager sent the request from the ship to operation coordinator and send the e-mail update of tour summary program to the ship. the operation manager doing briefing accordance the email inquiry to operation coordinator and the operation coordinator started to handle the preparation. the request that comes from the e-mail will show the excursion that has selected by the client. shore excursion departures request informs that will be 493 totals of guests on tour on 23 march 2018. the tours are select as follows: 1) baj – 001 discover bali (tohpati village, mas village, balinese house compound in singapadu, singapadu puseh temple, bali bird park) 2) baj – 003 bali terrace & ulun danu temple (baha village, ulun danu temple, passing by batunye, carang sari, and luk-luk) 3) baj 005 royal temple & tanah lot (tohpati village, taman ayun temple, tanah lot temple) 4) baj 007 balinese arts & crafts (bona village, kemenuh village, peliatan village, celuk village, tohpati village) jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 317 5) baj 004 balinese cultural experience (balinese house compound in singapadu, kemenuh village, dinner at laka leke restaurant) 6) baj 002 tribal dinner & kecak dance (celuk village, bali bird park, dinner at bali bird park) 7) pvt – 914 private tour (luk-luk village, tanah lot temple, ubud,sanur) in accordance with the e-mail inquiry, there would be three escort tours from the ship. they are mr. robert pance from casino (3079), mr. tamzin jacobs from reception (3109), and traian ciumacencu from destination service (3111). a. transport booking request after the final update from the ship, the operation coordinator booked the transportation for the tour on that date. the transportation that required depends on the number total guests on tour. for regent would be use bus with a capacity 28 seats and 35 seats. total buses that have been booked are 5 buses with 28 seats and 16 buses with 35 seats. for the private tour used one car with a capacity for six people. e-mail confirmation of the booking transportation. the reply from transport agent as the follow up of the request. b. restaurant booking request furthermore, besides doing booking for transportation, the operation coordinator also has to book for the restaurant. there will two places for regent‟s dinner that are laka leke restaurant and bali starling restaurant at bali bird park. laka leke restaurant includes in tour balinese cultural experience and bali starling restaurant includes in tour tribal dinner & kecak dance. each restaurant has different concept for entertaining but similar type of food. menu and entertainment detail at each restaurant (attachment 5). when booking dinner, the operation coordinator will inform the restaurant for the special request from the client. e-mail booking for laka leke restaurant (attachment 6) and e-mail booking for bali starling restaurant at bali bird park c. tour guide preparation when the booking has made, next procedure is preparing for the tour guides. the operation manager with the operation coordinator and guide coordinator went to the meeting to discuss about the number of tour guide that would need for the excursion. after meeting there will be a decision how many tour guides needed. the guide coordinator will inform all the guides that have to be in charge for the tour. the guide coordinator gave a briefing for the guides 3 days before cruise arrival on 23 march 2018. there would be information the placement of each guide and documents that should be filled after the tour finish. there is a picture of meeting situation: jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 318 figure 4.1 meeting guide guide coordinator sent by e-mail the dispatch with the final confirmation name list of tour guide to the operation manager and the operation coordinator. in carrying out the job of the guides, they need some equipment, such as: 1) name tag figure 4.2 guide‟s name tag nametag for the guide is very important as identity for the guide. the aim for using nametag is also to make it easier for the clients remember the guide‟s name who handles their group of shore excursion. the operation coordinator prepares for the nametag accordance of guide name list that has confirmed by the guide coordinator. the nametag distributed at the port with the guide kit before the tour began. 2) uniform figure 4.3 guide‟s uniform uniform showed company’s identity because every company has their own identity. uniform also serve the client to make it easier for them recognizing jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 319 their guide during the excursion. the guide will distribute the uniform at meeting guide. 3) guide kit. for the example the content of guide kit (attachment 9) guide kit consist of: a) official tour summary b) shore excursions escort quality survey c) g u i d e order d) maps (30 pcs) the operation coordinator prepares for 25 pcs of guide kit because there will be 25 tour guides in charge during the day of excursion. every guide gets one of the guide kits and handles group tour in one bus until the excursion finish. there would be tour guide for hospitality desk on the ship. hospitality desk placed at the ship when the tour begins until the tour ends. the guide kits are distributed at the port before briefing and tour began. d. preparing sign excursion after preparing the guide, the operation coordinator will prepare for the sign the bus (attachment 10). the sign consists of name of the tour, number of the bus, regent’s logo, and inter-cruises logo. in every bus, there would be three signs, there are first sign placed at in the front of the bus, second is on the left side of the bus, and the last placed on the back of the bus. the guide coordinator prepares the sign of inter cruises for identity of the bus. the inter-cruises sign placed at in front of the bus. every bus or car that enters into the inner port parking area should have inter-cruises sign because inter cruises is the official tour operator that handle regent seven seas cruise voyager. sign banner for welcoming the cruise would be set up at the port. e. preparing excursion supporting facilities when all the sign is complete, the operation coordinator continued to prepare the mineral water, raincoat, and wet tissue. every guest gets one mineral water and wet tissue during the tour. the operation coordinator preparing for 30 packs of raincoat and wet tissue because in this case there will be 21 buses, the rest of raincoat and wet tissue for the backed up would be at the port. in every packs of rain coat and wet tissue adjusted due the number of the total guests at the bus. mineral water, raincoat, and wet tissue would be set up at the day the cruise arrives in bali. the last thing that should be prepared is sarong. especially for the excursion that visited the temple, inter cruises providing sarong for the guest. in this case is discover bali. for the total of the guests who request visited singapadu puseh temple is 27 people. the operation coordinator prepares for 30 pcs of sarong and place 15 pcs in each 2 bus that will go to discover bali excursion. after all of the things already checked and complete, the operation coordinator would be setting up everything for backed up and put to the box that will be taken and placed at the port. f. payment jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 320 at this time, the finance manager gave the operation manager money cash advance for the excursion operation accordance the shore excursion departures request. money cash advance used for payment to the tourist attraction, ticket parking, toilet payment at the tourist attraction, and for staff lunch. except for lunch at the restaurant, the payment transferred after the operation finish. the details of the tour that need for money cash advance are as follows: a. bali terrace & ulun danu advancing: gusde ticket: ulun danu temple idr 30.000 total guest on tour: 97total: idr 3.000.000 b. royal temple and tanah lot advancing: edy ticket: royal temple idr 20.000 tanah lot temple idr 60.000 total guest on tour: 149 total: idr 12.190.000 the other payments will transfer to the bank account of the company. 2. handling procedure on arrival stating of attachment 2, the cruise arrived at 12.00 o’clock. before the cruise arrives, inter-cruises team doing a final check for the preparation and briefing at the office for all staff whom in charge for this excursion. at 9.00 o’clock, intercruises team went to the benoa port for the preparation. the operation manager and the operation coordinator come to the port office in benoa for briefing anchor time for the cruise. figure 4.4 checked buses at the same time, while the operation coordinator and the operation staff setting up the bus and the supplies, guide coordinator with the operation manager doing final briefing for all tour guides. guide coordinator distributes the guide kit and nametag for all tour guides. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 321 figure 5.5 briefing tour guide the operation manager briefing the tour program and lunch program for the guide who lead the guests to the laka leke restaurant and bali starling restaurant. the list of the food special request is already at the guide kit for excursion that going to laka leke restaurant and bali starling restaurant. when the cruise arrive, tour manager from the ship will meet the operation manager to make sure all the preparation is complete before the guests comes out from the ship for the excursion. after all the preparation has done, tour manager informs the crew on the ship to call the guest on the ship to come out accordance to their card number. all of inter-cruises team stands by at the port to direct the guest to the bus and bring the sign of cruise. the guest will bring the card number accordance the bus number that they will use during the excursion. the card number brought by the guest is a voucher for excursion from the ship. tour guide will take it when the guest enters the bus and handed back to the ship later. figure 4.6 welcoming the guests the group that comes out first is balinese cultural experience tour. they will depart from the port at 15.30. first, they visited balinese house for sightseeing at singapadu village for 30 minutes. then visited kemenuh village for explore and shopping at the wood carving gallery. in addition, the last is visited laka leke restaurant for the dinner. tour guide has to make sure the special request for the guest before they start the dinner. dinner will last for 2.30 hours. after finished, the tour returned to the hotel and arrived at the port at 21.30. moreover, the last is the excursion that going to tribal dinner & kecak dance tour. they will depart from the port at 15.30 from the port and visited celuk village to see silver smith. after that, they went to bali bird park to enjoy the bird show and dinner there. after dinner, they back to the port and arrived at 20.30. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 322 after all the procedure during shore excursion finish, operation staff who in charge to advancing to destination had to make a financial report to the operation coordinator. operation coordinator reported to the operation manager and finance manager for money cash advance. after the report has done, the operation coordinator also had to sort all document in guide kit and filling the document for the records. doing a filling document help inter cruises to review the activities during the shore excursion and follow up the complaint from the guest. conclusions and suggestions from the discussion above about the handling procedure of the shore excursion for regent seven seas cruise voyager, it can be concluded that the whole process of the shore excursions starts from preparation before arrival including shore excursion departures requested from the ship and after final request accepted, the operation manager sent the request from the ship to operation coordinator and then sent update of tour summary program to the ship. the next step is the preparation prior to the on-site execution, such as transportation booking request, restaurant booking request, tour guide preparation, preparing sign excursion, preparing excursion supporting facilities, and payment. handling procedure on arrival was starting from where before the cruise arrives, inter-cruises team was doing a final check for the preparation and briefing at the office for all staff whom in charge for this excursion. the execution of cruise handling on site started from welcoming the guests and during shore excursion the tour began and all the staff started doing their job and responsibility about their job. there would be staff went to advance, prepare the dinner, and stay at the port to monitor the situation. finally, the handling procedure after shore excursion completed the operation staff reported a feedback from the escorts and made a financial report to the operation coordinator. some suggestions can be stated concerning the handling procedure, such as clear job and responsibilities are needed in accordance with the position with the result that the jobs running well during the preparation, during the tour, and during procedure after arrival. additionally, feedback from the guest is required to be evaluated in order to improve the f u t u r e service-quality assurance for providing guests’ satisfaction. references bateman, h., harris, e., & mcadam, k. (2006). dictionary of leisure, travel, and tourism third edition. london: a&c black publishers. chin, c. b. n. (2008). cruising in the global economy: profits, pleasure and work at sea. aldershot, england: ashgate. jasth journal of applied sciences in travel and hospitality vol. 1, no. 3, september 2018 323 doublas, n., & douglas, n. (2004). cruise ship passenger spending patterns in pacific island ports. international journal of tourism research, 6(4), 251e261. dwyer, l., douglas, n., & livaic, z. (2004). estimating the economic contribution of a cruise ship visit. tourism in marine environments, 1(1), 5e16. dwyer, l., & forsyth, p. (1998). economic significance of cruise tourism. annals of tourism research, 25(2), 393e415. ginaya, g. (2018). the balinese calendar system: from its epistemological perspective to axiological practices. international journal of linguistics, literature and culture (ijllc), 4(3), 24-37. gui, l., & russo, a. p. (2011). cruise ports: a strategic nexus between regions and global lines e evidence from the mediterranean. maritime policy & manage ment, 38(2), 129e150. mccalla, r. (1998). an investigation into site and situation: cruise ship ports. tijdschrift voor economische en sociale geografie, 89(1), 44e55. sudaryanto. (1993). metode dan aneka teknik analisis bahasa: pengantar penelitian wahana kebudayaan secara linguistis. duta wacana university press.sumarwan, u., 2014. perilaku konsumen. vaggelas, g., & pallis, a. a. (2010). passenger ports: services provision and their benefits. maritime policy & management, 37(1), 73e89. weaver, a. (2005a). the mcdonaldization thesis and cruise shipping. annals of tourism research, 32(2), 346e366 wood, r. e. (2000). caribbean cruise tourism: globalization at sea. annals of tourism research, 27(2), 345e370. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 197 marketing strategy through sales call and telemarketing to increase room revenue at the lerina hotel nusa dua ni luh linda astri rinsia dewi1, ni nyoman triyuni2, i nyoman winia3 123tourism department, politeknik negeri bali email: 1lindarinsiadewi18@gmail.com, 2triyuni@pnb.ac.id, 3nyomanwinia@pnb.ac.id abstract this research is conducted to know the indicators that become the strengths, weaknesses, opportunities and threats. the method used is descriptive qualitative with the number of respondents as many as 8 people through purposive sampling. purposive sampling is the sampling of data sources with a specific purpose, means that the selected respondents are the people who know how the strategy will be used. sales call and telemarketing are the optimum strategy used to increase room revenue. based on effectivity and efficiency of these strategy, the lerina hotel nusa dua keep used these strategy to face client needed. the strength of the lerina hotel nusa dua is to have complete facilities, but the weaknesses is to have merchandise that can be brought overside. the opportunities of the lerina hotel nusa dua is the secure of bali island as quite conducive, then the threats is the lifestyle of a growing community. the position of the lerina hotel nusa dua at present and future is in cell v or grows and stability. being in a v cell position it is advisable to expand markets, production facilities and technologies through internal or external development through acquisitions or joint ventures with other companies in the same industry. the marketing strategies that can be applied to the lerina hotel nusa dua are utilizing social media for promotional tools, utilizing the big days of religious and local culture (balinese) for promotion, improving facilities owned to support event activities (mice) such as adding amenities for meetings, and adding some amenities that guests can take home as a souvenir. the advice given to the management is to maintain the cleanliness of the hotel and surrounding buildings, intensifying various promotions, especially in the field of food and beverage (f & b) and event in order to increase additional hotel revenue. keywords: marketing strategy, sales call, telemarketing, room revenue. introduction bali as an icon of tourism in indonesia is not only famous in the country but has also famous in foreign countries. increased of tourist visiting to bali will be adding of the competition between hotels in the island. the hotels will seek to attract tourists by providing information about their products and services. for that, various marketing strategies used by the hotel as an effort in winning the competition is getting tighter. a comprehensive, integrated and unified marketing strategy is the key to achieving optimal results. one of the strategies commonly used to promote the company is the marketing strategy through sales call and telemarketing. mailto:lindarinsiadewi18@gmail.com mailto:triyuni@pnb.ac.id mailto:nyomanwinia@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 198 marketing strategy is the main approach that will be used by the business unit in achieving predetermined objectives, including key decisions about the target market, market product placement, marketing mix and required marketing cost levels such as kotler & armstrong's opinion (sunyoto, 2015). the opinion of budi (2013) stating that the sales call is a business search either room, event (mice) or other hotel products conducted by the sales team directly (come directly and meet contact person) to potential companies. telemarketing also a good and optimal strategy in long distance promotion especially to reach companies that are outside the city or outside the island (overland company). sales call and telemarketing activities are targeted at business clients that have similar target markets, such as travel agent, corporate, event organizer, and wedding organizer which are considered capable of increasing revenue. both activities must be done regularly in accordance with the company's working hours so as not to interfere with client work procedures. especially for the sales call activity, there must be an appointment first to adjust the meeting time with the relevant informants so that it is easier in conducting cooperation and negotiation offer so as to produce mutually beneficial cooperation contract between both parties. the sales call and telemarketing data at the lerina hotel nusa dua can be seen in table 1 below: table 1 activity of sales call and telemarketing activity client travel agent corporate event organizer wedding organizer sales call 24 11 11 12 telemarketing 36 18 22 16 source: sales and marketing the lerina hotel nusa dua on 2018 based on table 1, it can be seen that the main client of the lerina hotel nusa dua is travel agent. that's because travel agent is a company with an important role in contributing the arrival of tourists to a hotel. as for companies such as corporate, event organizer and wedding organizer is a support company where its role in contributing various events such as meetings, weddings, gatherings and other activities that support the hotel revenue. the level of room revenue 3 latest year at the lerina hotel nusa dua obtain in table 2, the following: jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 199 table 2 room revenue level of the lerina hotel nusa dua period 2015-2017 no. years room revenue room revenue target persentase 1 2015 2,319,075,091.00 4,899,455,071.00 2 2016 3,755,310,163.00 5,623,998,110.00 61.93% 3 2017 5,567,958,487.00 6,342,222,167.00 48.27% source: sales & marketing the lerina hotel nusa dua on 2018 based on table 2 above shows the level of room revenue at the lerina hotel nusa dua for 3 years experienced a continuous increase. in 2016 increased by 61.93% and in 2017 increased by 48.27%. the increase in 2017 is not too drastic due to the force majeure that is experienced by the island of bali. however, despite increasing room revenues every year, the lerina hotel nusa dua has not been able to achieve the target room revenue that has been planned previously. the problem objectives of this research are: 1. how is the implementation of marketing strategy through sales call and telemarketing at the lerina hotel nusa dua? 2. how is the room revenue level as a result of sales call and telemarketing activities at the lerina hotel nusa dua? the research conducted there are several research purposes, among others: 1. to know the application of marketing strategy through sales call and telemarketing at the lerina hotel nusa dua. 2. to know the room revenue level as a result of sales call and telemarketing activities to increase room revenue at the lerina hotel nusa dua. methodology the method used is descriptive qualitative with the number of respondents as many as 8 people through purposive sampling. purposive sampling is the sampling of data sources with a specific purpose, means that the selected respondents are the people who know how the strategy will be used (sugiyono,2015:217). the operational definition of the indicators in the internal factors of marketing are as follows: 1. products are all facilities owned and offered by the hotel the lerina hotel nusa dua such as; room, pool, meeting room, rooftop bar and restaurant. 2. price is a unit of value offered. 3. location is where the hotel is located. the lerina hotel nusa dua has a great location, being on the edge of the main road and close to jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 200 several restaurants and mini marts. 4. promotion is an attractive offer that is given to consumers to attract consumers to buy hotel products. the definition of the indicator variables in the external factors of marketing are as follows: 1. competitive. the hotel growth rate that stands every year can be a competitor for the lerina hotel nusa dua. 2. economic environment. the economic conditions studied in this study are related to the rupiah exchange rate inflation rate against the dollar that affects the income of the community so it will be difficult in terms of travel and interest to book a hotel room. 4. technology. the technology in this research consist of computer technology and internet access faster and other technology related to facility and hotel operation. 5. politic. local government policy is a regulation set by the government in each region such as the management of hotel and restaurant taxes, the regulation of tourism business permits in the tourism business. 6. societal and cultural environtment. the social and cultural environment to be studied is community support and participation towards preserving and reviving some traditional cultural patterns such as art, dance, music and clothing. data analysis techniques used are quality and rating used to identify and analyze internal factors as strengths and weaknesses as well as external factors as opportunities and threats for the lerina hotel nusa dua in determining the direction of strategy, where further determination of strategy will be done with swot matrix. after that determine of internal-external matrix (ie-matrix). internal matrix external aims to see the right strategy to apply, this diagram can identify 9 cells strategy company, growth strategy (in cell 1,2,5), stability strategy (in cell 4), and retrenchment strategy (in cell 3, 6, 9). the combination of internal factors with these external factors can result in four possible sets of alternative strategies of so, st, wo, and wt, as seen in the following table 3. table 3 swot analysis matrix ifas efas strengths (s)  determine the factors that become internal strengths weaknesses (w)  determine the factors that become internal weaknesses jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 201 opportuities (o)  determine factors of external opportunity factors so strategy  create strategies that use force to take advantage of opportunities wo strategy  creating strategies that minimize weaknesses to take advantage of opportunities threats (t)  determine external threat factors st strategy  creating strategies that use force to overcome threats wt strategy  creating strategies that minimize weaknesses and avoid threats source: rangkuti (2016: 83). description: 1. so strategy (strengths opportunities), that is, by utilizing all the power to correct weaknesses and exploit the greatest opportunities. 2. strategy st (strengths threats), which uses the power of the company to overcome the threat. 3. wo (weaknesses opportunities) strategy, this strategy is applied based on the utilization of existing opportunities by minimizing weaknesses. 4. wt strategy (weaknesses threats), this strategy is based on defensive activities and seeks to minimize existing weaknesses and avoid threats. results and discussion description of research results is a description of all data and discussion that ultimately is the result of research. results from the present internal factor analysis summary (ifas). the determination of the total qualitied value (score) of each indicator to obtain the total qualitied value is shown in table 4 as follows. table 4 internal factor analysis summary (ifas) the lerina hotel nusa dua at present (2018) no strengths quality rating score description 1 hotel has complete facilities 0.176 3.9 0.683 high strength 2 hospitality of hotel staff to guests 0.136 3.0 0.409 low strength jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 202 3 the location at the strategic hotel is on the main road 0.131 2.9 0.376 low strength 4 it has good road access and is easy to reach 0.153 3.4 0.518 high strength 5 the hotel has various promotions 0.125 2.8 0.344 low strength total 0.722 16 2.329 weaknesses 1 cleanliness of hotel and surrounding buildings 0.108 2.3 0.243 low weakness 2 special price for repeater guests 0.091 2.0 0.182 low weakness 3 have a take-away merchandise 0.080 1.8 0.139 low weakness total 0.278 6.0 0.564 quality x score total of internal factors 1.000 21.875 2.893 based from the result of internal factor analysis at present (2018) in table 4 above, it is known that from the result of multiplication of qualities and rating obtained the overall result of total qualitied value (score) of 2,893. this indicates that the lerina hotel nusa dua has good strength in its operation in 2018. description of research results is a description of all data and discussion that ultimately is the result of research. results from the present external factor analysis summary (efas). the determination of the total qualitied value (score) of each indicator to obtain the total qualitied value is shown in table 5 as follows: table 5 external factor analysis summary (efas) at the lerina hotel nusa dua at present (2018) no. opportunities quality rating score description 1 the secure of bali island is quite conducive 0.119 2.6 0.313 low opportunity 2 unpredictable political and economic situation 0.125 2.8 0.344 low opportunity 3 increasing event growth (mice) 0.125 2.8 0.344 low opportunity 4 rapid technological advancement 0.148 3.3 0.480 high opportunity 5 lifestyle of a thriving society 0.148 3.3 0.480 high opportunity 6 the attraction of local culture 0.125 2.8 0.344 low opportunity total 0.790 17.38 2.305 threaths jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 203 3.0 2.0 1.0 l o w a v e r a g e s t r o n g t o ta l s c o re o f e x te rn a l s tr a te g y f a c to rs 2.893 2.799 based from the results of the analysis of external factors of the present (2018) in table 5, it is known that from the results of qualities and rating obtained overall results total number of total qualitied (score) of 2.799. this indicates that the lerina hotel nusa dua is in a good position to further develop the company, but does not close the possibility to stay alert to the threats that exist. after analyzing internal and external factors in the present, the next step is to move the value scores into the ifas/efas matrix. in the previous calculation, the ifas score was 2.893. then the score value of efas is 2,799, so the position of the lerina hotel nusa dua on ifas / efas matrix can be seen in figure 1, as follows. total score of internal strategy factors strong average low 4.0 3.0 2.0 1.0 i growth ii growth iii retrenchment iv stability v growth vi retrenchment stability vii growth viii growth ix liquidity figure 1. 1 many similar accommodation with cheap price 0.102 2.3 0.235 low threath 2 preservation of the surroundings of the hotel 0.108 2.4 0.259 low threath total 0.210 4.7 0.494 quality x score total of external factors 1.000 22.1 2.799 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 204 internal-external matrix of the lerina hotel nusa dua at present (2018). based on figure 1 shows the strategic position of the lerina hotel nusa dua at present is in the position of growth (growth). but this cell growth strategy through horizontal integration means an activity to expand the company by building in other locations and increasing the types of products and services. an alternative strategy that can be applied is to expand markets, production facilities and technology through internal or external development through acquisitions or joint ventures with other companies in the same industry. qualifiying and rating of the indicator of future internal variable factors is same like the qualifying and rating of the present before. respondents consisting of 8 people who are the top management of the lerina hotel nusa dua were asked to predict internal factor variables in the future as shown in table 6 as follows. table 6 internal factor analysis summary (ifas) the lerina hotel nusa dua at future (2019) no strengths quality rating score description 1 hotel has complete facilities 0.170 3.9 0.659 high strength 2 hospitality of hotel staff to guests 0.143 3.3 0.472 high strength 3 the location at the strategic hotel is on the main road 0.126 2.9 0.362 low strength 4 it has good road access and is easy to reach 0.148 3.4 0.500 high strength 5 the hotel has various promotions 0.121 2.8 0.333 low strength total 0.708 16.2 2.325 weaknesses 1 cleanliness of hotel and surrounding buildings 0.110 2.5 0.275 low weakness 2 special price for repeater guests 0.093 2.1 0.198 low weakness 3 have a take-away merchandise 0.088 2.0 0.176 low weakness total 0.291 6.6 0.649 quality x score total of internal factors 0.999 22.8 2.974 based from the results of the analysis of future internal factors (2019) in table 6 above, the change in the score from the present to the future increased from 2,893 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 205 to 2,974 with a difference of 0.081. this change is caused by changes in the value given by the respondents on the variable of internal factors in the future. there are the future internal factor rating that has been predicted by top management the lerina hotel nusa dua is listed in table 7, as follows. table 7 prediction of internal factor rating replacement the lerina hotel nusa dua at future (2019) no indicator of internal factors rating 2018 rating 2019 description 1 hotel has complete facilities 3.9 3.9 stable 2 cleanliness of hotel and surrounding buildings 2.3 2.5 increase 3 hospitality of hotel staff to guests 3.0 3.3 increase 4 special price for repeater guests 2.0 2.1 increase 5 the location at the strategic hotel is on the main road 2.9 2.9 stable 6 it has good road access and is easy to reach 3.4 3.4 stable 7 the hotel has various promotions 2.8 2.8 stable 8 have a take-away merchandise 1.8 2.1 increase qualifiying and rating of the indicator of future external variable factors is same like the qualifying and rating of the indicator of future internal variable factors before. external factor variables in the future as shown in table 8 as follows. table 8 external factor analysis summary (efas) the lerina hotel nusa dua at future (2019) no. opportunies quality rating score description 1 the secure of bali island is quite conducive 0.139 3.3 0.459 high opportunity 2 increasing event growth (mice) 0.150 3.5 0.525 high opportunity 3 unpredictable political and economic situation 0.112 2.6 0.291 low opportunity 4 rapid technological advancement 0.139 3.3 0.459 high opportunity 5 the attraction of local culture 0.134 3.1 0.415 low opportunity 6 preservation of the surroundings of the hotel 0.123 2.9 0.357 low opportunity total 0.797 18.7 2.506 threaths 1 lifestyle of a thriving society 0.107 2.5 0.268 low threath 2 many similar accommodation with cheap price 0.096 2.3 0.221 low threath total 0.203 4.8 0.488 quality x score of external factors 1.000 23.5 2.994 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 206 based from the results of the analysis of future external factors (2019) in table 8 above, the change in the score from the present to the future increased from 2,799 to 2,994 with a difference of 0.195. this change is due to a change in the value given by the respondent on the variable of the external factors of the future. the future or in 2019, it is known the internal factors of the lerina hotel nusa dua has 5 strength indicators and 3 indicators of weakness. then the external factors of the lerina hotel nusa dua has 6 indicators of opportunities and 2 indicators of threats. to clarify the strengths, weaknesses, opportunities and threats of the lerina hotel nusa dua in the future can be seen in table 9 as follows: table 9 the strengths, weaknesses, opportunies, and threaths of the lerina hotel nusa dua at future (2019) no indicator rating description indicator of internal factors 1 hotel has complete facilities 3.9 high strength 2 cleanliness of hotel and surrounding buildings 2.5 low strength 3 hospitality of hotel staff to guests 3.3 high strength 4 special price for repeater guests 2.1 low weakness 5 the location at the strategic hotel is on the main road 2.9 low strength 6 it has good road access and is easy to reach 3.4 high strength 7 the hotel has various promotions 2.8 low strength 8 have a take-away merchandise 2.1 low weakness indicator of external factors 1 many similar accommodation with cheap price 2.5 low threath 2 the secure of bali island is quite conducive 3.3 high opportunity 3 unpredictable political and economic situation 2.6 low opportunity 4 increasing event growth (mice) 3.5 high opportunity 5 rapid technological advancement 3.3 high opportunity 6 lifestyle of a thriving society 2.3 low threath 7 the attraction of local culture 3.1 low opportunity 8 preservation of the surroundings of the hotel 2.9 low opportunity after analyzing internal and external factors in the future, the next step is to move the value scores into the ifas / efas matrix. in the previous calculation, the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 207 3.0 2.0 1.0 l o w a v e r a g e s t r o n g t o ta l s c o re o f e x te rn a l s tr a te g y f a c to rs 2.799 2.994 3.0 2.0 1.0 l o w a v e r a g e s t r o n g t o ta l s c o re o f e x te rn a l s tr a te g y f a c to rs 2.799 2.994 2.893 2.799 b a ifas score was 2.893. then the score value of efas is 2,799, so the position of the lerina hotel nusa dua on ifas/efas matrix can be seen in figure 2, as follows. total score of internal strategy factors strong average low 4.0 3.0 2.0 1.0 i growth ii growth iii retrenchment iv stability v growth vi retrenchment stability vii growth viii growth ix liquidity figure 2 internal-external matrix of the lerina hotel nusa dua at future (2019). after analyzing both internal and external factors in the present and the future, the next is to move the value scores into the ifas / efas matrix. in the previous calculation it is known that the qualitied value in the present ifas is 2893 and the future is 3,047. then the score of current efas value of 2,799 and the future is 3.133, so the position of the lerina hotel nusa dua on ifas / efas matrix can be seen in figure 3, as follows: total score of internal strategy factors strong average low 1.0 3.0 2.0 1.0 i growth ii growth iii retrenchment iv v growth vi retrenchment jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 208 stability stability vii growth viii growth ix liquidity figure 3. ie matrix of the lerina hotel nusa dua at present and future. description: a = position the lerina hotel nusa dua at present (2018). b = position the lerina hotel nusa dua at future (2019). figure 3 shows the position of the lerina hotel nusa dua at present or future is in cell v in the internal-external matrix. cell v means that the lerina hotel nusa dua is at a growth strategy and stable. growth strategy is through horizontal integration used to expand the company by building in other locations and increasing the type of products and services. an alternative strategy that can be applied is to expand markets, production facilities and technology through internal or external development through acquisitions or joint ventures with other companies in the same industry. after analyzing the position on the internal-external (ie) matrix, the next step is to choose the right marketing strategy applied to the lerina hotel nusa dua using swot matrix. in this swot matrix will match all factors of strength, weakness, opportunity and threath. it aims to get an alternative marketing strategy. the grouping of alternative strategies contained in the swot matrix in table 10 as following. table 10 swot matrix diagram ifas efas strengths (s) 1. hotel has complete facilities 2. hospitality of hotel staff to guests 3. strategic location hotel located on the main road 4. have good road access and easy to reach 5. the hotel has various promotions weaknesses (w) 1. special price for guest repeaters 2. cleanliness of hotel and surrounding buildings 3. have a take-home merchandise jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 209 opportuities (o) 1. the secure bali island is quite conducive 2. unpredictable political and economic situation 3. increased event growth (mice) 4. rapid technological advancement 5. the attraction of local culture so strategy 1. to utilize social media for promotional means 2. leverage the major religious and cultural days for promotion 3. to increase facilities owned to support event activities (mice) such as the addition of amenities for meetings wo strategy 1. to add some amenities that guests can take home as a souvenir 2. to utilize technological advances to facilitate operations threats (t) 1. many similar accommodation with low price 2. a thriving community lifestyle 3. environmental preservation around the hotel st strategy 1. to improve facilities and promotions are diverse for the sake of competition with similar hotels. 2. to improving the environment around the hotel to keep looking beautiful wt strategy 1. to improve hotel hygiene and environmental conservation in order to support guest comfort 2. enliven attractive promotions in order not to fall in the fierce competition conclusion and suggestion based on the analysis and description in the previous chapter on internal and external factors of the lerina hotel nusa dua, it can be drawn some conclusions as follows: (1) the strengths of the lerina hotel nusa dua in 2018 and 2019 include having complete facilities, good road access and easy access, hospitality of hotel staff to guests, the location of the hotel is strategically located on the main road and the hotel has various promotions . while the weakness is owned by the lerina hotel nusa dua in 2018 and 2019 includes special rates for guest repeaters, have merchandise that can be taken home, as well as the cleanliness of hotel buildings and surrounding areas. (2) opportunities owned by the lerina hotel nusa dua in 2018 and 2019 include rapid technological advances, local cultural attractiveness, growing event (mice) events, unpredictable political and economic situation and adequate bali island security conducive. while the threats owned by the lerina hotel nusa dua include environmental conservation of hotels and surrounding areas and many similar accommodation at low prices. (3) the marketing strategy that can be applied at the lerina hotel nusa dua is to utilize social media for promotional facilities, utilize major jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 210 religious and local cultural days for promotion, improve event support facilities such as adding amenities for meetings, and adding take-home merchandise by guests. there are some things that need to be suggested to the management of the lerina hotel nusa dua associated with the weaknesses and threats that exist in order to make improvements in the future, so the management can improve its performance. the suggestions that can be given are: (1) the first suggestion is to maintain the cleanliness of hotel buildings and surrounding areas. most of the guests staying at the lerina hotel nusa dua always leave comments that lack of hygiene and sometimes even complain about the amount of dust that is in their room. this of course should be made homework for the management because no matter how comfortable the guest is the top priority of all hotel employees. (2) the second suggestion is to continue to intensify the various promotions, especially in the field of food and beverage (f & b) and event in order to increase hotel revenue. both fields can be capitalized for promotion by bringing up unique and interesting ideas so that tourists will glance at the lerina hotel nusa dua as their accommodation. bibliography alma, h. buchari. 2014. manajemen pemasaran dan pemasaran jasa. bandung: alfabeta assauri, sofjan. 2009. manajemen pemasaran. jakarta: rajawali pers. budi, agung permana. 2013. manajemen marketing hotel. yogyakarta: cv. andi offset gea, famatere. 2014. penggunaan telemarketing dalam memasarkan produk hotel melia purosani yogyakarta. yogyakarta: universitas gadjah mada maliluan, fhilomena caroline. 2017. strategi sales and marketing department dalam mengelola corporate rate dan key account di hotel gran melia jakarta dalam jurnal pariwisata indonesia volume 9 nomor 2. murdani, ni ketut. 2013. strategi pemasaran produk melalui media periklanan dalam jurnal manajemen, strategi bisnis dan kewirausahaan volume 7 nomor 1. nickels, w, james m.m dan susan m.m. 2010. pengantar bisnis buku 2. edisi 8. salemba empat, jakarta. rangkuti, freddy. 2016. analisis swot: teknik membedah kasus bisnis. jakarta. pt. gramedia pustaka utama sudjana. 2005. metode statistika.bandung. tarsito sugiyono. 2015. metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta sunyoto, danang. 2015. strategi pemasaran. yogyakarta: caps jasth – journal of applied sciences in travel and hospitality vol. 1, no. 2, june 2018 211 usadha, i dewa nyoman. 2013. strategi pemasaran global melalui analisis lingkungan pemasaran dan pertumbuhan pasar dalam jurnal manajemen, strategi bisnis dan kewirausahaan volume 7 nomor 1. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 417 mice marketing mix on prime plaza hotel sanur i wayan agus pradnya setiawan1, i ketut astawa2, i gusti made wendri3, made ruki4 1,2,3tourism business management, politeknik negeri bali e-mail: pradnyaagus10@yahoo.com abstract customer satisfaction is the comparison between performances expected by the customer compared to actual performance in the field. when the actual performance is higher than the customer expectations then the customer feel satisfied and vice versa. in the case of service companies, customer satisfaction is one of the important factors in creating a good business climate. in this case, the researcher would like to research the marketing mix done at prime plaza hotel sanur to see how the performance comparison and the importance of marketing mix elements at prime plaza hotel sanur will be calculated using importance performance analysis (ipa) method. from 16 indicators, on average everything has met the expectations of customers. keywords: marketing mix, mice, importance performance analysis, ipa, customer satisfaction. i. introduction tourism has become one of the biggest sector in terms of foreign exchange earner for indonesian. according to tourism ministry, on 2015 tourism sector became the fourth largest contributor by generating foreign exchange amounting to 163 trillion rupiah, while in 2016 became the third largest contributor by generating 184 trillion rupiah, and in 2017, the tourism sector became the second largest foreign exchange contributor and managed to produce 190 trillion rupiah. those achievement is inseparable from the increasing contribution of world-class destinations owned by indonesia, such as bali. bali has become world’s best destination. it’s proven by bali’s achievement as “traveler’s choice awards” on 2017 by tripadvisor (www.tripadvisor.com). bali won as the first position, followed by london in second place and paris in third place. it was mentioned by head of destination marketing for tripadvisor asia pacific, sarah mathews when giving tripadvisor travelers' choice award 2017 trophies for the category 'the world's best destination' for bali. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 418 tourist visits to bali are increasing every year. according to the central bureau of statistics (bps) bali, in 2015 the arrival of foreign tourists reached 4.001 million people, while in 2016 the arrival of foreign tourists reached 4.92 million people. the increase reached 23.14%. one contributor to the level of tourist arrivals to bali is mice (meeting incentive convention & exhibition). in the fulfillment of its needs, mice travelers need a place for the event called venue. as the venue for the event, venue must have facilities to run a mice event. in addition, venue can also have supporting facilities that can help smooth procurement of mice such as: accommodation as a service provision of lodging and restaurant as a procurement of food & beverage. seeing these opportunities, many hotels provide meeting room facilities to take advantage of mice tourist trends in bali. this led to increased competition between hotels to get the mice tourist market. therefore, the hotels involved in the competition must apply the means and strategies to win the competition. one of the strategies applied is the marketing mix strategy. prime plaza hotel sanur is a 4-star hotel under the management of prime plaza. the hotel has 329 rooms consisting of various types and facilities that support guest comfort while staying here. in addition, prime plaza hotel sanur also provides meeting rooms from small to large scale. prime plaza is a hotel with income mostly comes from mice activities. as a mice hotel, they are located in a strategic place because it is located on the main route and close to the beach. in its procurement, prime plaza has 15 meeting rooms that can accommodate both small-scale meetings and large-scale meetings. prime plaza offers 3 main meeting packages, namely half day meeting, full day meeting, and full board meeting. prime plaza uses website along with offline promotion to conduct their meeting package promotion. as one of the mice hotels in sanur, prime plaza can not be separated from the competition. some hotels like grand inna bali beach, mercure sanur, swiss-belresort watu jimbar compete in the procurement of mice. based on the background of the problem above, we investigate about the position of product, price, place, promotion, people, physical evidence and process as an element to interest the client in order to hold mice activities in prime plaza hotel sanur. the journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 419 objectives of the research is to identify the position of each element of marketing mix strategy for mice at prime plaza hotel sanur in determining consumer decision. the results of this study are expected to be beneficial both theoretically and practically. it is expected to be useful for the management of prime plaza hotel sanur, especially in sales and marketing department in determining the strategy of hotel marketing activities with the aim to increase the sales volume of the meeting room at prime plaza hotel sanur. this research is also expected to add insight and to know about marketing mix strategy applied in prime plaza hotel sanur and comparison between each element of marketing mix strategy in attracting guest to use venue prime plaza hotel sanur in procurement mice. ii. research methodology in this research, the method used is descriptive quantitative method, where the variables that have been studied will be processed according to facts of existing data in order to know the position of marketing mix strategy elements in attracting the client's desire to hold mice activities. method of data collecting questionnaire questionnaire method according to arikunto (2006: 151) "questionnaire is a written statement used to obtain information from respondents in the sense of reports about the person or things he knows". meanwhile, according to sugiyono (2008: 199) "questionnaire or questionnaire is a technique of data collecting conducted by giving a set of questions or written statement to respondents to be answered". in this research, questionnaire will be handed to the pic of company which have held their mice activities in prime plaza hotel sanur in order to know the comparison of each marketing mix elements in attracting client to use venue of prime plaza hotel sanur in mice procurement. literature literature is all the efforts undertaken by researchers to collect information relevant to the topic or problem to be or is being researched. the information can be obtained journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 420 from scientific books, research reports, scientific articles, theses and dissertations, regulations, statutes, yearbooks, encyclopedias, and other written and printed written sources. in this paper the authors receive many references from experts through the books of tourism, travel agents, hospitality and there are references obtained through the internet media. data analysis method importance performance analysis ( ipa ) according to tjiptono (2011) this technique was first proposed by martilla and james in 1977 in their article "importance performance analysis" published in the journal of marketing. in this technique, respondents are asked to assess the level of importance and performance of the firm, then the average value of importance and performance is analyzed on the importance performance matrix, where the x axis represents perception whereas the y-axis represents expectations. then the result will be obtained in the form of four quadrants according to the following figure 1. figure 1. importance performance analysis iii. result and discussion the analysis of questionnaire score of importance and performance is shown in table 1. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 421 table1. questionnaire score of importance and performance analysis 1 -0,12 2 0,11 3 0,17 4 0,39 5 0,00 6 0,22 7 0,33 8 0,55 9 0,77 10 0,22 11 0,00 12 0,00 13 -0,12 14 0,00 staff grooming design interior of prime plaza hotel sanur atmosphere in prime plaza hotel sanur number statement score achievement scoreperformance importance variation of meeting package 3,44 3,56 quality of meeting room 3,89 3,78 quality of overall mice procurement 4,28 4,11 price match the quality 4,06 3,67 affordable price 3,78 3,78 strategical location 4,11 3,89 3,78 3,78 location is easily accesible 4,22 3,89 mass media promotion 3,11 2,56 staff product knowledge staff hospitality main logo in mass media promotion 3,33 2,56 3,89 3,67 3,67 3,67 3,44 3,56 3,78 3,78 based on the table above, it can be seen that some indicators have a negative value which means that the indicator has not met customer expectations. meanwhile, a positive indicator means that the indicator has met customer expectations then it needs further analysis to determine the priority scale in the improvement effort of each attribute that exist, as for how to determine the scale of priority revamping that is by using method of importance performance analysis (ipa). importance performance analysis this section discusses the mapping of performance values (x) and interests (y), the result of which will form a matrix consisting of four quadrants each of which quadrant describes the priority scale in taking policy either in the form of performance improvement or maintaining company performance. the importance performance analysis is shown in figure 2. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 422 figure 2. importance performance analysis from the diagram, it can be interpreted as follows: 1. quadrant a. quadrant a shows an indicator that are considered important by the customer but not implemented properly by the company. the indicators included in this quadrant are (11) staff’s hospitality, (14) atmosphere in prime plaza hotel sanur, (5) affordable price. these indicators should be the company's top priority scale to be improved. 2. quadrant b. quadrant b shows indicators that are considered important and satisfying customers that have been well implemented by the company. the indicators included in this quadrant are (2) quality of meeting rooms, (3) quality of overall mice procurement, (6) strategically location, (7) location is easily accessible, (15) convenience in purchasing process, (16) convenience of transaction process. these indicators need to be maintained by the company’s performance. 2. quadrant c. quadrant c shows indicators that are considered less important by customers and not implemented properly by the company. the indicators included in this quadrant are (1) meeting package variations, (8) mass media promotion, (9) main logo in mass media importance performance journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 423 promotion, (12) staff’s grooming, (13) design interior of prime plaza hotel sanur. these indicators can be ignored / have a low priority scale of improvement for the company. 3. quadrant d. quadrant d shows an indicator that is considered less important by the company but executed excessively by the company. the indicators included in this quadrant are (4) price match the quality, (10) staff’s product knowledge. these indicators are excessively implemented by the company, it is better for the company to allocate its resources for another priority first. iv. conclusion based on the results of customer satisfaction scores that have been done that includes variable product, price, place, promotion, people, physical evidence, and process, it shows the three best achievement of customer satisfaction, which are: main logo in mass media promotion, mass media promotion, and price match the quality. with the analysis of importance performance analysis (ipa) then it can be seen there are still 3 indicators that need an urgent improvement, which are: staff’s hospitality, atmosphere in prime plaza hotel sanur, and affordable price. beside those 3 top priority, prime plaza hotel sanur also have other 5 low priority indicators to be improved in the future, they are: meeting package variations, mass media promotion, main logo in mass media promotion, staff’s grooming, design interior of prime plaza hotel sanur. references damardjati, r.s. 2006. istilah – istilah dunia pariwisata. jakarta: pt. pradnya paramita. sugiyono. 2014. metode penelitian kuantitatif kualitatif dan r & d. bandung: alfabeta. sulastiyono, a. 2011. manajemen penyelenggaraan hotel. seri manajemen usaha jasa sarana pariwisata dan akomodasi. kesrul, m. 2004. meeting incentive trip, conference, exhibition. jakarta: pt. graha ilmu. noviana, b. i. (2013). pengaruh service marketing mix terhadap kepuasan konsumen hotel amaris surabaya. ramadhanti, a. (2017). pengaruh bauran pemasaran (7p) terhadap keputusan pembelian pada giant supermarket mall mesra indah di samarinda. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 424 widiatmojo, y. (2005). pengaruh bauran pemasaran terhadap keputusan pembelian konsumen di swalayan di perumahan permata. peraturan menteri pariwisata republik indonesia nomor 2 tahun 2017. pedoman tempat penyelenggaraan kegiatan (venue) pertemuan, perjalanan insentif konvensi dan pameran. ong, j.o. and pambudi, j. (2014). analisis kepuasan pelanggan dengan importance performance analysis (ipa) di sbu laboratory cibitung pt sufocindo (persero). journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 347 providing customer satisfaction through excellent service of butlers in samaja villa kunti seminyak 1putu gede winatha dharma, 2ketut redjasa, 3made sudiarta, 4gede ginaya, 5ketut budarma 1,2,3,4,5tourism business management, politeknik negeri bali e-mail: winathadharma@gmail.com abstract this research will explain about how the implementation and execution of a butler work in a villa by providing maximum service and commonly referred to as excellent service. in this study requires a long time and many factors that must support this research include: the existence of some opinions and theories of experts related to research, then the method used to conduct research. to examine how the application of excellent service by butler to improve customer satisfaction at samaja villa kunti seminyak requires qualitative descriptive analysis technique. this research method does not require calculation in the form of numbers, just enough to require reliable respondents to provide information and related data clearly with research methods by observation, interview, decommissioning, and literature study or by finding related sources in the book. interview data in this research is the main data source which become the material of data analysis to answer the problem in this research. data analysis began by conducting in-depth interviews with informants. after conducting the interview, the researcher transcribed the interview result by replaying the interview record and then writing the words according to what was recorded. after the researchers write the results of the interview into the transcript, the next researcher made the data reduction by means of abstraction, that is taking the data in accordance with the research context and ignoring the data that is not needed. data analysis in qualitative research is done when data collection takes place in field, and after completion of data collection in certain period. at the time of the interview, the researcher has done an analysis of the answered interviewee. if the answer interviewee after the analysis feels unsatisfactory, then the researcher will continue the question again until a certain stage, obtained credible data. then proceed with steps such as data reduction, data presentation, and conclusion drawing or verification. keywords: excellent service, sequence of service butler, customer satisfaction i. introduction bali is one of the provinces in indonesia with various small islands with all its potential such as nusa penida island, nusa lembongan island, ceningan island, serangan island and menjangan island. bali island lies between java island and lombok island. bali island has a diversity of tourism potential including nature and mailto:winathadharma@gmail.com journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 348 culture accompanied by the hospitality of its people who make bali as a main tourism destination in indonesia. the flow of tourist arrivals both from within and abroad very smoothly. the success of bali in attracting tourists to visit has been beneficial to the public, through job creation, encouraging export of handicraft industry products as well as a source of regional income even in several decades the tourism sector has been able to become a leading sector economic generator bali (pitana, 1999:45). the development of tourism in bali increases every year, supported by the saturation and density of activities owned by tourists will tend to encourage tourists to make a tour to the place or tourist destination to get a cooler atmosphere and away from the routine. therefore, the growth and development of the tourism industry in the field of tourism business is also increasing as the growing number of developments of accommodation facilities ranging from homestays, villas, and hotels to tourists who want to visit bali to get the facility to stay. then as for the culinary business such as restaurants, and cafes that provide food and beverage serving. samaja villa kunti seminyak is one of several types of businesses engaged in the hospitality industry or accommodation service providers in bali, especially seminyak area. samaja villa kunti is located on jalan kunti ii no. 18, seminyak which is one of the villas owned by samaja bali villas group and managed by bali villa properties management. samaja villa kunti has been operating for approximately 4 years where all staff have provided extra and excellent service at all times. recorded as many as 2041 domestic and foreign tourists who come to stay and enjoy the facilities offered by samaja villa kunti seminyak in 2017. it seems there is always a fairly high increase when compared with last year as many as 1932 domestic and foreign tourists in 2016, but of the increase in the number of visits are many of them provide less satisfied comments on the quality of services provided. these comments are seen from the number of reviews available on the online travel agent samaja bali villa group such as booking.com, agoda.com, traveloka.com, expedia and trip advisor. in addition, there are also comments in the form guest guest card provided by guests in writing. therefore, the management of samaja bali villa group is working hard in order to improve the service to guests journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 349 through the application of excellent service by every employee, especially by butler who spearhead samaja villa kunti seminyak, as an effort to reduce or anticipate the existence of comments which is less pleasing again. to that end, the author is very interested to examine how excellent service is being applied to every department, especially the butler department to increase the satisfaction of guests staying at samaja bali villa group in general, samaja villa kunti seminyak in particular. excellent service is a behavior of producers or service providers in order to meet the needs and desires of consumers to create customer satisfaction or customer. according to tjiptono (lubis, 2013: 78) in princess (2017: 10) that the quality of service is the level of excellence expected and control over the level of excellence to meet customer desires. according to philip kotler (2008: 83), in vilibrian (2017: 13) the definition of service is any action or activity that can be offered by one party to the other essentially intangible and does not result in any ownership. production may be related or not related to physical product. in the butler section excellent services are required and such the services are done by butler service attendant. according to sugiarto (2002: 119), quoted from scribd (2011) article, butler service attendant is a hotel employee capable of providing a number of services to guests in front office, housekeeping and food & beverage. butler is responsible for managing all services from the pre-arrival, arrival, stay and departure stages. the following is the percentage of excellent service by the butler as measured using questionnaires and based on the standard operational procedures in samaja villa kunti seminyak in july 2017 december 2017. this value is obtained from the direct assessment by villa leader to the butler staff of 5 people. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 350 table 1 excellent service percentage by butler at samaja villa kunti seminyak in july 2017 december 2017 excellent service butler staff of samaja villa kunti seminyak indicator precentage remark reservation 60% good sale person 65% good reception 69% good cashiering 67% good telephone operator 64% good bell service & airport representative 65% good guest relation 58% fair f&b service 59% fair room service order 63% good public relation 68% good ii. research methods this research was conducted at samaja villa kunti seminyak by taking object of application of excellent service by butler in all its operational. sources of data used are primary and secondary data. methods of data collection used is the method of observation, interview, documentation, and literature study. data analysis technique used is descriptive qualitative, which means data collected and described in complete and clear so that able to depict and get result from application of excellent service by butler at samaja villa kunti seminyak can be done well to increase tourist satisfaction. iii. results and discussion by comparing the assessment of the excellent service implementation by butler to improve customer satisfaction at samaja villa kunti from july to december 2017 with the period january to july 2018, so as to obtain results to compare the percentage value by determining the difference of each indicator so that it can be done data presentation to draw conclusions, namely effective and ineffective application of excellent service at samaja villa kunti seminyak. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 351 table 2 excellent service percentage by butler at samaja villa kunti seminyak in january 2018 – july 2018 excellent service butler staff of samaja villa kunti seminyak indicator percentage remark reservation 70% good sale person 79% good reception 85% very good cashiering 80% very good telephone operator 78% baik bell service & airport representative 89% very good guest relation 90% very good f&b service 82% very good room service order 80% very good public relation 70% good source : samaja villa kunti, 2018 table 3 excellent service percentage by butler at samaja villa kunti seminyak in 2017 – 2018 excellent service butler staff of samaja villa kunti seminyak indicator percentage july-december 2017 percentage january-june 2018 effective / not reservation 60% 70% effective sale person 65% 79% efektif reception 69% 85% efektif cashiering 67% 80% efektif telephone operator 64% 78% efektif bell service & airport representative 65% 89% efektif guest relation 58% 90% efektif f&b service 59% 82% efektif room service order 63% 80% efektif public relation 68% 70% efektif average 70% 87% effective source : samaja villa kunti, 2018 explanation of table 3 above, that the table or data above shows some of the butler staff experienced a positive change for each indicator or statement in the standard operating procedure variable, with an average score of 87%, an increase of 17% from the year previously amounted to 70%. butler staff is the spearhead of the operational implementation in a villa especially samaja villa kunti seminyak. therefore, the quality of work and excellent service should always be done to get good feedback from customers and get customer satisfaction while staying in the journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 352 villa. by getting customer satisfaction then the customer will not be reluctant to come back to stay in villa as customer repeater. iv. conclusion and suggestion based on the results of research on the application of excellent service by butler to increase customer satisfaction at samaja villa kunti seminyak give some conclusion that is: data above shows some of the butler staff experienced a positive change for each indicator or statement in the standard operating procedure variable, with an average score of 87%, an increase of 17% from the year previously amounted to 70%. butler staff is the spearhead of the operational implementation in a villa especially samaja villa kunti seminyak. therefore, the quality of work and excellent service should always be done to get good feedback from customers and get customer satisfaction while staying in the villa. by getting customer satisfaction then the customer will not be reluctant to come back to stay in villa as customer repeater. based on the results of research on the application of excellent service by butler to increase customer satisfaction at samaja villa kunti seminyak give some suggestion, such as: 1. the management should always provide training programs every month whether it's about knowledge, skill, or attitude. courses that are needed for employees, especially the butler staff are knowledge of operational and foreign languages other than english. 2. in addition to providing courses to hone knowledge, skills and attitude, the management must also always assert to run all tasks and operations in accordance with the standard operating procedures (sops). references andriyani, a. a. i. dan martono, m. e.. 2015. pemberdayaan masyarakat melalui pengembangan desa wisata dan implikasinya terhadap ketahanan sosial budaya wilayah (studi di desa wisata penglipuran bali). ariadnya, d. p. e. 2017, cara meningkatkan layanan butler pada the royal santrian luxury beach villas di tanjung benoa. politeknik negeri bali. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 353 arjana, i g. b.. 2015, geografi pariwisata dan ekonomi kreatif, jakarta: pt rajagrafindo persada. budiman, d, 2018. setiap orang sales harus punya script ini. motivator indonesia. dinas pariwisata pemerintah provinsi bali, 2018. kedatangan wisatawan mancanegara yang langsung ke bali berdasarkan kebangsaan setiap bulan: tahun 2010, tahun 2011, tahun 2012, tahun 2013, tahun 2015, tahun 2016, tahun 2017, tahun 2018. gay, l.r. dan diehl, p.l., 1992, research methods for business and management, new york: macmillan publishing company. majelis permusyawaratan rakyat republik indonesia, 2015. indonesia adalah negara yang sangat kaya. muljadi, a.j., 2012, kepariwisataan dan perjalanan, jakarta: edisi ketiga, pt. raja grafindo persada. muljadi, a.j. dan warman, a. 2016, kepariwisataan dan perjalanan, jakarta: edisi revisi kelima, pt. raja grafindo persada prasetrorini, r. 2003, modul pelayanan prima, jawa tengah: bahan ajar smk yp 17 vi temanggung. guruvalah inc. rangkuti, f.2003. analisis swot teknik membedah kasus bisnis (reorientasi konsep perencanaan strategis untuk menghadapi abad 21). jakarta: pt. gramedia pustaka utama. rangkuti, f. 2017. customer care excellent meningkatkan kinerja perusahaan melalui pelayanan prima plus analisis kasus jasa raharja, jakarta: pt. gramedia pustaka utama. sangadji, e. m. 2013. perilaku konsumen: pendekatan praktis disertai himpunan jurnal penelitian, yogyakarta: c.v andi offset. soedjas, t. 2014. layanan wow untuk pelanggan, yogyakarta: media pressindo. sugiyono. 2012. metodelogi penelitian bisnis. bandung: alfabeta. sulastiyono, a., 1999, manajemen penyelenggaraan hotel, seri manajemen usaha jasa sarana pariwisata dan akomodasi, bandung: cv. alfabeta. sutopo dan suryanto, a. 2006. pelayanan prima modul pendidikan dan pelatihan prajabatan golongan iii, jakarta: lembaga administrasi negara republik indonesia. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 354 undang-undang no. 10 tahun 2009 tentang kepariwisataan, bab 1, pasal 1, ayat 3. vilibrian, b. r. 2017. analisis kepuasan wisata\van dai kualitas pelayanan pramuwisata di pacto.ltd bali, badung: skripsi. politeknik negeri bali. wijaya, t. 2011. manajemen kualitas jasa: design servqual, qfd, dan kano: disertai contoh aplikasi dalam kasus penelitian. kambangan-jakarta barat: pt. indeks. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 425 the application of promotion mix in increasing the room occupancy at the samaya seminyak ni putu dian prabawati devi1, budi susanto2, i ketut suarja3, i gusti agus mas krisna komala sari4 1,2,3,4tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 dianprabawati19@gmail.com abstract the purpose of this study is to determine the influence of promotion costs against occupancy rooms at the samaya seminyak. the data in this research is a secondary data regarding the cost of promotion and occupancy of the rooms at the samaya seminyak. data analysis is simple regression analysis. the findings of this research is that the cost of promotion has positive and significant effect on room occupancy. whereas, based on the results of the analysis of the coefficient of correlation and determination, the influence of promotion costs against occupancy rooms at the samaya seminyak is very strong, amounting to 68.6%, while the rest which amounts to 31.4% is influenced by other factors which is not examined in this study. keywords: promotional mix, costs, room occupancy. i. introduction tourism industry is one of the sectors with the most potential to be developed as a source of acquisition of tax and revenue of the country. therefore, the development of tourism industry is done as well as possible, with support by all parties including the communities who depend on the tourism sector. bali is one tourist destination which is a favorite destination in the world because of its natural charm, cultural diversity and hospitality of its inhabitants. cultural diversity, the hospitality of the people, as well as the beauty of the panorama which bali has can attract the number of tourist visits to bali. the number of tourists to bali from year to year has increased significantly. in the current era of globalization many to be one of the needs of most travelers. don't be surprised if the current development is growing rapidly in bali to fill the needs of tourists who visit to bali. one of the developing tourist area in bali is seminyak provides private villas, hotels, restaurants and bars of international class. the distance from ngurah rai international airport to seminyak is only about 11 km so that the accessibility journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 426 will become more easy. the samaya seminyak is one of the accommodation providers that have been known with services and facilities characteristic of boutique hotels. the application of promotion mix to reach the target residential areas that have been determined. promotion mix consists of five elements such us : advertising, personal selling, publicity, sales promotion, direct marketing which is in the application of promotion mix is certainly there are costs incurred in promotional activities. in connection with the application of promotion mix that is done the samaya seminyak to continue to be able to increase the number of room occupancy, then on the basis that the authors are interested to conduct research on whether there is influence of the application of promotion mix that has been done on the level of occupancy of rooms at the samaya seminyak. ii. literature review 1. marketing. according to assauri (2014:5), marketing is an effort to provide and deliver goods or services to the right people and time and the right price with the promotion of appropriate communication. according to sunyoto (2015:191), marketing is a business function that identifies consumer needs and wants that must be satisfied by the activities of other human generating tool unique needs, in the form of goods and services. 2. the marketing mix. according to alma in the m. league suryadana and vanny octavia (2015 : 139) marketing mix strategy is a mix of activities-marketing activities, so that the sought after combination of a maximum to bring the most satisfactory results. according to kotler and keller in m. league suryadana and vanny octavia (2015 : 139) marketing mix is a set of marketing tools that work together to influence the market where companies strive to achieve certain things. the four components are known as the “4ps”, namely product, price, place and promotion. 3. promotion. according to kotler and armstrong (2008:72) promotion is an activity undertaken by the company in an effort to communicate a product to the consumer so that it can affect purchase intention of consumers towards the company's products. activities that journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 427 communicate the product advantages and persuade targeted customers to buy it”. according buchari alma (2014:179) promotion is a form of marketing communication is a marketing activity that tries to spread information, influence, and remind the target market for the company and its products to willing to accept, buy and loyal to the products offered to the company is concerned. 4. promotion mix. a strategy to conduct of marketing activities is known as the marketing mix in which there are elements or variables of promotion. according to kotler (2008:111) promotion is a variety of activities conducted between the companies to communicate the benefits of its products and to persuade target consumers to buy it. activities implementation of promotions also known by the term promotional mix, in which there are multiple variables or the tools to do promotional activities where the goal is to be able to reach the target consumer in a way that is as effective as possible. according to machfoedz (2005:85) the promotional mix is a combination of sales, face-to-face, advertising, publicity, sales promotion and public relations that help penjualantujuan advertising. according to kotler (2008: 264-312) elements of the promotional mix consists of five main devices, namely: advertising, sales promotion, public relations and publicity, personal selling, direct marketing. 5. the occupancy rate of rooms. according to sugiarto (2002 : 55) the level of room occupancy states is a state to what extent the number of rooms sold, if compared with the whole number of rooms capable of sale. understanding the ratio of occupancy this is a measure of the success of the hotel in selling its main products, namely room. according to any (2005: 44), there are several factors that affect the level of room occupancy, such as location, services, price, promotion. the location of the hotel has a very important role to attract the interest of the guests who come. the hotel's strategic location gives the advantage for the hotel because in general guests find the location of hotels in the area that has the appeal. a hotel located in the tourist area, shopping center, city center, entertainment center and has a high accessibility. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 428 hotel needs to set service standards on the guest who comes so that guests feel cared for and got excellent service. service standards must be unique and since has so that it can provide a touch that is memorable for guests staying in the hotel. basically the determination of room price is to obtain the maximum profit. as a company engaged in services in the determination of the price of the room must be balanced with the provision of a quality service and adequate facilities so that it can provide satisfaction for the guests who come and stay at the hotel. the room price of a hotel is determined based on the size and quality of rooms, facilities, the state and the excess are obtained. promotion is basically aims to inform more people that there are products offered for sale. a hotel in the process of selling and promoting their products should pay attention to the advantages and disadvantages that are owned so the hotel can manage it to be a force, an attraction or an important point in sales (key selling point) for the property. this is useful so that the room occupancy rate to achieve the target which is expected to provide benefits for the hotel. iii. research methods this research was conducted at the samaya seminyak, located in jalan laksmana, seminyak, badung, bali. this study takes the object about the application of the promotional mix at the samaya seminyak in improving the dwelling room. the independent variable is a variable that affect or cause changes or the emergence of the dependent variable (sugiyono, 2013:39). the independent variable (𝑋) in this study is promotional costs incurred in the implementation of the promotional mix at the samaya seminyak. the dependent variable is a variable that is affected or which become due, because of the presence of the independent variable (sugiyono, 2013:39). the dependent variable (𝑌) in this study is the level of residential rooms at the samaya seminyak. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 429 data collection in this research was conducted with the following techniques: 1. observation method. the observation is to observe directly how the application of promotion mix which is done at the samaya seminyak. 2. the interview method conducting interviews with sales & marketing departement of promotion mix that is made to increase room occupancy at the samaya seminyak. 3. documentation study the collection of data through archives, documents, records associated with the application of promotion mix to increase room occupancy at the samaya seminyak 4. the study of literature the study of literature, which the author made to search for information by reading and quoting from books or other sources related to this research is the promotional mix and the level of residential rooms at the samaya seminyak. the analysis technique used in this research is by using simple linear regression analysis using the computer program spss 21. iv. results and discussion description of the results of research in this section the author will discuss the results of the research at the samaya seminyak. the author has got data in the samaya seminyak, which then the data is processed to obtain the results in this study. the author uses some of the techniques of analysis namely: correlation test, t test, simple linear regression analysis, and analysis of determination. before describing the results of the analysis, would the authors first describe the data cost of promotion as well as data on room occupancy at the samaya seminyak for the last 3 years, as follows: journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 430 table 1. data the cost of promotion and room occupancy at the samaya seminyak 2015-2017 year promotion cost (rp) room occupancy (%) 2015 3.099.581.587 50.02 2016 3.616.398.188 55.73 2017 4.511.157.446 61.84 based on table 1 above can be seen the data the cost of promotion and room occupancy for last 3 years i.e. from the year 2015 – 2017 that was obtained by researchers at the samaya seminyak.in 2015 the cost of the promotion of rp. 3,099,581,587 with a room occupancy of 50.02%, in 2016 the cost of the promotion of rp. 3,616,398,188 with a room occupancy of 55.73%, and in 2017 the cost of the promotion of rp. 4,511,157,446 with the level of occupancy of rooms 61.84%. table 2. descriptive statistical analysis n minimum maximum mean std. deviation x 36 .0460 .7462 .311861 .1632796 lnx 36 176.438 204.305 19.391.322 .6480801 y 36 .3143 .8286 .558617 .1707318 valid n (listwise) 36 based on table 2, mean value of 55.87 means that the average level of occupancy of rooms at the samaya seminyak by 55.87%. regression simple linear regression analysis is a linear relationship between the independent variables (𝑋) with the dependent variable (𝑌).this analysis is to determine the direction of relationship between the independent variables with the dependent variable if independent variable values increases or decrease. the data used is usually an interval scale or ratio. simple linear regression analysis uses a variable cost of promotion as an journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 431 independent variable or variables x and a variable y dependent variable is the room occupancy processed by using the spss as shown in following table 3. table 3. coefficients regression model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) -3.673 .491 -7.481 .000 lnx .218 .025 .828 8.623 .000 a. dependent variable: y based on the results of simple linear regression analysis above, it can be obtained regression equation 1. 𝑌 = 3.673 + 2.18 𝑋 (1) from these equations it can be interpreted that the constant of 3,673 has meaning if there is no cost of the promotion then the room occupancy rate amounted to 3,673. regression coefficient which means that if the cost of promotion increases by one percent then the level of occupancy of rooms at the samaya seminyak will increase by 2.18%. correlation and determination analysis the analysis of simple correlation is a statistical technique used to measure the strength of relationship between two variables and also to be able to know the form of the relationship between two variables with results that are quantitative. the strength of the relationship between the two variables in question is whether the relationship is weak, medium, or strong while the shape of the relationship is whether the form of correlation is linear positive or linear negative. based on these calculations, then the figures obtained by the correlation coefficient amounted to 0.828, means that the variable 𝑋 (cost of promotion) have a very strong influence and positive impact on variable 𝑌 (room occupancy) as shown in table 4. so, if cost of promotion is raised then it will be followed also by the increase in the occupancy rate of rooms. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 432 table 4. analysis of correlation model r r square adjusted r square std. error of the estimate 1 .828a .686 .677 .0970347 a. predictors: (constant), ln 𝑋 based on the results of analysis the coefficient of determination from the table above it can be seen that the magnitude of the influence of promotion costs against the room occupancy at the samaya seminyak is equal to 68.6%, while the rest which amounted to 31.4% is influenced by other factors not examined in this study. v. conclusion the findings in this study shows that there is a positive relationship and significant between the cost of promotion and the level of occupancy of the rooms, where any increase in the cost of the promotion by one percent, then it will result in a room occupancy rate by 2.18. while based on the results of the analysis of the coefficient of correlation and determination, the influence of promotion costs against the level of occupancy of rooms at the samaya seminyak is very strong, amounting to 68.6%, while the rest which amounted to 31.4% is influenced by other factors not examined in this study. references assauri, s. 2014. marketing management basics, concepts & strategies of the mold 13. jakarta: pt. rajagrafindo persada. alma, b. 2014. marketing management and services marketing. bandung: alfabeta. rahadian, d. 2013. the influence of promotion mix on increase of sale of rooms at the hotel benua bandung. e-journal binus business review, volume 4, number 2, pp. 776-790. hasan, i. 2004. research data analysis with statistics. jakarta: earth literacy. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 433 klarisa, n. 2012. the influence of promotion mix on consumer purchase decision self maxi balikpapan. journal of business education and economics. volume 4, number 1, pp. 40-51. kotler, p. 2008. marketing management. jakarta: pt. the gramedia group. kotler, p. and armstrong, g. 2012. principles of marketing. jakarta: erlangga. kotler, p. and armstrong, g. 2008. the basics of marketing. lasmini, ni luh. 2014. the reproduction of the image of the hotel bakung sari as the attractiveness of the tourism in the village of kuta. thesis universitas udayana. machfoedz, m. 2005. introduction to modern marketing. yogyakarta: ykpn. oktafianus, 2015. the influence of promotional mix on sales volume honda motorcycles in pt. fifgroup branch samarinda. e-journal of business administration, volume 3, number 3, pp. 730-742. sugiyono, 2013. methods of educational research. bandung: alfabeta. agustina, s. 2014. marketing management. malang: ub press. sunyoto, d. 2013. methods and research instruments. yogyakarta: caps (center of academic publishing service). sunyoto, d. 2015. marketing strategy. yogyakarta: caps (center of academic publishing service). tjiptono, f. 2008. marketing strategy. yogyakarta: andi publisher. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 409 the analysis internet marketing implementation as one of marketing media at the patra bali resort & villas ni kadek risna noviandari1, i nyoman rajin aryana2, i putu astawa3 1,2,3tourism business management, politeknik negeri bali kampus bukit jimbaran, bali telp 62 361 701081 ext 196 e-mail: risnanoviandari@gmail.com abstract internet marketing is very important to support marketing activities in the current era of technology. the purpose of this study, to find out how the implementation of marketing media through internet marketing used along with the revenue generated and to determine which variables are most effective in increasing the occupancy rate of rooms in the patra bali resort & villas. the study results show that internet marketing used are; websites, online travel agents (ota), social media and e-mail. hotel website and online travel agent give direct contribution to room occupancy and hotel’s revenue. social media (facebook, twitter, instagram, tripadvisor) and e-mail don’t contribute directly because they are just as communication’s tools. online travel agent gives the highest contribution to the increasing room occupancy than hotel website. the total of 3 years contributions from 2015-2017, online travel agent contribute 18,83% with the higest income from booking.com 7.6%. hotel website contribute 2.42%. internet marketing’s income is increasing and decreasing in certain months due to the holiday peak season. this study have an impact for development internet marketing media used as the basis for taking decision at the patra bali resort & villas hotel, in an effort to increase rooms occupancy and achieved the sales target through internet marketing set by hotel management. keywords: contribution, rooms occupancy, internet marketing. i. introduction bali was chosen as the best destination in the world by tripadvisor travelers' choice awards 2017. bali increasingly known as a must-visit tourist attractions for both domestic and foreign tourists. the number of tourist visits to bali will impact the room occupancy of the hotel in bali. according damarjati (2006) room occupancy rate is the percentage of rooms occupied or rented to guests compared with the number of rooms sold, other than that the occupancy rate of the room is also a benchmark for the success of a hotel. seeing the competition happened nowadays, every hotel must have a way or strategy to sell the room and maximize the achievement in this case is the room occupancy. with the advancement of technology, the marketing strategy activities can be done by using internet media or internet marketing. kotler and armstrong (2008) https://www.tripadvisor.co.uk/travelerschoice-destinations-ctop-g1 journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 410 stated that internet marketing or online marketing is a form of business from companies to market their products and services and build relationships with customers through the internet. by applying internet marketing, it can reach a wider market share with indefinite time. ahmadi, et al (yulianto 2015: 65) stated that online marketing through internet (internet marketing) generally consists of websites, social media, banner ads, affiliate online, search engine marketing (sem), search engine optimization (seo), online travel agent (ota) and e-mail. marketing activities through internet marketing have been implemented by most of the hospitality industries. one of them is the patra bali resort & villas, one of fivestar hotels under the management of state-owned enterprises (pertamina). the patra bali resort & villas is in the effort to increase the rooms occupancy and they apply internet marketing in addition to marketing in a conventional way. in general, the implementation of internet marketing, this hotel has hotel website http://www.thepatrabali.com/, actively working with online travel agent (ota) including booking.com, agoda.com, expedia.com, traveloka. com, self-managed social media hotel (facebook, instagram, twitter) and also used e-mail reservation@thepatrabali.com. the purpose of this research is to find out how the implementation of internet marketing at the the patra bali resort & villas. the results of this study are expected to be a consideration in making effective decisions made by the sales & marketing. based on the previous description above, this research focuses on internet marketing application as one of the most used media by the patra bali resort & villas then presented by descriptive qualitative. ii. research methods this research was conducted at the patra bali resort & villas located at jl. ir. h. juanda south kuta beach kuta, 80361, bali indonesia. the research’s object is internet marketing used by the hotel which consists of hotel website, online travel agent (ota), social media and e-mail that contribute directly or indirectly to room occupancy rate and income in reaching company’s goal. sources of data used primary and secondary data. methods of data collection used in this research consists of participatory observation, structured interview, literature study and documentation. analytical technique used is qualitative descriptive with analysis and interactive models according to the figure 1 below. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 411 figure 1. interactive model analysis the scheme on data analysis component above explains that, in conducting qualitative data analysis, iy can be done simultaneously with data collection process. these concurrent processes include data reduction, data presentation and conclusions. iii. results and discussion implementation of internet marketing at the patra bali resort & villas internet marketing has been implemented by the patra bali resort & villas hotel since 2004. all forms of marketing activities conducted by using internet media can be categorized as internet marketing such as hotel website, online travel agent (ota), social media and e-mail, it can be explained as follows: 1. hotel website. official website of the patra bali resort & villas is http://www.thepatrabali.com/, managed by management of the patra bali resort & villas in cooperation with the management of pt. patra jasa as the main company of the patra bali hotel. hotel website managed by e-commerce section, public relations and reservation in sales & marketing department. e-commerce is responsible for operational activities such as updating information, photographs, offering sales videos and other promotional activities. public relation is responsible for preparing necessary content on websites such as photos and videos about hotels and other activities that can attract tourists to stay at the hotel. reservation section responsibles for the reservation and e-mail service to the customer ordering the room. making a reservation through the official website, provides much convenience and benefit for tourists such as discount from sumber: sugiyono (2007) verification data display data reduction data collection journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 412 20% -45% depending on the condition and situation of the hotel, free shuttle service and discount of spa & fb in accordance with the old guests stay. 2. online travel agent (ota). the patra bali resort & villas started working with online travel agent (ota) in 2005, it was the entry of e-commerce in indonesia and the renewal of the hotel management system. the online travel agent (ota) that is actively working with the patra bali resort & villas hotel including: booking.com, expedia.com, agoda.com, traveloka.com, hotelbed.com, gta.com, tiket.com, asiatravel.com, hoteltravel.com, ctrip.com, gds.com, and grouponeurope.com. the form of cooperation made by hotel management with online travel agent is by giving wholesaler rate and commission. where the commission of each travel agent online is different from 10% 20% commission for each room that can be sold per night. with the provision of wholesaler rate and commission, the hotel expects good feedback like the number of room bookings in order to increase the online sales volume to the patra bali resort & villas hotel. 3. social media. social media started to be implemented at the patra bali resort & villas in the middle of 2012, beginning with the of facebook which was very popular at that time. social media is done independently by marketing communication sales & marketing department. social media is used to gain market share and do marketing activities in general such as public relation, advertising, direct marketing and others. the types of social media actively used in acquiring market share precisely in 2015 are facebook (@ thepatrabaliresort & villas), instagram (@thepatrabali), twitter (@thepatrabali) and tripadvisor (the patra bali resort & villas). social media is also actively used as a medium of communication with the audience to give positive image and response to the existence of the patra bali resort & villas in the virtual world, by uploading all activities and events held at the hotel the patra bali resort & villas. this is done to introduce hotel products to costumers especially those who are using social media. 4. e-mail. using e-mail as one of internet marketing type is very helpful to support sales activities, sales and operational activities. furthermore, the patra bali resort & villas has been using e-mail address "reservation@thepatrabali.com" operated directly by the reservation section. operational activities conducted by reservation such as journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 413 serving the guests and request information, make correspondence and negotiate with the travel agency (offline and online), and conduct operational activities among departments, hotel management and management of pt. patra jasa. besides, the implementation of e-mail as well as supporting other internet marketing such as website, online travel agent (ota) and social media to follow-up activities or reservation process. internet marketing contribution at the patra bali resort hotel & villas contributions is a result from the implementation of internet marketing and its activities. contribution is the number rooms’ sold and the amount of income generated from all media marketing through internet marketing. maximum income is the main goal of every company. in this research the contribution refers to the number of rooms that can be sold by each variable of internet marketing and revenue generated in the last three years of 2015-2017 and has been described in the background of the problem that the implementation of internet marketing has not reached the targets set by the hotel management. the amount of revenue generated by each internet marketing for the last three years 2015-2017, can be seen in table 1 below. table 1. internet marketing income period 2015 2017 number ota accounts income ( rp ) 2015 2016 2017 1 booking.com 3,155,600,000.00 4,128,000,000.00 5,123,000,000.00 2 expedia 1,200,650,000.00 1,802,280,000.00 2,507,599,202.00 3 agoda 1,009,037,202.00 1,326,000,000.00 2,131,750,000.00 4 website 1,056,600,000.00 939,905,493.00 1,377,000,000.00 5 traveloka 265,000,000.00 340,200,000.00 389,000, 000.00 6 hotelbeds 200,300,000.00 108,750,000.00 267,300,000.00 7 gta 8,400,000.00 14,700,000.00 231,600,000.00 8 tiket.com 11,874,000.00 18,125,000.00 19,950,000.00 9 asiatravel.com 5,600,000.00 7,000,000.00 32,300,000.00 10 hoteltravel.com 8,400,000.00 5,026,000.00 76,050,000.00 11 ctrip 800,000.00 14,800,000.00 12 gds 5,200,000.00 13 groupon europe 50,700,000.00 total 6,921,461,202.00 8,690,786,493 12,226,249,202.00 source : sales & marketing the patra bali resort & villas from table above can be seen that every year there is an increase revenues generated by each internet marketing used. the total revenue is the total income from the internet marketing media through the hotel website and purely through online media related. from 13 internet marketing used at the patra bali resort & villas, not journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 414 all internet marketing can contribute equally to get large income. there are several types of internet marketing that don’t contribute a lot, or the contribution given away from the expected result. the biggest contribution comes from booking.com, expedia.com and agoda.com in which they are part of online travel agent. the fourth contribution comes from hotel website and the fifth from traveloka. it was top five contribution of internet marketing will be discussed. from the table above, contributions of booking.com, expedia.com, agoda.com and traveloka.com always make an increasing contribution. however, hotel website in 2016 decreased its contribution from previous year which is about rp. 116,694,507.00 lower than 2015. in 2017 its contribution increased again to reach rp. 2,131,750,000.00, which was sonsidered to be the highest contribution for the last three years. the other internet marketing such as social media used at the patra bali resort & villas are facebook, twitter, instagram and tripadvisor don’t contribute to direct sales of rooms and revenues. because every social media will be connected to the link of hotel website. all of social media users can see the hotel profile, photos and video then if they are interested in booking a room they will click the link that exist on each social media. that is how the social media work to help increasing room occupancy and revenue. e-mail as one of internet marketing at the patra bali resort & villas will help the sales activities such as replay the email booking from online travel agent to make sure that the booking was definite. email also plays an important role in hotel as a means of communication. incoming emails especially about rooms booking or inquery rooms will be printed as archives before being entered into the hotel booking system. e-mail usually as a means of communication or liaison between the parties with a third party. e-mail doesn’t contribute directly in providing income revenue same as social media. iv. conclusion and suggestion conclusion in accordance with the problems and descriptions in the previous discussion, internet marketing has been implemented by the patra bali resort & villas hotel since 2004 using hotel website http://www.thepatrabali.com/, online travel agent such as booking.com, expedia.com, agoda.com, traveloka.com, hotelbed.com, gta.com, tiket.com, asiatravel.com, hoteltravel.com, ctrip.com, gds.com, and grouponeurope.com. social media started used in 2015 like facebook journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 415 (@thepatrabaliresort&villas), instagram (@thepatrabali), twitter (@thepatrabali), tripadvisor (the patra bali resort & villas) and e-mail with address reservation@thepatrabali.com. internet marketing activities handled by sales & marketing department, especially e-commerce and market communication section, and for the email handled by reservation section. the contribution of internet marketing especially hotel website and online travel agent (booking.com, expedia.com, agoda.com, traveloka.com) they give direct contribution to room occupancy and hotel’s revenue. social media (facebook, twitter, instagram, tripadvisor) and e-mail don’t contribute directly to room occupancy and hotel’s revenue, because they are just as communication’s tools. booking.com gives the highest contribution every year. the last, it shows that the most effective variable increasing room occupancy and revenue is the online travel agent although at the end, total contribution of internet marketing is still under budget. in other words, it can be stated that it can reach the main target of the income. suggestion based on data analysis and discussion previously elaborated, some suggestion can be drawn such as, the hotel management must maintain all internet marketing as a marketing tool and also it must follow the times and the trend of internet marketing to maximize its performance. the implementation of internet marketing should be more maximized to contribute in accordance with expectations, goals as well as the target. besides, hotel should offer more attractive deals on hotel websites, make mutually beneficial deals with online travel agents and update content on social media to make customers increasingly interested at staying at the patra bali resort and villas. references ahmadi, h. 2013. e-business & e-commerse. denpasar: andi. antari, l. p. n. 2016. efektivitas promosi online travel agent (ota) dalam meningkatkan hunian kamar pada goodway hotel & resort nusa dua. jurusan pariwisata. politeknik negeri bali. fandy, t. 2014. pemasaran jasa. yogyakarta: andi. hermawan, a. 2012. komunikasi pemasaran. jakarta: erlangga. kotler, p. and armstrong, g. 2008. prinsip-prinsip pemasaran, jakarta: erlangga. journal of applied sciences in travel and hospitality volume 1, number 4, december 2018 416 kotler, k. 2012. marketing management. person education. hasan, m. i. 2001. pokok-pokok materi statistik i (statistik deskriptif). jakarta: bumi aksara. santhi, n. l. p. y. 2016. pengaruh promosi media online dan personal selling terhadap occupancy di hotel padma resort legian. jurusan pariwisata. politeknik negeri bali. sugiarto. 2002. metode statistika untuk bisnis dan ekonomi. jakarta : pt. gramedia pustaka utama. sugiyono. 2007. metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta. sugiyono. 2010. metode penelitian penelitian pendekatan kualitatif, kuantitatif r&d. bandung: alfabeta. sugiyono. 2014. metode penelitian bisnis. bandung: alfabeta. yoga, i d. g. p. 2017. implementasi media online di hotel melia bali indonesia. jurusan pariwisata. politeknik negeri bali. yulianto, a. 2015. kajian internet marketing sebagai salah media pemasaran industri perhotelan. jurnal khasanah ilmu, volume vi, number 1. zaki, a. 2008. 7 cms pilihan untuk internet marketing. jakarta: elex media komputindo. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 38 analysis of service quality of front office department at hotel bali mandira resort & spa i putu edi hendra badrianta 1 , made sudiarta 2 , ni putu somawati 1,2,3 politeknik negeri bali edihendrabadrianta@gmail.com 1 , sudiartamade@yahoo.co.id 2 abstract the purpose of this research is to examine the quality of service and to identify the service attributes which are well provided and the attributes that need improvement at the front office department at hotel bali mandira resort and spa. the survey used 110 samples that were selected using incidental sampling. the analysis methods used are servqual analysis and importance performance analysis (ipa) in the cartesian diagram. the results of this research showed that the average value of ‘customer’s satisfaction’ which is expressed by ‘service performance’ is above 4 which is within the range value of 1 (least satisfy) and 5 (most satisfy). the servqual analysis results show 9 attributes have slightly negative gap and 13 have positive gap; which show the quality of most attributes exceed customers’ expectation with some still below; nonetheless, the mean values of customer satisfaction for all variables are above 4. the results of the ipa analysis show, there are 2 attributes need improvement, the majority of attributes are well provided. keywords: service quality, front office department, servqual, importance performance analysis. introduction the purpose of traveling is to obtain satisfaction and enjoyment either in sports and relaxation, perform duties, pilgrimage and others. tourist destinations develop their attraction theme to satisfy these needs and based on the characteristics of their market segment. indonesia has many tourist destinations that are very attractive to tourists, these such destinations as: jakarta, papua, east nusa tenggara, bali and others. bali island is the best tourist destination in indonesian, and well known throughout the world for its unique culture and beautiful panorama. in addition, bali is also well supported by infrastructure and facilities such as restaurants, travel agencies, shopping centers, and various standard of accommodation. accommodation means to provide lodging services which are equipped with food and drink facilities and supported by other additional facilities and services required by travelers. one of the hotels in bali is bali mandira resort & spa which is one of a four star hotel in bali which has beach located in legian area. hotel bali mandira resort & spa has various facilities such as swimming pool, bar & restaurant, drug store, lounge, kids club, and tourist information. mailto:edihendrabadrianta@gmail.com mailto:sudiartamade@yahoo.co.id journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 39 hotel is one type of accommodation that uses part or all of the buildings to serve as lodging services in which to provide food and beverage services, as well as other commercially managed support services (sambodo & bagyono, 2006). front office is one of the departments which is the gateway of a hotel. the main role and function of the front office section of the hotel is as a center of: problem solving, reservation, information, check in & check out point and lastly the billing process (soenarno, adi.2006; nursitia & nahida, 2014). to assist the execution of the function of the front office section of the hotel is divided into several sub-sections that each sub-section has a different service function. guest experience in a hotel is shaped by the performance of all departments in the hotel, and quality service will ensure guest satisfaction, thus, creating repeat customers (sambodo and bagyono, 2006; normasari and kumaji; 2013). it is vital for hotel staff to meet the needs and desires of customers and provide quality service to create customer satisfaction and loyalty. quality of service is the best service provided to the guests by optimizing the entire service. good service quality is the responsibility of the business that must be given to every guest or costumer. the delivery of good service quality will bring short and long term benefits to hotels and incurred costumers’ or guests loyalty in return. high quality service results in happy and satisfied customers. measuring customer satisfaction which reflects the quality of the products is essential for businesses (rangkuti and freedy, 2002; normasari and kumaji, 2013; moha, 2016), as it will provides feedback for management in improving service quality and maintaining performance of the attributes that have already delivered in high quality standard. a model of service quality that is popularly used and becomes a reference for researchers is the servqual model (service quality model) developed by parasuraman, zeithaml, and berry (1988). these authors measure service quality from 5 dimensions using 22 indicators that are used as a base in this research. the dimensions include: 1. tangibles (physical facilities, room design, and employees) 2. reliability (deliver the products as promised) 3. responsiveness (readiness to serve) 4. assurance (trustworthy, and courteous) 5. empathy (place oneself at the customers’ shoes) journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 40 timmerman and yu (2014) stated that the sustainability of hotel business depends on the repeat customer. they are the guests who are satisfied with the hotel service and become loyal customers (daryanto and ismanto setyobudi, 2014). guest experience in a hotel is shaped by the performance of all departments in the hotel, including the front office department (fo department) (sambodo and bagyono, 2006; normasari and kumaji; 2013). fo is the hotel hub for guests, and is usually referred to as the representative of the hotel management. weighing the importance role of the front office, it is interesting to conduct a study on the service quality of the front office department at the bali mandira resort & spa, where the writer conducted an internship as a part of the requirement needed to be completed the study at the tourism department at politeknik negeri bali. the purpose of the study is to examine the quality of service and to identify the service attributes which are well provided and the attributes that need improvement at the front office department at hotel bali mandira resort and spa. the benefits of this research are to increase knowledge about service quality and can be used as a reference for students who are interested in research on service quality especially in hotel business. for the hotel, this research result can be used as feedback to improve service quality at the related department. methodology this research is a quantitative study, using survey as data collection methods. respondents are guests who stay at hotel bali mandira resort and spa and obtained services by front office department. the number of sample was 110 respondents selected using incidental sampling; the respondents profile is presented in table 1. the questionnaire is composed based on the model developed by parasuraman, zeithaml, and berry (1988). the dependent variabel (y) is service quality which is measured using the service quality dimensions: (x1) tangibles, (x2) reliability, (x3) responsiveness, (x4) assurance, (x5) empathy. number of the questions in questionnaire is 22 questions adapted from service quality dimensions. data analyses technic used are servqual and importance performance analysis in cartesian diagram. importance performance analysis is analysis method that rank every attribute into every degree of importance. in cartesian diagram there are four quadrant, quadrant a, quadrant b, quadrant c and quadrant d. quadrant a where the attribute journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 41 is important but the management has not done it as the guest expectation. quadrant b where the attribute is important and worth to keep it. quadrant c where the attribute are less important to the guest and the implementation is normal. and quadrant d where the attribute are less important to the guest and the implementation is over performed. table 1 respondent profile findings and discussion servqual analysis the results of the servqual analysis are presented in table 2. comparing the customer’s expectation (harapan) and the perception (kenyataan), among 22 variables, 13 attributes show positif gap and 9 attributes show negatif gap. it is interesting to observe that, attribute x3.4 ‘front office staff gives a fast money exchange service’ gives a high negative gap value with a score difference of 0,155. in reality the front offise staff always try to give the best service; however, as, the money exchange service staff also provide check in and check out service, which makes the guests who want to exchange money should wait. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 42 table 2 servqual analysis results atribut kenyataan harapan skor servqual/ gap keterangan x1.1 4.554 4.682 -0.128 negatif x1.2 4.445 4.527 -0.082 negatif x1.3 4.472 4.436 0.036 positif x1.4 4.809 4.564 0.245 positif x1.5 4.564 4.527 0.037 positif x2.1 4.536 4.545 -0.009 negatif x2.2 4.154 4.291 -0.137 negatif x2.3 4.209 4.118 0.091 positif x2.4 4.454 4.436 0.018 positif x2.5 4.827 4.655 0.172 positif x3.1 4.245 4.355 -0.11 negatif x3.2 4.536 4.409 0.127 positif x3.3 4.5 4.491 0.009 positif x3.4 4.145 4.3 -0.155 negatif x3.5 4.445 4.382 0.063 positif x4.1 4.809 4.636 0.173 positif x4.2 4.29 4.264 0.026 positif x4.3 4.527 4.518 0.009 positif x4.4 4.481 4.518 -0.037 negatif x5.1 4.236 4.336 -0.1 negatif x5.2 4.472 4.473 -0.001 negatif x5.3 4.836 4.664 0.172 positif the highest positive servqual value is obtained from attribute x1.4 ‘the welcome drink is tasteful’ with a score difference 0,245. welcome drink is a very important aspect that can build the image of the hotel. the welcome drink that served in bali mandira resort & spa is ginger ice tea, freshly prepared by the staff of bell service assistant and served to the guest during the check in process. the guest who just arrived from airport or moved from other hotel will feel tired, the welcome drink will make the guests feel refresh. importance performance analysis the ipa analysis results are presented in graph 1, presenting the average of customer’s expectation (harapan) and the perception (kenyataan) of the 22 variables. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 43 graph 1: ipa analysis results the ipa analysis results are as followed: 1. quadrant a – focus here  2(x1.2) all the equipment that used support the operational.  21(x5.2) front office staff provide a clear information of emergency case procedure. 2. quadrant b keep up the good work  1(x1.1) lobby area neat and clean.  4(x1.4) the wellcome drink is tasteful.  5(x1.5) the lobby has a strategic location and easily could be acces by the guest.  6(x2.1) front office staff know well about all the product of hotel.  10(x2.5) all the information given by front office staff can be assured.  13(x3.3) front office staff helpful in finding means of trasportation for the guest.  16(x4.1) front office staff ensure the information provided about facilities and compliment is right. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 44  18(x4.3) front office staff ensure that all guest important belonging is secure.  19(x4.4) front office staff ensure that all guest needs during stay fulfilled.  22(x5.3) front office staff communicate well and polite. 3. quadrant c – low priority  3(x1.3) front office staff are neat.  7(x2.2) front office staff gives a fast respon to every incoming call.  8(x2.3) front office staff provide clear information the resort facilities.  9(x2.4) porter service is fast and friendly.  11(x3.1) fast service of check in and check out provided by front office staff.  14(x3.4) front office staff gives a fast money exchange service.  17(x4.2) front office staff ensure that all guest luggage is secure.  20(x5.1) front office staff always provid individual attention to every customer and offer help. 4. quadrant d – possible overkill  12(x3.2) all guest request is provided quickly. the importance performance analysis the dimensions which very influential and very well done on service quality are atribute 1(x1.1) which is the statement of lobby area neat and clean, atribute 4(x1.4) which is the statement of the welcome drink is tasteful, atribute 5(x1.5) which is the statement of the lobby has a strategic location and easily could be acces by the guest, atribute 6(x2.1) which is the statement of front office staff know well about all the product of hotel, atribute 10(x2.5) which is the statement of all the information given by front office staff can be assured, atribute 13(x3.3) which is the statement of front office staff helpful in finding means of transportation for the guest, atribute 16(x4.1) which is the statement of front office staff ensure the information provided about facilities and compliment is right, atribute 18(x4.3) which is the statement of front office staff ensure that all guest important belonging is secure, atribute 19(x4.4) which is the statement of front office staff ensure that all guest needs during stay fulfilled, and atribute 22(x5.3) which is the statement of front office staff communicate well and polite. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 45 there are 2 variables located in quadrat a – focus here, the attributes that need to be addressed, these are: ‘all the equipment that used support the operational’. and ‘front office staff provides clear information of emergency case procedure’. conclusion and suggestion the results of this research regarding the service quality of front office department at hotel bali mandira resort & spa are satisfied as the average quality of service for all indicators is 4 – very well. nonetheless among those, there are some attributes that have lower scores which are the area need to be improved, this is the identification of the weak area and the opportunity for the hotel to improve the service provided to the guests. there are 10 attributes that are very well provided on the service quality by the front office department. the largest negative servqual value in the attribute number x3.4 – ‘front office staff gives a fast money exchange service’ with a score difference 0,155; the money changer service needs to be evaluated and improved for a better customer satisfaction. the highest positive servqual value is in the attribute number x1.4 – ‘the welcome drink is tasteful’ with a score difference 0,245 this show the area that has been well provided. bibliography bagyono. 2012. teori dan praktik hotel front office, bandung: alfabeta. daryanto dan ismanto setyobudi, 2014. konsumen dan pelayanan prima, yogyakarta: penerbit gava media. malhotra. 2005. metode penelitian. jakarta: gramedia moha. sartika, 2016.analisis kualitas pelayanan dengan dan fasilitas terhadap kepuasan konsumen pada hotel yuta di kota manado. dalam jurnal emba. diakses pada 30 januari 2018 normasari dan kumaji. 2013. pengaruh kualitaspelayanan terhadap kepuasan pelanggan, citra perusahaan dan layanan.dalam jurnal administrasi bisnis. diakses pada 2 february 2018 nursitia dan nahida, 2014. aksesibilitas hotel. dalam jurnal pariwisata. diakses 3 february 2018 rangkuti, freedy. 2002. measuring customer satisfaction: gaining customer relationship strategy teknik mengukur dan strategi meningkatkan kepuasan pelanggan & analisis kasus pln – jp. jakarta: pt. gramedia pustaka utama journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 46 sambodo, a., dan bagyono. 2006. dasar-dasar kantor depan hotel, yogyakarta: andi offset. soenarno, adi.2006. front office management.yogyakarta: andi offset sujatno,bambang. 2006.hotel courtesy.yogyakarta: andi offset timmerman, j. and yu, d. 2014. from economy to luxury, what matters most to hotel guests. business journal. september 5, 2014. retrieved from: http://www.gallup.com/businessjournal/175568/economy-luxury-matters-hotelguests.aspx parasuraman, a., v. zeithaml and l. berry. (1988). servqual: a multiple-item scale for measuring consumer perceptions of service quality. journal of retailing. 64(spring). 12–37. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 1 community-based tourism for natural conservation in pohsanten village in bali mihai voda 1 , i wayan jendra 2 , made ruki 3 1 dimitrie cantemir university, romania; 2,3 politeknik negeri bali politeknik negeri bali; address: jl. kampus bukit jimbaran, badung, bali, indonesia email: mmvoda@yahoo.com 1 , jendra@pnb.ac.id 2 , ruki@pnb.ac.id 3 abstract this article discusses the role of tourism in conserving the natural environment in pohsanten village, jembrana regency, bali province in indonesia. it is developed based on review of publications, observation and direct participation during a communitybased tourism (cbt) development and a trekking route development. the trekking to the waterfall is used as a main attraction by pohsanten cbt. mesehe waterfall trekking reinforces forest conservation as it is incorporated re-forestation; potentially creates additional work opportunities for locals, hence, a sustainable source of income; and tourism activities in the forest prevent illegal actions conducted in the forest that damage the environment. thus, mesehe waterfall trekking is an inclusive activity of conservation and business combined. it is expected that this article could enrich academic discourse on natural tourism and conservation, particularly involving cbt that use natural environment as attraction. keywords: community-based tourism, tourist attractions, natural environment, nature conservation, trekking introduction the contemporary practices including tourism venture related to using natural environment especially the forests need to be scrutinized to mitigate the critically decreasing number of forest areas in the world (climate and land use alliance, 2014). people especially the members of a more traditional community have a high dependency on their immediate natural environment in order to survive (fennell, 2015); i.e. the fishermen on the sea, sometimes farmers and gatherers on the forest. nonetheless this activities need to be carried out sustainably. at the earlier age of the civilization, activities were conducted within a small scale venture, handicraft in nature; nowadays, modern people are equipped with technology that enable them to undertake major alteration or mass production to supply large demands that trigger massive change to the ecosystem and degrade the inherent functions of the natural environment. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 2 the agriculture revolution was started about 8000 years ago wherein human transitioned from hunters and gatherers to farmers and livestock breeders (climate and land use alliance, 2014). during this transition, the natural environment has been changed which include clearing forest in which 71% of global deforestation was carried out for commercial agriculture to supply the current 7 billion of the world population. it is predicted, in 2050 the world population will reach 9 billion, and with the current consumption pattern, 60% more foods will be needed to sustain. it is further discussed that the current patter of forest clearing for commercial purposed needs to be changed to conserve the much needed forest for the sustainability of living on earth. shifting the commodity production from native forest and recognizing the right of the indigenous people and rural communities to manage the forest. it is also expected that farmers, local governments, local communities, and agricultural commodity traders collaborate to avoid deforestation and produce more efficiently. in order to foster local people to manage the forest effectively, a mechanism need to be devised and put in place. a sustainable tourism development could become an effective tool which could function as an additional occupation and income source for locals and could also be used as a monitoring mechanism for the sustainable use of forest. community-based tourism is a form of sustainable tourism that empowers local community. butcher (2012) weaver (2012) argue that cbt emphasises community participation, and is often related to conservation of the immediate natural environment. fennell (2015, p. 101) posits a conservation model wherein local people are actively involved and gain benefits from a conservation project. he further discusses an ideal ecotourism, stating ‘… ecotourism, if developed and managed appropriately, can generate more revenue…’. nonetheless, novelli and gebahardt (2007) are cautious in regards to the number of visitors and state that a growth number does not always lead to more benefits for the local community. this supports the idea of small scale principle in alternative tourism and cbt. cbt development should observe the principle of sustainable tourism. lu and nepal (2009) argue that sustainable tourism attempts to manage resources for economic, social and aesthetic needs to be satisfied, while at the same time maintaining the cultural integrity, the biological diversity and the vital ecological processes. thus, journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 3 nature conservation includes protecting bio diversity and ecological processes, which should be adhered in operating tourism. community-based tourism is a form of alternative tourism which highlights local community involvement during planning and operation of the cbt project development. brohman (1996) explored the active participation of host communities during the planning stage. community participation during planning ensures their interest is represented in the development project. community members to have a clear idea about sustainable tourism will assist during planning and operation, therefore, the community could utilize the nature and the wilderness as resources in a sustainable manner. community-based tourism could use natural environment and or traditional culture as main attractions (ernawati, sanders, dowling, 2017). natural environment as tourist attraction is related to nature tourism including eco-tourism (denman, 2001). wearing and neil (2003) discuss ecotourism as a form of alternative tourism that is oriented to environmental conservation and education. recently, natural environment is incorporated into community-based tourism, as community members relied on their immediate environment for their survival and sustainability. the people live around the nature tourism site should not only use the area to sustain their living, but also should take the responsibility of preserving them. fennell (2015) posits ‘community conservation model’ for the preservation on the natural environment in which local people are actively involved and benefitted from the conservation project. the nature that currently left to balance the areas that have been used for people’s dwelling and settlement have become precious assets that need to be retained and conserved. the use of the forest and wilderness should incorporate the purpose of conservation and avoid the use of nature that degrade their quality or destroy their existence. people should use the natural environment wisely considering the vital role it plays in in keeping a healthy ecosystem and sustaining the earth. tourism could take this role of using the wilderness whilst the tourists enjoy nature. tourism could prevent the nature and forest destruction (ernawati, torpan, & voda, 2018; voda, torpan, & moldovan, 2017; voda & negru, 2015; voda, moldovan, torpan, & henning, 2014; voda, 2013). often, abusive to nature is done quietly without journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 4 anyone knowing it, this for example the illegal logging. moreover, involving locals in the effort will harness a synergy, wherein the people could use the activity as a source of living and at the same time guard the forest. this is also the case in pohsanten village located in jembarana regency bali province in indonesia. apart from culture, the natural environment including the waterfall is used as tourist attraction in a cbt type of tourism development in pohsanten village. this article aims at describing the used of nature particularly the waterfall as tourist attractions to support forest conservation. methodology this article presents a discussion on the role of tourism in conserving the natural environment in pohsanten village, jembrana regency, bali province in indonesia. it is a qualitative study. the article is developed by analysing and synthesising data which are collected through: literature review on the related topic, observation and direct participation during a community-based tourism (cbt) development and a trekking route development. the geographical information systems allowed researchers to map the study area and use the coordinates for geottaging (figure 1). local community learned to use pic2map interface for the points of interest location and online mapping (pic2map, 2019). hence, the trekking route information is constantly updated and development initiatives easily monitored. findings and discussion mesehe waterfall trekking for cbt pohsanten trekking to mesehe waterfall becomes the main attraction for cbt pohsanten. this trekking consists of 4 stops which takes about 4 hours to arrive in the trekking terminal point. these stops include: the first point is pasatan temple, the outer side of the temple is used as a starting point and the reception area of mesehe trekking. apart from the place to pray the temple is also a meditation center. many local people received blessing from the temple goddess, and certainly the temple gives an ambiance that stillness is induced to the mind. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 5 post 1 is the first resting area, it takes about 30 minutes to arrive at this point from the starting point. it is located in the river crossing which heading to the mesehe waterfall. this place could be a terminal point for amateur trekkers. simply enjoy the quietness of the forest with only the sound of river flow that shoots our mind. the river itself has ample of slate stones big and small along the river which could serve as resting area, and a picnic place for a small group of friends or family. tourist activities of the area could include: river gazing and bathing, tasting the stone baked sweet potatoes served with coffee. figure 1: mesehe trekking location post 2 is the middle point of the trekking route; this location offers stunning view of the valley down. the vegetation become more varied, and the area is filled with trees which are the typical of tropical forest trees. beyond post 1 is the route for professional trekkers as it has more difficult and steep trek and involve more challenging substance. the terminal point is the magical mesehe waterfall. the waterfall is closely and spiritually connected with pasatan temple as the waterfall is the bathing place of the goddess dwells in the temple. in the old days people had their purification in mesehe journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 6 before praying in the temple. this practice ceased and the route becomes lost. this time, the villagers want to re-establish this ritual and integrating the activity with tourism. mesehe trekking provides an experience of exploration deep to the forest for professional trekkers and a lighter and relax trekking experience for the amateurs. conservation activities the conservation effort is also express in a stone inscription describing the characteristics of eco-tourist (figure 2). the use of a temporary structured as a resting place in post 1 (figure 3). the future structures built in the area will consider the element of sustainability. figure 2: mesehe trekking post 1 with the involvement of the local people in sustainable tourism activities, it is expected that the understanding of the principle of conservation is adopted thus practiced. the misuse of forest for farming cultivated plants will be reduced. farming will be focused on cultivating trees type of plant such as fruitsdurian and candle nuts. the native forest zone will be kept, as these nature friendly activities in the forest will trigger a wise and sustainable use of the forest, and shy away the illegal logging activity, and wild animal hunting. the management of cbt pohsanten also places in their agenda the planting of trees for re-forestation, which could also become an activity for the trekkers. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 7 figure 3: mesehe trekking post 1 in order to maintain the tranquility of the forest that effects the visitors’ experience, cbt pohsanten will apply limit to the number of visitors using mesehe trek. this limit is applicable to the both trekking routs either for the amateur or the professional. conclusion and suggestion a well-managed tourism development that observes the principles of sustainable tourism could become an alternative for the sustainable use the natural environment by the local people. tourism could raise the awareness of locals’ appreciation toward natural environment around them. tourists’ appreciation to nature could become an inspiration of conservation for locals; whilst, eco-tourists are bound by the ethic of ‘take nothing but photos leave nothing but foot-prints’. selling tourism products incorporating nature elements could become a sustainable source of income without damaging the natural environment, thus conservation in pohsanten village is patronised by local communities. it is expected, this study could enrich the existing reference on cbt and conservation, and could inspire nature preservation within cbt communities especially in pohsanten village. bibliography journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 8 brohman, j. 1996. new direction in tourism for third world development. annals of tourism research, 23(1), 48-70. doi=10.1.1.330.6563 butcher, j. 2012. the mantra of ‘community participation’ in context. in t. v. singh (ed.), aspects of tourism: critical debates in tourism (pp. 102-108). bristol, uk: channel climate and land use alliance. 2014. disrupting the global commodity business. retrieved from: https://www.arcusfoundation.org/wpcontent/uploads/2015/07/disrupting_ global_commodity.pdfview publications. denman, r. 2001. guidelines for community-based ecotourism development. retrieved from http://www.widecast.org/resources/docs/wwf_2001_community_based_ecot ourism_develop.pdf ernawati, n. m., torpan, a., voda, m. 2018. geomedia role for mountain routes development. mesehe and pisoiu waterfall comparative study. geographia technica, 13(1), pp 41-51 ernawati, n. m., sanders, d., dowling, r. 2017. host-guest orientations of community based tourism products: a case study in bali, indonesia. international journal of tourism research, 10 april 2017, p. 1-16. doi: 10.1002/jtr.2119 fennell, d. a. 2015. ecotourism. london, uk: routledge. lu, j., & nepal, s. k. (2009). sustainable tourism research: an analysis of papers published in the journal of sustainable tourism. journal of sustainable tourism, 17(1), 5–16. doi:10.108/09669580802582480 novelli, m., & gebhardt, k. 2007. community based-tourism in namibia: ‘reality show’ or ‘window dressing’?. current issue in tourism, 10(5), 443-479. doi: 10.2167/cit332.0 pic2map. 2019. photo location viewer [online]. accessed january 2019. available from: https://www.pic2map.com/ journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 9 voda, m., torpan, a. & moldovan, l. 2017. wild carpathia future development: from illegal deforestation to orv sustainable recreation. sustainability, 9(2254), 111. voda, m. & negru, r. 2015. geomedia role in mures valley castles tourism development between ogra and brancovenesti. academica science journal, geographica series, 1(6), 63-70. voda, m., moldovan, l. torpan, a. & henning, h. 2014. using gis for mountain wild routes assessment in order to qualify them for tourism valorisation. geographia technica, 09 (1), 101-108. voda, m. 2013. the role of geospatial technologies, geographic information and ict in promoting rural communities sustainable development in transylvania. academica science journal, geographica series, 3, 90-95. wearing, s., & neil, j. 2003. ecotourism: impact, potentials, and possibilities. oxford, uk: butterworth-heinemann. weaver, d. 2012. towards sustainable mass tourism: paradigm shift or paradigm nudge?. in t. v. singh (ed.), aspects of tourism: critical debates in tourism (pp. 28-33). bristol, uk: channel view publications. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 78 tourist characteristics in france estelle giet1, solène roux2 12tourism and leisure sports, esthua angers, french 1soleneroux@gmail.com abstract tourism in france force actors and territories to adapt and to meet the demand and needs of visitors from different countries and cultures. this intercultural requirement requires, in particular, a more detailed knowledge of the practices, perceptions and feelings of foreign tourists, particularly chinese tourists, whose numbers are increasing sharply in france, europe and the world. the article proposes an exploratory approach to the representations associated with the practices of matching tourists’ needs in france. the study was carried out by examining related topics on the websites and teaching materials provided for the researchers at the university of anger, france over the past 3 years that leads to a first typology. the protocol used for analyzing these tourist practices makes it possible to understand the level of tourist satisfaction; which was initiated by analyzing the aspects that shape their complex behavior based on their feelings and perceptions at a particular study spot. the results show that what makes tourism in france successful is because tourists can enjoy a wide range of activities that are oriented towards discovery, rest, sociability, shopping and games. from a more operational point of view, the approach makes it possible to envisage an improvement in the dialogue between tourist operators and end users, a finer adaptation of supply and demand, an improvement in the well-being of tourists and a strengthening of the attractiveness of the territories. keywords: tourist, france, tourism practice, profiles, activities, style. introduction france, the world's leading tourist destination reached a record attendance of nearly 90 million tourists in 2018. europe is historically the creative basin of tourism. france has inherited it and has been able to make its mark with its many tourist attractions, which attract more and more tourists every year. the tourism sector in france creates a large number of jobs, these jobs are mainly in trade, transport, catering and accommodation which makes a total of 7.3%; this is the share of the gross domestic product generated by tourism in france. according to the government, this sector represents 2 million direct and indirect jobs and the targets set for 2020, the industry could create 300,000 additional jobs throughout the country. therefore, the jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 79 industry must ensure the well-being of everyone involves in tourism, and especially the tourists. it is essential to define what tourism is before further discussion is presented. "tourism includes the activities carried out by people during their travels and stays in places outside their usual environment for a consecutive period not exceeding one year, for leisure purposes for business and other reasons" (unwto, 2017).however, this definition has limitations; it encompasses too many aspects but does not take into account domestic tourism and only focuses on border crossings. in this article, we will first introduce the tourism in france and the different stages involved. then, in a second step, we will analyze in more depth the tourism in france, with the profile of its tourists and their different activities during stay. to conclude, in a last part we will look at the different actors of tourism that make tourism in france possible. methodology this is a qualitative study investigating tourist profile in france and their activities carried out during their visits. the type of data used is secondary data collected through observation, examination of the researchers’ course materials during study in the university of anger in france, and the internet search. the data collected through internet was carried out during the study conducted in bali state polytechnic, indonesia. the authors are french citizen therefore observation are undertaken as a part of daily life and purposely done during study at university in france. findings and discussion the share of europe and tourists within the total of international tourists in france is 78.1% in 2016; it remains largely predominant but is decreasing year by year 79.4% in 2015, 83.6% in 2012. nearly one in ten foreign tourists (9.8%) arrived from the american continent. of these 8.1 million visitors, just over one in two resides in the united states. between 2015 and 2016, the number of tourists from the united states rose sharply (+15.0%), mainly due to the effect of a favorable euro-dollar exchange rate. in recent years, the growth in the number of non-europe and tourists has been strongly jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 80 driven by asian customers. in five years, the number of tourists from asia has increased from 3.5 million to 5.7 million. chinese customers have doubled in five years, from one million in 2011 to two million in 2016. tourists from africa came in larger numbers (+10.8%), with the increase in attendance mainly due to the arrival of 300,000 more people from north africa. in contrast, tourists from oceania, mainly australians, came in smaller numbers (-19.8%).figure 1 presents tourist arrivals in france. figure 1: arrival of tourists in france (directorate general for enterprise, 2017) in 2016, 38.5 million international tourists came to france for a stay of one, two or three nights. the proportion of these short stays varies according to the country of origin. more than half of spanish, swiss, italian, belgian and luxembourg tourists have short stays. france, thanks to its easy access and its central position in europe, is both a destination for short stays, especially for neighboring countries, and as to poverona journey to another destination. europeans are not the only ones who make short stays in france. more than one in two asian tourists (52%) came to france for a stay of one to three nights. for this clientele, travel to franceis generally part of a tour linking to different european cities. the proportion of short stays is also high for american (38%) and australian (42%) customers. france is not only a destination for passing through or jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 81 short stays. indeed, 44 million tourists stayed there for four nights or more in 2016, making france one of the world's leading destinations for long stays: only five countries welcomed more than 44 million tourists in 2016, all lengths of stay combined. only the united states, a much larger territory, and spain, more often the final destination, have more long stays than france. in 2016, the average length of stay in france for a foreign tourist was 6.8 days, while european remains on average 6.3 days, almost two days less than americans (8.2 days). there are wide range of activities can be undertaken by tourists in france. a practice is a "human action that is part of a constituted environment, including other practices, and thus transforms it. the practice is a contextualized action, in situation" (ruby, 2013). discovery is a confrontation with otherness, with the original or even with the unknown. the discovery has been particularly revived with the recent emergence of different forms of so-called sustainable tourism. around the theme of sustainable development, products have been developed that seek to link tourism and the environment. french standards, which are sometimes very restrictive, refer to sustainable tourism. since the end of the 18th century (revolution), the monument has embodied the nation's memory in france. monument protection measures were setup by the state with the creation of a commission on historic monuments in1837 and the creation of the first list of historic monuments in 1840 (such as: les arènes de nîmes 1840, maison carrée 1840 and the pont du gard in 1840also), this list contributes to the protection of the french heritage. rest is an activity that helps to eliminate the "physical" and "mental" fatigue caused by daily life. rest has a particularly important place in tourism, it takes place outside work and the tourist framework is able to reduce what can be perceived as a daily constraint. rest can be combined with other practices such as tanning (a western invention in the early 20th century)."doing nothing is an activity guaranteed by the travel offer, like club med, which takes on this expectation of customers. in this "rest" category we can include the current trend that sees the development of welljasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 82 being. some tour operators combine thalasso with other services: spa, sauna, hammam, which makes it possible to diversify the practices associated with body care. some destinations are positioning themselves on this wellness offer by relying on a heritage linked to the realism with the example of evian. the trend towards selfcare embodies the transition to a new tourist era: individualized mass tourism. according to r. caillois, the game comes in four forms. the first is competition, the rivalry between actors that can be exercised in certain practices described as sports. winning is done here within the frame work of precise rules. one of the current trends: the development topgolf in the tourist sector, particularly in the context of packages (example of jet tours and its thalasso and spa). the second form of game is random. there are no more rules from which a winner is defined. it is chance that is at stake: a game of wheels or slot machines in casinos. in france, the casino market has grown significantly in the last decade and is now mature. two major groups hold half of the market: partouche and barrière. third form of game: the simulacrum, i.e. imitating someone or something. then the fourth for mofplay: vertigo. it is a question of breaking, for a moment, with the stability of perception and allowing the birth of an emotional panic. example of bungee jumping, also skiing and surfing (practice that can also be a show). sociability is the set of relationships that an individual or group has with others. tourist places have become sufficiently diverse to allow for a variety of opportunities to meet strangers. club villages reduce exposure to otherness and promote mutual respect, while metropolises integrate tourists in a very cosmopolitan context. the growing success of metropolitan areas is based in particular on the ability to create events that bring together individuals from diverse backgrounds, whether residents or tourists (examples from paris-plage). paris plage, created in 2013, offers a wide range of leisure activities. it is a seaside resort that is confronted with a monumental space, a space of sociability, which is free and accessible to all. the travel project is based on the purchase and symbolic consumption of everyday objects, often branded. shopping can also be associated with the practice of discovery. for example, the monumental heritage and contemporary art: louis jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 83 vuitton, which opened a dedicated cultural space in its boutique on the champselysées (parent company), often around themes related to travel. the practice of shopping is more or less supervised by tourist operators who can guide the choice of routes. paris, is renowned as one of the world's fashion capitals, which is why many tourists come here every year to shop. we are also witnessing the development of "city break" products, allowing a specialized stay course in a field, particularly shopping, to enjoy and explore the city in depth. the growth in mobility from emerging countries in asia, russia and brazil places shopping at the heart of destination challenges, for tourism but also for mice. for chinese customers, the "shopping" expense item is higher than that of hotels. conclusion and suggestion in conclusion, the main tourists in france are national tourists due to the proximity of tourist sites and therefore monetary savings for french tourism. chinese tourists are expanding in france but also in europe and all over the world. after the chinese clientele, it is the americans who take second place, this event can be explained by the small difference in value between the euro and the dollar. moreover, there are many european tourists, particularly the short stays; nonetheless, chinese tourists also stay for short period of time as a part of tours throughout europe. the spanish and americans make long-stay trips. finally, what makes tourism in france so successful is that tourists can enjoy a wide range of activities that are oriented towards discovery, rest, sociability, shopping and games. bibliography directorate general for enterprise, edition 2017, tourism memento. paris: directorate general for enterprise direction générale des entreprises : https://www.entreprises.gouv.fr/files/files/directions_services/etudes-et statistiques/4p-dge/2017-06-4pages-71-eve.pdf duhamel, n.d. licence 1 -"le tourisme en france". course note. paris: anger university. durand, n.d. licence 1 -"tourist practices and places" . course note. paris: anger university. https://www.entreprises.gouv.fr/files/files/directions_services/etudes-et-%20statistiques/4p-dge/2017-06-4pages-71-eve.pdf https://www.entreprises.gouv.fr/files/files/directions_services/etudes-et-%20statistiques/4p-dge/2017-06-4pages-71-eve.pdf jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 84 edouard plimlin, 15 mars 2018, « dix chiffres sur le tourisme en france et dans le monde », le monde paper economie.gouv . n.d. economie. retrievedfrom : https://www.economie.gouv.fr/entreprises/tourisme-en-france-chiffres-cles secteur pébarthe-désiré. n.d. master 1"world geography of tourism actors".course note. paris: anger university. pébarthe-désiré. n.d. master 2 "luxury and international".course note. paris: anger university. unwto, 2017, tourism unwto highlights
 wikipédia. 2019. tourisme de masse. retrieved from: https://fr.wikipedia.org/wiki/tourisme_de_masse violier, n.d.licence 1 -"history of tourism".course note. paris: anger university. grefe, n.d.licence 2 -"spatial problems".course note. paris: anger university. https://fr.wikipedia.org/wiki/tourisme_de_masse journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 47 contribution of hotel website, online travel agent, and offline travel agent to room revenue in melia bali nida ulhasanah dwi sulistyaningrum 1 , i gede mudana 2 , and i ketut astawa 3 , made sudiarta 4 , ni luh eka armoni 5 1,2,3,4,5 tourism department, politeknik negeri bali email: dwistyanida@gmail.com 1 , gedemudana@pnb.ac.id 2 , ketutastawa@pnb.ac.id 3 , sudiartamade@yahoo.co.id 4 , luhekaarmoni@pnb.ac.id 5 abstract this research is about the contribution of each distribution channel towards room revenue in melia bali. the purpose of this research is to find out the contribution of hotel website, online travel agent, and offline travel agent towards room revenue at melia bali during 2015-2017. data are collected in this research through interview, observation, and literature study. data analysis method used is descriptive statistics. the result of the research shows that the biggest contribution of the distribution channel is offline travel agent. while the other distribution channels are having a fluctuations issue, where in year 2015 and 2016 the online travel agent distribution channels is higher than the hotel website. but in 2017, the hotel website has bigger contribution than online travel agents. the average contribution of hotel website towards room revenue in 2015-2017 is 17.03%. the distribution channel of online travel agent is 16.83% and the other five online travel agents that have the most contribution upon room revenue of melia bali in 2015-2017 are booking.com, expedia, agoda, hotelbeds, and orbitz. contribution on distribution channel of offline travel agent is 66.15% and the five offline travel agents that have the most contribution towards room revenue of melia bali in 2015-2017 are flight center, tui deutschland, meier's weltreisen, tms tours, and his bali tours and travel. key words: hotel website, online travel agent, offline travel agent, room revenue. introduction internet as one form of information technology has a very important role for every hotel in nowadays because it deals with the effectiveness and efficiency of handling information in order to stay competitive with the hotel competitors. internet can make it easier for potential travelers to get to know the products, facilities, and services offered by the hotel. in addition, the journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 48 internet can be used as a media promotion of products, improve the quality of service to guests and improve company productivity. the development of information technology also cannot be separated from the role of internet users. the number of internet users in the world in the last five years continues to increase every year. according to official website statistics source internetlivestats.com accessed on february 25, 2018, in 2013 the world internet users numbered 2,728,428,107 people. by 2014 it will increase to 2,956,385,569. in 2015 it is 3,185,996,155. in 2016 that is as much as 3,424,971,237 and in the year 2017 as much as 3,578,000,000. of these, from 2013 to 2017 the number of internet users worldwide increased by 31.14%. the average growth rate during 2013-2017 is 6.23% annually. from the increasing number of internet users in the wider community would have an impact on the development of information technology systems are no exception in the field of marketing of goods and services using the internet (ecommerce). e-commerce is the process of purchasing, selling or exchanging products, services and information through computer networks (utama, 2017: 291). seeing the importance of the development of e-commerce, now the hotel industry may use the help of information technology systems, one of them in sales and marketing activities (budi, 2013: 21). in addition to the sales results achieved more leverage because the information about the hotel products can be accessed by all target markets, the marketing process is easier to run because it does not take long so that the use of human resources to be more efficient (budi, 2013: 26). sales through the internet will directly or indirectly affect the amount of revenue in hotel. melia bali is one of the hotels in nusa dua area which uses internet as part of media and sales strategy. as a five star accommodation service provider in the indonesian tourism development corporation (itdc) area, the hotel has many competitors by offering the same products and services. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 49 sales and marketing departments are required to be more creative and innovative in selling and marketing their products. strategy is required that can bring melia bali in a higher position both in terms of occupancy rate and revenue in order to excel in the competition. melia bali has its own website that can be accessed easily. the website of melia bali can be accessed through melia.com, meliahotels.com, and meliabali.com. website is one of the online marketing medium that functioned as a communication medium that provides information for tourists. in indonesia the website is called a page. many advantages are offered if the prospective traveler makes a reservation through the hotel website. if incorporated in melia reward, tourists can get potential benefits such as rebates, late check out and others. apart from the hotel website for melia bali marketing strategy can maximize to be able to win the competition is by doing cooperation with online travel agent. online travel agents help the hotel to do promotion through their official website or by using social media. in general, sales through online travel agents is expected to become one of the potential distributions to increase hotel revenues. it's just not all online travel agents that exist and in cooperation with the hotel can provide stable productivity. in addition to working with online travel agents, it is important for hotels to continue to rely on offline travel agent performance in marketing their products. it cannot be denied that offline travel agents as travel service providers have the most contribution among other distribution channels. that's because the number of offline travel agents in collaboration with melia bali. based on the above explanation, the authors want to analyze the contribution of various distribution channels to room revenue or room revenue in 2015-2017. the purpose of the study based on background and problem, then this research proposes: 1) to find out the contribution of hotel website to room revenue in melia bali. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 50 2) to find out the contribution of online travel agent to room revenue in melia bali. 3) to find out the contribution of offline travel agent to room revenue in melia bali. methodology the research was conducted at melia bali, located in nusa dua area famous for its beautiful beaches located in tourist area itdc lot 1, nusa dua. the object of this research is sales and marketing at melia bali as a department that has information about hotel website, online travel agent, and offline travel agent that has big contribution to the room revenue of melia bali in 2015-2017. the sources of data in use consist of primary and secondary data. data are collected in this research through interview, observation, and literature study. data analysis method used in this study is descriptive statistics. descriptive statistics according to sugiyono (2016: 238) are statistics used to analyze data by describing data that has been collected as it is without intending to make conclusions that apply to the general or generalization. presentation of descriptive statistical data through tables, graphs, circle diagrams, pictograms, mode calculations, medians, mean, decile calculations, percentiles, and percentage calculations. researches concerning contribution of channel distribution to hotel’s room revenue had been done by some researches such as septiawan (2018), yanti (2018), pendit (2008), and dewi (2008) but they did not cover all aspects of channel distributions as we do (hotel website, online travel agent, and offline travel agent). beside that, the location they chose is different from the one we do. this research is done in melia bali. findings and discussion journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 51 in melia bali, the highest contribution of the distribution channel in 2015 to 2017 is offline travel agent as seen in table 1. table 1 the average of contribution of the distribution channel in 2015 to 2017 in melia bali year hotel website online travel agent offline travel agent 2015 16% 18% 66% 2016 16% 19% 65% 2107 19% 14% 67% based on an interview, the high contribution of offline travel agent is caused by several factors are as follows: a. getting the service offline travel agent not only sells tour packages, but also sells airline tickets and hotels. customers will be assisted to find the best option as needed at the best price. offline travel agent usually complete the service with a tour guide, it will be given complete information about the sights visited. b. the cost is cheaper offline travel agent usually provides all-in tour packages for groups, the price is often cheaper than the road itself. so guests do not have to use a separate service: hotels, transportation, entrance fees of tourist attractions, and so forth. with offline travel agent all needs have become one, spending becomes controlled. this is because offline travel agent usually reserve a hotel room with a large number of times with a fairly frequent range. c. easy transportation transport is an important thing in a tour, especially if the tourist attractions have never been visited. needs shopping and looking for souvenirs are usually already selected in the best place. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 52 d. more effective time travel time is a special time, often there are unexpected things hampering the trip so that guests miss the special moment. with offline travel agent services, guests will visit the attraction at the right time, because the tour guide knows when the best time to visit a tourist attraction. e. comfort is assured if guests plan their own trips, usually will inconvenience in running the plan because it has not known the destination. by using the services of offline travel agent the moment of the tour will be much more effective and practical, guests will enjoy travel time without thinking things that do not need. f. consultation on destinations most people only buy vacation tickets to the city or country they want but do not know where the next destination is. offline travel agent is an expert in the area that guests will visit and have experienced visiting the area before. g. convenient if the schedule changes sometimes in planning a trip, a condition that resulted in having to cancel the trip. on offline travel agent for some conditions, airline tickets and hotels can be postponed or refunded the money. of course usually if you want the money refunded, there is a cancellation fee. for the next contribution channel is the online travel agent and at the lowest contribution in the year 2015-2017 is the hotel website distribution channels. based on the interview, it can be concluded from 2015-2017 the low contribution is due to several factors are as follows: a. price the price of the room displayed by the online travel agent is slightly more expensive than the member's price on the hotel website, journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 53 where the price appears on metasearch (price comparison website), so that the guest who initially intends to book the room through the online travel agent will switch to the room reservation through the hotel website to get a cheaper price. b. promotion the growing number of online travel agents with their respective promotions and business competition with competing hotels. melia bali in doing the promotion is constrained by the existing policy, because in the process of promotion conducted melia bali must go through several stages so it is not uncommon to be an obstacle in the promotion. c. guest type the majority of guests in nusa dua area especially melia bali are git guests (group inclusive traveler) who make room reservation through offline travel agent, whereas guest who make room reservation through online travel agent is a minority guest ie fit (free indipendent traveler) melia bali's largest room is through an offline travel agent distribution channel. d. cancellation policy the existence of a cancellation policy at melia bali which provides a fine if someone has confirmed the payment and then canceled the reservation and required the guest to pay in full non-refundable, and if not, payment can be made directly at the hotel with a larger nominal (refundable), while many competitor hotels currently provide the same price and do not give fines. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 54 graph 1: contribution of booking sources (sales and marketing melia bali 2018) on the graph 1 in 2015-2017 the most contribute to room space is offline travel agent and continue to increase every year. in 2015 the amount of offline travel agent contribution to room revenue is usd 7,936,885. then in the year 2016 increased by 2.3% or usd 182,315 to usd 8,119,200. in 2017 the offline travel agent distribution channel has increased by 12% or usd 968,823 to usd 9,088,023. the next highest distribution channel is the online travel agent. in 2015 the amount of contribution provided from online travel agent amounted to usd 2,168,997 while on the hotel website of usd 1,908,092. in 2015 the online travel agent distribution channel increased by 5.3% or usd 115,692 to usd 2,284,689 and hotel website also increased from the previous year by 7.4% or usd 141.193. in 2017 the hotel website experienced considerable improvement over the previous year and exceeded the online travel agent. for the hotel website increased by 22.8% or usd 466,424 to usd 2,515,709 while online travel agent decreased by 17.64% or usd 342,707 to usd 1,941,982. 2015 2016 2017 hotel website $1,908,092 $2,049,285 $2,515,709 online travel agent $2,168,997 $2,284,689 $1,941,982 offline travel agent $7,936,885 $8,119,200 $9,088,023 kontribusi hotel website, online travel agent, dan offline travel agent pada tahun 2015-2017 hotel website online travel agent offline travel agent journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 55 conclusion and suggestion the concluded that from each distribution channel that has the highest contribution in 2015-2017 is offline travel agent. the second highest distribution channel is the hotel website and the last is the online travel agent.the contribution of the hotel website to melia bali's room revenue in 2015-2017 was usd 6,473,086 or 17.03%, for online travel agents was usd 6,395,668 or 16.83%. the five online travel agents that contribute the most to melia bali's room revenue in 2015-2017 are booking.com, expedia, agoda, hotelbeds, and orbitz. in the last distribution channel, offline travel agent has a contribution of usd 25,144,108 or 66.15%. the top five contributing offline travel agents to melia bali in 2015-2017 are flight center, tui deutschland, meier’s weltreisen, tms tours, and his bali tours and travel. based on the conclusions described above, some suggestions may be conveyed are as follows: 1) the sales and marketing department, especially e-commerce and revenue, hopefully can increase the revenues in the hotel's website distribution channel, because from the hotel the website itself is handled by an internal party that does not require additional commission such as online travel agent and offline travel agent so that the total amount of room revenues at melia bali will be maximized. 2) the sales and marketing department must maintain and keeping a good relations with online travel agents and offline travel agents who contribute highly to room revenues at melia bali and need to be given appreciation in the form of contract rates at special prices. bibliography budi, agung permana. 2013. manajemen marketing perhotelan. yogyakarta: andi. dewi, made novi cipta; aryana, i nyoman rajin; ernawati, ni made; astuti, ni nyoman sri; suarta, i ketut. 2008. “contribution of reservation through travel agent travel agent to room occupancy at le grande journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 56 bali, journal of applied sciences in travel and hospitality, vol. 1, no. 4, dec. available at: http://ojs.pnb.ac.id/index.php/jasth/article/view/1196. date accessed 26 march 2019. pendit, made indah wulansari; nadra, nyoman mastiani; sudiarta, i made. 2018. “contribution of offline and online travel agent reservation to room revenue in alila villas uluwatu”, journal of applied sciences in travel and hospitality, vol. 1, no. 3, sep. available at: http://ojs.pnb.ac.id/index.php/jasth/article/view/1182. date accessed 26 march 2019. septiawan, putu; nadra, nyoman mastiani; astuti, ni nyoman sri. 2018. “contribution of offline and online travel agent toward room occupancy at four points by sheraton bali seminyak hotel”, journal of applied sciences in travel and hospitality, vol. 1, no. 1, jan. available at: http://ojs.pnb.ac.id/index.php/jasth/article/view/909. date accessed 26 march 2019. sugiyono. 2016. metode penelitian manajemen. bandung: alfabeta. utama, i gustibagus rai. 2017. pemasaran pariwisata. yogyakarta: cv. andi offset. yanti, ni luh yuni kusuma; ernawati, bagiastuti, ni ketut. 2018. “contribution analysis of reservation through travel agent to room occupancy at grand zuri kuta bali hotel”, journal of applied sciences in travel and hospitality, vol. 1, no. 2, jun. available at: http://ojs.pnb.ac.id/index.php/jasth/article/view/1005. date accessed 26 march 2019. http://ojs.pnb.ac.id/index.php/jasth/article/view/1196 http://ojs.pnb.ac.id/index.php/jasth/article/view/1182 http://ojs.pnb.ac.id/index.php/jasth/article/view/909 http://ojs.pnb.ac.id/index.php/jasth/article/view/1005 journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 29 public relations strategy in building brand image at movenpick resort rika pratiwi¹, ni nyoman sri astuti 2 , i ketut astawa 3 1,2,3 politeknik negeri bali email: rikapratiwi1708@gmail.com 1 , nyomansriastuti@pnb.ac.id², ketutastawa@pnb.ac.id³. abstract this research aims to formulate public relations strategy in brand building to shape the most desired image for movenpick resort & spa jimbaran hotel by taking advantage opportunities and anticipating existing threats, and utilizing the business strength and incapacitating shortcomings. the data retrieval technique used includes interview to the public relation officers on the hotel. respondents in this study consists of 7 people, each from the public relations division, sales, human resources, dos, front office and 2 visitors. data is analysed using swot, ifas and efas matrix, and ie matrix. the outcome of data processing on swot matrix and ie matrix resulted in the values of 2.90 and 2.95 which lie in quadrant v which is ‘defense strategy’. subsequently, the strategy recommended for the hotel is formulated which comprises: undertaking steps to be implemented devising the aspects of public relation in building the brand image aiming at increasing the intensity and the quality of advertising promotion on the online media, educate the market to harness new customers, with the support of media such as magazines, newspapers and radio. keyword: strategy, public relation, brand image, internal external matrix (ie matrix) introduction tourism is one of the engines of the world economy that proved to be effective contributing to the prosperity of a country or an area. bali experiences this phenomena and becomes a showcase of the effectiveness of tourism in upgrading local economic. bali is one of the islands in indonesia that attracts many tourists it is crowned as top 10 traveler's choice destination world in traveler's choice award 2017 version of tripadvisor website. one of the tourists needs in tourist destinations is accommodation and mövenpick meets these needs by providing high quality accommodation. mövenpick resort & spa jimbaran is newly built hotel in jimbaran, bali. mövenpick resort & spa jimbaran is a 5-star resort hotel that has 297 rooms with facilities that support the comfort and safety of guests while in bali. the condition of mövenpick resort & spa journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 30 jimbaran which is one of the new hotel brands operates in indonesia especially bali, which urges the management to conduct promotion and build the hotel brand image. establishing a brand image for mövenpick resort & spa jimbaran is the main issue when pioneering a business amidst the tightness of hotel competition in bali. a strong and widely recognized brand image is generally formed and developed by sales and marketing department particularly the public relations division. public relations are included in the sales and marketing department that is in charge with the duties related to marketing and communication to the public. the importance role that the public relation (pr) plays to create and develop a positive image / brand image as one of the company policies, then public relations must be a reliable informant that could provide positive and objective information for the business. in addition, public relations staff should also be responsive in observing, studying and solving problems source from either within and outside the company. currently, mövenpick resort & spa jimbaran builds its brand image as a new hotel with a tagline "we make moments" which is very friendly for family trip. the strategy used by the public relations of mövenpick resort & spa jimbaran to develop the brand is through a joint cooperation with external parties such as mass media and influencers to provide information to the public. based on the phenomenon described above the author intends to examine the above problems, subsequently, using internal and external business factors to formulate strategies to accomplish success in building a brand image for the mövenpick resort & spa jimbaran. methodology this research was carried out at the department of sales and marketing specifically in the marketing communication section at mövenpick resort & spa jimbaran. as for the object in this research is the public relations strategy by mövenpick resort & spa jimbaran in building brand image as a new hotel. the types of data used in this study are primary and secondary data. data collection methods used were field observation for 6 months, interview to sales and marketing department staff, and documentation study. this research used swot matrix analysis technique and journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 31 matrix analysis of external strategic factors analysis summary (efas) and internal strategic factors analysis summary (ifas), to identify the position of the hotel in the ie matrix. the brand of mövenpick hotels & resorts was first coined by ueli prager. mövenpick's own name was inspired by mowe's bird activity in the selection of food on a lake in zurich, switzerland. in 2006, movenpick hotel franchise was successfully entered the hotel business in the asian region in thailand and the philippines. movenpick resort & spa jimbaran bali is one of the first movenpick hotel chains in indonesia. movenpick resort & spa jimbaran bali was opened and inaugurated on january 12, 2017, abd is owned by pt. hotelindo permata jimbaran and the central management of this hotel is executed by movenpick corporation in thailand. findings and discussion the qualitative data regarding the external and the internal aspects of the hotel are collected based on swot categories, which then, developed into a questionnaire that is used to collect the quantitative data through a survey. both study using the same respondent who are the sales and marketing managers and staff at the movenpick hotel. the results and discussion of both studies are presented in the following section. the results of swot analysis are turned into questionnaires in the form of ifas matrix (table 1) and efas matrix (table 2), in which the hotel staff who are familiar of the issue, in this case the managers and the staff of the sales and marketing department give the score and rating to the parameter presented in both matrix, which results are used to identify the position of the movenpick in the ie quadrant (figure 1). ifas matrix calculations obtained from the weighted average of each external indicator multiplied by the average rating of each internal indicator, then scores for each external indicator are obtained. the total score of the ifas matrix in the above table is 2.90 journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 32 table 1 internal strategic factor analysis summary matrix (ifas matrix) no internal strategic factor bobot (%) rating score strength 1 have a one stop shopping mall that is located in one complex with the resort 7.85 3.45 0.27 2 have facilities that support family holidays such as swimming pool, gym, spa and kids club 8.17 3.35 0.27 3 new food and beverage innovations regularly 7.65 3.3 0.25 4 location mövenpick resort & spa jimbaran is strategically close to several tourist destinations 7.72 3.25 0.25 5 it is a new property in jimbaran area with bali swiss design and concept 7.27 3.15 0.23 6 have excellent chocolate hour service 7.75 3.1 0.24 7 the only one who owns the japanese peruvian restaurant in jimbaran 7.98 3 0.24 8 consistency brand to continue to create a global campaign that became typical movenpick in each country 6.18 3 0.19 weakness 1 room size is small for most room types 7.45 2.65 0.20 2 not having a wedding chapel as one of the wedding venues 6.41 2.65 0.17 3 lack of supporting facilities in swimming pools such as sun-lounges and cabana 6.70 2.6 0.17 4 uneven consistency of service among staff 6.31 2.5 0.17 5 do not have direct access to the beach 6.48 2.05 0.13 6 not all rooms have pool view 6.07 2.05 0.12 2.90 journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 33 efas matrix calculations obtained from the weighted average of each external indicator multiplied by the average rating of each internal indicator, then scores for each external indicator are obtained. the total score of the efas matrix in the above table is 2.95 table 2 external strategic factor analysis summary matrix (efas matrix) no external strategic factor bobot (%) rating score opportunity 1 bali as one of the destinations to carry out sports events, music, culinary and art. 10.00 3.85 0.39 2 movenpick resort & spa jimbaran is surrounded by favorite tourist attractions such as jimbaran beach, uluwatu temple, gwk, and others. 9.90 3.5 0.35 3 political, natural and terrorism conditions in indonesia 9.90 3.5 0.35 4 having a strong concept as one brand in the field of food and beverages 9.15 3.25 0.30 5 have a green globe certificate worldwide 8.00 3.1 0.25 6 have a strong marketing for domestic market jakarta 8.90 2.9 0.26 threat 1 infrastructure that does not support the comfort and security of guests while in bali 8.80 2.7 0.24 2 limited number of flights to bali 8.70 2.5 0.22 3 the development of tourism in other asian countries such as thailand, vietnam and sri lanka 8.50 2.25 0.19 4 increased european visitors especially the middle east visit where movenpick hotels & resorts has a strong brand image 8.20 2.15 0.18 2.95 journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 34 the outcome of data processing on swot matrix and ie analysis resulted in the values of 2.90 and 2.95 which lie in quadrant v which is ‘defense strategy’. total value ifas t o t a l v a l u e e f a s 4 3 2 1 i ii iii grow grow keep and (conce ntration (concentration maintain vertical horizontal (turna rou nd) integratio n) integration) iv v vi grow preserve and harvest or maintai n divestment (strategy no (bound or region changed) sell out vigilance) vii viii ix preserve and harvest or harvest or maintai n divestment divestment (diversification (diversification (liquidation ) concentration) conglomerate) figure 1: determination of current position (ie matrix analysis) based on the result of the ie analysis shown on the ie matrix, in which movenpick is positioned in cell v ‘defense strategy’ which is ‘preserve and maintain’ or ‘strategy no changed’, a public-relations based branding strategy is developed for the mövenpick hotels & resorts which shown in table 3. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 35 table 3: swot strategy ifas strengths (s) weaknesses (w) 1. it is a new property in 1. do not have jimbaran area with bali direct access swiss design and to the beach concept 2. room size is 2. have facilities that small for most support family holidays room types such as swimming pool, 3. not all rooms gym, spa and kids club have pool 3. the only one who owns view the japanese peruvian 4. not having a restaurant in jimbaran wedding 4. movenpick location is chapel as one strategically close to of the wedding several tourists venue destinations 5. uneven 5. new food and beverage consistency of innovations regularly service among 6. have a one stop staff shopping mall that is 6. lack of located one complex supporting with the hotel facilities in efas 7. brand consistency to swimming continue to create global pools such as campaign that sun-lounges characterizes and cabana mövenpick in every country 8. have excellent service chocolate hour opportunities (o) so strategy wo strategy 1. bali as one of the 1. build promotions by 1. building destinations to carry taking advantage of cooperation and out sports events, nearby tourist relationships with music, culinary and destinations. resorts & hotels art 2. arranging resort around to handle 2. movenpick management as events like surrounded by one family resort weddings and favorite tourist with the concept of others journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 36 attractions such as friendly circles (go 2. enhance outdoor jimbaran beach, green) family activities uluwatu temple, 3. make a highlight 3. develop services gwk, and others culinary promotion by opening 3. political, natural and by viewing training terrorism conditions japanese peruvian in indonesia restaurant & bar 4. having a strong as a supporter in concept as one jakarta brand in the field of 4. invite some food and influencers both beverages locally and 5. have a green globe internationally to worldwide certificate experience the stay 6. have a strong experience at the marketing for resort domestic market jakarta threats (t) st strategy wt strategy 1. infrastructure that 1. building partnerships 1. not taking events does not support with local and in large numbers the comfort and international media security of guests 2. equalize the concept while in bali and quality with 2. growing family and movenpick around the concept hotels in world jimbaran 3. cooperate with the 3. limited number of government flights to bali 4 the development of tourism in other asian countries such as thailand, vietnam and sri lanka 5 increased visitor visits of europe especially middle east where mövenpick have strong brand image journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 37 conclusion and suggestion based on the description of the results of the swot analysis and in-depth interviews conducted, it can be concluded that the strategy of marketing communication movenpick resort & spa jimbaran is not only focus on the promotion and sales but to build a corporate image in the eyes of the community as a family-friendly resort. pr activities also relate directly with expansion, innovation, education, persuasion both in terms of marketing and the influence of the image and the identity of movenpick resort & spa jimbaran. as defined, prs are an activity of a management function that focuses on the management and development of communication between the organization and public society which aims to build a harmonious relationship between attitudes and actions to the community. at present, the brand image at movenpick resort & spa jimbaran is built based on the substances as presented in the ifas and efas, within the values of 2,90 and 2,95. it is positioned in quadrant v in the ie matrix which indicates that the current strategy is substantial and must be maintained. bibliography duncan, t, 2004, imc: using advertising & promotion to build brand, 1st edn, mc. graw hill inc, new york. esterberg, 2002,qualitative methods ins social research, mc graw hill. harlow, 1978, a model for public relations education for professional practices, ipra, london. inc,new york. jefkins,f, 2004. public relations, 5th edn, jakarta, erlangga. kotler p, 2002, manajemen pemasaran, vol.1, hh.215, jakarta,prehallind. kirana, ambarawati, 2009, strategi publik relations dalam membangun citra perusahaan (studi deskriptif membangun hubungan baik dengan media dalam upaya meningkatkan citra perusahaan). journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 10 impacts of leisure travels on individuals samrat hazra 1 , i ketut suarta 2 , ni made rai sukmawati 3 , i.a.k. werdika damayanti 4 1 university of surrey, united kingdom; 2,3,4 politeknik negeri bali, indonesia email: dayuwerdika@gmail.com abstract this study discusses the impacts of leisure travels on individuals which is developed based on a qualitative study using a combination of qualitative survey, and in-depth interviews conducted to people who have traveled both domestic and/or international more than once. in general, travels effect individuals constructively in which leisure travel significantly impacts individuals' personal growth majoring in cognitive and affective domains; the expressions made such as to broaden life perspectives and way of thinking, promote an open mind, increase knowledge and wisdom. change and personal growth occur by means of learning by which travels contribute and facilitate this process of individual development. learning happens through experiences; travels facilitate opportunities to be away from the mundane, insert the element of dynamic, surprise and beyond expectation; thus, enable individuals to see matters more objectively beyond one‟s habits and traditions. as to how far thoughts, attitudes and actions are in concurrence is yet another research topic to investigate. nonetheless, leisure travel is encouraged as a means of indulging in an intelligent leisure. key words: tourism impacts, travelers, individuals, leisure travels, personal developments introduction travels nowadays have become rudimentary for the majority of people around the globe; these comprise travels within a country or overseas. these travels could include mice (meeting incentive convention and exhibition), vfr (visiting friend and relative), business, or pure leisure related. however, for the purpose of this research only „leisure travel‟ is considered. despite of mounting issues faced by travellers starting from instable political situation, infectious diseases, and economic crisis; still the international travel trend shows significant increase. the pulled and pushed factors strongly motivate individuals to travel (foster, d. 1985). apart from motivation, it is interesting to view travels especially individual travels from different perspective, this for example the personal impact of travels on individual. tourism impacts are measured through 3 dimensions which include: economic, socio-cultural and environment journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 11 (unwto, 2013); upon which studies on impact assessment of tourism development and destinations are commonly concentrated. this study takes its focus on the impact assessment of individual travel at personal level of the travelers. an attempt to shed light on the effects of such an activity to strive for by the majority. this urge from individuals to travel that creates demands in the industry and thus make tourism one of the biggest industries; the world tourism organization (wto) predicts, there will be 1.8 billion of international travels in 2030 (unwto, 2014). only few studies that have been conducted on impacts of travels on individuals. these for example, tingting and mckercher (2016) studied on the returned journey made by american and canadian having chinese background. zimmermann and neyer (2013) study the impact of travels by comparing young people who travel abroad with those who do not travel on the big five dimensions of personality, and discover there are significant differences between the two sample groups. this study focuses on the impacts, particularly the favorable impacts felt by individuals which caused by the travels, thus make a person to continue to travel as a part of a life routine. tourism impact is measured in many ways. since the unfavorable impact of mass tourism became an enormous issue in the 1970s (united nations general assembly, 1987; munt, 1994; jason 1997; hall, 2008), the search for a more sustainable model of tourism intensified; thus, the promotion of „alternative tourism‟ (eadington & smith, 1992). subsequently, united nations world tourism organisation (unwto) identifies sustainable tourism as „tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities‟ (unwto, 2013, p. 1). academics posit criteria of sustainability in tourism and develop instrument in measuring tourism. weaver (2006) points out seven differentiating features that characterize alternative tourism, which include: market, attraction, business and accommodation, spatial, economic, and lastly regulation. koster and randall (2005) study the performance of tourism development, and examine its goals either to beautify the area or to pursue economic goals using eleven indicators involving heavily mainly the community and its surroundings. travel related behaviour and activities certainly have journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 12 an effect on individuals as found in research conducted by tingting and mckercher (2016). they find that because of these effects many tourists make many return journeys back to their homeland to gather more knowledge and understanding of their quest. however, this particular research focuses mainly on chinese diaspora tourists living around north america and canada. studies on tourism impacts are commonly conducted on tourist destinations; yet few academic articles are available on impacts of travels on individuals as the subject of the activity. markman (2013) argues that personality reflects long-term goals tried to achieve by people, and summaries the “big five” of personality dimensions, which include: extraversion, agreeableness, openness to experience, conscientiousness, and emotional stability. it is further explained that personality is influenced by a combination of genetic/biological factors and experiences related to the individual goals. the experiences need to occur over a period of time in order to create an impact on one‟s personality. on the other hand, bloom et al. (1956) postulate 3 domains in which learning is achieved, among those: knowledge-based, affective-based, and skill-based. nonetheless, a learning is fully attained with the completion of the three domains: cognitive, affective; and it ends with the performance and the practice of the knowledge within the sphere of a particular set of traits. therefore, the ultimate learning gained from travels is fully accomplished when a „conduct‟ could be demonstrated at psychomotoric level. in other words, travels could change an individual at behavioral level, which is according to psychologists within the „big five‟ of personality dimensions (markman, 2013). methodology psychologists assess personal development within the “big five” of personality dimensions, which include: extraversion, agreeableness, openness to experience, conscientiousness, and emotional stability (markman, 2013). nonetheless, this research takes a practical approach emphasizing the relation between learning point journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 13 obtained from travel and its impacts to their personal development, fundamentally, how travels practically influence individual. four questions on leisure tourism were asked to respondents. the questions include: 1) what do you enjoy most about the leisure aspect of your travel? 2) the one that you look for the most in your travel, 3) how does traveling affect/impact you personally? 4) what are the learning points do you get from conducting travels for leisure? qualitative studies serve better when the research is at its exploration stage (gratton and jones 2007); whilst, according to miles and huberman (1994) interviews especially provide insightful information to enrich the case. these characteristics suit the purpose of this study. this research is developed based on a qualitative study using a combination of qualitative survey conducted through email, and in-depth interview as data collecting methods that are conducted to well-travelled people. a total of 42 respondents were involved in the study, the face to face in-depth interviews were used to gather more detail data, wherein the data collection was terminated when there was little additional new data was gathered from the respondents. subsequently, data were tabulated and classified based on the themes emerged, and lastly interpreted and inferences were drawn. findings and discussion from the primary data, some themes identified. the traveling purpose was narrow down to leisure travel: what the travellers enjoy most ranging from enjoying nature and experiencing local cultures; something unique to the place something different from home. these could be the encounters with people, people hospitality and kindness, the food, the traditions; and the aspects of nature such as the weather and temperature, the snow, the view. the impacts could be felt and pervaded immediately in the tourist sites or condensed upon the pondering of a done travel. a rather strange opinion was expressed: the enjoyment comes from observing on how the tourist products or services were delivered. the traveller did not actually focus on the service being provided, rather observing the person who delivered the products, the journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 14 professionalism of human resources supporting tourism industry that was found distinctive in every place. from this observation, an internalisation could happen within the individual traveller which could advance further and influence his/her professionalism; voicing the do and the don‟t when delivering services to customers, that lead to the provision of quality products. the response of the respondents is positive in majority, which indicates travels effect individual favourably. markman (2013) argues these changes in personality were related to changes in people‟s social networks as a result of travel. nonetheless, there was no expression made regarding travel effects at the level of action. this might indicate that travels effect individuals' personal growth, majoring in cognitive and affective domains, the expression made such as broaden the perspective of life and way of thinking increase knowledge and wisdom, and promote an open mind. often, change within individual occurs firstly by means of learning: knowing and understanding contribute and smoothen the process of individual development. learning occurs through experience creates a deep impact on individual; similarly, experiencing difference environment and culture during travel leave an enduring memory. challenges faced during travels and the process of overcoming the challenges force an individual to step beyond the comfort zone, thus, individuals‟ capacity and capability expanded. travels also provide an opportunity to be away from the mundane, inserting the element of dynamic, surprise and beyond expectation. routine and habits could easily turn people into a robot, sometimes losing perspective on a higher life purpose, for some these could result in boredom and lethargic. travel could place everything into a new perspective, knowing there is no one way of doing something; happiness could be attained through many ways, and the way people reach this state could be in many ways regardless of the cost assumed. at this stage, a returned traveller could question a tradition which leads to the refinement even change of a tradition, the ones that are not relevant could be left behind or changed. this is beyond individual borderline; thus, change in individuals triggered by travelling could affect society in a wider scope. nonetheless, learning and enlightenment could occur through internalising, comparing, journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 15 pondering which lead to a solution to problems or a higher appreciation to the current conditions. one of the triggers of the unstoppable tourist booming is the emergence of industrial and automation era; the industrial era brought about ease of life and economic prosperity (egmond, 2007). nonetheless, people feel losing their connectedness and authenticity (cohen, 1988; steiner, & reisinger, 2006; cohen, 2012). ernawati et al. (2017, p. 12110) discuss about authenticity wherein „modern people feeling alienated within their own modern environment, therefore travel in quest for authenticity‟. this phenomenon continues, and nowadays humanity faces another social issue; one of the respondents in this research highlights this issue which is rooted from the adoption of automation in life, even though it could be verified that automation has solved a bigger problem of people living on this planet which are hardship and difficult life. subsequently people around the globe are left with ample of free time. one of the research participants expressed leisure travel is being use as a way to undertake an intelligent leisure. this respondent further explained about people excessively going to pubs or spending too much of their time in front of the television sets, and suggests to channel their energy for „intelligent leisure‟. engaging in leisure activities such as traveling is particularly recommended in order to cultivating one‟s wellbeing. leisure travel is one of the ways to engage in intelligent leisure. intelligent leisure could involve knowing and learning about other‟s culture, behaviour, and tacit knowledge. this suggests that spending time by doing intelligent leisure could be fulfilling and support personal development leading to a more contended life. it could become an essential part of maintaining human wellbeing, thus, becomes a better person in today‟s high-tech and multicultural society we live in. conlusions and suggestions it could be concluded that the effect of traveling felt by traveller majoring in positive way. in general, the respondents replied the survey questions directly and automatically in favourable way. travel impacts individuals' personal growth, majoring in cognitive and affective domains; the expression made such as to broaden the journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 16 perspective of life as well as way of thinking, increase knowledge and wisdom, promote an open mind. often, change and personal growth occur by means of learning, knowing and understanding which create a passage and smoothen the process of individual development. learning happens through experiences; travels facilitate an opportunity to be away from the mundane, allow to see matters more objectively beyond habit, and insert the element of dynamic, surprise and beyond expectation. leisure travel is recommended to be used as a means of undertaking and achieving intelligent leisure. even though, the impact of travels majorly discussed was within the two domains of cognitive and affective levels, the ultimate level of behaviour in the form of action is yet needed to be further studied. hence, further research could also be conducted to go beyond leisure travellers. bibliography bloom, b. s., englehart, m. d., furst, e. j., hill, w. h., & krathwohl, d. r. (1956). the taxonomy of educational objectives, handbook i: the cognitive domain. new york: david mckay co., inc. cohen, e. (1988). authenticity and commoditization in tourism. annals of tourism research, 15, pp. 371-386. cohen, e. (2012). „authenticity‟ in tourism studies: apres la lutte. in t. v. singh (ed.), aspects of tourism: critical debates in tourism, pp. 250-260. channel view publications, bristol, uk. eadington, w. r., & smith, v. l. (1992). introduction: the emergence of alternative form of tourism. in v. l. smith & w. r. eadington (eds.), tourism alternatives: potential and problem in the development of tourism (pp.1-12). phyladelphia, us: university of pennsylvania press. egmond, t.v. (2007). understanding western tourists in developing countries. biddles ltd. norfolk, uk. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 17 ernawati, n. m., murni, n. g. n. s., jendra, w. (2017). negotiating between authenticity and change in community-based tourism: evidence from bali. advanced science letters, 23 (12), pp. 12109-12115. foster, d. (1985). travel and tourism management. london: palgrave macmillan gratton, c. and jones, i. (2007). research methods for sport studies. london, routledge. hall, c. m. (2008). tourism planning: policies, processes and relationships, (2nded.). essex, uk: pearson education limited. jason, l. a. (1997). community building: values for a sustainable future. westport, usa: greenwood press. koster, r., & randall, j. (2005). indicators of community economic development trough mural-based development. the canadian geographer. 49(1), 42-60. doi: 10.1016/s1871-3173(08)02004-1 markman, a. 2013. extended travel affects personality. retrieved from https://www.psychologytoday.com/blog/ulterior-motives/201309/extended-travelaffects-personality miles, m. b. and huberman, a. m. (1994). an expanded sourcebook: qualitative data analysis. 2 nd ed. london: sage publications. munt, i. (1994). the `other' postmodern tourism: culture, travel and the new middle classes. theory, culture & society, 11(3), 101-123. doi: 10.1177/026327694011003005 steiner, c. j., & reisinger, i. (2006). understanding existential authenticity. annals of tourism research steiner, 33(2), pp. 229-318. doi:10.1016/j.annals.2005.08.002 tingting, e, l. and mckercher, b., (2016) developing a typology of diaspora tourists: return travel by chinese immigrants in north america. tourism management. vol. 56, p106-113. 8p. https://www.psychologytoday.com/blog/ulterior-motives/201309/extended-travel-affects-personality https://www.psychologytoday.com/blog/ulterior-motives/201309/extended-travel-affects-personality journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 18 united nations general assembly. (1987). report of the world commission on environment and development. retrieved from http://www.un.org/documents/ga/res/42/ares42-187.htm united nations world tourism organisation [unwto]. (2014). unwto tourism highlights, 2014 edition. retrieved from http://www.unwto.org/facts/menu.html united nations world tourism organisation [unwto]. (2013). sustainable development of tourism. retrieved from http://sdt.unwto.org/en/content/about-us-5. weaver, d. (2006). sustainable tourism theory and practice. oxford, uk: elsevier. zimmermann, j., and neyer, f. j. (2013). do we become a different person when hitting the road? personality development of sojourners. journal of personality and social psychology, 105(3), 515-530 http://sdt.unwto.org/en/content/about-us-5 jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 85 buying and distribution analysis of goods for kitchen by the purchashing part (case study at kuta central park hotel) kadek agustina1, i gusti putu sutarma2, made sudiarta3 123tourism business management, politeknik negeri bali 1agustinakadek02@gmail.com, 2gst.sutarma@yahoo.co.id, 3sudiartamade@yahoo.co.id abstract this study aims to determine the application of goods and distribution purchases for kitchen by purchasing department at kuta central park hotel. data was collected by interview, observation, and documentation with the help of note-taking techniques. furthermore, the data was analyzed by qualitative descriptive analysis method. the results showed that the purchase of goods for the kitchen at central park kuta hotel uses two ways. first, through the daily market list. purchasing goods through this process is a type of item that does not last long enough and requires special storage areas, such as: dairy products, meat & poultry, herbs & spice, seafood, vegetables & fruits, ice cream, process meat, pastry & bakery, syrup, juice food, and also groceries. second, namely through purchase requisition submitted by the storekeeper section for inventory at the general store. the type of goods purchased through this process is a type of groceries that can last more than one year. the flow of goods distribution from the general store to the kitchen starts with using the form store requisition made by the kitchen, then submitted to the storekeeper. the storekeeper issues the item in accordance with the request and a copy of the form is given to the kitchen staff who receive the item for review. keywords: purchase of kitchen items, purchasing, kitchen goods distribution. introduction bali has eight regencies and one city, namely badung regency, tabanan, jembrana, singaraja, bangli, gianyar, klungkung, karangasem, and denpasar city. almost every district and city in bali has interesting tourist attractions to be visited by both foreign and local tourists. one of the famous tourist attractions in bali is kuta beach. as the most favorite tourist attraction in bali, around the attractions of kuta beach there are many tourism support facilities, such as: hotels, restaurants and spas. around kuta beach there are many hotels ranging from small hotels to large hotels. kuta central park hotel is one of the hotels in the kuta area. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 86 kuta hotel central park is a company engaged in accommodation services or lodging services in the kuta galeria palace shopping complex. in carrying out hotel operations, there is one department that plays an important role, namely the ministry of finance in charge of planning various activities related to the overall financial plan, both plans that have been described by the marketing, operations and human resources departments. this department is divided into several parts, one of which is the purchasing (purchasing) which plays an important role in a company, because without the purchase section, the company's goals will not be achieved. to be able to achieve these objectives, a part that is capable of providing all the supplies and equipment needed by each department is needed in order to achieve company goals. the purchasing department is the part that provides all the supplies and equipment needed by each department. according to supriyanto and ida masruchah (2008: 1), purchasing (purchasing) is an important part of companies that must comply with basic management policies. in carrying out its duties, purchasing must be able to provide optimal contribution to company management in an effort to achieve profit targets set by management. in carrying out the operational purchases cannot be separated from the internal and external parties, because without a request, the process will not work and vice versa. in general, the purchasing process looks easy and easy to carry out, but in reality in the field the purchasing process is very complicated. in the purchase process, it must be considered many things related to purchases ranging from ordering to goods ordered to come, and distribution to reduce errors that occur. there are several problems that have occurred in kuta central park hotel in the purchasing process, namely: goods that have been ordered do not arrive on time, goods that come received by other departments, goods that come less than the request ordered, and items that have been ordered are not sent by suppliers. as a result, it has an impact on hotel operations that cannot run according to predetermined standards. it will hinder service and can reduce the quality that will be given to guests. this can also happen in the kitchen. therefore, in this study limited to the purchase and distribution of goods in the kitchen. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 87 this study aims to find out and analyze the purchase and distribution of goods for the kitchen by the purchasing department at kuta central park hotel and this research is expected to be a consideration for companies to be able to improve the quality of purchasing goods inventory, especially in the kitchen. methodology this research was conducted at kuta central park hotel with the object of research on the process of purchasing and distributing goods for the kitchen by the purchasing section. the data sources used are primary and secondary data. the method of data collection used is the method of interviewing, observation and documentation with the help of note-taking techniques (sugiyono, 2015). the data analysis method used is descriptive qualitative, which means that the collected data is fully described so that it is able to describe the purchase and distribution of kitchen items in full (creswell, 2007). findings and discussion purchase of goods is done in two ways, namely through the daily market list and requisition purchase. raw goods or materials through the daily market list, namely: dairy products, groceries, meat & poultry, herbs & spice, seafood, vegetables & fruits, ice cream, processed meat, pastry & bakery, and juice food, while goods or raw materials the purchase requisition is syrup and groceries. based on the grouping, it can be seen that the process of purchasing goods through the daily market list requires special storage. this is because the raw material on average cannot last long if stored in a storage area with the usual temperature. these materials must be stored in a very cold temperature, so they can last longer. the storage for this raw material is in the kitchen, which is called a cold store or chiller. there are also some raw materials that are immediately processed into food that is ready to be given to guests. goods purchased through the purchase requisition purchase process are items in the form of packaging, cans or bottles that can last up to more than a year. so, jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 88 materials for this type do not require special storage, can be stored in a cool room. maintenance does not require a lot of money, just need to pay attention to the expiration date so as not to lose. purchasing goods through the daily market list and purchase requisition are as follows. 1. purchasing goods or raw materials through the daily market list there are several stages of the process of purchasing goods or raw materials that use a daily market list, as follows. a. making a daily market list b. check request list c. ordering materials d. material acceptance chart of goods purchases through the daily market list is in figure 1. figure 1: purchasing processed-daily market (source: assistant purchasing manager, 2018) 2. purchasing goods or raw materials through purchase requisition the process of purchasing raw materials or materials through the purchase requisition through the following stages. a. making a requisition purchase b. making a purchase order c. ordering goods jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 89 d. goods receipt e. storage of goods the chart for purchasing goods through the purchase requisition is presented in figure 2. figure 2: purchasing processed purchase requisition (source: assistant purchasing manager, 2018) distribution of kitchen items distribution of kitchen items in question is the distribution of goods or raw materials from the accounting department to the kitchen section until they are received by the kitchen. there are two ways to distribute goods or raw materials to the kitchen section, which is to use a daily market list and use the form store requisition. the first way is to use the daily market list. this method is the same as purchasing goods through the daily market list. the items or materials requested by the kitchen are not stocked in the warehouse, so the requested material is ordered directly to the supplier. goods or raw materials received from direct suppliers are given to the kitchen, without the need for storage in the general store. there are several stages of the distribution of goods through the daily market list, as follows. kitchen makes a daily market list through a system that is submitted to purchasing. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 90 a. purchasing opens the file through the system and prints, then purchasing checks the list of requests for the material and asks for approval from the executive chef and financial controller. b. after approval, purchasing orders material to the supplier by calling by mentioning the ordered material according to the daily market list. c. receiving material is done directly in the kitchen by receiving clerk accompanied by executive chef. when receiving materials, receiving weighs the ingredients and matches them with the daily market list. after finishing receiving all the ingredients, receiving immediately gave all the ingredients to the kitchen, a copy of the daily market list was given to the kitchen and the raw material was immediately received by the kitchen staff for the smooth operation of its operations. figure 3 presents the flow chart for the distribution of goods or raw materials through the daily market list. figure 3: distribution of goods/ raw materials through the daily market list (source: storekeeper hotel kuta central park, 2018) the second way is by using the form store requisition. the items requested by the kitchen are stocked at the general store by the accounting department, so that the store requisition form is required to order goods at the general store. there are several stages of distribution of goods through the form store requisition, as follows. a. making a store requisition form made by the kitchen b. the store requisition form that was created, then brought to the general store and received by the storekeeper jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 91 c. the storekeeper issues the items one by one according to the number of requests. d. a copy of the store requisition is given to the kitchen staff who receive the goods for inspection. after being checked, then the item can be brought to the kitchen. that means the distribution channel for the kitchen is finished. figure 4 is the flow chart for raw material or goods distribution through the store requisition form. figure 4: distribution of goods/raw materials through the store requisition form (source: storekeeper hotel kuta central park, 2018) conclusion and suggestion conclusion based on the results of the discussion of the previous chapter, it can be summarized as follows. 1. purchasing goods for the kitchen at kuta central park hotel is done in two ways. the first way is through the daily market list, which is made by the kitchen. then the second method is through purchase requisition made by the storekeeper for stock requirements at the general store. the types of goods that go through this process are types of groceries and syrup that can last more than one year. 2. distribution of goods from the general store to the kitchen begins by using the form store requisition made by the kitchen that is submitted to the general store and received by the storekeeper. once received, the storekeeper issues the item jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 92 in accordance with the request and a copy of the form is given to the kitchen staff who receive the item to be checked again, before being taken to the kitchen. suggestion suggestions that can be given by the author are expected to be useful for the accounting department at kuta central park hotel, namely: increase communication and cooperation between each part so that the goods purchase process can run well, the process of purchasing goods to be stored in the warehouse is good. however, it is better if the purchasing and financial controller parts do not reduce the amount of goods ordered by the storekeeper, because due to the reduction, almost every end of the month there is a stock of materials for the kitchen in the warehouse and continue to establish good cooperative relationships with each supplier. the process of ordering and shipping goods can work well. bibliography ahyari, drs. agus. 1986. manajemen produksi: pengendalian produksi. edisi keempat. yogyakarta: bpfe yogyakarta. assauri, sofian. 2008. manajemen produksi dan operasi. edisi revisi. jakarta: fakultas ekonomi universitas indonesia. creswell, j. w. 2007. research design qualitative: quantitative, and mix method approach. california, us: sage publications, inc. ma’arif, m. syamsul dan hendri tanjung. 2003. manajemen operasi. jakarta: pt grasindo. permana, i gede ade yoga. 2016. analisis sistem pembelian food & beverage dalam menunjang efesiensi biaya di hotel the oberoi bali. skripsi sarjana terapan jurusan pariwisata pada kampus politeknik negeri bali. sugiyono. 2015. metode penelitian manajemen. bandung: cv. alfabeta. supriyanto, agus dan ida masruchah. 2008. purchasing guide: konsep dan aplikasi manajemen purchasing. edisi ke-2. jakarta: pt elex media komputindo. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 57 a proposal for sop design and communication training material informed by research on real business encounter kadek ratih dwi oktarini1 1nanyang technological university 1rkadek@ntu.edu.sg abstract this paper reports an attempt to implement some results from a previous study on natural conversation as a part of standard operating procedure (sop) and communication training material for face to face communication in service industry. that study analyzed a heated complaint sequence of interaction (complaint sequence-in short) between hotel staff and a guest using conversation analysis (ca). it appeared that some of the actions of the hotel staff result in more preferable responses than the others. in terms of resolving the complaint sequence amicably, any actions that lead to calmer guest or formulation of the problem, are deemed to be preferred. the current study specifically attempts to, firstly capture the moment by moment of small actions (nudges) of the staff that garners preferable responses and vice versa; and secondly, translate those “nudges” as a component of sop design and communication training material. the framework used to translate staff’s actions into sop design and training material is conversation analysis role-play method or carm. keywords: standard operating procedure (sop), communication training, conversation analysis. introduction a complaint is a consequence and causes a kind of phenomena. a complaint is assumed to occur as a result of the business establishment’s failure in meeting its promised or expected obligation to its client or customer (drew, 1998; schegloff, 2005; tax, brown, & chandrashekaran, 1998). for the purpose of discussion, in this paper, the assumed business establishment’s failure is referred to as “complainable” or “complainable event” if the complainable refers to an event. it is understandable then that main “project” (levinson, 2013) of the complaint is to convey that complainable to the business establishment. hence, a complaint sequence can be said to be completed when the clients complainable has been well understood by the business establishment. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 58 the assumption is, a customer opts for a service in some business establishment under some sort of good expectation. when a complainable or complainable event occurs, the prior expectation is not met. as a consequence, the business establishment-client rapport (spencer-oatey, 2002) is compromised. from that perspective, handling a complaint from a customer is similar to fire-fighting activity. both starts from a poor situation. the assumed end to fire-fighting activity is to put up the fire, or at least to reduce the size of the fire. similarly, the assumed end to complaint-handling activity is to address the client’s emotional outburst and disappointment, or at least to tone down the patient’s emotion. the staff who handles the complaint has to be able to navigate the client’s emotional outburst while gauging the nature of the complainable. only then, that the staff can indicate that the clients complainable has been well understood, and then supposedly move towards the end of the complaint sequence. methodology the methodology section of the current paper focuses on the method used to translate conversation analysis (ca) result in the communication training package. the method is conversation analysis role-play method or carm (stokoe, 2014, 2018). for a discussion about conversation analysis (ca) as a method to analyze natural conversation, see oktarini (2016), have (2007), and sidnel (2010). for the methodological basis of both ca and carm, see sacks, schegloff, and jefferson (1974) and heritage (1984). the method starts with recording (audio or video) naturally occurring interaction from the same workplace context of the training. that audio and video recording is then transcribed and analyzed using conversation analysis. the first step is to identify the interaction “racetrack”, to get the sense of how the real interaction unfolds in real life. for example, a doctor-patient consultation may start from greeting, history-taking, physical examination, diagnosis, and then closing. then, informed by ca detailed analysis and understanding of the main business of the encounter, some critical interactional moments are identified. the analysis and recording of that interactional moments are then packaged and then employed as training materials. surely, when the jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 59 analysis identifies “nudges” or small action that brings significant effect, the nudges will be shared as a part of the training material. the current study employs a video recording of an emotionally charged complaint sequence that occurs between front office staff and a guest of one of the hotels in bali, indonesia. the video indicated that the recording was made by the hotel guest. the video was uploaded to youtube video sharing platform and the language is indonesian. when it was originally viewed in 2016, the video was set for public viewing. as the video was recorded in one of the hotels in bali, makes it fit to be employed as training material for communication training for hotel staff in bali. findings and discussion the findings and discussion of this paper are divided into two. the first part talks about negative and positive “nudges”. they are the small actions that the hotel staffs did in the recording that evidently bring significant impact on how the interaction proceeds afterwards. the second part of this finding and discussion section shows how those nudges can be incorporated into sop and turned into a communication training material. 3.1 lesson from oktarini (2016): positive and negative nudges in this first part of the findings and discussion, i will present some of the positive nudges. nudges are small action (or even word) that observably cause to bring significant effect to the flow of interaction. 3.1.1 positive nudges we observe two kinds of (interactional) action that can move the argument sequence towards the formulation of problem sequence. they are a display of empathy and understanding the guest’s talk. understanding the guest’s talk (error! reference source not found.), the guest says that he has two babysitters. in response, the sm (security manager) indicates that he gets that information. then, as the guest says incomprehensible “you can can can” in line 337, the sm responds with a display of empathy. he does not only understand the information that the guest conveys but also captures the possible issues hinted in the jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 60 guest’s talk and normalizes it. this is a powerful way of showing empathy (cf. j. c. heritage &lindström, 2012). evidently, the guest calms down in the subsequent turn. extract 1: line 323-340 display of empathy: normalizi ng the guest’s issue in line 334 understa nding the guest’s talk error! reference source not found. occurs quite some time into the complaint sequence. it is only here that the guest’s complaint becomes clearer. if we pay good attention to the detail of how the interaction happens, we can catch that the clarity is the result of the sm’s action. sm asks some questions that clarify the guest’s speech (line 325 and 333). he also repeats the guest’s words (line 327) and rephrases the guest’s information (line 330). these actions are responded quite well by the guest. he calms 323. guest : [ an]aksaya] 324. masih bayi pak my kids are still babies 325. sm : bayi umur berapa pak? how old (are the) babies? 326. guest : dua tahun sama satu tahun (.) two years(-old) and one year(-old) 327. sm : dua tahun sama satu ta[hun] two years(-old) and one year(-old) 328. guest : [ sa]tu kasur saya bisa 329. berem[pat] (on) one mattress i can sleep with the four (of us) 330. sm : [ ja]di sekarang bapak, istri, lagi, so, now (it’s) you, (your) wife, then 331. (1.0) 332. guest : <baby sitter saya dua> (.) i have two babysitters 333. sm : maaf ya? (i am) sorry 334. guest : babysitter saya dua i have two babysitters 335. sm : <babysitter>, o::key (.) 336. anger[it] babysitter, okay (.) (i) get it 337. guest : [ka]mu bisa bisa bisa you can cancan 338. sm : susah pastinya namanya anak ke[cilya] it must be difficult with such young kids, isn’t it? 339. guest : [ yes! ] jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 61 down and he responded to the sm’s questions. the sequence can be said to be well underway towards the formulation of the problem. in turn, the formulation of the problem can bring the complaint sequence into a good ending. 3.1.2 negative nudges during a complaint sequence, issuing any action that requires the complainer to do something, e.g. request, directive, etc. (drew & couper-kuhlen, 2014), no matter how “polite” (brown, 2009; brown & levinson, 1987) they are, is ineffective. the “requesting” action may even lead to more prominent emotional outburst (agitation) from the patient. directive: asking the guest to lower his voice extract 2: line 68-71 sm is the security manager. at some point in the complaint sequence, sm comes into the picture. some of the first (interactional) actions that sm does here is to ask the guest to lower down his voice (line 68, extract 2). the action is “directive, a high-entitlement kind of action (craven & potter, 2010). in terms of how the action is “designed” (drew, 2013), line 68 can be said to be mitigated, or polite. line 68 was done is a low-tone and slow-pace, and void of direct personal pronoun. the aforementioned features indicate its high politeness status (agustia, 2013; johns, 1985). line 68 was responded with a challenge that is produced in a raised tone of voice (line 69) by the guest. evidently, though it was produced in a polite manner, sm action to ask the guest to lower down your voice does not work. 68. sm : suaranya di turunkan dulu lower down (your) voice first 69. guest : [kenapa emangnya] (0.3) what’s the problem? 70. sm : [ ((unclear)) ] 71. guest : saya mau bicara biar kedengeran i want to speak so that i can be heard jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 62 picture: https://www.artistsnetwork.com/art-mediums/drawing/beginners-guide-drawfacial-features/ picture: https://www.youtube.com/watch?v=qsfmgafhoyw request: asking the guest to sit down extract 3: line 19-25 hp2 is the second hotel personnel who handles the guest during the complaint sequence. the part of interaction in extract 3 occurs before the part of interaction in extract 2. here hp2 request the guest to sit down for a while (line 19). the request is designed as a polar question that arguably put a less entitlement on the speaker’s side. however, similar to the directive in extract 2 (line 68), the request in extract 3 (line 19) meet agitation from the guest. the guest puts a direct disagreement. he then rants about his dissatisfaction with the complainable event (line 21-25). 3.2 proposal for sop design and communication training material 3.2.1 sop component on positive and negative nudges d o n t' s •ask a complaining customer to do anything •no directive •nor request •no matter how polite the directive or request are done d o 's •listen to what the guest say & display understanding •repeat •rephrase •normalize what the guest say, understand his trouble 19. hp2 : bisa duduk sebentar mungkin pak can you sit for a while, sir 20. guest : enggak, gak perlu no, (there’s) no need 21. : ha, saya dari tadi udah nunggu lama kok ha, i have been waiting for a long time, (you see) 22. : ini waktu istirahat saya deng this (is) my time to reset (with-) 23. : tertunda jadinya postponed because of (that) 24. : sama anak saya with my child(ren) 25. (1.06) jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 63 3.2.2 communication training material the material is fit for a carm (conversation analytic role-play method) training (stokoe, 2014). the idea is to use the recording and analysis as training material, to get the training participants to experience the complexity and the real-life condition in the field. the selected parts of the conversation (extract 2, extract 3, and extract 1) are presented in the classroom. the program in use is microsoft office powerpoint. the audio from the video is extracted as an audio file. the line by line transcript is arranged in the presentation in such a way that it can be played alongside the sound clip of the specific line. below is one example. picture 1: slide 1 and 2 picture 1 illustrates how a specific extract (in this case extract 2) can be transformed and used as training material. slide on the left (slide 1) in picture 1is shown first to the training participants, alongside the audio. in so doing, the audience can have complete knowledge of how the request in line 19 of extract 2 is produced. then the facilitator asks the participants about (1) their observation on the request: the tone of voice, politeness, etc.; and (2) what the participants think the guest will do afterwards. the next slide (slide 2, picture 1) can be played after the facilitator see that the participants have a good grasp on how line 19 of extract 2 is shown. when slide 2 is played, it will play the line by line of the talk in concurrent with the guest’s talk (play synchronously with the sound file). after slide 2 is played, the facilitator then can ask the participants (1) whether they think line 19 works to calm the guest down, whether it jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 64 is productive, etc.; and (2) what is the part of line 19 that the participants think that makes the guest agitated. slide by slide can be played and different extracts can be introduced with the same procedure as above. at the end of the session. the facilitator can give the sop component based on the session. in so doing, the training participants will have a memory holder for what they are learning during the session. conclusion the current study has demonstrated that it is possible to turn communication research finding into a standard operating procedure (sop) component and a classroom-based communication training program. the method illustrated above pointed out to the direction of the feasibility of building a greater study, gathering a big data on business encounter, and in the end design the result in such way that it can be used as input for sop and communication training program. bibliography agustia, f. t. 2013. politeness strategies used by an indonesian native speaker in a casual conversation (other, universitas pendidikan indonesia). retrieved from http://repository.upi.edu/3069/. brown, p. 2009. politeness : some universals in language usage (18. print.). cambridge [u.a.]: univ. press. brown, p., & levinson, s. c. 1987. politeness: some universals in language usage. cambridge: cambridge university press. craven, a., & potter, j. 2010. directives: entitlement and contingency in action. discourse studies, 12(4), 419–442. drew, p. 1998. complaints about transgressions and misconduct. research on language & social interaction, 31(3–4), 295–325. https://doi.org/10.1080/08351813.1998.9683595 drew, p. 2013. turn design. in j. sidnell & t. stivers (eds.), the handbook of conversation analysis (pp. 131–149). chichester, west sussex, uk: wileyblackwell. drew, p., & couper-kuhlen, e. 2014. requesting in social interaction. retrieved from http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nl abk&an=923948 have, p. ten. 2007. doing conversation analysis : a practical guide. in introducing qualitative methods. 2nd ed. heritage, j. 1984. garfinkel and ethnomethodology. cambridge, u.k.; new york: polity press. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 65 heritage, j. 2018. the ubiquity of epistemics: a rebuttal to the ‘epistemics of epistemics’ group. discourse studies, 20(1), 14–56. https://doi.org/10.1177/1461445617734342 heritage, j. c., & lindström, a. 2012. knowledge, empathy, and emotion in a medical encounter. in a. peräkylä & m.-l. sorjonen (eds.), emotion in interaction (pp. 256–273). oxford: oxford university press. johns, y. 1985. politeness in the indonesian language: knowing the right thing to say. indonesia circle. school of oriental & african studies. newsletter, 13(38), 3–14. https://doi.org/10.1080/03062848508729619 levinson, s. c. 2013. action formation and ascription. in j. sidnell & t. stivers (eds.), the handbook of conversation analysis (pp. 103–130). chichester, west sussex, uk: wiley-blackwell. oktarini, k. r. d. 2016. preliminary conversation analytic (ca) study on complaint sequence in service encounter and possible ca contribution to social sustainable business practice. tourism and events international seminar: implementing green and sustainable tourism, 1–16. bali. sacks, h., schegloff, e. a., & jefferson, g. 1974. a simplest systematics for the organization of turn-taking for conversation. language, 50(4), 696–735. https://doi.org/10.2307/412243 schegloff, e. a. 2005. on complainability. social problems, 52(4), 449–476. sidnell, j. 2010. conversation analysis: an introduction. john wiley and sons. spencer-oatey, h. 2002. managing rapport in talk: using rapport sensitive incidents to explore the motivational concerns underlying the management of relations. journal of pragmatics, 34(5), 529–545. https://doi.org/10.1016/s03782166(01)00039-x stokoe, e. 2014. the conversation analytic role-play method (carm): a method for training communication skills as an alternative to simulated role-play. research on language and social interaction, 47(3), 255–265. https://doi.org/10.1080/08351813.2014.925663 stokoe, e. 2018. talk: the science of conversation. hachette uk. tax, s. s., brown, s. w., & chandrashekaran, m. 1998. customer evaluations of service complaint experiences: implications for relationship marketing. journal of marketing, 62(2), 60. https://doi.org/10.2307/1252161 the royal institution. 2015. the interactional “nudge” talking about talk. retrieved from https://www.youtube.com/watch?v=e-qbxjxdwxu a proposal for sop design and communication training material informed by research on real business encounter findings and discussion 3.1 lesson from oktarini (2016): positive and negative nudges 3.1.1 positive nudges display of empathy: normalizing the guest’s issue understanding the guest’s talk 3.1.2 negative nudges directive: asking the guest to lower his voice request: asking the guest to sit down 3.2 proposal for sop design and communication training material 3.2.1 sop component on positive and negative nudges 3.2.2 communication training material conclusion bibliography journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 19 analysis of guest service assistant service quality for guests’ satisfaction at the one legian hotel i nyoman esa arimbawa 1 , i gusti agung bagus mataram 2 , i ketut budarma 3 1,2,3 tourism department, bali state polytechnic email: esa.arimbawa@gmail.com 1 abstract this research examines the role of the guest service assistant known as receptionist, as one of the most important service agents of the one legian hotel. the purpose of this research is to analyze if there is a negative gap between the guests’ perception and expectation to the guest service assistant service quality of the one legian hotel. the total of samples involved is 120 respondents by incidental sampling method. the data collection method is questionnaire which has been tested its validity and reliability, and using likert scale. data analysis technique used is the servqual method. the overall research findings show that there is no negative gap between the guests’ perception and expectation which means that the overall guest perceives the service quality of the receptionist at the one legian hotel positively. however, dimension-by-dimension analysis found that the guest service assistant of the one legian hotel could improve more its performance especially for the reliability service quality dimension for maximizing the guests’ satisfaction. key words: service quality, servqual method, guests’ satisfaction, receptionist introduction front office, as one of the most important departments at the one legian hotel consists of some sections. every section has its own tasks and responsibilities, and every service delivered to the guests is always aimed to get the guest’s satisfaction. one of the sections that has an important role in delivering service is the guest service assistant (gsa) or known as the receptionist. guests’ satisfaction is the priority of most hospitality industry, as well as for the one legian hotel. in order to achieve one of the goals of the one legian, it has to provide excellent services as the guests’ satisfaction is becoming the priority of the hotel. however, there are still unsatisfied guests to some points of the hotel related to its service quality of receptionists or the guest service assistant (gsa). as an example, according to the online guests’ review to the one legian hotel, some guests perceived that the check in time was long and some people perceived that the reception staffs are not friendly. referring to the problems and the importance of the study, then it is important to conduct a research related to the analysis of guest service assistant service journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 20 quality for guests’ satisfaction at the one legian hotel. this study is aimed to know if there is a negative gap between guests’ perception and guests’ expectation to the guest service assistant service quality at the one legian hotel in which the results of the study can be a positive input for the company to enhance its service quality. according to booms and bateson (1992: 509) as cited in budi (2013: 48), service quality is a measure of how well the service level delivered matches customer expectations. service quality has been considered as a superior construct and the determinant factor for customer satisfaction (gotlieb et al., 1994, as cited in namin, 2017: 71). perera and vlosky (2013) as cited in ismail (2016: 400) indicated that service quality is an important antecedent of tourist satisfaction. the most often instrument used for measuring perceived quality of service in the marketing literature is from servqual (parasuraman et al., 1988, as cited in omar et al., 2016: 386). it consists of five service dimensions which are tangibles (physical facilities, equipment, and appearance of personnel), reliability (ability to perform the promised service dependably and accurately), responsiveness (willingness to help customers and provide prompt service), assurance (knowledge and courtesy of employees and their ability to inspire trust and confidence) and empathy (caring, individualized attention the firm provides its customers).the servqual model, also known as the gap analysis model, is closely related to the customer satisfaction model based on the approach/model of disconfirmation (oliver, 1997, as cited in tjiptono and chandra, 2016: 149). this approach/model asserts that when the performance of an attribute increases or more than the expectations of the attribute, then the perception of service quality will be positive and vice versa (in tjiptono and chandra, 2016: 149). according to kotler (2004:40) as cited in putra and yasa (2015: 92), satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to his or her expectation. customer satisfaction research is based on three main theories: contrast theory, assimilation theory, and assimilation-contrast theory (chiou, 1999, as cited in tjiptono and chandra, 2016: 205). contrast theory assumes that consumers will compare actual product performance with pre-purchase expectations. if the actual performance is greater than or equal to expectations, then the customer will be satisfied. conversely, if the actual performance is lower than expectations, then consumers will be dissatisfied. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 21 methodology the location of this research is at the one legian hotel, bali. the object of this research is the research variable related to the gsa service quality of the one legian hotel. it is the service quality dimension which consists of tangible, reliability, responsiveness, assurance, and empathy (parasuraman et al., 1988) as cited in omar et al., (2016: 386).on this research, to measure the gsa service quality, then the guest expectation and the guest perception will be asked on the questionnaire. this research uses qualitative data and quantitative data. the sources of data in this research are primary data which is obtained from questionnaire using the likert scale, ranging from 1 (for very low expectation and very low good perception) to 5 (for very high expectation and very high good perception), and secondary data which is obtained from the internet (online guests’ review for the one legian hotel). the population on this research is the guests who have stayed at the one legian hotel. the method of sampling applied on this research is incidental sampling. according to sugiyono (2015: 156) incidental sampling is taking respondents as a sample by chance, it is anyone who by chance met with the researcher can be used as a sample if the person who happens to be found suitable as a data source. in the determination of the number of samples, this research will use the theory of malhotra (2005: 30) as cited in christiawan (2017: 34) that suggested the number of respondents is at least 4 or 5 times the number of indicators used in the study. thus, the number of respondent that will be asked to conduct in this study is 5 x 24 indicators = 120 respondents. the respondents are only the guests who have stayed at the one legian and have experienced the service quality indicators mentioned on the questionnaire. this research deploys some kinds of data analysis technique used. the instrument (questionnaire) validity and reliability test are conducted by involving the first 30 respondents. after finding its validity and reliability, more questionnaires will be distributed. the data collected from the questionnaire will be analyzed using servqual method. according to zeithaml, et al., (1990) as cited in tjiptono and chandra (2016: 159), the servqual method analyzes gap between 2 variables, it is the expected service and perceived service, and the servqual score can be calculated using bellow formula: servqual score = perception score – expectation score journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 22 the servqual model is based on the assumption that consumers compare service performance on relevant attributes with ideal / perfect standards for each service attribute. when performance matches or exceeds standards, then the perception of overall service quality will be positive and vice versa (in tjiptono and chandra, 2016: 159). in principle, the data obtained through the servqual instrument can be used to calculate the service quality gap scores at various levels in detail: item-by-item analysis; dimension-by-dimension analysis, and; single measurement calculation or the servqual gap (in tjiptono and chandra, 2016: 159). consumers compare perceived services with expected services. consumers will be disappointed if the perceived service is below the expected service, and vice versa (in putra and yasa, 2015: 92). findings and discussion instrument’s validity and reliability the instrument’s validity and reliability are tested using spss (statistical package for the social sciences) version 21.00. the data analysis shows that the value of r-count of all the 24 items of the instruments (both for “expectation” and “perception” instrument) is >0.361 (the r-table value for a minimum 30 respondents) which means the instrument is valid (ghozali, 2005: 45) as cited in anugraha (2015: 28). the cronbach’s alpha is 0.953 (for the “expectation” instrument), and 0.957 (for the “perception” instrument) which means the instrument is reliable as the value of cronbach’s alpha is higher than 0.600 (malhotra, 2006: 274) as cited in in anugraha (2015: 28). respondent’s profile most of the respondents are male (56.67%). most of the respondents are aged from 20-30 years old (63.33%) as this hotel is designed for young people (according to the sales and marketing department of the one legian hotel, 2018). most of the respondents (75%) are businessman/woman and employee. most of the respondents (69.17%) know the one legian hotel from media and travel agent, both online and offline travel agent, meanwhile 27.5% of them know the hotel from relative’s recommendation. most of the respondents booked the rooms through online travel agent (80.83%), only 10% of them made their booking directly to the hotel. most of the respondents stay for 2 until 4 nights (47.50%) and with holiday purpose (92.5%). half of the respondents were coming to bali for the first time. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 23 twenty percent of the respondents are the repeater guests of the one legian hotel. most of the respondents are australians (26.27%) and indonesians (24.17%) as the hotel is dominated by australian and indonesian guests (sales and marketing department of the one legian hotel, 2018). guest service assistant service quality findings the 120 respondents were asked about their expectation and perception for each indicator. the average score for each indicator on its 5 dimensions both for “expectation” and “perception” is calculated to know if there is a negative gap. the negative gap means that the perception score is lower than the expectation score. according to the theory, if the actual performance is lower than expectations, then consumers will be dissatisfied. there are the analyses of the gsa service quality of the one legian hotel based on the service quality dimensions: tangible the tangible dimension on this research consists of 4 indicators. the perception and expectation average score for the readiness of the receptionist with all material and equipment (pen, registration form, computer, etc.) before serving the guest is 4.46 and 4.49 which result a negative gap (-0.03). the perception and expectation average score for the facilities of the front desk is 4.46 and 4.49 which also result a negative gap (-0.03). the perception and expectation average score for the physical condition of the reception area is 4.54 and 4.42 which result a positive gap (0.12). and, the perception and expectation average score for the receptionist’s grooming is 4.54 and 4.37 which result a positive gap (0.17). reliability the reliability dimension on this research consists of 6 indicators. the perception and expectation average score for the ability of the receptionist to perform quick and proper check in services is 4.44 and 4.50 which result a negative gap (-0.06). the perception and expectation average score for the ability of the receptionist to perform promised services on time is 4.34 and 4.52 which result a negative gap (-0.18). the perception and expectation average score for the ability of the receptionist to provide accurate information is 4.49 and 4.50 which result a negative gap (-0.01). the perception and expectation average score for the ability of the receptionist to answer and handle guest call quickly and properly is 4.50 and 4.53 which result a negative gap (-0.03). the perception and expectation average score for the ability of the receptionist to solve problem and complaint quickly and journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 24 properly is 4.39 and 4.50 which result a negative gap (-0.11). and, the perception and expectation average score for the ability of the receptionist to perform quick and proper check out services is 4.64 and 4.53 which result a positive gap (0.11). responsiveness the responsiveness dimension on this research consists of 4 indicators. the perception and expectation average score for the willingness and initiative of the receptionist to help the guest is 4.57 and 4.51 which result a positive gap (0.06). the perception and expectation average score for the exact information from the receptionist about when the service will be provided is 4.52 and 4.48 which result a positive gap (0.04). the perception and expectation average score for the responsiveness and quickness of the receptionist in providing service is 4.53 and 4.49 which result a positive gap (0.04). and, the perception and expectation average score for the attentiveness and promptness of the receptionist in dealing with guest requests is 4.50 and 4.54 which result a negative gap (-0.04). assurance the assurance dimension on this research consists of 6 indicators. the perception and expectation average score for the knowledge and skill of the receptionist in dealing with guest inquiries is 4.53 and 4.50 which result a positive gap (0.03). the perception and expectation average score for the assurance of the receptionist to the guest's safety, security and privacy of stay is 4.56 and 4.51 which result a positive gap (0.05). the perception and expectation average score for the assurance of the receptionist to the security of payment is 4.62 and 4.55 which result a positive gap (0.07). the perception and expectation average score for the trustworthiness of the receptionist is 4.53 and 4.51 which result a positive gap (0.02). the perception and expectation average score for the politeness of the receptionist is 4.63 and 4.55 which result a positive gap (0.08). and, the perception and expectation average score for the clear and understandable communication in good english and/or indonesian language mastery of the receptionist is 4.58 and 4.50 which result a positive gap (0.08). empathy the empathy dimension on this research consists of 4 indicators. the perception and expectation average score for the availability and easiness to contact the receptionist is 4.51 and 4.54 which result a negative gap (-0.03). the perception and expectation average score for the receptionist’s personalized attention and journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 25 understanding to the guests’ needs is 4.53 and 4.43 which result a positive gap (0.10). the perception and expectation average score for the friendliness of the receptionist is 4.70 and 4.51 which result a positive gap (0.19). and, the perception and expectation average score for the recognition of the guest name and preference by the receptionist is 4.29 and 4.34 which result a negative gap (-0.05). servqual summary the total 24 indicators on this research are calculated with the servqual method. the following table shows the servqual analysis summary: table 1 servqual analysis summary service quality dimensions p e servqual score tangible 4.50 4.44 0.06 reliability 4.47 4.51 -0.04 responsiveness 4.53 4.50 0.03 assurance 4.57 4.50 0.07 empathy 4.51 4.46 0.05 servqual gap 4.52 4.49 0.03 source: primary data analysis (2018) note: p = perception average score; e = expectation average score guest service assistant service quality discussion the average perception score for tangible dimension is 4.50. it has met the guests’ expectation as the average perception score has exceeded the average expectation score which is 4.44 and result a positive gap (0.06). the overall guest perceives the tangible dimension positively and it can be assumed that the service quality for tangible dimension is satisfactory. tangible is the one legian hotel’s guest service assistant service quality dimension with the lowest expectation score. the average perception score for reliability dimension is 4.47. it hasn’t met the guests’ expectation as the average expectation score is 4.51 and resulted a negative gap (-0.04).the overall guest perceives the reliability dimension negatively and it can be assumed that the service quality for reliability dimension is less satisfactory. the ability of the receptionist to perform promised services on time is the indicator with the highest negative gap of all the 24 indicators. reliability is the journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 26 most expected service quality dimension by the guests at the one legian hotel yet it has the lowest perception score and the lowest servqual score. the average perception score for the responsiveness dimension is 4.53. it has met the guests’ expectation as the average perception score has exceeded the average expectation score which is 4.50 and result a positive gap (0.03). the overall guest perceives the responsiveness dimension positively and it can be assumed that the service quality for the responsiveness dimension is satisfactory. the data analysis found that all indicators of the assurance dimension have met and exceeded the guests’ expectation. the average perception score for the assurance dimension is 4.57 and its average expectation score is 4.50, result a positive gap (0.07). the overall guest perceives the assurance dimension positively and it can be assumed that the service quality for assurance dimension is satisfactory. assurance is the one legian hotel’s guest service assistant service quality dimension with the highest perception, and also result the highest servqual score. the average perception score for empathy dimension is 4.51. it has met the guests’ expectation as the average perception score has exceeded the average expectation score which is 4.46 and result a positive gap (0.05). the overall guest perceives the empathy dimension positively and it can be assumed that the service quality for the empathy dimension is satisfactory. the friendliness of the receptionist is the indicator with the highest positive gap of all the 24 indicators. the data analysis found that the overall perception average score is 4.52 and the overall expectation average score that is 4.49. it results a positive gap as the servqual gap is 0.03. thus, the overall customer perceives the one legian hotel’s guest service assistant service quality positively (in tjiptono, 2012: 228). the guest has satisfied as the overall perception score is higher than the expectation score (in kanca and wijaya, 2016: 46). conlusions and suggestions referring to the result of the data analysis, it can be concluded that overall customer perceives the guest service assistant service quality of the one legian hotel positively and it has met the guests’ expectation which means that the service quality is satisfactory. the indicator with the highest servqual score is the friendliness of the receptionist (on the empathy dimension) meanwhile the indicator journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 27 with the lowest servqual score is the ability of the receptionist to perform the promised service on time (on the reliability dimension). dimension-by-dimension analysis found a negative gap on reliability dimension which means that the overall customer perceives the reliability dimension of the one legian hotel’s guest service assistant service quality slightly negative. item-by-item analysis found a negative gap on some items or indicators of the research, they are: the readiness of the receptionist with all material and equipment (pen, registration form, computer, etc.) before serving the guest; the facilities of the front desk; the ability of the receptionist to perform quick and proper check in services; the ability of the receptionist to perform promised services on time; the ability of the receptionist to provide accurate information; the ability of the receptionist to answer and handle guest call quickly and properly; the ability of the receptionist to solve problem and complaint quickly and properly; the attentiveness and promptness of the receptionist in dealing with guest requests, the availability and easiness to contact the receptionist, and; the recognition of the guest name and preference by the receptionist. in order to maximize the guests’ satisfaction, it is suggested for the one legian hotel to concentrate and prioritize on these indicators and improve the performance of the guest service assistant and its service quality by conducting more training. bibliography anugraha, a. d. (2015). the effect of rewards to employees’ job satisfaction in grand mirage resort and thalasso bali. bali: tourism department, bali state polytechnic budi, a. p. (2013). manajemen marketing perhotelan. yogyakarta: penerbit andi christiawan, h. (2017). the influence of housekeeping department service quality to guest satisfaction in swiss-belhotel tuban. bali: tourism department, bali state polytechnic ismail, m. n. i., hanafiah, m. h., aminuddin, n. and mustafa, n. (2016). communitybased homestay service quality, visitor satisfaction, and behavioral intention. procedia social and behavioral sciences, volume 222, pages 398-405, issn 1877-0428,https://doi.org/10.1016/j.sbspro.2016.05.192. (downloaded on 10 november 2017 from http://www.sciencedirect.com /science/article/ pii/s1877042816302671) kanca, i. n. and wijaya, i. n. (2016). persepsi wisatawan terhadap kualitas pelayanan kantor depan di ibis style bali kuta circle. media bina ilmiah, issn no. 1978-3787, volume 10, no. 10, oktober 2016. bali: tourism department, bali state polytechnic. namin, a. (2017). revisiting customers' perception of service quality in fast food restaurants. journal of retailing and consumer services, volume 34, 2017, pages 70-81, issn 0969-6989, https://doi.org/10.1016/j.jretconser.2016.09. journal of applied sciences in travel and hospitality volume 2, number 1, march 2019 28 008. (downloaded on 11 october 2017 from http://www.sciencedirect.com/ science/article/pii/s0969698916302430) nugraha, i. w. a. (2016). implementation of customer relationship marketing at grand mirage resort and thalasso bali. bali: tourism department, bali state polytechnic. omar, m. s., ariffin. h. f., and ahmad, r. (2016). service quality, customers’ satisfaction and the moderating effects of gender: a study of arabic restaurants. procedia social and behavioral sciences, volume 224, 2016, pages 384-392, issn 1877-0428, https://doi.org/10.1016/j.sbspro.2016.05. 393. (downloaded on 11 october 2017 from http://www.sciencedirect.com/ science/article/pii/s1877042816304748) putra, i. k. m. and yasa, n. k.. (2015). pengaruh kualitas pelayanan terhadap kepuasan mahasiswa, citra, dan positive word of mouth politeknik negeri bali. jurnal bisnis dan kewirausahaan, vol 11 no. 1 maret 2015. bali: business administration department, bali state polytechnic sambodo, a. and bagyono. (2006). dasar-dasar kantor depan hotel. yogyakarta: penerbit andi sugiyono. (2015). metode penelitian manajemen. bandung: cv. alfabeta. sunarsa, i. w. (2015). persepsi wisatawan terhadap pelayanan hotel melati di kawasan wisata sanur. bali: bali tourism institute suparthiwi, n. n. (2015). analisis kualitas pelayanan food and beverage untuk inhouse guest pada karma kandara resort. bali: tourism department, bali state polytechnic tjiptono, f. (2012). service management mewujudkan layanan prima. 2nd ed. yogyakarta: penerbit andi tjiptono, f. and chandra, g. (2016). service, quality dan satisfaction. 4th ed. yogyakarta: penerbit andi jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 109 alternative marketing strategies for low season period at courtyard by marriott bali seminyak resort ni putu lusiana pratiwi1, made sudiarta2 123tourism business management, politeknik negeri bali 1lusianapratiwi.lp@gmail.com, 2madeernawati@pnb.ac.id, 3sudiartamade@yahoo.co.id abstract this study was conducted to identify the company's prioritized strategy in raising hotel revenue during low season. the research method use disacombined qualitative and quantitative method. the key respondents are 6 employees including managers in the sales and marketing department. the data analysis techniques used are internal factor analysis summary (ifas) and external factor analysis summary (efas), internal-external (ie) matrix, and sw ot analysis. the results of ifas matrix showed that the main strength of the hotel is the service especially in the restaurant and spa; the down side is not having a direct access to the beach. the efas matrix highlights good communication facilities particularly speedy internet that could reach the basement; the threat is many competitors offer cheaper room rates. the result soft the ie matrix assessment place the company in the position of growth cell (concentration through vertical integration). sw ot analysis has resulted in 8 alternative marketing strategies. it is expected the study results could assist in developing the hotel positioning, and for potential guests to know about courtyard by marriott bali seminyak resort. keywords: marketing strategy, low season, ie matrix, sw ot analysis introduction sales and marketing departments in hotels are required to realize the objectives of the company to be able to sell rooms and the other hotel products to achieve the targeted revenue by meeting the needs of the customers before stay, during stay, until return to their home country. the high level of competition makes sales and marketing department needs to find strategies to keep the hotel survive; besides providing quality services that enables the hotel to compete with other hotels (fitzsimmons and fitzsimmons; 2006; tjiptono, & diana, 2005). this is a challenge for the sales and marketing department in a hotel, villas and other types of accommodation; as the department significantly affects the levels of hotel occupancy. to be able to reach the target sales as planned, management needs to develop an effective marketing strategy. in the case of courtyard by marriott bali seminyak resort to be able to reach the target sales at low season period currently receives high priority. based on this background, the author was interested in conducting are jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 110 search with title: "alternative marketing strategies for low season period at courtyard by marriott bali seminyak resort". the purpose of this research to find out the marketing strategy to increase the revenue at courtyard by marriott bali seminyak resort during low season. marketing according to kotler (in nurowiyah, 2016, p.13) marketing is a societal process by which individuals and groups obtain all they need and want by creating, offering, and freely exchange the products and services of value to other people’. while according to swastha and irawan (2005, p.4), marketing is the overall system of activities aimed at the business plan, determine prices, promote, and distribute goods and services that can satisfy the need so both to the existing buyer or potential buyer’. the adopted definition of marketing identifies the marketing aspects, which is an important element that will determine the level of success of accompany in realizing customers’ satisfaction following the targets that had been planned previously. kotler (2011) classifies the marketing mix-4 ps being composed of product, price, place, and promotion. w hilst, the definition of marketing strategy is a system of total business activities designed to plan, determine price, promote and distribute the goods and services which can satisfy the wishes of the consumers or the potential consumers (thamrin, 2012). marketing is a unit in a company which creates value for customers and builds strong relationships with customers, and finally to capture value from customers in return (suryadana,2015). methodology this research took place in the sales and marketing department of courtyard by marriott bali seminyak resort, which is located at jl. camplung tanduk no. 103 sp, dyhana pura, north kuta, seminyak, bali, indonesia. courtyard by marriott bali seminyak resort is one of marriott’s 5 stars hotel properties. the object of this research is related to the marketing strategies of the sales and marketing department at courtyard by marriott bali seminyak resort. the variable identification for this research is the marketing mix and the external factors of the company. the type of data used in this research is quantitative and qualitative data. the sources of data used in this research are primary and secondary data. method of selecting key informants for this research is a purposive sampling method (sugiono, 2015, creswell, 2007). the data was collected through interviews and questionnaire survey using 6 respondents who are all people in the marketing department. the first step is jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 111 interviewing the respondents to identify the influencing internal and external factors that will be used for the ifas and efas matrix. the data analysis technique used in this study are internal factor analysis summary (ifas) and external factor analysis summary (efas), the final score from this analysis is obtained from the weighting and rating. the next step is to determine the position of the courtyard by marriott bali seminyak resort in the internal-external matrix (ie matrix) (rangkuti, 2018). the next analysis is sw ot analysis which is used for determining the alternative strategies. findings and discussion a. internal and external factor analysis the first step for this analysis is to interview 6 respondents in the sales and marketing department. the internal factor consists of strengths and w eaknesses; whilst, the external factor consists of opportunity and threat. internal factor analysis is used to identify strengths and weaknesses. the strengths and weaknesses of courtyard by marriott bali seminyak resort are evaluated using 4ps approach that consists of 4 factors including: product, price, place, and promotion. the results are presented intable 1. table 1.internal factors of courtyard by marriott bali seminyak resort no category internal factors 1 product hotel has complete facilities one of hotels that has beach space in seminyak beach hotel has a good restaurant and spa in seminyak hotel has thematic coffee break and fun meeting 2 price five stars hotel that provide affordable price 3 place one of business hotel that located at heart of seminyak nearby shopping center, beach, night club and outside restaurant 4 promotion variety of special promotions and offers jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 112 external factor analysis is used to identify the opportunity and threat. the opportunity and threat of courtyard by marriott bali seminyak resort is evaluated by external factor approach that consists of the competitive environment, politic & legacy, economic, technology, social & cultural environment, and natural environment. the interview results are presented in table 2. table 2. external factors of courtyard by marriott bali seminyak resort no category external factors 1 competitive environment there are many competitors which offer lower price the existence of competitors around seminyak 2 politic & legacy level of safety in bali relatively conducive 3 economic the inflation rate relatively stable 4 technology extensive internet network modern application and electronic devices upgraded 5 social & culture environment the attractive of local culture(balinese culture) 6 natural environment the natural environment around the hotel is well maintained and sustainable b. internal factors analysis summary (ifas) the next analysis is to define the total weight and rating(score) of each indicator to obtain the total weight and rating of ifas-value; the results are presented in table 3. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 113 table 3.internal factors analysis summary (ifas) no strength w eight rating score 1 hotel has a good restaurant and spa in seminyak 0.13 3.50 0.52 2 hotel has thematic coffee break and fun meeting 0.13 3.50 0.52 3 five stars hotel that provide affordable price 0.13 3.50 0.48 4 one of business hotel that located at heart of seminyak 0.12 3.50 0.48 5 nearby shopping centre, beach, night club and outside restaurant 0.14 3.50 0.52 6 variety of special promotions and offers 0.11 3.33 0.38 total 0.77 2.90 w eakness 7 hotel has complete facilities 0.13 2.33 0.33 8 one of hotels that has beach space in seminyak beach 0.11 2.33 0.25 total 0.23 0.58 total w eight x rating for internal factor 1.00 3.21 c. external factors analysis summary(efas) the next analysis determines the total weight and rating value (score) of each indicator to obtain the total weight and rating of efas-value; the results are presented intable 4. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 114 table 4. external factors analysis summary (efas) no opportunity w eight rating score 1 level of safety in bali relatively conducive 0.14 3.33 0.47 2 the inflation of rate relatively stable 0.10 2.67 0.27 3 extensive internet network 0.15 3.33 0.50 4 modern application and electronic devices upgraded 0.15 3.33 0.50 5 the attraction of local culture (balinese culture) 0.12 3.33 0.40 6 natural environment around hotel are well maintained and sustainable 0.14 3.50 0.49 total 0.80 2.62 threat 7 there are many competitors which offer lower price 0.10 2.17 0.22 8 the existence of competitors around seminyak area has similar products 0.10 2.17 0.22 total 0.20 0.44 total w eight x rating for external factor 1.00 3.06 d. the position of courtyard by marriott bali seminyak resort in ie matrix after analyzing the internal and external environments, the next step undertaken is to place the values of ifas and efas scores into ie matrix. in the calculation, it is shown that the value of the ifas score is 3.21; whilst, the value of efas score is 3.06. the position of courtyard by marriott bali seminyak resort on the ie matrix is ‘growth cell i’ (concentration through vertical integration), which can be seen in figure 1. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 115 figure1:ie matrix of courtyard by marriott bali seminyak resort e. sw ot (strength, w eakness, opportunity and threat) analysis after analyzing the position of the strategy on the internal-external (ie) matrix and knowing the marketing strategy of the hotel; the next step taken is creating the appropriate marketing strategy to be applied for courtyard by marriott bali seminyak resort by using a sw ot matrix. in the sw ot matrix, all factors of strength, weakness, opportunity and threat were matched with the purpose of getting alternative marketing strategies for courtyard by marriott bali seminyak resort. there are 4 groups of alternative strategies in the sw ot matrix, which include: sos strategy (strengths opportunities), st strategy (strength threats), wo strategy (w eaknesses opportunities), w t strategy (w eakness threats). the 4 group strategies can be seen in table 5. based on table 5, it can be explained in more detail as follows: 1. strength-opportunity (so) strategy based on the factors of strength and opportunity that are owned by courtyard by marriott bali seminyak resort, 3 alternative strategies are extracted in the so, these are: jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 116 a. boost restaurant and spa market through social media one of the alternative strategy for low season period is promote the restaurant and spamarket. b. barter promotion the second alternative is we can create a barter promotion with sister company or the other famous restaurant, however they shall have minimum same followers on their social media. table5. swot matrix sw ot analysis matrix strengths (s) w eaknesses (w ) ifas efas 1. hotel has a good restaurant and spain seminyak 2. hotel has the matic coffee break and fun meeting 3. five stars hotel that provide affordable price 4. one of business hotel that located at heart of seminyak 5. nearby shopping center, beach, night club and outside restaurant. 6. variety of special promotions and offers. 1. hotel has complete facilities 2. one of hotels that has beach space in seminyak beach opportunities (o) s-o strategy w-o strategy jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 117 1. level of safety in bali relatively conducive 2. the inflation of rate relatively stable 3. extensive internet network 4. modern application and electronic devices upgraded 5. the attraction of local culture (balinese culture) 6. natural environment around hotel are well maintained and sustainable 1. boost restaurant and spa market through social media 2. barter promotions 1. expanding marriott wholesale program to minor agent 2. provide live balinese attraction and live music on beach space threats (t) s-t strategy w-t strategy 1. there are many competitors which offer lower price 2. the existence of competitors around seminyak area has similar products 1. provide a dynamic rate and several discount for direct booking to anticipate the competitors 2. invite celebrity or influencer to stay in order to increase the booking 1. reproduce the charge able sun bed/ bean bag for the outside guest 2. renovate the meeting venue with photo spot design 2. strength-threat (st) strategy the strength-threat (st) strategy uses the strengths that exists to overcome the threats that is owned by courtyard by marriott bali seminyak resort, the alternative strategy in this st, such as: a. provide a dynamicrate and several discount for direct booking to anticipate the competitors. in anticipation to competition, especially with the tariff wars among the 5star hotel sin seminyak, courtyard by marriott bali seminyak resort must have a dynamicrate to attract potential guests. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 118 b. invite celebrity or influencer to stay on complimentary. by doing this strategy will increase the followers of social media, and the influencer will give a good feedback or review by mentioned our brand. 3. w eakness-opportunity (w o) strategy this strategy is an effort to minimize weaknesses and take advantage of opportunities, there are 2 alternative strategies that can be implemented by courtyard by marriott bali seminyak resort from the w o strategy, such as: a. expanding marriott w hole sale program the travel agent might join to marriott w hole sale program to get some information in regards of availability, roomrate. b. provide live balinese attraction and live music courtyard by marriott bali seminyak resort doesn’t have a private beach access, however the hotel has beach space in seminyak beach area. by providing balinese attraction and live music the outside guest can enjoy the entertainment. 4. w eakness-threat (w t) strategy this strategy is an effort to minimize weaknesses and avoid threats, there are 2 alternative strategies that can be implemented by the courtyard by marriott bali seminyak resort from the w t strategy such as: a. reproduce the charge able sun bed/ bean bag for the outside guest the outside guest that who want to enjoy the sun set in seminyak area by renting facilities. they also can buy a cocktail or mocktail latthe hotel beach space. b. renovate the meeting venue renovate the meeting venue to be more interesting to held a meeting in courtyard by marriott bali seminyak resort. beside the hotel has at hematic coffee break and fun meeting, the place also really comfortable and the photo spot will be a plus value for hotel. conclusion and suggestion based on the previous description, there are some suggestions for the management of courtyard by marriott bali seminyak resort regarding weaknesses jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 119 and threats that existing order to make improvements in the future, so that management can improve its performance. the suggestions that can be given are as follows: first, courtyardby marriott bali seminyak resorts hould provide live balinese attraction and live music on beach space, this suggestion will give good impact to the guests, they will be more comfortable to enjoy the sunset, and the outside guests will be interested to rent the sun bed or bean bag in order to get fabulous performance from local community. second, courtyard by marriott bali seminyak resort should invite artist or influencer to stay in order to increase the booking, it would become hotel recommendation to their family, friend, community or even their followers when they will go to bali, due to the artist or influencer will promote our property and also give good feedback to the viewers during their stay. bibliography creswell, j. w . 2007. research design qualitative: quantitative, and mix method approach. california, us: sage publications, inc. fitzsimmons and fitzsimmons. 2006. service management: operation, strategy, information technology. new york: mcgraw hill. kotler, philip. 2011. manajemen pemasaran di indonesia. jakarta: gramedia pustaka utama nurowiyah, titis roehatun. 2016. strategi pemasaran pada bayth kaboki hotel sebagai hotel keluarga tanpa alkohol di bali: badung rangkuti, freddy. 2016. analisis swot teknik membedah kasus bisnis. jakarta: gramedia pustaka utama rangkuti, freddy. 2018. analisis swot teknik membedah kasus bisnis. jakarta: gramedia pustaka utama sugiyono. 2015. metode penelitian manajemen. bandung: cv. alfabeta. suryadana, ligam, dkk. 2015. pengantar pemasaran pariwisata. bandung: alfabeta swastha, basudan irawan. 2005. manajemen pemasaran modern. yogyakarta: liberty. thamrin, abdullah, dkk. 2012. manajemen pemasaran. jakarta: pt. raja grafindo persada. tjiptono, f. & diana, a. 2005. total quality management. yogyakarta: andi. journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 22 service quality analisys of ‘table8’ chinese restaurant at the mulia, mulia resort and mulia villas lia lisnawati1*, i putu astawa2 tourism business management, politeknik negeri bali, indonesia1,2 lialisna18@gmail.com1* abstract this study analyzes the service quality of table8 chinese restaurant in mulia resort, bali, namely customer satisfaction, indicators that must be improved and the quality of staff services that must be maintained. the number of samples is 60 respondents. data collection method is incidental sampling, with a questionnaire that has been tested for validity and reliability. data were analyzed by servqual analysis and importance performance analysis which are then presented in a cartesian diagram. the results of this study indicate that there are negative, positive and neutral gaps between customer perceptions and expectations. customers are satisfied because the value of a positive gap is more than a negative gap. the importance performance analysis technique as an indicator in improving the quality of services performed by table8 chinese restaurant staff in mulia is a strategic location and easily accessible, the ability of restaurant staff to provide accurate information, and the ability of restaurant staff to handle guest complaints. indicators that must be maintained by the quality of service are the courtesy and friendliness of the restaurant staff, the ability of the restaurant staff to provide proper table service, restaurant staff in providing individual attention to guests. table8 chinese restaurant must prioritize and improve the performance of this indicator to improve the service quality of table8 chinese restaurant staff in order to maximize customer satisfaction. keywords: service quality, customer satisfaction, servqual, importance performance analysis introduction every tourist definitely needs accommodation that will fulfill their needs during a tourist trip which is also a second home for tourists, so they are will looking for comfortable accommodations to stay especially for those who are vacationing with family. hotel is one of type accommodations that used part or all of the buildings to serve as lodging services in which to provide food and beverage services as well as other commercially managed support service (sambodo & bagyono, 2006). one of the accommodations located in the south is the mulia, mulia resort and mulia villas is a five-star hotel located in the nusa dua area has 4 main restaurant such as, the café (international restaurant), soleil (mediterranean and pan asian restaurant), edogin (japanese restaurant), and table8 (chinese restaurant) , file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 23 restaurant in the mulia, mulia resort and mulia villas has their own department called food and beverage department that divided to be food and beverage service department and food and beverage product department. table8 chinese restaurant staff is a part of food and beverage service department, where the staff usually referred to as the image of table8 chinese restaurant because it faces and provides direct services to guests who come and visit restaurant. guest experience in a hotel is shaped by the performance of all departments in the hotel, and quality service will ensure guest satisfaction, thus creating repeat customers (sambodo and bagyono, 2006; normasari and kumaji; 2013). it is vital for restaurant staff to meet the needs and desires of customers and provide quality service to create customer satisfaction and loyalty. quality of service is the best service provided to the guests by optimizing the entire service. good service quality is the responsibility of the business that must be given to every guest or customer. the delivery of good service quality will bring short and long term benefits to restaurant and incurred customers of guest loyalty in return. customer satisfaction is the priority of most hospitality industry, as well as for table8 chinese restaurant. in order to achieve on of restaurant goals, it has to provide excellent services as the customer satisfaction becoming the priority of the restaurant. however, they are still unsatisfied guests to some points of the restaurant. referring to the problems and the important of the study, then it is important to conduct a research related to the analysis of table8 chinese restaurant. this study is aim to know about service quality at the restaurant. according to booms and bateson (1992:509) as cited in budi (2013:48), service quality is a measure of how well the service level delivered matches customer expectations. service quality has been considered as a superior construct and the determinant factor for customer satisfaction. perera and vlosky (2013) as cited in ismail (2016:400) indicated that service quality is an important antecedent of tourist satisfaction. the most often instrument used for measuring perceived quality of service in the marketing literature is from servqual (parasuraman 1998). it consist of five service dimension which are tangible (physical facilities, equipment, and appearance of personnel), reliability (ability to perform the promised service dependably and accurately), responsiveness (willingness to help customers and provide prompt service), assurance (knowledge and courtesy of employees and their ability to inspire trust and confidence), and empathy (caring, individualized attention the firm provides its customers). the servqual model, also known as the gap analysis model, is closely related to the customer satisfaction model based on the approach/model of disconfirmation (oliver, 1997 as cited in tjiptono and chandra, 2016:146). this approach/model asserts that when the performance of an attribute increases or more than the expectations of the attribute, then file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 24 the perception of service quality will be positive and vice versa (in tjiptono and chandra, 2016:149). research method the location of this research is at table8 chinese restaurant in the mulia, mulia resort and mulia villas nusa duabali. the object in this research variable is related to the restaurant staff service quality of table8 chinese restaurant in the mulia, mulia resort and mulia villas for customer satisfaction. on this research, to measure the restaurant staff service quality, then the guest expectation and the guest perception will be asked as on the questionnaire. this research uses qualitative and quantitative data. the source of this research is primary data which is obtained from questionnaire using the likert scale, ranging from 1 (for strongly disagree) to 5 (for strongly agree), and secondary data which is obtained from the internet. the population of this research is the guest who have visited table8 chinese restaurant. the method of sampling applied on this research is incidental sampling. according sugiyono (2015:156) incidental sampling is taking respondent as a sample by chance, it is anyone who by chance meet with the researcher can be used as a sample if the person who happens to be found suitable as a data source. in the determination of the number of samples, this research will use the theory of malhotra (2005: 30) as cited in christiawan (2017: 34) that suggested the number of respondents is at least 4 or 5 times the number of indicators used in the study. thus, the number of respondent that will be asked to conduct in this study is 5 x 12 indicators = 60 respondents. the respondents are only the guests who have dine at table8 chinese restaurant and have experienced the service quality indicators mentioned on the questionnaire. this research deploys some kinds of data analysis technique used. the instrument (questionnaire) validity and reliability test are conducted by involving the first 30 respondents. after finding its validity and reliability, more questionnaires will be distributed. the data collected from the questionnaire will be analyzed using servqual method. according to zeithaml, et al., (1990) as cited in tjiptono and chandra (2016: 159), the servqual method analyzes gap between 2 variables, it is the expected service and perceived service, and the servqual score can be calculated using bellow formula (tjiptono, 2012): 𝑆𝐸𝑅𝑉𝑄𝑈𝐴𝐿 𝑆𝑐𝑜𝑟𝑒 = 𝑃𝑒𝑟𝑐𝑒𝑝𝑡𝑖𝑜𝑛 𝑆𝑐𝑜𝑟𝑒 − 𝐸𝑥𝑝𝑒𝑐𝑡𝑎𝑡𝑖𝑜𝑛 𝑆𝑐𝑜𝑟𝑒 the servqual model is based on the assumption that consumers compare service performance on relevant attributes with ideal / perfect standards for each service attribute. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 25 when performance matches or exceeds standards, then the perception of overall service quality will be positive and vice versa (in tjiptono and chandra, 2016: 159). in principle, the data obtained through the servqual instrument can be used to calculate the service quality gap scores at various levels in detail: item-by-item analysis; dimension-by-dimension analysis, and; single measurement calculation or the servqual gap (in tjiptono and chandra, 2016: 159). consumers compare perceived services with expected services. consumers will be disappointed if the perceived service is below the expected service, and vice versa (in putra and yasa, 2015: 92). results and discussion instrument’s validity and reliability the instrument’s validity and reliability are tested using spss (statistical package for the social sciences) version 21.00. the data analysis shows that the value of r-count of all the 12 items of the instruments (both for “expectation” and “perception” instrument) is >0.361 (the r-table value for a minimum 30 respondents) which means the instrument is valid (ghozali, 2005: 45) as cited in anugraha (2015: 28). the cronbach’s alpha is 0.644 (for the “expectation” instrument), and 0.676 (for the “perception” instrument) which means the instrument is reliable as the value of cronbach’s alpha is higher than 0.600 (malhotra, 2006: 274) as cited in in anugraha (2015: 28). respondent’s profile most of the respondents are indonesian citizen (33%) means that table8 chinese restaurant food and service is very match with indonesian people and as the hotel is dominated by indonesian guests (sales and marketing department of the mulia, mulia resort and mulia villas nusa dua bali, 2018). most of the respondents are employee (35%). most of the respondents (50%) are in holiday purpose as this restaurant design for family (according to the table8 chinese restaurant management, 2018). half of the respondents were coming to bali for the first time. thirty five percent of the respondents are the repeater guests of table8 chinese restaurant. most of the respondents stay more than 3 nights (65%). servqual analysis the results of the servqual analysis are presented in table 1. comparing the customers expectation and the customer’s perception, among 12 variables, 8 attributes show positive gap and 4 attribute show negative gap. it is interesting to observe that, attribute x1.1, namely the statement of the location of the restaurant that is strategic and easily accessible by customers. the score difference is -0.27. this difference occurs because of the location of the restaurant located inside the hotel so that guests find it difficult to find outside the hotel. guests file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 26 outside the hotel will prefer restaurants around their area to dine in. this is what causes a negative gap in this attribute. table 1. the results of the servqual analysis no attribute perception expectation servqual score/gap remarks 1 x1.1 4,4 4,6 -0,27 negative 2 x1.2 4,6 4,5 0,08 positive 3 x1.3 4,5 4,5 0,03 positive 4 x2.1 4,4 4,6 -0,15 negative 5 x2.2 4,7 4,6 0,05 positive 6 x3.1 4,3 4,5 -0,2 negative 7 x3.2 4,6 4,5 0,03 positive 8 x3.3 4,5 4,6 -0,1 negative 9 x4.1 4,6 4,6 0 positive 10 x4.2 4,6 4,5 0,02 positive 11 x5.1 4,7 4,6 0,05 positive 12 x5.2 4,4 4,4 0,03 positive the biggest positive servqual value is in the statement attribute x1.2 with a score of 0.08, namely the restaurant staff has good looking and tidy. as a front liner appearance, it is definitely an important thing to note. the staff restaurant at table8 chinese restaurant is also very attentive to the appearance by using black uniforms combined with chinese patterns and make-up that are not excessive for women. every staff is required to always maintain neatness and personal hygiene so that when serving guests it is pleasing to the eye and looks professional at work. important performance analysis this technique is used to determine which service dimensions need to be improved and need to be maintained in customer service by staff at table8 chinese restaurant (suparthiwi, 2015; sunarsa, 2015). to find out the location of the quadrant, which of the 12 indicators is shown in figure. 1, cartesian diagram of the restaurant staff service at table8 chinese restaurant. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 27 figure 1. result cartesius diagram important performance analysis distribution of variables info quadrant are presented as follows: 1. quadrant a (focus here) a. strategic location of restaurant and easy to access in the attribute 1 (x1.1). b. ability to the restaurant staff to provide accurate information in the attribute 4 (x2.1). c. restaurant staff ability to handle guest criticism and suggestions in the attribute 8 (x3.3). 2. quadrant b (keep up the good work) a. politeness and friendliness of the restaurant staff in the attribute 9 (x4.1). b. ability restaurant staff in providing properly table service in the attribute 5 (x2.2). c. restaurant staff in given individual attention to the guest in the attribute 11 (x5.1). 3. quadrant c (low priority) a. restaurant staff ability to handle guest’s complaints in the attribute 6 (x3.1). b. recognition of the guest name and preference by the restaurant staff in the attribute 12 (x5.2). 4. quadrant d (possible overkill) a. clear and understandable communication in good english and/or any third language in the attribute 10 (x4.2). b. willingness and initiative of the restaurant staff to help the guest in the attribute 7 (x3.2). c. restaurant staff ability to handle guest’s complaints in the attribute 3 (x1.3). d. restaurant staff has good looking and tidy in the attribute 2 (x1.2). the important performance analysis dimensions which very influential and very well done on service quality (namin, 2017 ; omar and ahmad, 2016) ; kanca and wijaya, 2016) are attribute 9 which statement is politeness and friendliness of the restaurant staff, attribute 5 (x2.2) which the statement is ability restaurant staff in providing properly table service and file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 28 attribute 11 (x5.1) which statement is restaurant staff in given individual attention to the guest. there are 3 variables located in quadrant a – focus here, the attributes that need to be addressed, these are: strategic location of restaurant and easy to access in the attribute 1 (x1.1), ability to the restaurant staff to provide accurate information in the attribute 4 (x2.1), restaurant staff ability to handle guest criticism and suggestions in the attribute 8 (x3.3). conclusions based on the results of the analysis and discussion described in the previous chapter relating to the service quality of table8 chinese restaurant staff on customer satisfaction, overall service quality of table8 chinese restaurant staff towards customer satisfaction is satisfying. from the results research shows more positive disparities than the negative gap is that the service of table8 chinese restaurant staff to customers is satisfying. where customer expectations for the perceived service have been fulfilled so that customers feel comfortable and satisfied with the services provided by table8 chinese restaurant staff like explanation of restaurant information needed by guests, table8 chinese restaurant staff always tries to establish a good communication with customers. so that customers feel satisfied with service that provided by table8 chinese restaurant staff while enjoying their meal time at table8 chinese restaurant. with this research, it is expected that table8 chinese restaurant will improve its service quality, especially on attributes that are included in the main priorities such as restaurant locations, information services and capabilities in explaining restaurant facilities where these attributes are considered important in improving customer service quality. suggestions that can be conveyed are by adding staff who are used to pay attention to operations in order to be more maximal in serve the guest who need more attention. references anugraha, a. d. (2015). the effect of rewards to employees’ job satisfaction in grand mirage resort and thalasso bali. tourism department, politeknik negeri bali. ismail, m. n. i., hanafiah, m. h., aminuddin, n., & mustafa, n. (2016). community based homestay service quality, visitor satisfaction, and behavioral intention. procedia social and behavioral sciences, 222, 398-405. kanca, i. n., & wijaya, i. n. (2016). persepsi wisatawan terhadap kualitas pelayanan kantor depan di ibis style bali kuta circle. media bina ilmiah, 10(10), 42-47. namin, a. (2017). revisiting customers' perception of service quality in fast food restaurants. journal of retailing and consumer services, 34, 70-81, file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 22-29 29 omar, m. s., ariffin. h. f., & ahmad, r. (2016). service quality, customers’ satisfaction and the moderating effects of gender: a study of arabic restaurants. procedia social and behavioral sciences, 224, 84-392. putra, i. k. m., & yasa, n. k. (2015). pengaruh kualitas pelayanan terhadap kepuasan mahasiswa, citra, dan positive word of mouth politeknik negeri bali. jurnal bisnis dan kewirausahaan, 11(1), 90-102. sugiyono. (2015). metode penelitian manajemen. cv. alfabeta. sunarsa, i. w. (2015). persepsi wisatawan terhadap pelayanan hotel melati di kawasan wisata sanur. politeknik negeri bali. suparthiwi, n. n. (2015). analisis kualitas pelayanan food and beverage untuk inhouse guest pada karma kandara resort. politeknik negeri bali. tjiptono, f. (2012). service management mewujudkan layanan prima. penerbit andi. tjiptono, f., & chandra, g. (2016). service, quality dan satisfaction. penerbit andi. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 66 the analysis of front office department service quality for customer’s satisfaction at padma resort legian ni luh putu mira indah pratiwi1, i gusti made wendri2 12tourism business management, politeknik negeri bali 1pratiwimira3@gmail.com, 2wendriresen@yahoo.com abstract the purpose of this research is to assess the quality of services provided by the front office department at padma resort legian; to identify gaps between guest’s perception and guest’s expectation, and to know which indicators need to be improved and maintained to enhance the service quality. the main data used in this research are quantitative data which are collected from the service users using incidental sampling method. the data analyses technique used are servqual method and importanceperformance analysis presented in cartesian diagram. the result of this research showed that there are some negative and some positive gaps between guests’ perceptions and expectations within all variables. the result of the importanceperformance analysis found 1 indicator positioned in quadrant a; attribute number 4 ‘fast and proper service of check-in and check-out process by the front office staff’ is the major weakness that needs improvement. on the other hand, there are 6 indicators on quadrant b which is the major strengths of the services provided by the front office staff. the results of the research could be used by the hotel management as one of the considerations in improving the quality of service for customer’s satisfaction. keywords: servqual methods, importance-performance analysis, service quality, customer’s satisfaction. introduction front office department is one of the most important parts of a hotel organization. front office department creates the image of a hotel because it handles the guest from the beginning until the end of the guest stay; this is similar with padma resort legian, bali in indonesia wherein the research was carried out. the front office department at padma resort legian has some sections such as guest service officer (gso) which known as receptionist, guest relation officer (gro), concierge, front office admin, garden club lounge (gcl), bellboy, guest service centre (gsc) and padma resident officer (pro). every section in the front office contributes in forming customer’s satisfaction. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 67 the tasks of the front office department of padma resort legian include: guest check-in and check-out, provision of information, and ensuring the guests having unforgettable moments during stay. in addition, the front office department at padma resort legian also handles guest’s complaints and handling vip guests. front office department has to be able to give excellent service to the guest, ensure their satisfaction during the stay and create the best image of the hotel in the eye of guests. in order to achieve the business goal, it has to provide an excellent service for the guests. it is expected that the guests are satisfied with the quality of services provided by the hotel; otherwise some enhancements need to be made; to know the quality of service that reflexes the level of customer satisfaction, a quality assessment need to be carried out. this study assessed the quality of service provided by the front office staff of padma resort legian, contributes in providing satisfying services for the guests. the purpose of this research are to know if there is a gap between the guest’s expectation and guest’s perception of front office department service quality at padma resort legian and to know the indicators that need to be improved and maintained to enhance the service quality of front office department for customer’s satisfaction at padma resort legian. there are some definitions that used in this research. the first definition is service quality. service quality is the assessment or comparison made by customers between the perceived service and the expected service (tjiptono, 2005; tjiptono, & diana, 2005). if the perceived service is compatible with expectation, means that perceived service quality is satisfying or good. satisfaction is able to push customer to do re-buying, therefore will become loyal customer (kotler: 2004). there are five service quality’s dimensions seen from customer’s perception. those are (parasuraman, et al., 1985 as cited raharjo & azwir, 2017: 2): tangible, reliability, responsiveness, assurance, and empathy. the second one is definition of customer’s satisfaction. customer’s satisfaction is after-purchased evaluation, in which the product selected at least equal or exceed customer’s expectation; dissatisfaction arise if the perceptions do not meet expectation (engel et al., 1990 as cited in tjiptono, 2007). service quality given by employees or front office staff at padma resort legian is measured through 5 dimensions of service quality. according to parasuraman et al., jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 68 (1985) there are 5 dimensions of service quality which include: tangible means anything that can be seen by the guest. reliability means the ability of front office staff in giving services to the customer. responsiveness means the response of front office staff in serving customers. assurance means knowledge that own by front office staff in fulfillment guest’s needs. empathy means the attention given to customers. research method this research took place in front office department of padma resort legian. the object of this research is the service quality of front office department of padma resort legian. the variables assessed in this research are five dimensions with 12 indicators of service quality (parasuraman, et al., 1985).the main data used are quantitative data collected from 60 respondents through a questionnaire survey to the service users, using incidental sampling technique. the data analyses technique used in this study are servqual analysis with 12 indicators and importance-performance analysis. the respondent’s profile is presented in table 1. padma resort legian is a five-star hotel located at jl. padma no. 1 legian. padma resort legian provided 432 rooms to accommodate the guest and promise wonderful stays for discerning travellers. not only offering rooms, padma resort legian also offers products of restaurant, spa, wedding package, meeting package, and events. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 69 table 1. respondent’s profile recapitulation nationality criteria respondents percentage australian 44 73,33 indonesia 5 8,33 british 3 5,00 japanese 2 3,33 korean 2 3,33 german 1 1,67 new zealander 1 1,67 switzerland 1 1,67 dutch 1 1,67 gender male 37 61,67 female 23 38,33 age <20 8 13,33 20-30 10 16,67 31-40 14 23,33 41-50 15 25,00 >50 13 21,67 occupation student 14 23,33 employee 31 51,67 businessman/woman 7 11,67 other 8 13,33 visit frequency once 30 50,00 2-5 times 13 21,67 >5 times 17 28,33 purpose of stay holiday 53 88,33 business 7 11,67 results and discussion 1. servqual results the servqual is measured in order to know how well the service was delivered by front office department at padma resort legian to match the customer’s expectations. a negative gapindicates guest’s dissatisfaction, whilst the positive one shows guest’s satisfaction. the results of the guests’ perception and expectation for all the indicators shown in table 2. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 70 table2. average scoresof guest’s perception, expectation,and the gap n attribute/indicator/item item-by-item analysis expectation perception gap 1 readiness of the front office staff with all material and equipment (pen, registration form, computer, tab, etc) before serving the guest 4,08 4,03 -0,05 2 front office staff’s grooming 4,00 4,00 0 3 cleanliness and facilities in front office area 4,08 3,98 -0,1 4 fast and properly service of check-in and check-out process by the front office staff 4,22 4,10 -0,12 5 ability of the receptionist to provide accurate information 4,22 4,23 0,01 6 provide services as promised 4,32 4,37 0,05 7 willingness and initiative of the front office staff to help the guest 4,32 4,4 0,08 8 front office’s staff ability to handle guest’s complaints 4,28 4,25 -0,03 9 politeness and friendliness of the front office staff 4,13 4,43 0,30 10 clear and understandable communication in good english and/or any third language 4,27 4,25 -0,02 11 front office staff understand customer needs 4,33 4,37 0,04 12 recognition of the guest name and preference by the front office staff 4,17 4,23 0,06 total 4,20 4,22 0,02 discussions table 2 shows that there are positive, neutral and negative gap for the attributes. there are 5 attributes that have negative gaps which indicate customer’s dissatisfaction, these are attributes number 1,3,4,8 and 10. the statement of the attributes are as follows: 1) readiness of the front office staff with all office materials and equipment (pen, registration form, computer, tab, etc) before serving the guest, 3) the cleanliness and facilities in front office area, 4) fast and properly service of check-in and check-out process by the front office staff, 8) front office’s staff ability to handle guest’s jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 71 complaints, and 10) clear and understandable communication in using good english and/or any third language. attribute number 2 “front office’s grooming” has zero gap result as represented in table 2; which indicates customer’s satisfaction. on the other hand, there are 6 attributes having positive gaps which indicate customer’s satisfaction. these include: attribute number 5, 6, 7, 9, 11 and 12. the statements are as follows: 5) ability of the receptionist to provide an accurate information, 6) hotel provide services as promised, 7) the willingness and initiative of the front office staff to help the guest, 9) the politeness and friendliness of the front office staff, 11) front office staff understand customer needs, and 12) the recognition of front office staff to know the guest name and preference. the existence of the positive and negative gaps result due to the hotel’s performance as a service provider not always the same as the guest’s expectation as service recipients. the results of servqual’s analyscould be viewed more clearly on figure 1. the run chart on figure 1 shows one indicator in which expectation matches performance (indicator number 2); while the rests of the results show positive and negative gaps. there are 5 attributes show results of negative gaps which mean customer’s dissatisfaction. nonetheless, observing the perception mean values for the indicators, those 5 attributes are still categorized as good performance. figure 1. servqual chart . 3.6 3.8 4 4.2 4.4 4.6 1 2 3 4 5 6 7 8 9 10 11 12 expectation and performance chart expectation performance jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 72 2. importance-performance analysis results importance performance analysis technique is used to identify which indicator that needs to be improved on the quality of service at the front office service of padma resort legian. figure 2 shows the location of the 12 indicators within the ipa chart. figure 2: results of the importanceperformance analysis figure 2 displays service quality indicators of this research in 4 quadrant: quadrant a, quadrant b, quadrant c, and quadrant d. the indicators in each quadrant are presented in the following: quadrant a (concentrate here) 1. fast and properly service of check-in and check-out process by the front office staff quadrant b (keep up the good work) 1. ability to the receptionist to provide accurate information 2. provide services as promised 3. willingness and initiative of the front office staff to help the guest 4. front office’s staff ability to handle guest’s complaints 5. clear and understandable communication in good english and/or any third language quadrant c jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 73 6. front office staff understand customer needs quadrant c (low priority) 1. readiness of the front office staff with all material and equipment (pen, registration form, computer, tab, etc) before serving the guest 2. front office staff’s grooming 3. cleanliness and facilities in front office area quadrant d (possible overkill) 1. politeness and friendliness of the front office staff 2. recognition of the guest name and preference by the front office staff discussions thediscussion of the ipa results are as follows: 1. quadrant a according to the theory, quadrant a contains attributes that are perceived to be very important to customers but performance levels are fairly low. these attributes are referred to as the major weakness that requires immediate attention for improvement. thus, the attributes/indicator found on this quadrant is the indicator that has high importance by the guests, whilst the front office department of padma resort legian seems to provide a low level of performance. there is one indicator found in this quadrant: ‘fast and properly service of check-in and check-out process by the front office staff’; it belongs to the ‘reliability’ dimension of quality. the location of the attribute on quadrant a indicatesthe guest seems not satisfied with check-in and checkout process during their arrival or departure time. there are several causes of the check-in and check-out process seem long such as: the fo staff tried to do up-selling sometimes without being asked and there is no training about upselling; many of rooms are not ready yet: it could be the room still occupied or dirty upon guest’s arrival because the early check-in or the rooms are back to back therefore the housekeeping staff need time to make the rooms ready for use. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 74 around 12 am until 3 pm is the normal time for check-out and the check-in process started, the guests wait in long queues just to do a check-in or check-out process, it caused by the lack of staff on duties. for the late room’s ready, the front office staff at padma resort legian actually give an option to the guest to use the departure lounge while waiting for the room’s ready and promise to get back to the guest once the room’s ready. padma resort legian needs to give more or extra attention especially the front office to carry out check-in and check-out processes by increase the number of staff and should run a proper schedule based on the number of expected arrival or departure in a month and update the schedule for the next day every day to avoid the lack of staff on duties. front office staff at padma resort legian need to increase communication with other departments especially housekeeping department to inform which room should be prioritized for the guests who arrived early, so these guests do not wait too long for the room’s to be ready. 2. quadrant b according to the theory, quadrant b contains the attributes that are perceived to be very important to customers, and the organization seems to provide high levels of performance. thus attributes in this quadrant are referred to as the major strengths and opportunities for achieving or maintaining competitive advantage. there are 6 indicators found in this quadrant: a. ability to the receptionist to provide accurate information ability to the receptionist to provide accurate information is one of reliability’s dimension attribute. overall front office staff at padma resort legian has provided clearly information about the resort and has fulfilled the expectations of the customers, in this case the guests staying at padma resort legian so that is considered good in the eyes of the customer. but even though it has been considered good, front office staff must to always maintain and also increase their knowledge so that they are more informed about the resort or outside the resort and know every information needed by the guests. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 75 b. provide services as promised provide service as promised is one of reliability’s dimension attribute. front office staff at padma resort legian has provided good services as promised to the guests. front office staff ensure all the details of services well received by the guests. the guests feels that their expectations has been fulfilled for this attribute. but front office staff at padma resort legian need to maintain and increase the services. c. willingness and initiative of the front office staff to help the guest willingness and initiative of the front office staff to help the guest is one of responsiveness’s dimension attribute. front office staff at padma resort legian are aware that offering assistance needed by the guests is an obligation. front office staff at padma resort legian will approached the confused-looking guest and offering help without being asked. on this attribute, the customer or in this case is the guest assumes that the service provided has fulfilled the expectations of the guests so they are satisfied with the service they have obtained. d. front office’s staff ability to handle guest’s complaints front office’s staff ability to handle guest’s complaintsis one of responsiveness’s dimension attribute. front office staff at padma resort legian have good ability to handle the guest’s complaints. front office staff will tried to solve the problem as soon as possible after a discussion with the supervisor or hotel assistant manager. on this quadrant, the guests assumes that their expectations has been fulfilled. e. clear and understandable communication in good english and/or any third language clear and understandable communication in good english and/or any third language is one of assurance’s dimension attribute. front office staff at padma resort legian has clear and good understandable communication in english and/or third language. the guests could understand clearly with front office information in english and/or any third language and the guests considered good for this attribute which this attribute has been fulfilled their expectation. jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 76 f. front office staff understand customer needs front office staff understand customer needs is one of the empathy’s dimension attribute. front office staff at padma resort legian has clearly understand of customer needs during their stay and ensure all the customer’s need has been fulfilled and create good image during their stay. front office staff always offering help without being asked and providing extra facilities to the guests. front office staff at padma resort legian need to maintain and increase this attribute performance because the guests feel that their expectation for this attribute has been fulfilled. 3. quadrant c according to the theory, quadrant c contains the attributes with low importance and low performance which are referred to as the minor weakness. thus attributes in this quadrant do not require a great deal of priority for improvement. there are 3 indicators located in this quadrant such as readiness of the front office staff with all materials and equipment (pen, registration form, computer, tab, etc) before serving the guest, front office staff’s grooming, and cleanliness and facilities in front office area. 4. quadrant d according to the theory, quadrant d contains the attributes that are perceived as low importance to customers, but the organization seems to provide high levels of performance. in this case, the organization should reallocate resources committed to attributes in this quadrant to other quadrants in need of improved performance. there are 2 indicators located in this quadrant such as politeness and friendliness of the front office staff and recognition of the guest name and preference by the front office staff. this could also become positive point of service beyond expectation for customers. conclusions and suggestions the conclusion referring to the results of data analyses and discussion are as follow: (1) there are positive and negative gap between the guest’s perception and expectation to the front office department service quality at padma resort legian. there are 5 attributes which result in negative gaps. these negative gap caused by the lack of staff jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 77 in charge, less training about upselling. there are 7 attributes which results positive gap (2) there are some indicators found that needed to be improved and maintained to enhance the service quality of front office department for customer’s satisfaction at padma resort legian. there is 1 indicator found in quadrant a “concentrate here“ as the major weakness which need to be improved and there are 6 indicators found in quadrant b “keep up the good work” as the major strengths and opportunities which need to maintain the indicators. the suggestion put forward are add some new equipment that needed and some new staff at front office department; conducting more training such as: general knowledge training, up-selling training, and check-in and check-out training. references kotler, philip. 2004. manajemen pemasaran. edisi milenium satu. jakarta: pt. indeks kelompok gramedia. parasuraman, a., zeithaml, v.a., berry, l. l., 1985. a conceptual model of service quality and its implication for future research. journal of marketing, vol. 49: 41. (download on march 1, 2019) raharjo, hartono mulyo, and azwir, heryhamdi. 2017. a combination of importance and performance analysis and potential gain in customer value for determining service attributes priority level for pt. x. journal of industrial engineering, vol. 2 no. 1, march 2017. pages 3-4. (downloaded on 5 march 2019) tripadvisor [online]. 2019. padma resort legian. available from url: https://www.tripadvisor.com/hotel_review-g608487-d307610-reviews-or5padma_resort_legian-legian_kuta_district_bali.html#reviews (accessed on 24 february 2019) tjiptono, f. 2005. prinsip-prinsip: total quality management. yogyakarta: andi tjiptono, f. & diana, a. 2005.total quality management. yogyakarta: andi. tjiptono, fandy. 2007. strategi pemasaran. edisi pertama. yogyakarta: andi. tjiptono, f. and chandra,g. 2016. service, quality dan satisfaction. yogyakarta: penerbit andi. journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 107 analysis of chinese market average daily rate (adr) to overall adr at conrad bali hotel ni kadek sri jayanti1*, i ketut budarma2, i wayan jendra3 tourism department, politeknik negeri bali, indonesia1,2,3 jayantisrij@gmail.com1* abstract this study aims to analyze the relationship and influence of the chinese market average daily rate (adr) on the overall adr at conrad bali hotel. data collection used in this study through observation, interview, and documentation. the analysis techniques used are descriptive statistics, correlation analysis, simple linear regression, and the coefficient of determination test (r2). the results of this study indicated that the chinese market adr (x) variable has a positive correlation with very strong category, overall adr with a correlation value of 0.819. the coefficient regression is 1.085 and the coefficient determination shows that the influence of chinese market adr (x) on overall adr (y) is 66%. thus, chinese market can be an option to filling the occupancy when low seasons and a good target market when special occasion but should be followed by a necessary way to optimize its strength. keywords: average daily rate (adr), overall adr, chinese market, correlation introduction hotels usually apply low room rate for chinese market, which leaves the hotel business in a low profitability, yet hotels still keen to target this market segment. china is one of the biggest countries with a huge population. there are about 1.41 billion people live there with income per capita in 2019 at $ 10,263.741 (https://www.ceicdata.com/id/indicators). china also ranked 57th for the prosperity index out of 167 countries around the world (https://www.prosperity.com/globe/china). hence china becomes a potential market when it comes to tourism. in 2018, 5,572,142 tourists from china came to bali to spend their leisure time and to have a holiday. chinese market also dominated the visitors in bali with 22.99 percent in 2018 (https://travel.detik.com/travel-news/d-4368482/turis-china-dan-australiaterbanyak-liburan-ke-bali-sepanjang-2018). it means that if we can bring them to the business, there will be much income and improvement in the tourism business, because there are a lot of visitors come to enjoy the destination. but there is a phenomenon which says that chinese market will ruin the business and disturb the other potential market because of the price that needs to be adjusted if they want to attract chinese market. chinese people being very loud and hard to control are some of the reasons why people in bali, especially in hotel business hard to deal with chinese (respondent 1). the hotels also must adjust the rate of their rooms file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 108 to the cheaper rate if they want to attract the chinese market. those challenges also make the hotel hard to bring their business if it comes to chinese market. the hotel business is one of the important supporting product components in the whole of the tourism industry. with rooms as their main product, they accommodate the guests who come to bali to have a beautiful time and enjoy their journey more by giving them a pleasant stay to enhance their experience of travelling. even though hotels also selling food and beverage, but room is still their main product that also becomes their main source of income. hence, the rate of their room is usually fantastically high but also gets along with the services that they provide. every month, there will be an average daily rate (adr) that will show the average room rate selling within a month (oses, 2016). this adr also reflects the competition of rate with the other hotel. whether it is competitive enough, or too high to sell, or might it be too low. that is what will be reflected by the adr every month. conrad bali is one of the 5-star hotels in bali. having beach inside the resort and one of the properties of hilton worldwide make conrad bali become trusted and famous hotel among travelers and hotelier. the unique fact is conrad bali mostly has chinese travelers as their guest. chinese travelers also never out from the top three markets or visitors of conrad bali. this is also related to the rate that they sell, whether it is competitive or not for the chinese market and is it affected the whole rate or in this case we say it as an average daily rate (adr). starting by wondering how the chinese market, especially the wholesaler rate affecting the average daily rate of a room at conrad bali, the writer found that it is interesting to prove the assumption of the bad effect caused by chinese market on the overall adr at conrad bali hotel. the purpose of the research is divided into two, namely: 1. to identify the condition of chinese market adr at conrad bali. 2. to identify the impact of that condition to the adr at conrad bali. research method the data collection method used in this study are observation, interview, and documentation. observation is an activity of monitoring the research object (sugiyono, 2015). the observation method divided into two, which are participant and non-participant. the method that used in this study is non-participant. the data obtained is an overview of sales activity up to product selling. interview is the way to get information from the person who knows and directly involved in the job or the study object (sugiyono, 2015). the interviewees are someone who can provide accurate information that needed for the study. in this case, the interview was conducted with the director of sales, sales manager all market and chinese market wholesale, and revenue analyst. documentation was implemented as one of the data file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 109 collection methods, regarding overall adr per month and adr chinese market from january 2016 to december 2018 that will be shown in million rupiahs. operational variables have to be defined to clarify the variables used in this study and discuss the scope of the research problem. the operational variable in this research are chinese market adr (x) and overall adr (y). adr represents the average room rental income per paid occupied room in a given period. two adrs being discussed are: 1. the rate per room that given by conrad bali to chinese market wholesale, which is the offered rate that determined and discussed by the sales team who handles the market from january 2018 to december 2018. 2. the whole rate per room per night per month in conrad bali that calculated by dividing room revenue with the total room that sold on that month. it will show the average room rate that they sell every month from january 2016 to december 2016. “data analysis is the process of systematically searching and arranging the interview transcript, field notes, and other materials that will be accumulate to increase the understanding of them and to present what have discovered to others” (sugiyono, 2016). in this research, the analysis technics used are quantitative and qualitative technics. the quantitative technic is statistic descriptive, correlation analysis, and simple linear regression analysis. according to sugiyono (2011) “quantitative analysis is used to analyze data by describing the data that has been collected as is without intending to draw a conclusion that apply to general”. the quantitative analysis was analyzed using microsoft excel and spss program. the quantitative analysis used statistic descriptive analysis to find the mean and standard deviation of chinese market adr and overall adr. the next process was correlation analysis. correlation analysis used to find the strength and form of correlation between chinese market adr and overall adr. the next step was the classic assumption test, the test that needs to be completed before the regression analysis. there were four steps of the classic assumption test, included the linearity test, normality test, heteroscedasticity test, and autocorrelation test. the next process was the simple regression analysis to find the impact of chinese market adr on overall adr. the last step was to determine the coefficient determination to know the percentage of the contribution given by chinese market adr to overall adr. after all the analysis was done, the very last step is qualitative analysis which is to describe the result of quantitative analysis to create a better understanding about the study result (miles and hubberman, 2014). file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 110 results and discussion 1. statistic descriptive statistic descriptive analysis is a simple statistic (mean and standard deviation) that is used to analyze data by describing or giving the whole picture of the data that collected as it is without intending to make a conclusion that generally accepted. table 1 below shows the result of statistic descriptive analysis result using spss 25. table 1. statistic descriptive result descriptive statistics mean std. deviation n overall adr 1,738,221.33 312,994.93 36 chinese market adr 1,515,203.39 236,365.89 36 from the above table it can be stated that: a. the sum of the data used in this research is 36 data. the data was taken from chinese market adr and overall adr from the period of january 2016 – december 2018 (36 months). b. the average of chinese market adr at conrad bali hotel is idr 1,515,203.39 with idr 236,365.89 as the standard deviation. c. the average of overall adr at conrad bali hotel is idr 1,738,221.33 with idr 312,994.93 as the standard deviation. 2. correlation analysis result correlation analysis is an analysis technique used to measure the strength of the relationship between two variables, which could be strong, weak, or intermediate. this analysis also shows the form of correlation by percentage and it determines the strength of correlation between variable x and y. table 2 below shows the result of correlation analysis using spss 25. table 2. correlation analysis result correlations overall adr chinese market adr pearson correlation overall adr 1.000 0.819 chinese market adr 0.819 1.000 n overall adr 36 36 chinese market adr 36 36 the table above demonstrates that the pearson correlation row shows the correlation between variable x (chinese market adr) and variable y (overall adr). it shows 0.819 as its file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 111 result of correlation. if the result of correlation analysis is between 0.80 – 0.100, it means that the correlation is very strong (sugiyono, 2014). since the result is 0.81, it means that the correlation between variables x and y is very strong and it is a positive correlation because the result is near to +1. therefore, if chinese market adr value increases, it will be followed by the increase of overall adr and vice versa. 3. classic assumption test the scatter plot diagram (figure 1) shows that the plots are moving from the left bottom to the right upper. it means that, variable x and y have a linearity relationship, which if chinese market adr increasing in that value, overall adr will also increase and vice versa. thus, this test is passed, and the data is ideal to be used, in terms of its linearity. figure 1. scatter plot diagram figure 2. normal probability plot diagram file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 112 according to ghozali (2011), the regression model is said to be normally distributed if the plotting data (points) that describe the actual data follow a diagonal line regularly, then the regression model is normally distributed. the diagram (figure 2) shows that the plots are following the diagonal line regularly. therefore, the data of chinese market adr and overall adr that used in this research is to fill the condition of normality test which is the data is normally distributed, so the data can be used for this regression analysis. according to ghozali (2011), there are no symptoms of heteroscedasticity, if there are no clear patterns (bumpy, widened then narrowed) in scatterplots, and the points spread are above and below the number 0 on the y-axis. the plot (figure 3) shows that there are no clear patterns that form by the plots and also the points are above and below the number 0 on the y-axis. thus, variable x and y in this research is free from heteroscedasticity symptom and it can be used for this regression analysis. figure 3. heteroscedasticity test to determine the condition of the data, the value of durbin-watson needs to be in between du and 4-du value. the value of 4-du can be determined by looking into the durbinwatson table. because the variable x is only one, so the value of du that needs to be seen is the k = 1 column with n = 36, because the number of data used in this research is 36. the du value for one independent variable with 36 as the sum of data is 1.524. the du = 1.524 and 4-du = 2.476. hence, the value of durbin-watson should we between 1.524 and 2.476. since the durbin-watson value is 1.639 as shown by the table (table 3), it means that there is no autocorrelation in variable x because the durbin-watson value fills the condition of this test. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 113 therefore, the data is free from autocorrelation and the data can be used for the next step, which is a simple regression analysis. table 3. durbin-watson value 4. simple linear regression analysis table 4 shows that constanta = 94,623.98 and coefficient regression = 1.085. by knowing that, the formula of simple regression analysis be operated, which is: 𝑌 = 𝑎 + 𝑏𝑋 overall adr : 𝑌 = 𝑎 + 𝑏𝑋 : 𝑌 = 94,623.98 + 1.085𝑋 : 94,625.17(𝑋) from the above equation, it can be analyzed that: a. the coefficient regression of variable x is 1.085 which is a positive number. this means if there is increasing in chinese market adr as much as 1 unit, it will increase the number of overall adr as much as 1.085. b. the constant value is 94,623.98 which means that is the constant value of the overall adr is 94,623.98. it means if (x=0), the value of overall adr is 94,625.98. c. from the result, it can be concluded that chinese market adr has a positive impact to overall adr. if the value of chinese market adr increase, the overall adr will also increase and vice versa. table 4. coefficient table coefficientsa model unstandardized coefficients standardized coefficients t sig. b std. error beta 1 (constant) 94623.981 199681.416 0.474 0.639 chinese market adr 1.085 0.130 0.819 8.328 0.000 5. sg coefficient determination table 5 shows that the r square value is 0.661. if we change it into percentage form, it will be 66% of the contribution that given by variable x to variable y. hence, chinese market adr contribute as much as 66% to overall adr at conrad bali hotel, and the other 34% is model summaryb model r r square adjusted r square std. error of the estimate durbinwatson 1 .819a 0.671 0.661 182141.087 1.639 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 114 the contribution by other variables that did not include in this research. even though the rate of chinese market is often lower than the overall adr, which means it is lower than other markets, but the salesperson still targeting the chinese market as their fixed customer. table 5. model summary table model summaryb model r r square adjusted r square std. error of the estimate durbinwatson 1 .819a 0.671 0.661 182141.087 1.639 realizing that fact, there is, of course, a strategy used by the sales team of conrad bali to attract the chinese market, since one of the characteristics of chinese market is that they intend to have a lower price than other markets. on the other hand, it is also good for the hotel if they can increase the price of chinese market in high and peak seasons, because of the correlation between chinese market and overall adr is very strong. to make sure that the chinese market adr is not too low, the hotel can increase the rate for chinese market on a special occasion, like high and peak seasons especially when it is near to their festival because all of the prices are automatically increase because of high demand based on demand and supply theory. when the demand increase, the price will also automatically increase. by this chance, not only other markets, but the hotel can also increase the price of chinese market. this will give an advantage to the hotel. adjusting the rate, creating a promotion, and making contracts with chinese market is a long worth process for the hotel business, because they have to make a good calculation to make sure that their rate adjustment and promotion do not become a boomerang for their revenue. the goal to attract chinese market is simple, that is to fill the room and to get high occupancy, so their scarification on the rate and promotion will be paid off by a stable revenue and occupancy. conclusions based on the data and the results of data analysis and discussion on analysis results of chinese market adr to overall adr at conrad bali hotel, and also referencing to the literature review that related to this research, it can be conclude that a. as presented by the adr table and statistic descriptive table, chinese market adr is shown to have a lower value than overall adr at conrad bali hotel. however, it does not put the overall adr at risk because the chinese market adr still has competitive price and not too low. b. having chinese market as one of the top market segment is good, especially for hotel occupancy, but the rate for chinese market need to be controlled by revenue department file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 107-115 115 and monitoring the other competitor to make sure that the price is not too low and must be profitable. c. to make the rate of chinese market adr increases, the hotel could set a higher rate for this market segment during high and peak season, for example the period of chinese new year eve, so the adr can be increased because of high demand. acknowledgment the writer would like to express sincere gratitude to the god for the strength that he gives to me to never give up, director of politeknik negeri bali, the management of tourism department for the supporting facilities for this research matter, prof. ni made ernawati. phd. and dr. i ketut budarma, m.par., mmthrl for the unstoppable advice and support during this research period, dr. i gede mudana, m.si as the reviewer for this research, all the management of conrad bali hotel that provides all the supporting data regarding this research and lastly, to my parent and all my friends who never stop on support and courage to given to me to finish this research. references ghozali, i. (2005). aplikasi analisis multivariate dengan spss. semarang: badan penerbit undip, komputindo. miles, m. b., huberman, m. a., & saldana, j. (2014). drawing and verifying conclusions. qualitative data analysis: a methods sourcebook. califorinia: sage publications, inc. oses, n., gerrikagoitia, j. k., & alzua, a. (2016). modelling and prediction of a destination’s monthly average daily rate and occupancy rate based on hotel room prices offered online. tourism economics, 22(6), 1380-1403. santoso, s. (2012). panduan lengkap spss versi 20. jakarta: pt elex media. sugiyono. (2011). statistika untuk penelitian. bandung: alfabeta. sugiyono. (2014). metode penelitian kombinasi (mixed method). bandung: alfabeta. sugiyono. (2015). metode penelitian manajemen. bandung: alfabeta. sugiyono. (2016). metode penelitian kuantitatif, kualitatif dan r&d. bandung: alfabeta. sulastiyono, a. (2011). manajemen penyelenggaraan hotel. bandung: alfabeta. personal comment respondent 1: ms. x (for the purpose of privacy, real name is not provided), female, sales manager, interview was done at conrad bali hotel on wednesday, october 16th, 2020. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 30-40 30 alternative digital promotion at w bali seminyak ni luh cahaya erani1*, budi susanto2, i dewa gede ari pemayun3, tourism business management, politeknik negeri bali, indonesia1,2,3 nlcahayaerani@gmail.com1* abstract: this research is conducted to find out the application of alternative digital promotion at w bali seminyak because in the last three years, there was a fluctuation of room occupancy especially from online booking. objectives of this research are to formulate promotion strategy of w bali–seminyak, especially digital promotion that can be applied by the hotel to achieve the occupancy target. the method in this research used observation, interview, questionnaire and documentation with 7 key informants from sales and marketing department. the data in this research is analyzed by using the combination of qualitative and quantitative analysis; ifas (internal factor analysis summary), efas (external factor analysis summary), ie (internal-external) matrix, swot (strengths weaknesses opportunities threats) and qspm (quantitative strategic planning matrix).the results of ifas matrix shows that the major strength is the hotel provides complete information at hotel website, social media, brochure, magazine and newspaper, meanwhile the weakness is the hotel does not have its own magazine. the efas matrix shows if one of the opportunity is level of safety in bali is conducive and the threats are many similar hotels around seminyak area which offer lower price. the swot analysis gives 8 alternatives digital promotion with the highest tas (total attractive score) is 99,32. thus, the main strategy recommended is developing special package with affordable price in low season. the results are expected could be used by the hotel management to develop the digital promotion strategy theoretically and enrich the reference especially on promotion strategy. keywords: digital promotion, promotion, swot introduction promotion is one of important element in marketing process because promotion can be defined as one of ways of communication form of company to reach the target market (budi, 2013:102). promotion also can be described as an effort to promote company products even goods and services by informing and persuading prospective customers in appropriate communication in order to make them happy and interest towards the products. in this modern era the technology in the world is growing rapidly and people could not deny its existence. technology brings a digital or internet era to people life. the influence of technology and internet also affect to the promotion system in hotel industry which is changing from offline to online system. an online system is really loved and helping people in their daily life because file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 31 they could access and know the information easily. the purpose of electronic marketing is to utilize the internet and any form of electronic communication in order to communicate with prospective and target markets in the most cost-effective ways and to be able joint working with certain organization with which there is common interest (world tourism institution in vucetic, 2016: 132). by this reason, at this moment most of hotel companies like w bali– seminyak is using digital promotion and internet features as an easy way to be connected to their prospective customers in order to convey the information of products and services of the company. the talent of w bali–seminyak especially from sales and marketing department have an important role in promoting the products and stay connecting to prospective customers. the usage of online system is not only for selling and promoting products but also for increasing the room occupancy at w bali–seminyak. the room occupancy at w bali-seminyak are fluctuating in the last three years about 2131, 2372, and 2443 in total which also influence the online booking source every month. although w bali–seminyak has existed for eight years, they still need to develop the digital promotion strategy to maximize the profit of the company especially during low season. based on those background, the objectives of this research are to find out the internal factors, external factors of promotion mix that influence digital promotion strategy and to find out the appropriate digital promotion strategy applied by w bali–seminyak to increase the room occupancy. promotion has been defined as the efforts of coordination of all seller-initiated to set up information channels and persuasion to sell and promote idea and products even goods or services (familmaleki, 2015: 1). in general, tjiptono (1997:222) explained that the form of promotion has same functions, but it can be differentiated by its special tasks. some of those special tasks are called promotion mix (promotion mix, promotion blend, and communication mix). the promotion mix consists of five indicators such as personal selling, mass selling, sales promotion, public relations and direct marketing. proctor (2014: 1) stated that a strategy is a plan that integrates an organization’s major purpose or goals, policies, decision and sequences of action into a cohesive whole that can be implemented at all levels in an organization and pertain to any of the management functional areas. promotion strategy can be concluded as an optimal use of plan and implementation of promotion elements such as advertising, public relations, personal selling, and selling promotion to achieve the company target. research method this research was conducted at w bali–seminyak as a five-star hotel which is located on jalan petitenget kerobokan, seminyak, badung. this research took six months from 3rd file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 32 of january until 2nd of july 2019. sugiyono (2016:95) stated that variable in a research basically are everything in any form that is determined by researcher to be studied in order to obtain the information and to get the conclusion. in qualitative research which is holistic one and emphasizes the process, then in looking at the relationship between variables in the object under researched is more interactive which is mutual influence (reciprocal/interactive), so it is not known which is independent and dependent variables (sugiyono, 2017:17).this research is a qualitative research, therefore the variables in this research identify input variables which is the internal factor of the company by using the indicators of promotion mix by tjiptono (1997: 222) that consists of personal selling, mass selling, sales promotion, public relations and direct marketing and six external factors approach by kotler and keller (2009: 159) in ari (2017:9) that consists of competitive environment, economic environment, natural environment, technology, politic, legislation and regulation and social-cultural environment, whereas the output variable is the digital promotion strategy. there are two types of data namely qualitative and quantitative, while the source of data that used are primary and secondary data. methods of data collection in this research is participant observation, interview, questionnaire and documentation with seven key informants from sales and marketing department because they know the information regarding internal and external factors and play a role in formulating digital promotion strategy, the products and know the overall of company conditions. the techniques of data analysis of this research are using the combination of qualitative and quantitative descriptive; analysis of ifas (internal factor analysis summary), efas (external factor analysis summary), swot (strengths weaknesses opportunities threats) analysis, and analysis of qspm (quantitative strategic planning matrix). the flow of data analysis in this research is started by observing and interviewing the internal and external factors of w bali–seminyak to the seven respondents. the second is data sorting and identification the results into the tabulation of internal and external factors. the results of each indicator in internal and external factors will be used in questionnaire to be filled up by the respondents to measure the weight, rating and score of ifas and efas. the total score of ifas and efas will be used to find out the current position of company by ie (internal-external) matrix. in this ie matrix, it can be found that in what cell and what category the company stands for. the strategy is formulated based on this position and combining the internal and external factors in swot matrix to find out the four types of strategies are so (strengths opportunities) strategy, st (strengths threats) strategy, wo (weaknesses opportunities) strategy and wt (weaknesses threats) strategy. these strategies are used to make the qspm questionnaire to find out the total attractive score. this analysis is used to know which alternative strategy is the best to be chosen. qspm matrix uses the data from ifas, efas, and swot analysis to determine relativeness of varieties file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 33 strategies had chosen and to determine which strategy is the best that can be applied by w bali–seminyak. results and discussion internal and external analysis the qualitative analysis is started by doing the observation and interview regarding internal and external factors of w bali–seminyak to seven talents as the key informants. then, the results of interview will be used as a tool in measuring the weight, rating, and score in questionnaire as the quantitative analysis. the results of questionnaire in this research are inputted in the form of ifas or internal factor analysis summary matrix (table 1) and efas or external factor analysis summary matrix (table 2) with the common issue. in this opportunity, the talents of sales and marketing department especially the manager decided the weighting and rating that is shown in both matrix and the results will be used to analysis the position of w bali–seminyak in the ie or internal-external matrix (figure 1). the ifas score is acquired from the weighting of internal indicators that is multiplied by the average of rating in each of internal indicator. the internal factors in ifas matrix divided into two categories are strengths and weaknesses. the details of ifas matrix with total score of 2,75 can be seen in table 1. table 1. ifas of digital promotion no strengths weight rating score 1 has professional team in doing sales presentation 0.14 3.29 0.46 2 provide complete information at hotel website, social media, brochure, magazine and newspaper 0.14 3.57 0.50 3 variety of special offers or discounts 0.13 3 0.39 4 press release at hotel website and social media 0.13 3.14 0.41 5 promoting activities, events and direct respond in social media 0.14 3.29 0.46 total 0.68 2.22 weaknesses 1 use “videotron” and video at youtube as an advertising media 0.07 1.57 0.11 2 participate in exhibition event as a promotion media 0.08 1.86 0.15 3 relationship with local community 0.09 2.14 0.19 4 has own company magazine 0.04 1 0.04 5 use email marketing for promotion 0.04 1 0.04 total 0.32 0.53 total of weight x score to obtain internal factor 1.00 2.75 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 34 after analyzing the internal factors in the current situation, then it is continued by analyzing the external factors that faced by w bali–seminyak that divided into opportunities and threats which can be seen in efas matrix. the total score in the efas matrix is acquired from the weighting of external factors is multiplied by the average of rating in each external factors. the details of efas matrix with total score of 2,71 that can be seen in below table 2. table 2. efas of digital promotion no opportunities weight rating score 1 political conditions in indonesia are relatively stable 0.13 2.86 0.37 2 level of safety in bali relative conducive 0.14 3 0.42 3 extensive internet network 0.14 3 0.42 4 the development of electronic devices and modern applications 0.14 3 0.42 5 the attraction of local culture (balinese culture) 0.14 3 0.42 6 natural environment around hotel area well maintained 0.14 3 0.42 total 0.83 2.47 threats 1 the existence of competitors around seminyak area that has similar products 0.05 1.14 0.06 2 there are many similar hotels around seminyak area which offer lower price 0.04 1 0.04 3 high inflation rate that affects tourists to travel (economic situation) 0.08 1.71 0.14 total 0.17 0.23 total of weight x score to obtain external factor 1.00 2.71 after finishing the analysis of internal and external factors, then it is continued by moving the score into the internal-external matrix. in previous calculation, it found that the score of ifas is 2,75 and the score of efas is 2,71. these score scan be used to analyze the position of w bali–seminyak which shown in below figure 1. figure 1. current position of w bali seminyak by ie matrix file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 35 the figure 1 shows the position of w bali seminyak in cell v of internal and external matrix. in this position, the hotel stands in growth and stability position which has the average level of business internal strengths and medium of industry attractiveness where they can expand the target market, facilities, or use the technology through internal and external to formulate the alternative strategy of digital promotion through swot matrix which shown in table 3.gürel (2017: 995) defines swot analysis as a tool that used for make strategic planning and management in an organization. it can be used to build organizational strategy and competitive strategy effectively. this analysis can be used to optimize the strengths and opportunities while try to minimize the existed weaknesses and threats. table 3. swot matrix ifas efas strengths (s) weaknesses 1. w bali seminyak has professional team in doing sales presentation. 2. the hotel provides complete information at hotel website, social media, brochure, magazine and newspaper. 3. the hotel has variety of special offers or discounts 4. the hotel provides press release at hotel website and social media. 5. the hotel promoting activities, events and direct respond in social media. 1. w bali seminyak use videotron and video at youtube ineffectively as advertising media. 2. the hotel does not participate in exhibition event as promotion media too much. 3. the weak relationship with local community. 4. the hotel does not have their own company magazine. 5. the hotel does not use email marketing. opportunities (o) so strategies wo strategies 1. political conditions in indonesia are relatively stable. 2. level of safety in bali relatively conducive. 3. extensive internet network. 4. the development of electronic devices and modern applications. 5. the attraction of local culture (balinese culture) 6. natural environment around hotel area well maintained. 1. w bali seminyak could create more information about new promotion and other interest contents in social media. 2. the hotel can start using google business for detail products of restaurant. 1. w bali seminyak could create video review from guests who had stay in w bali seminyak in youtube channel. 2. the hotel could start using free email marketing. 3. the hotel could create their own printed and electronic magazine. threats (t) st strategies wt strategies 1. the existence of competitors around seminyak area that has similar products. 2. there are many similar hotels around seminyak area which offer lower price. 3. high inflation rate that affects tourists to travel (economic situation) the hotel could develop special package which affordable price in low season. 1. w bali seminyak should enhance the relationship with offline and online travel agent. 2. the hotel could provide complimentary stay for certain period in an exhibition. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 36 based on table 3 above, it can be explained the strategies with details as below. 1. so (strengths opportunities) strategy based on strengths and opportunities of w bali seminyak, there are two alternative strategies that recommended in this so strategy. first is w bali seminyak should create more information about new promotion and other interest contents in social media especially in instagram account because at this moment, they mostly repost from guest post which contains the food and beverage and lifestyle contents. if they attempt to post the promotion or their own offer and picture, they could reach more prospective guests who will be interested to the posts and ask the questions and inquiries. and the second is the hotel can start using google business for detail products of restaurants. google is one of search engine that loved by many people to find the information that required. by this google business, people can read and know the all information such as the opening hours, details of menu, phone number of restaurants and find the location easily because it connects to google maps. 2. st (strengths threats) strategy st strategy uses the strength to tackle the threats that faced by w bali seminyak. the alternative strategy in this st strategy is w bali seminyak could develop special package with different benefits with affordable price in low season such as stay 4 pay 2 for young people with special criteria about age or their instagram followers in certain period only. this strategy is expected to be able to attract more customers to come and stay. 3. wo (weaknesses opportunities) strategy there are three alternative strategies of wo that can be used by w bali seminyak to minimize the weaknesses and utilize the opportunities in the same time which are w bali seminyak can create a video review from guests who had stay in the hotel or create a short video promotion in you tube channel because nowadays you tube becomes the famous platform to share videos in a big scope. it can be seen by the number of viewers in you tube to search everything they need. by utilizing this channel more often, the hotel can get more viewers who can be their prospective customer and their products can be known by many people around the world. in this channel, they can give the link where the guest can click it to reserve a room or seat at w bali seminyak directly or just ask the questions about the promotion and the products. the second is the hotel could start using free email marketing as a tool of promotion to reach significant target. firstly, w bali seminyak must make guest address list and ask permission to their guests to get their email address in order to send the new events or promotions through email. the platform who provides the service of email marketing are mail chimp and get response, where they offer free trial for the beginner. if it shows a positive response from the guests which can be seen from total reach or new response from email, w bali seminyak could continue it into the paid service like get file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 37 response about $15 per month for premium account which we can add the advertisement and get more features. and the last is the hotel could create their own printed and electronic magazine. by printed magazine, w bali seminyak can provide more complete information about the activities of hotel, products, and news with less cost rather than collaboration with other media in limited page. they also can create e-magazine in hotel website by adding new feature or item for magazine category. 4. wt (weaknesses threats) strategy in minimizing the weaknesses and tackle the threats, there are two alternative strategies of wt that can be implemented by w bali seminyak such as w bali seminyak should enhance the relationship with offline and online travel agent. if their relation is good enough and they trust each other especially for the price and the benefits, so w bali seminyak will be more known and considered as a destination place to stay by travel agent for their group or fit guests. and the hotel could provide complimentary stay or experience stay 2 days 1 night for certain period in an exhibition like a voucher with some benefits include inside where the lucky guests can redeem the voucher by contacting the provided contact number or clicking the link that provided on it for further information. this free experience stay is expected can make the guests or customers happy and satisfied. in this chance, hotel can ask the guests to create a positive review in tripadvisor, website, google or social media with pictures in hotel area as an evidence and it can help the hotel to create a good image as an accommodation provider. qspm (quantitative strategic planning matrix) analysis the final stage of this analysis is determining the assessment of alternative strategies that have been formulated by using the swot analysis matrix previously into qspm analysis. the purpose of this alternative strategy assessment is to find out the most effective digital promotion strategies that can be applied by w bali–seminyak by using qspm (quantitative strategic planning matrix) analysis. this qspm assessment uses the average of rating and average of alternative strategy that produces the total attractive score (tas). the calculation formulas are mention as below: tas = rating  as note : tas (total attractive score) as (attractive score of alternative strategy) the output of qspm are the promotional strategy that formulated for w bali–seminyak which can be seen in table 4 as follow. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 38 table 4. digital promotion strategy code strategy tas so1 create more information about new promotions and other interest contents in social media 71.01 so2 start using google business for detail products of restaurants 68.92 st1 make special package which affordable price in low season 99.32 wo1 create video review from guests who had stay in w bali–seminyak in youtube channel 91.37 wo2 start using free email marketing 85.26 wo3 create own printed and electronic magazine 98.45 wt1 enhance the relationship with offline and online travel agent 80.76 wt2 provide complimentary stay for certain period in an exhibition 60.60 in above table 4 shows the results of qspm that selected by the managements for determining the most effective strategy of digital promotion that can be implemented by w bali–seminyak. the management can apply all the strategies or few of them. nevertheless, based on the results of qspm, the management have scored and chosen 3 alternative strategies as the priority that can be applied by w bali–seminyak for their digital promotion strategies. the first strategy come from the st1 strategy with total score of tas about 99.32 is make special package with affordable price in low season. the second strategy comes from wo3 strategy is creating own printed and electronic magazine with total score of tas about 98.45 and then followed by wo1 strategy which is creating video review from guests who had stayed in w bali–seminyak in youtube channel with total tas score about 91.37. w bali– seminyak could make special package with reduce the price based on market situation and condition for instance special discount in father’s day or special price for youngers who just graduate from campus and give a flexible rate for special needs. this special package will be printed and posted in social media and website to keep the online booking source. it can be planned to keep the number of occupancy in the hotel. creating own printed and electronic becomes a good idea for w bali–seminyak, because it will be a place to share complete information for their prospective guests. while, creating a video review from guests who had stayed in w bali seminyak can be strategy in the future to attract more guests by using the technology of digital platform because nowadays people love watching and know the review or feedback from experienced people with real evidence. conclusions based on the results and discussions of digital promotion strategy that consists of internal and external factors of w bali seminyak in previous chapter, the conclusion can be described as follow. the internal factors of w bali seminyak consist of strengths and file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 39 weaknesses. their strengths are the hotel has professional team in doing sales presentation, provides complete information at hotel website, social media, brochure, magazine and newspaper, has a variety of special offers or discounts, press release at hotel website and social media, promoting activities, events and direct respond in social media, meanwhile the weaknesses are the hotel uses “videotron” and video at youtube as an advertising media ineffectively, the hotel does not participate in exhibition as a promotion media too much, the weak relationship with local community, has not own company magazine and they do not use email marketing for promotion. the external factors of w bali – seminyak consist of opportunities and threats. the opportunities are political condition in indonesia are relatively stable, level of safety in bali relative conducive, extensive internet network, the development of electronic devices and modern applications, the attraction of local culture, natural environment around hotel area well maintained and the threats are the existence of competitors around seminyak area that has similar products, many similar hotels around seminyak area offer lower price and high inflation rate that affect tourists to travel. the appropriate digital promotion strategy that can be applied by w bali – seminyak are creating more information about new promotions and other interest contents in social media, start using google business for detail products of restaurants, make special package which affordable price in low season, create video review from guests who had stayed in w bali seminyak in youtube channel, start using free email marketing, create own printed and electronic magazine, enhance the relationship with offline and online travel agent and provides complimentary stay for certain period in an exhibition. in doing their operational especially the digital promotion strategy as previous discussion, there are two suggestions for w bali – seminyak that expected can help to increase the room occupancy in the future are mention as follows. the first suggestion is w bali seminyak should create more information about their promotion in social media because nowadays people love to see and get something from social media instead of sharing the lifestyle photos only which can be seen whenever and wherever by all people around the world, so the hotel can reach a big number of total viewers. the second suggestion is w bali seminyak should create their own magazine especially e-magazine for paperless and it can contain the information in a large number and completely, so the guests and prospective guests can focus on what’s new and happening in w bali – seminyak. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 30-40 40 references ari, n. p. w. (2017). strategi pemasaran guna meningkatkan room occupancy di the samaya seminyak bali. bachelor thesis of tourism department at bali state polytechnic. budi, a. p. (2013). manajemen marketing perhotelan. penerbit andi. familmaleki, m., aghighi, a., & hamidi, k. (2015). analyzing the influence of sales promotion on customer purchasing behavior. international journal of economics & management sciences, 4(4), 1-6. gürel, e., & tat, m. (2017). swot analysis: a theoretical review. journal of international social research, 10(51). proctor, t. (2014). strategic marketing: an introduction. routledge sugiyono. (2016). metode penelitian manajemen. penerbit: alfabeta. sugiyono. (2017). metode penelitian kualitatif. penerbit: alfabeta. tjiptono, f. (1997). strategi pemasaran edisi ii. penerbit: andi. vucetic, s. (2016) digital promotion of small hotels of the adriatic region in croatia. economic and social development: book of proceedings, 131. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 89 the effectivity of e-commerce in increasing the room occupancy at intercontinental bali resort, jimbaran ni kadek eni widyastuti1*, ni nyoman sri astuti2, dewa made suria antara3, ni gst nym suci murni4 tourism business management, politeknik negeri bali, indonesia1,2,3,4 nkeniwidyastuti@gmail.com1* abstract this study is based on the effectiveness of e-commerce implementation increasing room occupancy. it aims to find out how effective the implementation of e-commerce is and to find out the most effective variables in increasing the room occupancy at intercontinental bali resort. this research theoretically is expected to support other research by providing additional information regarding the development of e-commerce activities and practically is expected to be useful for hotel management to evaluate the effectiveness of e-commerce implementation. the data collection methods used in this research are documentation, interviews, and observations. the data analysis technique used is a quantitative analysis which is done through the calculation of the percentage of effectiveness using the effectiveness formula, and descriptive qualitative that is done to explain the information and data in the form of numbers collected during conducting research. data processing is done using microsoft excel and the results of data analysis in the form of numbers, percentages, and graphs will be qualitative in the form of information to answer the problem formulation, make conclusions and suggestions for this research. the implementation of e-commerce which is examined in this research is through b2b and b2c strategies. based on the analysis that has been done, the results show that the average effectiveness of e-commerce is reaching 100% or it is categorized as “very effective” and b2b strategy is more effective in contributing room occupancy because it can exceed the target to be achieved. keywords: marketing, e-commerce, room occupancy introduction tourism is one of the major players in international commerce and the fastest growing economic sectors which represents one of the main income sources for many developing countries. as one of indonesia’s favourite tourism destinations, bali was chosen as the travelers’ choice top destination in 2017 by trip advisor travellers choice ratings. the high popularity of bali as a tourist destination causes very tight competition among the hospitality business and its tourism industry especially hotels as they built to cater to the tourist needs. hotel is one kind of accommodations that uses partly or fully the building to provide service for the public that is managed commercially (ekaningrum, 2016: 41). recognizing that 25.80% file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 90 of total hotels in bali are built in badung regency makes a very competitive business cannot be avoided and create a fierce battlefield as companies fight to capture a similar type of guest (statistic of bali province, 2019). with that competition, hotels in bali compiled various marketing strategies in increasing room occupancy to be able to compete competitively. the success of a hotel in increasing room occupancy is inseparable from the efforts made by the sales & marketing department in the form of e-commerce activities. the presence of ecommerce helps a sales & marketing department to promote the products to the consumers through online portal and it can be accessed by all people in the world. e-commerce is defined as a way to sell and buy goods (and services) through the internet network, but this of course, covers various aspects, included purchase transactions and fund transfers via computer networks (nugroho, 2006: 5). there are four types of ecommerce based on their characteristics, such as business to business (b2b), business to customer (b2c), customer to customer (c2c), and customer to business (c2b) (pratama, 2015: 10). however, this research is focusing to discuss the business to business (b2b) and business to customer (b2c). b2b is an online business communication system between business people, while the sellers in selling their products, do not interact and communicate directly with consumers. whereas b2c can be interpreted as a type of electronic commerce where a company (business) sells its products directly to buyers (customers) or without using an intermediary (distributor). table 1. room night’s contribution by 2017-2019 distribution channel year e-commerce target ecommerce offline travel agent group 2017 70,812 71,437 30,590 19,220 2018 71,295 68,555 29,326 19,239 2019 77,437 80,182 30,678 20,466 (source: sales and marketing department, 2019) intercontinental bali resort is one of the five stars hotel that implemented e-commerce to win this tough competition. as can be seen on the above room nights contribution table, it is dominated by e-commerce. meanwhile, according to these problems, the researcher has questions, is it all of the e-commerce activity contribute effectively to the hotel and how it effects? therefore, the researcher raises the title “the effectivity of e-commerce in increasing the room occupancy at intercontinental bali resort, jimbaran“. effectivity means that the information must be in accordance with user needs in supporting a business process, including file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 91 information that must be presented in the right time, the right format so that it can be understood, consistent with the previous format, the contents are in accordance with current needs and complete or by following the needs and conditions (mc leod, 2007: 41). the purposes of this study are to find out how effective the implementation of e-commerce is and to find out the most effective variables in increasing the room occupancy at intercontinental bali resort. research method the location of the study is at intercontinental bali resort, located at uluwatu street, no. 45, jimbaran, south of kuta, bali. there is a total of 3 variables that have been used in this research, such as business to business (b2b), business to customer (b2c), and room occupancy. variables are anything in the form of whatever is determined by researchers to be studied so that information is obtained about it, then conclusions are drawn (sugiyono, 2014). the population used in this research is all the online travel agencies (ota) liaised with intercontinental bali resort and the sample only 10 ota selected to be studied in this research. the data used in this study is quantitative data in form of target of the room nights to be achieved, the total of room night contribution (room sold), and room occupancy. in this study, the study documentation, interview, and observation are used to collect the data needed. researches concerning effectivity of e-commerce to hotel’s room occupancy had been done by some researches such as caliskan (2013), agag (2017), elhaj (2016), julyanti (2099), and dewi (2018). however, they did not cover all aspects of e-commerce channel distributions as we do (business to business and business to customer). besides that, the location they chose is different from the one that researcher do. data analysis technique used in this study are quantitative analysis and qualitative descriptive analysis. quantitative analysis which is used to answer the problem identification through the effectiveness formula (mahmudi, 2005), as below: 𝐸𝑓𝑓𝑒𝑐𝑡𝑖𝑣𝑒𝑛𝑒𝑠𝑠 = 𝑇𝑜𝑡𝑎𝑙 𝑜𝑓 𝑟𝑜𝑜𝑚 𝑠𝑜𝑙𝑑 𝑇𝑎𝑟𝑔𝑒𝑡 𝑜𝑓 𝑟𝑜𝑜𝑚𝑠 𝑡𝑜 𝑏𝑒 𝑠𝑒𝑙𝑙 × 100% the descriptive qualitative analysis technique used to describe the information obtained from the effectiveness calculation through the effectiveness formula, then the results of calculations and tabulation of data in the form of percentages, tables and graphs are then analyzed, presented, interpreted and systematically described. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 92 results and discussion 1. the effectivity of e-commerce through b2b implementation monthly 2017 2018 2019 r/s target effectivity criteria r/s target effectivity criteria r/s target effectivity criteria jan 2,915 2,884 101.07 ve 2,203 1,880 117.15 qe 3,505 3,467 101.08 ve feb 2,978 2,947 101.07 ve 2,584 2,112 122.34 qe 4,689 4,652 100.80 ve march 2,955 2,924 101.07 ve 2,596 2,123 122.26 qe 3,609 2,973 121.39 ve april 4,159 4,129 100.74 ve 2,753 2,268 121.37 qe 4,198 3,561 117.89 ve may 3,750 3,719 100.84 ve 3,648 3,695 98.75 qe 2,743 2,706 101.37 ve june 5,121 5,090 100.61 ve 3,119 3,206 97.28 qe 2,723 2,686 101.37 ve july 5,309 5,278 100.58 ve 5,190 5,118 101.41 qe 5,274 5,235 100.74 ve august 5,227 5,195 100.62 ve 5,829 5,707 102.13 qe 5,396 5,359 100.70 ve sept 3,013 2,981 101.06 ve 5,160 5,090 101.37 qe 5,256 5,219 100.71 ve oct 3,575 3,544 100.87 ve 5,179 5,108 101.40 qe 5,351 5,314 100.69 ve nov 2,145 2,294 93.51 e 3,158 3,242 97.41 qe 2,446 2,408 101.56 ve dec 1,287 1,503 85.63 qe 3,141 3,227 97.35 qe 2,919 2,882 101.29 ve total 42,434 42,487 99 e 44,561 42,777 104 ve 48,109 46,462 104 ve average 3,536 3,541 3,713 3,565 4,009 3,872 (source: revenue department intercontinental bali resort (data processed)) the result conducted from above table shown that in 2017 the implementation of ota it is targeted to 42,487 room nights but the results can be achieved in the amount of 42,434 room nights, it is shown did not achieved the desire target by 0.12% and categorized ineffective. however, in 2018 and 2019 is exceed the desired target of and it is categorized that the implementation of ota strategy can be said effective. furthermore, based on the effectiveness calculation resulted that in 2017 and 2018 effectivity criteria are lies in “effective” criteria with the result is 99%. meanwhile in 2019, the effectivity calculation in the year 2019 shown that the effectivity criteria are lies in “very effective”. 2. the effectivity of e-commerce through b2c implementation monthly 2017 2018 2019 r/s target effectivity criteria r/s target effectivity criteria r/s target effectivity criteria jan 1,944 1,923 101.10 ve 1,186 1,254 94.62 e 2,336 2,312 101.06 ve feb 1,985 1,964 101.05 ve 1,391 1,408 98.81 e 3,126 3,101 100.80 ve march 1,970 1,949 101.07 ve 1,398 1,416 98.75 e 2,406 1,982 121.39 ve april 2,774 2,752 100.78 ve 1,482 1,512 98.03 e 2,799 2,374 117.90 ve may 2,500 2,479 100.84 ve 1,965 2,463 79.76 qe 1,829 1,804 101.39 ve june 3,414 3,393 100.61 ve 1,679 2,137 78.57 qe 1,816 1,791 101.41 ve july 3,540 3,519 100.60 ve 2,795 3,412 81.91 qe 3,516 3,490 100.74 ve august 3,484 3,463 100.60 ve 3,138 3,805 82.49 qe 3,597 3,572 100.69 ve sept 2,008 1,988 101.03 ve 2,779 3,394 81.88 qe 3,504 3,479 100.71 ve oct 2,384 2,363 100.90 ve 2,789 3,405 81.90 qe 3,568 3,543 100.71 ve nov 1,730 1,529 113.13 ve 1,701 2,162 78.68 qe 1,630 1,606 101.52 ve dec 1,270 1,002 126.75 ve 1,692 2,151 78.63 qe 1,946 1,921 101.29 ve total 29,003 28,325 102 ve 23,994 28,518 84 qe 32,073 30,975 104 ve average 2,417 2,360 2,000 2,377 2,673 2,581 (source: revenue department intercontinental bali resort (data processed)) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 93 the result conducted from above table shown that in 2017 the implementation of b2c it is targeted to 28,325 room nights but the results can be achieved in the amount of 29,003 room nights, it is shown did not achieved the desire target by 2.34% and categorized effective. however, in 2018 the room night contribution did not achieve the desire target with the room night achieved is 23,994 from the target 28,518 and it is categorized ineffective. meanwhile, in 2019 is exceed the desired target of and it is categorized that the implementation of b2c strategy can be said effective. furthermore, based on the effectiveness calculation resulted that in 2017 effectivity criteria are lies in “very effective”, in the year 2018 shown that the effectivity criteria are lies in “quite effective”, in the year 2019 shown that the effectivity criteria are lies in “very effective”. 3. effectivity of e-commerce implementation in increasing the room occupancy at intercontinental bali resort. the implementation of e-commerce in increasing the room occupancy at intercontinental bali resort can be seen from the results of data calculations conducted by the revenue department. the data calculation is done to know how much contribution is made by the implementation of ecommerce in increase room occupancy at intercontinental bali resort, as follow: table 2. contribution of e-commerce to the room occupancy monthly 2017 2018 2019 room occ (%) ecommerce occ (%) room occ (%) ecommerce occ (%) room occ (%) ecommerce occ (%) jan 69.10 37.59 38.25 26.22 81.40 45.18 feb 69.70 39.67 48.51 31.77 91.00 62.47 march 69.70 38.10 50.10 30.90 70.80 46.53 april 84.20 55.42 57.64 33.85 85.20 55.93 may 83.30 48.35 59.66 43.42 78.20 35.37 june 90.60 66.02 65.41 37.12 87.80 35.11 july 92.90 68.45 86.20 61.77 95.40 68.00 aug 91.70 67.39 92.70 69.37 97.80 69.57 sep 77.40 38.84 89.60 61.41 97.00 67.77 oct 65.20 46.10 87.60 61.64 94.40 69.00 nov 50.00 29.98 56.81 37.59 71.40 31.53 dec 26.00 19.78 55.14 37.39 74.50 37.63 average 72.48 46.31 65.64 44.37 85.41 52.01 (source: revenue department intercontinental bali resort (data processed, 2020)) this contribution is used to provide an overview of the benefit of using the e-commerce, so it will assist in taking appropriate method in increasing room occupancy in the following year. in the year 2017 the contribution from e-commerce is 46.31% from the total room file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 94 occupancy is 72.48%. furthermore, in 2018 the contribution of e-commerce decreased at 1.94% from the previous years, as shown that the contribution that achieved is 44.37% from the total room occupancy is 65.64%. this business declined because of the impact from the renovation program for several building at intercontinental bali resort, and the phenomena of mount agung eruption that happened on september 2017. meanwhile, in 2019, some of the building have been renovated and the sales and marketing department create special offers for the ota, create several new room packages on the website to promote the new product, and the condition of mount agung is fully recovered. therefore, it is increased the contribution by 7.64% from the previous year with the number of contributions is 52.01% from the total room occupancy achieved on this year is 85.41%. referring to the previous research which develop the reservation of online travel agent (ota) to the room occupancy period 2015-2017, stated that the reservation in 2015 is 41% from the total room occupancy is 42%. in the year 2016, the total reservation of otas is 50% from the total room occupancy is 58% and on the year 2017 the total reservation from otas raised 51% from the total room occupancy is 59%. this percentages show that the contribution from otas distribution channel has great influence toward increased the room occupancy (dewi, 2018). 4. the most effective variable in increasing room occupancy at intercontinental bali resort table 3. target of room night contribution 2017 2019 years e-commerce b2b b2c room night occ (%) room night occ (%) room night occ (%) 2017 70,812 45.65 42,487 27.39 28,325 18.26 2018 71,295 45.96 42,777 27.58 28,518 18.38 2019 77,437 49.92 46,462 29.95 30,975 19.97 total 219,544 47.18 131,726 28.31 87,818 18.87 (source: revenue department (data processed, 2020)) table 4. room night contribution 2017 2019 years e-commerce b2b b2c room night occ (%) room night occ (%) room night occ (%) 2017 71,437 46.31 42,434 27.35 29,003 18.70 2018 68,555 44.37 44,561 28.73 23,994 15.47 2019 80,182 52.01 48,109 31.01 32,073 20.68 total 220,174 47.56 135,104 29.03 85,070 18.28 (source: revenue department (data processed, 2020)) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 95 by grouping the total target and total room night contribution achieved, the result shown that in 2017-2019 the implementation of e-commerce through the b2b strategy as overall is targeted at 131,726 room nights and the overall results at 135,104 rooms nights, which shown that it is exceed the target by 2.50%. while the implementation of e-commerce through the b2c strategy in the 2017-2019 period as overall is targeted at 87,818 room nights, but the overall results can be achieved at 85,070 room nights, which is shown that the implementation of b2c did not achieve the desired target of 3.13%. this result shown that b2b strategy is more effective when compared to the b2c strategy, since b2b could exceed the desire target. conclusions based on result of data analysis, can be concluded that b2b has increased every year from 2017-2019 and is able to produce room night contribution which is exceed the target and it is categorized to be effective. however, the implementation of b2c is categorized ineffective since the overall contribution still below the desire target. furthermore, the variables that give the most effective contribution to the room occupancy is business to business (b2b), as it is able to exceed the desire target, if compared with business to customer (b2c) variable. acknowledgment by this acknowledgment, the writer would like to express the great gratitude to the almighty god because of his blessing this research can be completed. i nyoman abdi, se, m.ecom as director of director of politeknik negeri bali, who has given the researcher opportunity to gain knowledge at politeknik negeri bali. furthermore, ni nyoman sri astuti, sst.par.m.par and drs. dewa made suria antara, m.par as the advisor who have given direction, advices, guidelines, and supports throughout the completion of this study, and many gratitude to the management of intercontinental bali resort, especially sales and marketing department who have helped the researcher in the development of this thesis. the writer realize that this thesis is not perfect yet and aware that there are any deficiencies found on this thesis. therefore, on this occasion the researcher would like to apologize for the oversight and required some criticism and suggestion to make this thesis even better in the future. hopefully this research can be beneficial for all of us. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 89-96 96 references agag, g., & el-masry, a. a. (2016). understanding the determinants of hotel booking intentions and moderating role of habit. international journal of hospitality management, 54, 52-67. badan pusat statistik provinsi bali. (2019). number of nonclassified hotels and other accommodations in bali by regency/municipality and rooms group, 2000-2017. bali: badan pusat statistik. caliskan, s., kutlu, b., & kimiloglu, h. (2013). the contribution of online travel agencies to the profitability of hotels: case of turkey. interdisciplinary journal of research in business, 3(3), 8-18. dewi, n. m. n. c., aryana, i. n. r., ernawati, n. m., astuti, n. n. s., & suarta, i. k. (2018). contribution of reservation through travel agent to room occupancy at le grande bali. journal of applied sciences in travel and hospitality, 1(4), 324331. ekaningrum, y. (2016). manajemen hotel. surabaya: nsc press. elhaj, m. (2012). preferences for online vs. traditional travel reservation. asean journal on hospitality and tourism, 10(2), 100-109. julyanti, n. g. a. n. t., astawa, i. p., & nadra, n. m. (2018). e-commerce implementation model in increasing room occupancy at grand inna kuta hutal. journal of applied sciences in travel and hospitality, 1(3), 273-282. mahmudi. (2005). manajemen kinerja sektor publik. yogyakarta: upp amp ykpn. mc leod. (2007). sistem informasi management. bandung: lingga jaya. nugroho, a. (2006). e-commerce (memahami perdagangan modern di dunia maya). bandung: informatika. pratama, e. (2015). e-commerce e-business dan mobile commerce. bandung: informatika bandung. sugiyono. (2014). metode penelitian kuantitatif, kualitatif dan r&d. bandung: alfabeta. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 80 analysis of domestic tourist travel preferences post-covid-19 pandemic l.k. herindiyah kartika yuni1* diii tourism, stipar triatma jaya, indonesia1 kartika.yuni@triatma-mapindo.ac.id* abstract the purpose of this study was to reveal the travel preferences of domestic tourists post-covid-19 pandemics. data was collected through questionnaires using purposive random sampling. the respondents were 300 people ranged from 17 to 55 years old. besides surveys, data was obtained through literature studies. it is analyzed using quantitative descriptive analysis. the analysis of tourist characteristics showed most of the age group travel in postpandemic ranged from 26-45 years old. observed from gender, as much as 52.2% of female tourists were dominating this criterion. in education level, the majority are undergraduates (49.1%). based on region, majority of tourist come from bali (54 %). private employees dominate as much as 38.07%. the results showed that most respondents made regular trips 1 to 5 times a year (90.5%). they chose to travel immediately after the pandemic, which was between 1-3-month (35.7%). finances and travel costs were very important concerns for almost 71.3% of tourists. as much as 63.3% of tourist chose to travel with a partner and airplane were the main choice (71%). they prefer cheap homestays rather than expensive hotels (48.6%). the type of tourism chosen were dominated by nature tourism (58.7%). most tourists preferred to arrange their own trips than the other option (47.7%). it is expected that the results will become a consideration for tourism industry managers to determine the right products and services based on tourists’ preferences who will come in post-pandemic. keywords: preferences, domestic tourists, post-pandemic introduction observed from the development of indonesia's services balance, travel services have consistently shown positive contributions to this service with increasing value. in 2017, it was confirmed as much as usd 4.23 billion, which was higher than usd 3.64 billion in 2016. this is because the value of exports is greater than imports of travel services. exports of usd 12.52 billion and imports of usd 8.29 billion revealed that the revenue of travel services from foreign tourists to indonesia is greater than the excursions of indonesian tourists abroad. observed from the trend of service balance, the tourism service surplus has continued to increase over the past five years. based on the publications of bank indonesia, this growth was because of an increase in services related to personal, cultural, and recreational services. additionally, increase in the quality, quantity, and market expansion of passenger transportation services by resident business actors also effect this growth. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 81 the following is a table of visits by foreign tourists, earning foreign exchange and spending per person. table 1. foreign tourist visit, foreign exchange earnings and expenditure per person 2012-2017 year foreign tourist average length of stay (days) foreign exchange earning average expenditure per person total growth (%) total (million usd) growth (%) per day (usd) per visit (usd) 2012 8,004,462 5.16 7.7 9,121 6.62 147,22 1,134 2013 8,802,129 9.97 7.65 10,054 10.23 149,31 1,142 2014 9,435,411 7.19 7.66 11,166 11.06 154,42 1,183 2015 10,406,759 10.29 8.53 12,226 9.49 141,65 1,209 2016 12,023,971 15.54 8.39 12,440 1.75 131,64 1,104 2017 14,39,799 16.77 15,240 22.51 1,201 source: ministry of tourism, 2018 viewed from the expenditure structure, most of the expenditure spent on hotels and accommodation was (4%), followed by restaurants (20%), and domestic transportation (13%), while the other is for tourism services and souvenirs. the following is the data on domestic tourists which shows significant trend. it illustrated 250 million trips in 2013 which increased to 270 million in 2017. this was by reason of the development of the consumption pattern of the millennial generation desired to organize more travel than others, besides the effect of the improving economic conditions. in addition, the total expenditure was also increased from 177 trillion rupiah in 2013 to 253 trillion rupiah in 2017. source: ministry of tourism, bps, 2017 figure 1. number of trips and expenses of indonesian tourists 2013-2017 however, travel activities in indonesia, especially bali, must stop in 2020 because of covid-19 outbreak, which began spreading in indonesia since february 2020. it was 250,04 251,24 256,42 264,34 270,82 0 50 100 150 200 250 300 2013 2014 2015 2016 2017 chart title trips(million times) expenses file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 82 followed by a state ban for citizens to travel abroad, including bali. as a result of this, hotel occupancy decreased by 60 to 80%. the following is the data on foreign tourist visits to bali in 2020. source: central bureau of statistik, bali province, 2020 figure 1. number of trips and expenses of indonesian tourists 2013-2017 this condition results in the closure of thousands of hotels in indonesia, including bali and thousands of employees are put on furlough. the economy of the balinese people has been greatly affected including the consumption patterns. routines and expenses are selected for primary desires (the need for food and health products) compared to the need for extravagance chattels including travelling. in the tourism sector, the pathway to new normal is to prepare various aspects. in indonesia, it was declared by government based on the decree of the minister of home affairs no 440-840 2020 on 27th may 2020. it is concerning guidelines for the new normal order productive and safe from covid -19 for civil servant in the ministry of home affairs and regional governments. it arranges health services, outdoor activities, workplace, educational services, business trip, event, and public transportation. the context of tourism becomes quality for the environment and health. visitors will validate the condition of the tourism spot, whether there is already a systemized mitigation at the tourist spot, sop or system that limits visitors to tourist attractions, is the visitor's health guaranteed, will the visitors safety guaranteed etc. from this background, the author is interested in raising the issue of what are the travel preferences of domestic tourists in post-pandemic? this study aims to analyze the travel preferences of domestic tourists in post-pandemic. the theories that support this research are: 552,403 528,883 363,937 0 200 400 600 dec-19 jan-20 feb-20 number of visit number of visit file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 83 tourist motivation this research used theory proposed by ryan (1991) regarding factors driving a person to travel. this theory was chosen because the option of tourism activities determined by tourist motivation. it explained the tourist’s drive which influence the types of tourism facilities, types of activities, cost, companion and transportation. various factors driving a person to travel according to ryan (1991) explained as follows: 1. escape. the desire to escape from an environment that feels mind-numbing, or boredom from daily work. 2. relaxation. the desire for nourishment, which is also related to the motivation to escape above 3. play. the desire to relish the joy through innumerable games which are the reappearance of childishness, and desire to disengage from glitches. 4. strengthening family bond. the desire to strengthen kinship, especially in the context of visiting friends and relatives. usually this tour is done together (group) 5. prestige. the desire to show prestige by visiting a destination that shows class and lifestyle which is an encouragement to increase status or social standing 6. social interaction. the desire to comprise in social interactions with colleagues or with the local communities. 7. romance. the desire to meet people who can provide a romantic atmosphere or to fulfill sexual desires 8. educational opportunities. the desire to perceive something new, study other people, other areas or to know other ethnic cultures. this is the dominant drive in tourism. 9. self-fulfillment. the desire to replicate on ourselves because self-examination can usually be found when we experience new atmosphere. 10. wish-fulfillment. the desire to realize dreams by savings money with the intention of travelling. this is very clear in the religious journey as part of a strong desire or impulse from within. preference according to kotler (2000) consumer preferences indicate consumer preferences from a wide selection of existing service products. preference is a fondness (inclination of the heart) to something. preference is also defined as the choice of whether someone likes or dislikes a product. meanwhile, according to indarto (2011) consumer preferences are defined as subjective (individual) tastes, as measured by utility from various goods. various attributes such as quality, price, promotion, and packaging attached to the product can affect consumer preferences. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 84 research method the object of this research is people planned a tour regardless of their travel history. data were collected using survey. research instruments used was questionnaires. in addition, this research also collects data through literature study using literature or documents published by other parties. respondents are individuals who answered a questionnaire consisting of three hundred respondents collected within a period of three months (may july 2020). the sampling technique used was purposive random sampling. it is a sampling technique with certain considerations to achieve data which can represent the population (sugiyono, 2010). this study consisted of quantitative and qualitative data. quantitative data is data in form of tourist visits to certain region in indonesia, meanwhile, qualitative data is in form of descriptions or information regarding the conditions of tourism in bali and other area in indonesia. this research used primary data, obtained through the results of distributing questionnaires to respondents spread across several regions in indonesia, namely east java, west java, dki jakarta, kalimantan, sulawesi, papua, east nusa tenggara and west nusa tenggara. meanwhile, secondary data was the data used and published by non-processing organizations (sangaji and sopiah, 2010), including data from the central bureau of statistics, the tourism office, and the results of previous studies. the data analysis applied was quantitative descriptive analysis, which is done by classifying a variable data based on their respective groups. results and discussion the characteristics of domestic tourists who became respondents were observed from their age, gender, occupation/type of work and area of origin. from table 2 can be concluded that most of the age group decided to travel after the pandemic were the majority of 26-45 age group. it was supported by ryan and huyton (2000) which found that in nothern australia age influenced preference. younger age tends to be more adventurous. in terms of gender, domestic tourists are dominated by female tourists at 52.2% compared to male tourists who are only 47.8%. in the level of education, most of the population who travel is the bachelor's degree (49.1%). this can be the basis for preparing appropriate information services according to the level of education of tourists, including tour guides who have competencies in accordance with the level of tourist education. in region of origin, the majority group originates from the bali (54%). most domestic tourists who will carry out their travels come from private workers at 38.07%. thus, the management of tourist destinations needs to pay attention to the forms of tourist activities that become interest to workers and students. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 85 table 2. socio-demographic characteristics of domestic tourists no. respondent profile category percentage % 1 age group 17-25 years 26 36 years 37 45 years ➢ 45 years 28.6 8.8 15.17.5 2 gender male female 47.8 52.2 3 education level high school diploma bachelor masters doctoral 7.0 29.0 49.1 12.1 2.8 4 area of origin bali east java central java west java dki jakarta sumatra sulawesi kalimantan ntt ntb papua 54.0 6.7 3.0 4.7 4.7 2.0 2.0 5.0 9.0 4.0 4.7 5 occupation /types of work students civil servants private employees entrepreneur etc 26.6 3,2 38.7 29.9 1.6 source: analysis results, 2020 the table below are the results of the discussion regarding the preferences of domestic tourists in traveling seen from various indicator: they are trip intensity, destination, cost consideration and trip arrangement. table 3. trips intensity no trips’ frequency percentage 1 1-5 times 90.6 % 2 6-10 times 4.7 % 3 more than 10 times 4.7 % most of the respondents made regular trips 1 to 5 times a year, namely 90.5%. this shows that most respondents have quite high habits, needs and intensity to travel within one year. table 4. destination no area/region percentage 1 bali 41 %) 2 java 17% 3 sumatra 2.8% 4 kalimantan 3% 5 ntb 4.7% 6 ntt 21% file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 86 from this table, bali is the most planned place to be visited in the new normal era, which is 41 percent. people tend to stay within their countries for travel. people are more likely to stay within their countries on vacation travel, and larger families with young children are particularly likely to travel short distances. thus, a country's tourism industry would do well to aggressively market tourism products to retain citizens of its own country (lamondia, 2010). table 5. cost consideration no indicator percentage 1 very important 71.3% 2 important 26% 3 less important 2.7% financial considerations and travel costs are high priority concern for almost all tourists. this is evidenced with as much as 71.3% still realize price as the main consideration in postpandemic travel. this is supported by truonga and shimizu (2017) which revealed that cost is a major consideration determining the demand for a destination. table 6. trip arrangement no indicator percentage 1 companion: alone couple family/relatives social community 11.75% 63.3% 22% 3 % 2 mode of transportation: personal vehicle travel transportation plane 15% 14 % 71% 3 accommodation cheap homestay 3 stars hotel 4 stars hotel 5 stars hotel 48.6% 31.9 % 15.2% 4.3% 4 tour types nature tourism adventure tourism marine tourism shopping tourism pilgrimage tourism 58.7 % 13.7 % 11.2 % 9.1% 7.3 % 5 source of purchase packages / types of tours online travel agent offline travel agent self -arranged travel 21.9% 30.4 % 47.7 % as much as 63.3% of tourists preferred to travel with a partner (husband / wife / girlfriend). 71 % of people prefer to choose airplanes for transportation. in general, a tourist file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 87 destination’s accessibility can also be improved by developing the transportation, infrastructure network or by improving connectivity between the network and tourist facilities. for example, the distance from a tourist’s place of origin to the desired destination can be diminished by adding a direct link between the two locations within the transportation network. (truonga and shimizu, 2017). in terms of accommodation, cheap homestays are the main choice, namely 48.6%. in terms of tourism activity, 58.7% chose natural tourism such as enjoying the beauty of nature, the sea, mountains, and activities in the open air. this is conformable with the research of lamondia (2010) which revealed that many travelers look forward to visiting national parks and nature reserves on holiday. as a result, these travelers are significantly more likely to travel to countries that have large land areas. most of the tourists choose to arrange their own trips including tickets, accommodation, restaurants, and transportation services in the tourist destination (47.7%). conclusions from the results and discussion in the previous chapter, there are some conclusions drawn regarding the preferences of indonesian tourists in post-pandemic tourism. most of the respondents travel regularly 1 to 5 times a year, namely 90.5%. tourist thinks that finances and travel costs are very important concerns for almost all tourists where 71.3% still consider price as a major consideration in post-pandemic travel. in term of companion, as much as 63.3% of tourists chose to travel with a partner and they preferred to use airplanes for the best transportation (71%). in terms of accommodation, cheap homestays are the main choice, namely 48.6%. tourist preferred to conduct their travel in open air. this was shown in high figure namely 58.7% of tourist choose natural tourism such as enjoying the beauty of nature, the sea, mountains, and outdoor activities. in the arrangement, as much as 47.7% of tourists choose to arrange their own trips, including tickets, accommodation, restaurants, and transportation services in tourist destinations. it can be suggested that this research can be a reference for tourism industry managers to anticipate the arrival of tourists in post pandemic and become a reference in an effort to meet the needs of tourists according to tourist preferences, in particular preparing the type of accommodation, the type of tourist favored, and the appropriate price. acknowledgment i thank the almighty god because of his blessing i can finish this research on time. i would like to express my appreciation to my colleague at stipar triatma jaya for their file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 80-88 88 valuable and constructive suggestions during the planning and development of this research. finally, i wish to thank my family for their support and encouragement. references badan pusat statistik provinsi bali. (2020). data kunjungan wisatawan mancanegara ke bali pada tahun 2020. bali: bps. indarto, r. p. (2011). analisis preferensi konsumen terhadap bundling kartu gsm dengan smartphone. indonesia: tesis universitas udayana. kementerian pariwisata dan ekonomi kreatif. (2016). laporan kinerja kementerian pariwisata tahun 2016. jakarta pusat: kementerian pariwisata dan ekonomi kreatif 2016. kotler, p. (2000). manajemen pemasaran. jakarta: prehalindo. lamondia, f., snell, t., & bhat, c. r. (2010). travel behaviour and value analysis in the context of vacation destination and travel mode choice. texas: european union case study university of texas at austin. ryan, c. (1991). recreational tourism: a social science perspective. london: routledge. ryan, c., & huyton, j. (2000). who is interested in aboriginal tourism in the northern territory, australia? a cluster analysis. journal of sustainable tourism, 8(1), 53-88. sangadji, e. m., & sopiah. (2010). metodologi penelitian. yogyakarta: andi. sugianto, s., sendra, i. m., & negara, i. m. k. (2018). preferensi wisatawan cina terhadap cultural tourism di bali. jurnal ipta (industri perjalanan wisata), 6(2), 115-123. sugiyono. (2010). metode penelitian kuantitatif, kualitatif dan r & d. bandung: alfabeta. truong, v. n., & tetsuo, s. (2017). the effect of transportation on tourism promotion: literature review on application of the computable general equilibrium (cge) model. japan: tokyo metropolitan university. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 41 grand inna kuta’s afternoon tea sales marketing strategy to increase chinese market putu elita rembulan1*, i ketut astawa2, i ketut budarma3 tourism business management, politeknik negeri bali, indonesia1,2,3 moekare80@yahoo.com 1* abstract: this study discusses the strengths and weaknesses of the strategic marketing mix owned by the grand inna kuta hotel, bali. the data collection technique used was purposive sampling. data collection was carried out by observation, interview, documentation study, and distributing questionnaires with a total number of 14 respondents consisting of relevant departments of the sales and marketing department and the food & beverage department. the analysis technique used in this study is the swot analysis technique (strength, weakness, opportunity, and threat). in the results of the study there were 9 internal indicators that became strengths, and 7 internal indicators that became weaknesses. there are 3 external indicators that become opportunities, and 3 external indicators that pose a threat. in the swot matrix analysis technique, there are 2 strategies for maximizing strength and opportunity, namely providing attractive prices and adding new menu variants, 3 strategies to maximize strength to minimize obstacles that consist of replacing furniture with new ones, adding music to restaurants, and presenting products creatively, 2 strategies to maximize opportunities by minimizing weaknesses are by paying attention to where the products are presented and adding special items, and 2 strategies to minimize threats and weaknesses such as giving special prices for booking groups. keywords: marketing mix strategy, afternoon tea, swot analysis, china market introduction there are variant visitors coming from different countries visiting bali every year with different purposes and expectation. grand inna kuta is known as one of accommodations in kuta area that offers the best location which is right on the beach. the hotel itself has a direct access to the beach just by passing its day beach club. besides friendly hospitality, guests choose this hotel for its location which has much to offer within walking distance for example shopping malls, convenience stores, spas, cafés, etc. grand inna kuta begins to attract more chinese guests to stay due to the increasing numbers of its visitors every year to bali. numbers of china guests who come to grand inna kuta hit a quite huge numbers for the half quarter of the year and have entered top 10 markets this year. china is an original producer of tea and is renowned for its skills in planting and making tea. tea drinking is known to be a part of chinese culture and the file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 42 custom has spread over to europe as well as other regions. the promotion of tea has been one of china’s principal contributions to the world (top china travel, 2004, p.1). one of the customs involved in drinking tea is to knock on the table as a sign of thanks to the person serving the tea. the habit originated from qianlong, an emperor who ruled from 1711-1799 and continued the tea-drinking tradition, making it a key part of his regimen. it is important to use the right tea wares so that the precious tea does not go to waste. a lot to consider prior to hold a tea-drinking party which are: location, the number of drinkers and the variety of tea. usually the tea-drinking ceremony is set up like a performance, with the server making gracious hand movements to prepare and brew the tea before serving it. each tea has a different brewing method. some teas are brewed in a pot over a fire, while others are brewed in the glass. drinking tea also gives benefits for health, which were discovered during the tang dynasty, which said “tea cures every disease”. tea is rich in important substances such as the catech in antioxidant and polyphenols, which help to fight free radicals and are 40-100 times stronger than vitamin c. in china, brewed tea leaf is used as a traditional medicine to cure wounds. other benefits include the ability to control bacteria such as salmonella in cases of diarrhea, help people to lose weight, prevent cancer and promote inner peace (tanjung, 2016). usually, hotels in kuta would offer spa package including high tea or afternoon tea. grand inna kuta has been offering afternoon tea package intensely starting this year. grand inna kuta has been introducing the new afternoon tea package through sales-call (offline), inviting chinese travel agents over as well as social media platform to spread the information towards all the followers. research method the research used 7p marketing mix strategy consisting of product, place, price, promotion, people, physical evidence, and process. data collection was carried out by observation, interview, documentation study, and distributing questionnaires with a total number of 14 respondents consisting of relevant departments of the sales and marketing department and the food & beverage department. the analysis technique used in this study is the swot analysis technique (strength, weakness, opportunity, and threat). there are adjustments to the marketing mix, where the producer adjusts the marketing mix elements for each target market. the variables in this marketing mix can be used effectively when arranged in accordance with the circumstances and situations that are being experienced in a company. it can be concluded that the understanding of marketing mix is the factors that are mastered and can be used by marketing managers to influence consumer purchasing decisions. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 43 it is known that there are 5 (five) external factors that influence the pricing. the five external factors are economic conditions, supply and demand, demand elasticity, competition and government control. these five external factors indirectly affect the pricing but are still taken into consideration. the method used to determine the sample is called purposive sampling technique where a group of people is selected based on their job descriptions who are having influences in afternoon tea product. the samples for this research are director of sales marketing, f&b manager, executive chef, marcom, and sales executive. the data analysis technique that is used for this research are descriptive analysis and swot analysis. data analysis is needed to analyze the marketing mix strategy to increase afternoon tea sales at grand inna kuta. the data collection is using model of matric analysis efas (external factor analysis summary) and matric analysis ifas (internal factor analysis summary) in order to identify strength, weakness, opportunity and threat which analyze the influence of external and internal factors to create strategy to increase afternoon tea sales at grand inna kuta. results and discussion when a company starts or creates something new, there is going to be a method of how to spread the awareness of the said invention. going global and digitally as of today, it is very simple and easy to blast a new information towards people from all over the world. by only one click, thousands of people will be reached just in one second. before having to promote or advertise the product, the company should have had the material first. in this case, marketing team needs to have the visual of the product in order to sell or promote it to the outside world. marketing team along with f&b team need to make the product presentable and attractive enough to catch people’s attention by just one glance. once the material is done, marketing will take a lot of photos from every angle for future usage. there are some steps to be taken to introduce afternoon tea to in house guests and attract chinese guests to stay which is explained as follows: 1. creating a poster or tent card once the photos have been taken, graphic design will start to work on the design of the poster. the design needs to as attractive as possible. design will affect people’ decision to buy a product. the posters then will be spread within hotel area for example in the guest lifts or announcement board for guests only. the information will be visible for in house guests and this is one of ways to inform in house guests that the hotel has something new. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 44 2. making a video nowadays people tend to find videos more attractive than images since video is basically a moving image that tells stories. marketing team will shoot a video which is made as attractive as possible. once the video is ready, there is a tv in each guest room. the video can be played in every tv at the hotel on the default channel. this will gain more exposure from in house guests moreover they will know that hotel has a new product. if the video is attractive enough, guests would love to pay more only to taste how the food is. to gain attention from chinese guests, the videos can be shared on youtube, a video platform that has an average millions of views in a day. with correct title and hashtag, the video will be visible and this will also regain more recognition from people who are watching it. 3. social media platform this is one of the most platform people love to operate on their phones. these platforms can be useful for business purpose for example facebook and instagram. the posters or the video can be uploaded into these platforms and promote option is there to choose. by setting the target and the duration of the promotion, this will help to increase the unique numbers of visitors or viewers. the target can be set into china area or any other areas that are targeted for the afternoon tea. the video can be shared on youtube as well. 4. mailchimp mailchimp is one of marketing tools to help hotel to boost up any promotion which in this case is afternoon tea. any images and videos, they can be uploaded into the platform and just by one click, all the promotion will be sent to the database. therefore, before using mailchimp, the company needs to list the database first. the database can be divided by country therefore it will be very helpful especially for marketing purpose. to find out the right strategy at grand inna kuta, authors use swot analysis techniques. table 1 and table 2 shows the internal and external variables: table 1. external variable and indicator variable indicator economic condition 1. influencing bidding price supply and demand 1. price setting according to the requests elasticity of demand 1. behavior of the agents competition 1. good pricing compared to competitors 2. competitor’s location government 1. government regulations source: research result 2019 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 45 table 2. internal variable and indicator variable indicator product 1. product variety 2. product quality 3. product display promotion 1. ad attractiveness 2. competitors publicity price 1. discount 2. payment method variety place 1. accessibility 2. visibility 3. parking lot 4. expansion people 1. service 2. product knowledge process 1. quality determination physical evidence 1. layout 2. lighting 3. furnishing 4. atmosphere source: research result 2019 after both internal and external indicators have been determined for each variable, now it comes to determine the rating and weight for every variable. the method used to get the numbers is by spreading questionnaire to related people in departments involved in this afternoon tea project. after processing all the data and numbers gathered from the questionnaire, the average of all internal indicators that determine strength and weakness is on 3.20 points therefore should the rating be more than 3.20, the internal indicator is expected to be the strength while lower than 3.20, the internal indicator is the weakness. table 3. classified internal indicator no internal indicator rating weight description 1 selection of menu 3.64 0.07 strength 2 taste of food 3.43 0.06 strength 3 presentation 2.93 0.07 weakness 4 design of the flyer 3.43 0.06 strength 5 discount 3.07 0.04 strength 6 methods of payment 2.93 0.06 weakness 7 the location of hotel 3.93 0.07 strength 8 accessibility 3.86 0.06 strength 9 sufficient parking lot 3.29 0.06 strength 10 hospitality of staff 3.50 0.07 strength 11 product knowledge 3.29 0.06 strength file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 46 12 quality determination 3.21 0.07 strength 13 restaurant layout 2.79 0.06 weakness 14 sufficient lighting 2.57 0.06 weakness 15 restaurant furniture 2.57 0.06 weakness 16 ambiance 2.79 0.06 weakness source: research result 2019 opportunities and threats are determined by the average rating of external indicator which is on 3.06. external indicator scores higher than 3.06 is expected to be opportunities while lower than that is threats. table 4. classified external indicator no eternal indicator rating weight description 1 global economy condition 2.93 0.16 threat 2 price setting according to requests 3.21 0.19 opportunity 3 behavior of the agents 3.07 0.16 opportunity 4 pricing compared to competitors 3.29 0.18 opportunity 5 competitor's location 2.86 0.16 threat 6 government's regulation in regards to halal food 3.00 0.15 threat source : research result 2019 table 5 showing the score is determined by rating times weight on internal indicators. once the score has been obtained from each variable, it will be summed up at the end which gets the total of 3.22 point. to analyze the influence of external factors in order to create best strategy to increase afternoon tea sales at grand inna kuta, this is the summary of every rating and weight for external indicators that are descripted as opportunities or threats. table 5. ifas matrix internal strategic factor rating weight score strength selection of menu 3.64 0.07 0.26 taste of food 3.43 0.06 0.22 design of the flyer 3.43 0.06 0.22 the location of hotel 3.93 0.07 0.28 accessibility 3.86 0.06 0.24 sufficient parking lot 3.29 0.06 0.20 hospitality of staff 3.50 0.07 0.23 product knowledge 3.29 0.06 0.21 discount 3.07 0.04 0.14 quality determination 3.21 0.07 0.21 weakness presentation 2.93 0.07 0.19 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 47 methods of payment 2.93 0.06 0.16 restaurant layout 2.79 0.06 0.16 sufficient lighting 2.57 0.06 0.15 restaurant furniture 2.57 0.06 0.16 ambiance 2.79 0.06 0.18 total 3.22 source : research result 2019 table 6 showing the score is determined by rating times weight on external indicators. once the score has been obtained from each variable, it will be summed up at the end which gets the total of 3.07 point. table 6. efas matrix external strategic factor rating weight score opportunity price setting according to requests 3.21 0.19 0.61 behavior of the agents 3.07 0.16 0.50 pricing compared to competitors 3.29 0.18 0.59 threat global economy condition 2.93 0.16 0.48 competitor's location 2.86 0.16 0.45 government's regulation in regards to halal food 3.00 0.15 0.44 total 3.07 source : research result 2019 ie matrix is used to find out the current business position of the company. the scores from internal and external help to identify where the position of the company currently is. the horizontal line shows the external factor and the vertical line shows the internal factor. from table 6, the current position of the company is in growth stage. to focus more on how presentable the product is as well as how decent the facilities where the product is served, will help the company grow significantly. source: research result 2019 figure 1. ie matrix file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 48 after learning how the position of the business is currently doing, creating a possible strategy that might be applied by the company is the next step. swot matrix is a tool that is used to create the strategy by analyzing the internal and external factors. table 7. swot matrix ifas/efas strengths (s) weakness (w) 1. selection of menu 1. presentation 3. design of the flyer 3. methods of payment 4. the location of hotel 4. restaurant layout 5. accessibility 5. sufficient lighting 6. sufficient parking lot 6. restaurant furniture 7. hospitality of staff 7. ambiance 8. product knowledge 9. quality determination 10. discount opportunities (o) so strategies wo strategies 1. price setting according to requests 1. attractive price 1. replacing furniture 2. behavior of the agents 2. adding more menu 2. more background music 3. pricing compared to competitors 3. giving discount 3. creative presentation threats (t) st strategies wt strategies 1. global economy condition 1. special items 1. group booking special price 2. competitor's location 2. location of the service 2. redesigning the layout 3. government's regulation in regards to halal food 1. attractive price setting prices to be more attractive especially to china agents who have possibilities to bring more china guests to the hotel. not to set up the price too high since agents can observe and one day they can jump from place to place. if the agents ask for lower price, this is possible as long as there is an adjustment between the price and cost of the menu. giving discount to the agents who bring huge numbers of group regularly for the afternoon tea. 2. adding more menu not all people are fond of the same menu over and over again. in this case, hotel can add more menu to attract existing guests even new customers. create menu that meets everyone’s taste not only for china guests. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 49 3. replacing furniture changing the old furniture to the new ones help to create more comfortable feeling when having the food. replacing cutleries and glasses to the new ones so guests can enjoy the menu and eat with joy. 4. more background music adding some relaxation music as background music upon guests’ arrival would have made them feel calm and relax. 5. creative presentation searching for more reference on the internet of what the recent trends are for afternoon tea’s presentation which can be applied at the company. creative presentation can awe the guests and help to expose it through their social media. 6. special items for bulk booking, some gifts should be given to them as small tokens from the management. one or two items should be added into the menu especially for group booking. 7. location of the service serving at the restaurant where it has the best view in this case the one that has a direct view to the beautiful beach. move up to the side of the pool where sun lounges are available to be used during the day. having the afternoon tea while swimming is something millennial would be up to do these days. 8. group booking special price to gain their loyalties, the company can set a new pricing for agents who bring more groups in which the menu should be balanced.not only giving the agents special price, but also add more benefits where it could be the longer usage of sun lounges by the pool or more selection of the drinks. 9. redesigning layout repainting the wall to give a new vibe at the restaurant. repositioning the tables and chairs to give a new atmosphere for return guests. conclusions according to the discussion, the author can conclude two conlusion are to introduce the product to in house guests can be done by 4 steps which are creating poster or tent card, making a video, through social media platforms, and mailchimp. using ie matrix help the author to find out the current position of grand inna kuta. from the ie matrix, the position of grand inna kuta is in column i which is “growth”. there is several marketing strategy that file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 41-50 50 can be implemented in accordance to the 7p. they are product, price, promotion, place, process, people, physical (evidence). acknowledgement on this occasion the author expressed her gratitude to the director of politeknik negeri bali (pnb) and provide the facilities to study at politeknik negeri bali. thank you to all supporters of this research, especially to drs. i ketut astawa, mm and dr. i ketut budarma, m.par. mmthrl. who have provided a lot of input and direction for this research. thank you to grand inna kuta team who always support author to finish this research. references abdel-basset, m., mai, m., & smarandache, f. (2018). an extension of neutrosophic ahp– swot analysis for strategic planning and decision-making. symmetry, 10(4), 116. collins, m., & parsa h. g. (2006). pricing strategies to maximize revenues in the lodging industry. international journal of hospitality management, 25(1), 91-107. jumiati, & humaidi, m. (2019). analisis swot dalam implentasi promotional mix dodol produksi ibu mita di desa kapuh kandangan. jurnal ilmiah ekonomi bisnis, 5(1). noviana, b. i. (2013). pengaruh service marketing mix terhadap kepuasan konsumen hotel amaris surabaya. jurnal hospitality dan manajemen jasa, 1(2), 472-482. olifia, n. w. m. j., & ida i. d. r. m. (2019). strategi bauran pemasaran (marketing mix) dalam menarik mintat pelanggan umah hoshi villa di desa sebatu, kecamatan tegallalang. jurnal ilmiah manajemen & bisnis, 3(1), 25-34. yüksel, i̇., & dagdeviren, m. (2007). using the analytic network process (anp) in a swot analysis–a case study for a textile firm. information sciences, 177(16), 3364-3382. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 116 marketing strategy in enhancing competitive advantage at mercure chamonix center hotel, france kadek sandita nugraha1*, ni nyoman sri astuti2, ni luh eka armoni3 politeknik negeri bali, indonesia1,2,3 kadeksandita@gmail.com1* abstract the purpose of research was to develop a marketing strategy that can be applied to mercure chamonix centre hotel, france in enhancing the competitive advantage. this research is qualitative research through direct observation, interviews, and the study of literature. data analysis performed by internal external factors, ie matrix analysis, swot analysis and qspm. the result of analysis showed the position of mercure chamonix centre hotel, france in ie matrix is in the fifth cell with the total weight score for internal factor is 2.989 and the external factor with the score of 2.856. the position is on growth (concentration through horizontal integration) or stability (there is no change). in swot matrix, it can be defined to 5 strategies: so (1. add products, especially foods according to the origin of guest 2. improving promotion techniques), wo (adjust prices with competitors on similar products according to the perception of guest through social media), st (increase promotion by adding media channels) and wt (improve employee performance on all lines through regular training).qspm analysis shows that the strategy should be prioritized: (1) so1 with the total tas 6.61: (2) so2 with the total tas 5.73; (3) st1 with the total tas 4.26; (4) wo1 with the total tas 4.60; (5) with the total tas 4.20. based on qspm analysis it can be suggested the appropriate new marketing strategy for mercure chamonix centre hotel is add products, especially foods according to the origin of guest. keywords: marketing strategy, marketing mix, competitive advantage introduction hotels achieve and maintain competitive advantage and have great attention to competitive perspective (porter, 1985 in zhou, brown and dave, 2009) and the resourcebased view (rbv) (zhou, brown, and dave, 2009). in enhancing the competitive advantage, the marketer has to maintain its marketing. marketing is a tool to meet customer satisfaction as well as to get profits for the company. besides that, marketing plays a big role in creating customer values and managing profitable customer relationships or in other words as marketing is tool to satisfy customer needs (kotler, et al. 2015). marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (wilkie, 2007) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 117 this is in agreement with kotler's (2012) opinion that marketing must be able to change the image of unpopular products and try to smooth out irregular demand. marketing is managing profitable customer relationships to create value for the customer and capture value from customers in return (kotler and keller, 2003). in the marketing process, the customer must get value and the company must get the value from the customer in the form of profit (chumaidiyah, 2014) because marketing is increasing woven into the fabric of every part of the business (west, ford, and ibrahim, 2015). by maintain the marketing of the company can maintain the strategy of marketing. marketing strategy is a marketing activity that combines all elements of the marketing mix so that the company's internal and external environment becomes harmonious (kotler, et al. 2015). marketing strategy is a combination of product, price, distribution, and promotion that is most suitable for certain customer groups (peter, olson and grunet, 1999). with a marketing strategy, the company can create customer value and achieve profitable customer relationships (kotler, et al. 2015: 70) and achieve company goals (varadarajan, 2015). through marketing strategies, the company can adjust to market needs and requirements. marketing mix 4 ps (product, place, price, and promotion) has grown to 7 ps with the addition of 3 ps namely people, process and physical evidence and even 10 ps is relevant to hotel service companies, tourism organizations, and other travel-related companies (bojanic, 2016). the marketing mix element as an internal capability is an important factor resource to influence competitive advantage (kotler, et. al. 2015). salman, et. al. (2017) have conducted research and developed a new marketing model and the marketing mix component. salman model uses the total of 12 p with 9 p’s for internal environment (product, price, place, promotion, people, process, policy, physical evidence, programming) and 6 ps for external environment (promotion, perception, people, policy, partnership, purse string). the marketing mix model by salman (2017) can applied in tourism industry to gain the competitive advantage. competitive advantage is the company's position in a market that is superior to competitors from the company's ability to utilize internal strengths and respond to external environmental opportunities while avoiding external threats and internal weaknesses (porter, 1985). the relationship between marketing mix and competitive advantage if the company can do something that cannot be done by a competitor it can be said as a competitive advantage. to develop strategies, strength, weakness, opportunities and threats (swot) analysis can be used as a tool to analyse the strategic position of the business and its environment in order to create a business model of the company (lupu et. al, 2016; piercy & giles,1989; ayub, et. al, 2013). to analyse the external environment, a company or organization must be able to identify all the opportunities and threats that potentially interfere with the company or organization (rangkuti, 2018). but it still needs more analysing to define the appropriate file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 118 strategy can be applied in the company by combining swot and quantitative strategic planning matrix (qspm) (david, david & david, 2009). in a total of 23 four-star hotel, the rating of mercure chamonix centre hotel 82 (excellent). among the excellent rating, mercure chamonix centre hotel is in the number 11 from 15 fours-star hotel (luxury hotels guides, 2019). when viewed from its position mercure chamonix centre hotel needs to make breakthroughs and innovations to have a competitive advantage or be superior to its competitors. to win the competitiveness mercure chamonix centre hotel have to evaluate its strategy. based on the background described above, the research questions are: what are the internal and external factors affecting mercure chamonix centre hotel in enhancing the competitive advantage and what is the appropriate new marketing strategy that can be applied at mercure chamonix centre hotel in gaining competitive advantage. research method the study was conducted at mercure chamonix center hotel located in the city of chamonix, precisely 39 rue des allobroges, 74400 chamonix-mont-blanc. this research is qualitative with the company's internal and external factor of the marketing mix model by salman (2017) as follows: (1) internal environment factor of 9 ps are: programming, physical evidence, policy, process, people, promotions, price, place, and product; (2) external environment factor of 6 ps are: purse string, partnership, policy, people, perception, promotion. data collection was carried out on all hotel managers at the mercure chamonix center hotel through interviews and questionnaires. the analysis phase used swot and qspm. results and discussion internal factor analysis the ife matrix is used to find out the influence the mercure chamonix center hotel internal factors have. internal environment analysis is done through identifying the hotel's internal factors to determine the strengths and weaknesses of the mercure chamonix centre hotel. after it is identified the next step is giving weight and rating for each variable, then re analysis has been conducted after the ife matrix to give a more details and clear result. the ife matrix is to base on result of weight and rating using matrix ife, the result of matrix ife can be seen in table 1. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 119 table 1. internal factor analysis summary (ifas) no strengths weight rating score 1 the product is designed the market offering and its quality control 0.117 3.5 0.403 2 product and service available conveniently located 0.117 3.4 0.392 3 implies an environment that facilities transaction or effect the expectation and those are ambient conditions, special layout, signs, and symbols 0.114 3.2 0.363 4 rules and procedures mechanism and flow of activities by which services are delivered to the customers suit to the procedure standard 0.111 3.1 0.342 5 technique by promoting products and services where customers can enjoy stop marvelous rewards provide by the ‘bonus point’ program 0.114 3.0 0.341 6 create message, choose media (communication) channels 0.114 3.0 0.341 7 internal rules and regulation support the company 0.108 2.6 0.284 total 0.793 2.467 weaknesses weight rating score 1 the cost of the product and service to be sold affordable prices 0.102 2.5 0.255 2 all personal in the service process was on one side can employees and on other service, consumers are coproducers and another consumer as people who can influence the overall perception 0.105 2.5 0.267 total 0.207 0.522 total weight x score for the internal factors 1.000 2.989 table 1 showed that the calculation results of total weights and rating for the internal factors is 2.989, above the average or in a very strong position of the overall strategic position in an effort to utilize its strengths and cover its weaknesses. external factors analysis matrix external factor analysis summary (efas). after calculating the weight and rating then the next step is scoring each indicator to determine the total score. the efe matrix is used to find out how much influence the mercure chamonix center hotel external factors have. the total value weighted in this matrix is the sum of the total multiplications of weights and ratings of each external strategic factor. in table 2 can be seen that the results of multiplication of weights and rating for the external factors is 2.847, which is above the average of the overall strategies used. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 120 table 2. external factor analysis summary (efas) no opportunities weight rating score 1 stakeholder and the customer who is served daily support the company 0.174 3.3 0.574 2 it is a cognitive or knowing process through which persons make interpretations of the stimulus or situation they are faced with 0.179 3.2 0.573 3 the people who can help and support the company 0.159 2.9 0.461 4 external rules and regulation of the government support the company 0.174 2.8 0.487 total 0.686 2.095 threats weight rating score 6 media channel used for promotion 0.159 2.4 0.382 7 the funding source easy to get 0.154 2.4 0.370 total 0.313 0.751 total weight x score for the internal factors 1.000 2.847 the position of mercure chamonix centre hotel internal – external matrix the average value of ife is 2,986 and the average efe is 2.847. this value shows the position of quadrant v which shows the strategy needed for the company today is hold and maintain strategy. ie matrix can be seen in figure 1. figure 1. the position of mercure chamonix centre hotel in internal – external matrix as shown in figure 1, it can be analyzed the position of mercure chamonix centre hotel is in the v cell that indicate the position base on ifas and efas matrix is in the growth strategy. i growth (concentration through vertical integration) ii growth (concentration through horizontal integration) iii retrenchment turnaround iv stability wary v growth (concentration through horizontal integration) stability vi retrenchment captive company or divestment vii growth (concentric diversification) viii growth (conglomerate diversification) ix retrenchment (bankrupt or liquidation) average weak strong 1.0 2.0 3.0 4.0 total score of ifas a v e ra g e w e a k s tr o n g t o ta l s c o re o f e f a s 3.0 2.0 1.0 2.989 2 .8 4 7 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 121 expansion of the target market that is controlled by the mercure chamonix center hotel thus maximizing its marketing. for summer is more controlled asian especially china it can be expanded with other asian countries such as japan thailand vietnam. winter is more dominated by people who wish to ski, they mostly come from us, uk, switzerland, germany and it can be expended to other country such as: italy, spain, mexico, colombia, argentine. the position of mercure chamonix centre hotel in swot matrix the swot matrix produces several alternative strategies obtained from internal and external variables in accordance with the position of mercure chamonix centre hotel, france in the ie matrix, which is grow and build strategies as shown in table 3. table 3. swot matrix of mercure chamonix centre ifas efas strengths (s) s1, s2, s3, s4, s5 weaknesses (w) w1, w2 opportunities (o) o1, o2, o3, o4 strategi so add products, especially foods according to the origin of guest. improving promotion techniques strategi wo adjust prices with competitors on similar products according to the perception of guest through social media. threats (t) t1, t2 strategi st increase promotion by adding media channels. strategi wt improve employee performance on all lines through regular training the alternative strategies generated from the analysis of swot analysis, while taking into account the vision, mission, goals, and objectives of mercure chamonix centre hotel are as follows: 1. add product, especially food according to the origin of guest. this strategy has a goal for guest who do not like european food, especially french food. they can choose the food they normally consume. this is usually intended for individuals because it is easier to manage, whereas for groups it is more difficult to manage if you have different choices. with products from the origin of guests, they will feel more comfortable at least with food that can satisfy them. 2. improving the promotion technique, choosing media channels, and creating new product variations. improve techniques in promotion, by designing more attractive than before so that it can attract more guests than before. 3. increase promotion by adding media channels. add other media to expand the promotional area, france areas that may come to visit chamonix but have not gotten information or areas outside of france. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 122 4. adjust prices with competitors on similar products according to the perception of guest through social media. this strategy aims to make guest have the perception of hotel products at least have the same quality as competitors. 5. improve employee performance on all lines through regular training. by providing training, especially service, employee performance will increase significantly. training will improve skills in service and also when dealing with guests. their experience will increase and they will be trained to deal with a problem. the appropriate new marketing strategy that can be applied at mercure chamonix center hotel in gaining competitive advantage based on data processed it can be summarized the result of the qspm as shown in table 4. table 4. alternative strategy strategy code strategy tas so1 add products, especially foods according to the origin of guest 6.61 so2 improving the promotion technique, choosing media channels, and creating new product variations. 5.73 st1 increase promotion by adding media channels 4.26 wo1 adjust prices with competitors on similar products according to the perception of guest through social media 4.60 wt1 improve employee performance on all lines through regular training 4.20 table 4 showed the result of qspm analysis it can be defined to 5 strategies: 1) add products, especially foods according to the origin of guest with the highest total attraction score (tas) 6.61; 2) improving promotion techniques with the total attraction score 5.73; 3) adjust prices with competitors on similar products according to the perception of guest through social media with the total attraction score 4.60; 4) adjust prices with competitors on similar products according to the perception of guest through social media. the total attraction score 4.60; and 5) improve employee performance on all lines through regular training with the total attraction score 4.26. based on the analyzes has been done in the qspm matrix, it can be discussed the appropriate new marketing strategy of mercure chamonix centre hotel is adding products, especially foods according to the origin of guest. with the highest score of tas 6.61. it is predicted the new marketing strategy can be enhancing the competitive advantage. conclusions based on the discussion, it can be concluded that the internal and external factor it can be seen the position of mercure chamonix centre hotel, france in ie matrix is in the fifth cell with the total weight score for internal factor is 2.989 and the external factor with the score of file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 116-124 123 2.856. the position is on growth (concentration through horizontal integration) or stability (there is no change). in swot matrix, it can be defined to 5 strategies: so (1. add products, especially foods according to the origin of guest 2. improving promotion techniques), wo (adjust prices with competitors on similar products according to the perception of guests through social media), st (increase promotion by adding media channels) and wt (improve employee performance on all lines through regular training). the alternative and the appropriate new marketing strategy that can be applied at mercure chamonix center hotel in gaining competitive advantage is a strategy to improve and add menu variants according to guest problems so that it can enhance competitiveness advantages considering that 30 percent of the number of guests is non-european. acknowledgment the writer delighted to express the gratitude to the director of politeknik negeri bali, head of tourism department, the head of tourism department politeknik negeri bali for supporting facilities in accomplishing the research. the highest appreciation to ni nyoman sri astuti, s.st par, m.par, and ni luh eka armoni, se., m.par and management of mercure chamonix centre hotel, france for the guidance and supporting data 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(2009). market orientation, competitive advantage, and performance: a demand-based perspective. journal of business research, 62(11), 10631070. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 https://www.luxuryhotelsguides.com/?ufi=1418045&gclid=eaiaiqobchmizrt2voo45wivg4-pch1h0qrqeamyasaaegk5o_d_bwe https://www.luxuryhotelsguides.com/?ufi=1418045&gclid=eaiaiqobchmizrt2voo45wivg4-pch1h0qrqeamyasaaegk5o_d_bwe journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 51 analysis of receptionist service quality on guest satisfaction at harper kuta hotel a.a. kompiang trijaya putra1*, ni nyoman sri astuti2, ni ketut bagiastuti3, tourism business management, politeknik negeri bali, indonesia1,2,3 gungtrijay4@gmail.com1* abstract this research is based on the importance of the role of the receptionist as a brand image of a hotel in terms of first impressions and final impressions for guests who stay overnight. services provided to guests are expected to be able to meet expectations or even exceed them. this research is intended to measure and analyze the quality of receptionist services to guest satisfaction at harper kuta hotel, using servqual method to check the gap both partially and simultaneously. by using servqual which is used as 16 indicators x, against the overall of guest satisfaction, customer loyalty. the average expectation of respondents is 3.60 is higher than the average of perception in 3.52, means that the service quality is not meet the expectation from customers. respondents were determined by random sampling method and with the method of determining the number of samples using the slovin method, the number of respondents was 99 respondents. the data analysis technique used is validity test, reliability test, servqual method and data processing using spss 25 software to analyze multiple linear regression. based on the results of data processing obtained 3 positive indicators, namely the infrastructure supporting the receptionist is adequate, the receptionist provides services professionally, the receptionist provides general information correctly and updates. while other variables produce negative gaps that have an adverse effect. keywords: service, guest satisfaction, receptionist, service quality introduction harper hotel is one of the 4 star hotels located in legian kuta bali. the facilities offered are restaurants and bars, swimming pools, spas, and meeting rooms that are expected to meet satisfaction for guests who stay overnight. a strategic location and supported by good service will be able to make guests satisfied. the characteristics of tourists visited kuta beach are visited by foreign guests ranging in age from 21 to 25 years and get students and are dominant from australia. it is said that the characteristics of guests visiting kuta beach are tourists with intermediate categories, who tend to seek accommodation at medium prices (juniawan et al. 2017). various types of accommodation are available in tourist areas, in badung alone, it has 443 approved hotels with a 1 to 5-star classification, with rooms reaching 58,694 rooms based on bps publication, bali province in figures 2018. the front office is said to be the spearhead in interacting with guests at the hotel, in its role to give guests the first and last impressions. reception is one part that is in the front file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 52 90,848 86,519 87,802 82,108 89,355 2014 2015 2016 2017 2018 t o t a l years total persons stayed office department, the person is called the receptionist. the receptionist has an important role in the hotel, namely handling registration upon arrival, giving servants from before arrival, during the stay, when checking out, and also connecting incoming or outgoing telephone properly (handayani et al., 2018). while the other stated the receptionist is part of the department the front office has the duty and responsibility to welcome guests to hotel guests, it is very important to create a good impression when coming and waiting (patriani. 2018). so it is very important for the receptionist and all hotel components to provide the maximum possible service to achieve satisfaction from all guests who stay overnight. the following is the data on the number of guests staying at the harper kuta hotel in 2014– 2018 in figure 1. source: harper kuta, 2019 figure 1. number of guests staying at harper kuta period 2014 – 2018 service is an activity offered to consumers or customers who are served, which are intangible and cannot be owned (prakoso, 2017: 17) if the services provided are in accordance with the expectations of guests, guests will feel satisfied. however, if the service provided is not as expected, namely when guests are handled by incompetent employees, late service, feel uncomfortable because employees are not polite and unfriendly, dissatisfaction will give different reactions, one of which is canceling orders and consumers will share his frustration on social media. on average a guest recommends a few friends if the waiter he can satisfy. service quality is the difference between the expectations and realities of the customers for the service they receive. service quality can be known by comparing customer perceptions of the services they actually receive with the actual service they expect. service quality is the main thing that needs to be taken seriously by companies that involve their own resources (lupiyoadi, 2006: 161). service quality elements such as reliability, responsiveness, assurance, empathy and tangibles (tangible evidence) are coordinated and interacted to get file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 53 guest satisfaction. satisfaction is a feeling of pleasure or disappointment that arises from comparing perceptions of performance (or results) of a product with expectations that are owned. if performance fails to meet expectations, customers will be disappointed. if performance equals expectations, customers will be satisfied. if performance exceeds expectations, customers will be very satisfied or fascinated (budi, 2013: 74). customers satisfaction is really a focus point in the hospitality industry like hotel, because customers satisfaction will gave an impact into guest loyalty and affected the image of the hotel, from the online reviews. research method harper kuta is at the heart of legian, located on jalan legian no. 73, kuta 80361, bali, only 20 minutes from the airport and 15 minutes from kuta beach on foot, with a website at www.harperhotels.com, telephone number +62 361 846 9869 and email address kutainfo@harperhotels.com. harper kuta is under the auspices of archipelago international. harper kuta has a modern concept but with rural appeal. harper kuta offers a luxurious stay with a classy lifestyle but still preserves the warm touches of the countryside that are especially present in bali which can be seen from the design of the room, interior design, and the surrounding environment. harper kuta consists of 149 rooms, and is supported by various other supporting facilities, such as high-speed wifi, adult and children's swimming pools, rustik bistro and bar for restaurants, the spa, and 2 meeting rooms (the meeting room and sky meeting room ), and supported by adequate parking. 149 the rooms at harper kuta are divided into 5 categories, namely, superior rooms, deluxe rooms, deluxe pool access rooms, family suite rooms, and harper suite rooms. so there are a total of 16 variables that have been prepared based on 5 dimensions of service quality, namely tangible, reliability, responsiveness, assurance, and empathy, while there are 2 questions to measure how the overall guest satisfaction level towards the service provided by the receptionist and the second question aims to measure how guest loyalty at harper kuta. in this study questionnaires were used using a likert scale, with the following conditions for the scale used in guests' perceptions. very bad, bad, neutral, good, and very good, whereas the one used on expectations is not very importance, not importance, neutral, importance, very importance. the data sources used in this study are from primary data, sugiyono (2017: 456), primary data is data that directly provides data to data collectors. primary data in this study is data from the distribution of questionnaires to customers in this case guests who have stayed at harper kuta hotel. secondary data secondary data sources are sources that do not directly provide data to data collectors, for example through other file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 54 people or documents (sugiyono, 2017: 456). secondary data in this study is data on tourist visits to bali, and the organizational structure and job desk of the existing section at the harper kuta hotel front office department. the sampling technique used in this study is the probability sampling technique. sugiyono (2018: 140) probability sampling is a sampling technique that provides equal opportunities for each member (member) of the population to be chosen as a member of the sample. sampling method use is slovin technique, as reference, the number of guests staying in 2018 is 89,355 people with an average of 7,446 people per month. the number of samples or sample size (sample size) is determined by slovin formula as follows: 𝑛 = 𝑁 1 + 𝑁𝑒2 𝑛 = 𝑁 1 + 𝑁𝑒2 = 7.446 1 + (7.446) (0.10%)2 = 7.446 75,46 = 98,67 = 99 𝑟𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡 results and discussion before collecting data using questionnaire, first steps is to conduct validity test and reliability test to the instruments. the standard validity test r table ≥0.3 (greater or equal to 3). based on the results of data processing with spss 25, the following results are obtained which have been compared directly with r (pearson product-moment), like on the table 2. the result is clear that all the variable is valid, cause the counted r is higher than 3. the result of validity test all of the independent variable x1 until x16 the counted “r” is higher that “r” table, it’s mean all research instrument are valid. then after doing validity test to the instrument that will used for this study, i going to continue to check using reliability test. it will used same software spss 25. this reliability test aims to measure the extent to which the questionnaire made can be trusted as a data measuring device. if the instrument is used several times to measure the same object will produce the same data. like present on the table 1, this test standard is cronbach's alpha 0.977 or if it is concentrated to 97.70%, which when used the criteria nunnally (1960) cronbach's alpha obtained is at least 60%. so it can be said that the questions in the questioned questionnaire are reliable. table 1. reliability test reliability statistics cronbach's alpha cronbach's alpha based on standardized items n of items 0.977 0.977 16 source: data proceed, 2019 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 55 then we continue about the characteristics of respondents based on the results of the questionnaire obtained. as can be seen from the appendix, in the questionnaire there are general questions that can be used to map respondents. these questions include citizenship, destination when staying, how many times have you stayed at harper kuta and the length of stay. all the results of the distribution of respondents' data will be presented with a graph to facilitate the reading of the data, overall the number of respondents is 99 respondents. first about nationality like on figure 2. source: data proceed, 2019 figure 2. the results of the distribution of respondents' data. by citizenship, the respondents who visited harper kuta the most were respondents who were australian citizens with a percentage of 22.22% or as many as 22 respondents. furthermore, for the second position, the highest number of respondents is indonesia with 21 respondents and in the third position, india with 13 respondents. based on the objectives of the respondents coming and staying at haper kuta, the author's group into 3 categories, namely for vacation, business, and others. based on figure 2, the distribution can be seen, 74.70% of respondents want to take a vacation, 21.20% others, and 4.10% aim for business. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 56 source: data proceed, 2019 figure 3. purpose of visit whereas if based on the number of respondent visits to harper kuta, it was found that 80.80% of respondents were the first times visiting harper kuta, then 12.10% of respondents in the second visits and the remaining 7.10% of respondents had already more than 2 visits and stay at harper kuta. source: data proceed, 2019 figure 4. number of visit the length of stay of respondents according to the diagram above can be seen as many as 45.50% of respondents stayed more than 2 nights, while respondents who stayed overnight there were 33.30% of respondents, and the remaining 21.20% of respondents stayed just 2 nights. in general, the characteristics of the respondents in this study were the guests of the harper kuta hotel, which had a majority stay of more than 2 nights. source: data proceed, 2019 figure 5. period of stay file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 57 after collected data using questionnaire the total of respondent and calculated the average of each variable as on table 2. table 2. average servqual data source: data proceed, 2019 the result considered from table 2, there are 13 variables are below of customers expectation, means that guest didn’t satisfied yet with the services provided by receptionist at harper kuta. the 13 variables that still below guest expectation is variable x1, x2, x6, x7, x8, x9, x10, x11, x12, x13, x14, x15 and x16. while the other 3 variables are met and exceed guest expectation are x3, x4, and x5, those are the good and can be maintain by the harper kuta while improving the other variables that still below from guest expectation. those variabel description expectation average perception average gap x1 front desk and lobby area are clean and tidy 3.58 3.48 -0.09 x2 receptionist are in well groomed 3.59 3.56 -0.03 x3 front desk is equipped with proper infrastructure to support the receptionist ex. pc, key encoder, edc machine, stationary 3.47 3.55 0.07 x4 receptionist deliver a professional service 3.57 3.64 0.07 x5 receptionist can provide a correct and update general information 3.61 3.63 0.02 x6 receptionist can provide a correct hotel information 3.59 3.53 -0.06 x7 receptionist deliver correct and accountable bill or receipt 3.58 3.42 -0.15 x8 receptionist are ready to serve guest 3.63 3.44 -0.18 x9 receptionist are ready to handle guest requisition 3.65 3.48 -0.16 x10 receptionist can deliver a quick service to guest 3.61 3.30 -0.30 x11 receptionist has consistency give a honest polite and courteous service 3.60 3.46 -0.13 x12 receptionist can give a right and proper service or answer to guest 3.58 3.48 -0.09 x13 receptionist can make guest feel save during handling a transaction 3.62 3.56 -0.06 x14 receptionist can keep guest privacy if needed 3.67 3.60 -0.07 x15 receptionist give full attention during interaction with guest 3.62 3.56 -0.06 x16 receptionist can feel and understand guest 3.66 3.57 -0.09 y1 overall guest satisfactions against service from receptionist 3.52 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 58 are variable that higher than guest expectations is front desk is equipped with proper infrastructure to support the receptionist ex. pc, key encoder, edc machine, stationary, receptionist deliver a professional service, and receptionist can provide a correct and update general information the dependent variable of this research is the overall guest satisfaction or variable y against service from receptionist the result of the average is 3.52 from 4.00, hence mean customers or 99 respondents are satisfied enough for services that given by receptionist. although in the table found that mostly the independent variable or x are below from respondents expectation. based on the results of the y variable average, the overall guest satisfaction against service from reception is 3.52, which means it's good enough. simultaneous as for all variables x gives effect to the y variable, evidenced by the results of the data output with spss 25 through the f test below. table 3. effect of variable x simultaneously on overall guest satisfaction anovaa model sum of squares df mean square f sig. 1 regression 40.001 16 2.500 5.849 .000b residual 34.621 81 0.427 total 74.622 97 a. dependent variable: overall guest satisfactions against service from receptionist b. predictors: (constant), receptionist can feel and understand guest,receptionist deliver a professional service,receptionist can deliver a quick service to guest ,front desk and lobby area are clean and tidy,receptionist can make guest feel save during handling a transaction, receptionist are ready to serve guest ,front desk is equipped with proper infrastructure to support the receptionist ex. pc, key encoder, edc machine, stationary,receptionist can provide a correct hotel information ,receptionist has consistency give a honest polite and courteous service,receptionist are in well groomed,receptionist can give a right and proper service or answer to guest, receptionist are ready to handle guest requisition,receptionist can provide a correct and update general information, receptionist can keep guest privacy if needed, receptionist give full attention during interaction with guest,receptionist deliver correct and accountable bill or receipt. source: data proceed, 2019 the results show that together or simultaneously all variables x have an influence on the variable y or the satisfaction of the respondents as a whole on the service provided by the receptionist, this can be seen from sig. or significance whose value is smaller than 0.1. based on the description on the independent variable, the dominant influence is how respondents evaluate the receptionist who is able to understand and understand the guest, how the respondent's assessment of the receptionist who provides professional training and the speed file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 59 of the receptionist in providing services are the three main variables that influence guest satisfaction simultaneously. by using the ratio of f count and f table, the results are 5,849 > 1,542, so that overall the variable x gives an influence on the variable y, or the service provided by the receptionist influences the satisfaction of the respondents. furthermore, the results of data processing will be displayed, the effect of the overall variable x on loyalty rather than guests/respondents, in the context of staying back to the harper kuta hotel. the influence can be seen from sig. or its significance is smaller than 0.1. whereas if using a comparison between f count and f table, which is 7.643> 1.542, so it can be said that the whole variable x gives effect to variable y2, or the service provided by the receptionist influences guest loyalty. the influence given is greater to y2 compared to y1, which can be seen from the f calculated obtained greater value. table 5. the effect of variable x simultaneously on respondent loyalty anovaa model sum of squares df mean square f sig. 1 regression 48.075 16 3.005 7.643 .000b residual 31.843 81 0.393 total 79.918 97 a. dependent variable: respondent loyality b. predictors: (constant), receptionist can feel and understand guest, receptionist deliver a professional service, receptionist can deliver a quick service to guest ,front desk and lobby area are clean and tidy, receptionist can make guest feel save during handling a transaction, receptionist are ready to serve guest ,front desk is equipped with proper infrastructure to support the receptionist ex. pc, key encoder, edc machine, stationary, receptionist can provide a correct hotel information ,receptionist has consistency give a honest polite and courteous service, receptionist are in well groomed, receptionist can give a right and proper service or answer to guest, receptionist are ready to handle guest requisition, receptionist can provide a correct and update general information, receptionist can keep guest privacy if needed, receptionist give full attention during interaction with guest, receptionist deliver correct and accountable bill or receipt. source: data proceed, 2019 conclusions based on result of data analysis, can be concluded that mostly services given by receptionist are below expectations from respondent. negative gap are comes from front desk and lobby area are clean and tidy receptionist are in well groomed, receptionist can provide a correct hotel information, receptionist deliver correct and accountable bill or receipt, receptionist are ready to serve guest, receptionist are ready to handle guest requisition, receptionist can deliver a quick service to guest, receptionist has consistency give a honest file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 51-60 60 polite and courteous service, receptionist can give a right and proper service or answer to guest receptionist can make guest feel save during handling a transaction, receptionist can keep guest privacy if needed, receptionist give full attention during interaction with guest, receptionist can feel and understand guest. while the positive gap comes from front desk is equipped with proper infrastructure to support the receptionist ex. pc, key encoder, edc machine, stationary, receptionist deliver a professional service, receptionist can provide a correct and update general information acknowledgement by this acknowledgment, the writer would like to express the great gratitude to the almighty god/ida sang hyang widhi wasa because of his blessing this research can be finished inappropriate. i nyoman abdi, se, m.ecom as director of bali state polytechnic who has given the writer a chance to study at bali state polytechnic. furthermore, ibu ni nyoman sri astuti, sst.par.,m.par and ibu ni ketut bagiastuti, sh.,m.h as the advisor for the valuable guidance and motivation and many gratitude to the management of hotel harper kuta, especially front office department for the kind support and cooperation. the writer realizes that there are many limitations on this thesis in spite of the effort to make it as comprehensive as the sources available. since there is much space for error, the writer would like to be grateful if the readers would give the writer any corrections, comments, or critics for improving the report in the future. references budi, a. p. (2013). manajemen marketing perhotelan. cv. andi offset. handayani, s. (2018). the analysis of receptionist service quality to increase guest satisfaction at bali rani hotel kuta. jasth, 1(2). juniawan, i. m., et. al. (2017). karakteristik dan persepsi kenyamanan wisatwan mancanegara di pantai kuta bali. jurnal ipta, 5(1). patriani, n. k. t. (2018). analisis tingkat kepuasan wisatawan terhadap pelayanan resepsionis di hotel grand inna kuta. jasth, 1(3). 228-236. patriani, n. k. t., et. al. (2018). the analysis of receptionist service quality for the tourists’ satisfaction at the grand inna hotel kuta. jasth, 1(3). 228-236. prakoso, p.a. (2017). front office praktis administrasi dan prosedur kerja. gava media. sugiyono. (2017). metode penelitian kuantitatif, kualitatif dan r&d. alfabeta. sugiyono. (2018). metode penelitian kuantitatif, kualitatif dan r&d. alfabeta. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 71 analysis of marketing mix strategies in increasing room revenue on grand inna kuta bali nyoman bibit bintang bithara 1*, i ketut astawa2, nyoman rajin aryana3, made ruki4 tourism department, politeknik negeri bali, indonesia1,2,3,4 gobitstalker99@gmail.com1* abstract this study discusses strategies in increasing revenue at grand inna kuta with marketing mix. the purpose of this study was to analyze the strengths and weaknesses of the marketing strategies adopted by grand inna kuta. the number of respondents used was 16 respondents, with a purposive sampling data collection technique. the method of primary data collection with a focus group discussion (fgd) method by involving several people from sales and marketing at grand inna kuta. the analysis technique used is the swot analysis technique (strengths, weaknesses, opportunities, and threats). the results showed that 7 internal indicators that become strengths, and 4 internal indicators that become weaknesses. on the other hand, there are 3 external indicators that are opportunities, and there are 3 external indicators that threats. in the swot matrix analysis technique, there are 2 strategies were obtained to maximize strength and opportunity there are intensify the promotion to government market, and intensify the room packages based on the current season. two strategies to maximize strengths to minimize threats which are adjust the room price to make it lower, and focus on the current target market. two strategies to maximize opportunities by minimizing weaknesses which are rejuvenate or repair the room ambiance, and technology for paying method. four strategies to minimize challenges and weaknesses contains of increase evaluating of the staff to work by giving rewards, train more about the skill quality for the staff, create support package, and make a promotion on airline. keywords: marketing mix, sales and marketing, swot analysis, room revenue introduction grand inna kuta is one of the four-star resorts located in kuta, badung, bali. grand inna kuta has a variety of facilities that support the resort's operations, including: roof top, side bar pool, ground swimming pool, business center, spa and massage, and meeting rooms. with the concept of a city hotel and supporting facilities, grand inna kuta is expected to attract potential customers to stay overnight. the highest room occupancy happened in october 2018 which increase 2.76% from the last year in the same month and the lowest room occupancy happened in march 2017 that only have 70.74% room occupancy, this was decreasing from march 2016 that have 75.52% room occupancy. in 2018, the room file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 72 occupancy is increasing very well, most of the months have their room occupancy increasing. in general, grand inna kuta has a good performance to maintain or increase their room occupancy. grand inna kuta has potential and attractive assets for prospective customers where there are 322 rooms consisting of 3 categories, namely: superior room, deluxe room and, suite room. with the hotel assets owned, the sales and marketing department of grand inna kuta seeks to achieve company goals and win business competition in the hospitality industry by implementing a marketing mix strategy. marketing mix are elements of a company organization that can controlled by the company in communicating with guests and to satisfy the guests (zeithaml and bitner, 2008: 48) while (sayeed, 2013) the 7p marketing mix is incorporated in a modern marketing system, i.e. product, price, place, promotion, people, physical evidence, and process. definition of products according to kotler (2009) is everything that can offered to the market to get attention, bought used, or consumed which can satisfy desires or needs. according to kotler and keller which is translated by bob sabran (2009: 67), price is one element marketing mix that produces income other elements produce cost. kotler (2000: 96), in sukotjo and radix, (2010) stated that channels distribution consists of a set of institutions that are do all activities (functions) which used to distribute products and owner status from producer to consumer. according to tjiptono (2008: 79) suggested that promotion is one of the determinants of success a marketing program to provide information about the existence of a product. according to (grewal and levy, 2010) in martjiono (2016) people who interact directly with consumers in providing services, is an important part of building loyalty. according to (kotle r and armstrong, 2012) physical evidence is the environment, color, layout, and facilities additional. according to assauri (2012: 118) people show the role of employees and customers in the marketing exchange process poor design processes will lead to slow and ineffective service delivery; waste time and disappointing experiences. the average revenue target of the rooms set by the management of grand inna kuta is rp. 90,806,785,000 with the realization of rp. 76,174,189,598, so that a difference of rp. 14,632,595,402, in units of a percentage of 16.06 percent lower than the target that has been set. based on the description above, it is assumed that the marketing mix strategy implemented by grand inna kuta has not been optimal for attracting overnight guests and resulted in the target of room sales not being reached. based on that condition grand inna kuta needs analyzing marketing strategy which will influence the room revenue by considering to internal factor as strengths and weaknesses and considering to external factor as opportunities and threats that make researcher is interested to conduct a research entitles “analysis of marketing mix strategies in increasing room revenue on grand inna kuta, bali”. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 73 research method this research is done at grand inna kuta in the form of hotel that is located in jalan pantai kuta br. pande mas no.1, kuta, badung. research object of this research are internal indicator and external indicator of marketing mix strategy by sales and marketing department. the method of determining the sample used in this study was purposive sampling, which is a sampling method that is determined by using certain criteria by researchers. respondent in this research is the parties that know the detail information that related to this research and to fulfill some criteria such as: 1) knowing the standard of pricing in order to determine the room price, 2) having an ability to change the room price at anytime the data collection technique that is being used during this research is by making direct observations on the object to be studied and recording the data needed in this study. interview is frequent interviews too referred to as interviews or oral questionnaires, is a dialogue conducted by interviewer to obtain information from interviews (suharsini (2006) in suharsono (2019)). interview is used by the researcher to dig some information that could help the researcher to get the data, documentation study is collecting a number of documents needed as material data information in accordance with research problems, such as maps, statistical data, number and names of employees, student data, population data; graphics, pictures, letters, photos, certificates, etc. andriyani (2017) said questionnaire is written set of items used to measure the construct that has been determined and through certain compilation procedures, and focus group discussion focus group discussion will held by doing gathering discussion consist of management in sales and marketing at grand inna kuta and sales executive. data analysis technique that is being used during this research are descriptive analysis and swot analysis. those technique will be used to determine the alternative strategy that can be implemented to increase the room revenue. the position of the marketing mix will be shown after analyzing the indicator for each element include internal and external variable. based on analysis of total score of internal and external factor by using model of internal external (ie) matrix. results and discussion the strengths and weakness determine by the average of all internal indicators rating which is on (3.17). the number sourced from summarize all of internal indicator rating divided by number of internal indicators. the internal indicator rating that is more than 3.17 is expected to become the strength, and the internal indicator rating that is less than 3.17 is expected to become the weakness. subsequent to summarize the weight and rating for every internal file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 74 indicator that belongs to strength or weakness, author continues to sort out the (ifas matrix) internal indicator internal strategic factor analysis summary matrix that can be seen from table 1. table 1. ifas matrix internal strategic factor weight rating score strength: 1. variety of room packages 2. suitable price 3. affordable price 4. the location of hotel 5. transportation for guest to access the hotel 6. personal selling by sales department 7. sales promotion to attract customer 8. hospitality of the staff 0.07 0.09 0.09 0.09 0.08 0.08 0.08 0.09 3.29 3.24 3.29 3.65 3.18 3.24 3.41 3.18 0.23 0.29 0.30 0.33 0.25 0.26 0.27 0.29 weakness: 1. variety of room category 2. product knowledge of staff 3. ambiance of rooms 4. payment method 0.08 0.09 0.08 0.08 3.06 2.88 2.65 2.82 0.24 0.26 0.21 0.23 total 3.16 (source: processed data, 2020) opportunities and threats are determined the average rating of external indicator (2.91). the number sourced from summarize all of external indicator rating divided by number of external indicators. the external indicator rating that is more than 2.91 is expected to become the opportunity, and the internal indicator rating that is less than 2.91 is expected to become the threat. subsequent to summarize the weight and rating for every external indicator that belongs to opportunities or threats, author continues to sort out the (efas matrix) external indicator external strategic factor analysis summary matrix that can be seen from table 2 below. table 2. efas matrix external strategic factor weight rating score opportunities: 1. the commission for government officials is restricted by the law 2. season condition 3. government policy for tourist 0.16 0.18 0.17 3.12 3.12 2.94 0.50 0.56 0.50 threats: 1. global economy condition 2. expand the target market through the overseas 3. flight ticket price 0.16 0.16 0.17 2.88 2.76 2.65 0.46 0.44 0.45 total 2.91 (source: processed data, 2020) ie matrix is used to find out the current business position. by knowing the internal and external score, the author be able to know on what the current business position. the vertical file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 75 line is identified as final internal score, and the horizontal line is identified as final external score. the meeting point between those 2 lines, is interpreted as the current business position. the current business position can be seen from figure 1 below: (source: data processed, 2020) figure 1. internal and external matrix (ie matrix) table 3. swot matrix ifas efas strengths (s) 1. variety of room packages 2. suitable price 3. affordable price 4. the location of hotel 5. transportation for guest to access the hotel 6. personal selling by sales department 7. hospitality of staff weakness (w) 1. variety of room category 2. product knowledge of staff 3. ambiance of rooms 4. payment method opportunities (t) 1. the commission for government officials is restricted by the law 2. season condition 3. government policy for tourist so strategies 1. intensify the promotion to government market 2. intensify the room packages based on the current season wo strategies 1. rejuvenate, or repair the room ambiance 2. technology for paying method threats (t) 1. global economy condition 2. expand the target market through the overseas 3. flight ticket price st strategies 1. adjust the room price to make it lower 2. focus on the current target market wt strategies 1. increase the evaluating of the staff to work by giving rewards 2. train more about the skill quality for the staff 3. create support package 4. make a promotion on airlines (source: data processed, 2020) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 76 there are 10 alternative strategies that can be implanted by management of grand inna kuta in order to increase the room revenue by using swot matrix. the swot matrix tool is used to create the strategy by analyzing the internal and external factor. the strategy for grand inna kuta based on ifas and efas matrix can be seen in table 3. intensify the promotion to government market doing sales call to jakarta region or similar to jakarta that becomes the central government that creating sales call activity becomes more efficient, and make more relation through the government officials to penetrate the government market and able to give a chance to stay at grand inna kuta intensify the room packages based on the current season enriching the room packages with the current season atmosphere. by presenting the atmosphere of chinese new year. this may be adjusted with the current or trending season atmosphere that happened present. adjust the room price to make it lower doing analyze the flight ticket price by contacting through the airlines official to know the current price from the other state or region to get to bali. when the flight ticket price is higher than usual, it is recommended to make the room price a little bit lower, and when facing the global economy condition, where certain part of the world experience the inflation, and would like to do travel to bali, it is suggested the turn the room price lower to gain or attract the customer that experience the inflation on their country can do travel. focus on the current market doing market penetration on the current target market at grand inna kuta. it is not necessary to expand the target market and, by doing the sales call through travel agent to talk about inquiry that is available. moreover, to maintain the friendship. rejuvenate or repair the room ambiance making one standard that shows the cleanliness of the room as a reference that this room ambiance must be followed by other room. at the end, the customer will have the same perception about the room cleanliness, and by checking the room ambiance to make sure everything is well prepared to sell it to customer. technology for paying method updating or upgrading the technology for paying method, it is necessary to follow the current era, because whatever is popular in the society, the company must be able to follow it. increase the evaluating of the staff to work by giving rewards giving rewards for the outstanding staff as a form of appreciation to the best staff in the company, you can provide bonuses or incentives that are worth the achievements. this file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 77 method will boost the enthusiasm of other staffs to make the best achievement for the company, and by knowing the weakness and strength for every staff in the department as one staff compared to the other staff will not the same. the staffs have their own characteristic, in order to optimize the work performance, the leader of the department has to know the weakness and the strength of their subordinate. moreover, it will maintain the friendship among the staff and the leader in the department. train more about the skill quality of the staff giving training to the staff regularly and periodically. sometimes do the same work every day to make the staff become bored and bored. by doing so, it will increase and maintain the staff knowledge about the skill that will be needed to communicate with people around that comes from overseas. moreover, it may maintain the friendship among the staff and the leader of the department. create support package creating a new support or additional package for people who wants to stay at grand inna kuta. the support package exists to muffle the variety of room category by giving the tourist with certain activity that is include with the support package. meanwhile, the price for the package will be higher compared with room only but the package price will be much cheaper if the tourist reserve it separately. make a promotion on airlines one of the obstacles for tourist that love travelling is the flight ticket price. by making a contact through several airlines domestic or international may promote the hotel when the flight ticket price is increasing, this can be done by doing agreement contract rate with the airlines. conclusions by analyzing the internal indicator and external indicator through ifas and efas matrix, it was found out the current position of the company is on the cell number 4 where the business is growing and developing. the main strategies are market penetration, focus on the current market, and product development. there were also two strategies given to maximize the strength and opportunity which intensifies the promotion to government market, and also the room packages based on the current season, two strategies to maximize the strengths in order to eliminate threats which is adjust the room price to make it lower, and focus on the current target market. two strategies to maximize the opportunities to eliminate the weaknesses contain of rejuvenating or repairing the room ambiance, and technology for paying method, and 4 strategies to minimize weaknesses and threats contain of increasing the evaluating of file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 78 the staff to work by giving rewards, training more about the skill quality for the staff, creating support package, and making a promotion on airline. by analyzing the marketing mix internal indicator in order the find out the weakness and the strength of grand inna kuta, it is found out that the price, place, and promotion is the strength that currently grand inna kuta possesses. by developing the other elements, it is expected to turn the weakness into the strength of the company. acknowledgment on this occasion the author expressed his gratitude to the director of politeknik negeri bali (pnb) and chairperson of pnb to give an opportunity and provide the facilities to the author to study at politeknik negeri bali. thank you and highest appreciation to all supporters of this research, especially to dra. i ketut astawa, mm and i nyoman rajin aryana, s.pd., m.hum. who have provided a lot of input and direction of this research. thanks to grand inna kuta team who always support author to finish this research and give many knowledges during the on the job training. references andriyani, a. a. i. (2017). pemberdayaan masyarakat melalui pengembangan desa wisata dan implikasinya terhadap ketahanan sosial budaya wilayah (studi di desa wisata penglipuran bali). jurnal ketahanan nasional, 23(1), 1-16. assauri, s. (2012). strategic marketing: sustaining lifetime customer value. yogyakarta: pt. raja grafindo persada. sabran, b. (2009). manajemen pemasaran，edisi ketiga belas jilid 1 (philip kotler & kevin lane keller). jakarta: erlangga. fandy, t. (2008). strategi pemasaran, edisi kedua, cetakan ketujuh. jakarta: andi offset. grewal, d., krishnan, r., levy, m., & munger, j. (2010). retail success and key drivers in retailing in the 21st century. usa: springerlink. kotler, p. (2009). manajemen pemasaran. jakarta: erlangga. kotler, p., & armstrong, g. (2012). principles of marketing. england: pearson education limited. kotler p., & keller. (2007). manajemen pemasaran: analisis, perencanaan, implementasi dan pengendalian, edisi pertama. jakarta: salemba empat. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 71-79 79 martjiono, r., santoso, s. p., aprillia, a., & remiasa, m. (2016). analisa pengaruh bauran pemasaran (7p) terhadap keputusan pembelian di rumah makan kakkk, ayam geprek!!!. jurnal hospitality dan manajemen jasa, 4(2), 484-494. sayeed, m. r. g, mansoori, m. s., & jaybhaye, r. g. (2013). swot analysis of tandooreh national park (ne iran) for sustainable ecotourism. proceedings of the international academy of ecology and environmental sciences, 3(4), 296-305. noviana, b. i. (2013). pengaruh service marketing mix terhadap kepuasan konsumen hotel amaris surabaya. jurnal hospitality dan manajemen jasa, 1(2), 472-482. radix a., sumanto, & sukotjo, h. 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(2007). learning to do qualitative data analysis: an observational study of doctoral work. qualitative health research, 17(10), 1442-1452. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 35-41 doi: http://dx.doi.org/10.31940/jasth.v4i1.1931 url: http://ojs.pnb.ac.id/index.php/jasth 35 developing front office service as benchmarking at discovery kartika plaza hotel luh putu ayunita kartini 1*, ni nyoman triyuni 2, nyoman mastiani nadra 3 1,2,3 tourism business management, politeknik negeri bali, indonesia *corresponding author: eayunitakartinii@gmail.com abstract: the purpose of this research is to know the implementation of service attributes and the benchmark of front office department at discovery kartika plaza hotel to develop the services quality in front office department. the method of the data collection applied for this research are participant observation, interview, questionnaire, guests comment and documentation. this research used 30 respondents of front office staffs and the data was analyzed qualitative descriptively. the result of the study identified that, the implementation of service attributes in all sections in front office department is very good and all sections have score more than 4,0. the benchmark is guest service agent with average score 4.95 or 20.89%. the lowest section is telephone operator with average score 4.43 or 18.69% because during working not care with sop, not implement the service attribute so well, and the staffs have less knowledge on it. the front office department should do the improvement and development on the service quality and the attitude of the staff. as the benchmark, the gust service agent has done many ways to improve the service quality. the best way to improve the service quality, the hotel can use the benchmark as the standard to find the best strategy and technic how to improve and develop the service quality of the front office department at discovery kartika plaza hotel. the guest service agent as the benchmark in front office department should be maintain their service as standard of the other sections to develop the service quality in the front office department at discovery kartika plaza hotel. keywords: front office, service attributes, benchmarking history article: submitted 11 july 2020 | revised 22 january 2021 | accepted 12 february 2021 how to cite: ayunita, l. p. k., triyuni, n. n., & nadra, n. m. (2021). developing front office service as benchmarking at discovery kartika plaza hotel. journal of applied sciences in travel and hospitality, 4(1), 35–41. introduction based on the last five-years data of tourism department of bali province (2019), the development of accommodation in bali especially star hotel is increasing every year. it gives influence to the competition in the hospitality industry due to the number of similar hotels increase every year. the competition is not only occurred between hotels but also between departments in a hotel that aims to provide excellent service. therefore, remembering that service is the main thing that will be sold in the hotel industry, the hotel industry is increasingly focused on developing services. the important thing is to understand how the quality of services is perceived by customer to attract and retain customer in competitive market (hemmington and wang, 2018). service is defined as a business which is working to serve or doing something for customers but not producing goods (tjiptono and chandra, 2016:10). it can be argued that, the main thing that the hospitality industry sell to the customer is the services, therefore the staff of the hospitality industry should be able to give the best services to the customer to make the customer satisfaction or the hospitality industry should be improve and maintain the services performance of their staff. the hospitality industry could maintain the quality of service using the competitive benchmark as the standard. benchmarking is a process of identifying, sharing, and using knowledge and best practices by measuring against defined standards or benchmark or it injournal of applied sciences in travel and hospitality 36 volves continuously monitoring the value customers put on the company’s product and comparing it with the best (okombo, 2013). through the benchmark, the hotel can know the best practice or strategy to develop service quality. a benchmark refers to a standard, which is the actual measurement or data collected to carry out the benchmarking process (okriwi, 2010). thus, the benchmarking process leads to establishment of benchmarks. benchmarking is a process of comparing and measuring the performance of a company with other companies to get the advantage of information that will be used for the improvement of continuously (paulus, 2013). the main purpose of benchmarking is to find the key or the secret of success and then adapt and improve it to be applied on the organizations that carry out the benchmarking (wince, 2018). there is some type of benchmarking such as (1) internal benchmarking is the simplest benchmark it is the benchmark of operations within the organization because most companies have similar functions inside their business units. in the company, benchmark is used to comparing the organization’s internal activities and processes of one unit or branch with the other unit or branch. internal benchmarking is the process of identifying, sharing and using the knowledge and practices inside the organization (soni and kodali, 2010); (2) competitive benchmarking it could happen after internal benchmarking, competitive benchmarking involves the comparison of the company’s product, services or processes with those of direct competitors in the same market. in services part the competitive benchmarking is known to improve service performance by as much as 60 percent in less than a year (min and min, 2013); (3) functional benchmarking is focuses on specific function on the company and comparing with the other company that have same function; (4) process benchmarking is focuses to finding the best work processes by emphasizing on the similarity of procedure and functions rather than business practices of the company. front office is an information centre that located in the front of the hotel, also known as the first and last impression of the hotel (pramasari, 2017: 14). the guest who come to the hotel will do the registration at front office and finishing the transaction to get the room key (markito & yulianto, 2013). the purpose of the front office are (wachidyah, 2017): a) increasing room occupancy rates as well hotel revenue from year to year; b) increase the number of subscribed guests; c) meeting the needs and satisfaction of guests good, precise, and fast; d). form the positive image of the hotel, the front office do the fucntions based on the purpose of the hotel. front office department is the most important part in hotel operational because as the tip of horn of all department and the activities in a hotel, start from booking a room, telephone operator, handle check in and check out, receive the guest request and handle the guest complaint (hadi, 2014). service can be concluded as doing something for the guests such as the action of helping and assistance but not producing goods in a hotel (arimbawa, 2018). front office services is serving all of the hotel’s guest administrative and giving the information that the guest needs from check in until the guest check out. front office has an important role in the operation of a hotel because the front office is not only responsible for guest reception and registration, but in all activities concerns of the guest needs, starting from room booking process, reception when guest come, information during stay, and the process at time the guest will leave the hotel (wachidyah, 2017). there are some sections where all of the sections are dominated by a front office manager (sujatno, 2008:23 in yulanda and bsi, 2017) such as: 1) guest service agent (receptionist); 2) guest relation officer; 3) concierge or bellman; 4) telephone operator; 5) tour desk or business centre. nowadays, the competitiveness in the hotel industry improving continuously, especially in the kuta area, many new five star hotels can be the competitors of discovery kartika plaza hotel. hence, discovery kartika plaza hotel should have the solution to maintain the existences in the hotel industry. based on the guest comment from the website of trip advisor and the observation at discovery kartika plaza hotel especially in front office department there are some complaint that usually happens about the service such as the attitude of the staff and the quality of the service less than the standard. therefore, the front office department should improve and develop the service quality to compete with the others. to improve the service quality the hotel can use the benchmark as the standard to finding the best strategy and technic how to journal of applied sciences in travel and hospitality 37 improve and develop the service quality of the front office department at discovery kartika plaza hotel. based on the background described above, the research questions or problems are: how are the implementation of front office service attributes and how to develop service quality in front office to be a benchmark at discovery kartika plaza hotel? methodology the study was conducted for 4 months at front office department discovery kartika plaza hotel located at jalan kartika plaza, south kuta beach 80352, badung, bali. phone: +62 361 751067 website: www.discoverykartikaplaza.com. this research used the service attributes as the variables such as (min and min, 2006): 1) courtesy of employee; 2) handling of complaints; 3) convenience of reservation; 4) promptness of check-in and check-out; 5) variety or quality of sports and recreational; 6) the efficiency of business center facilities; 7) hotel and tour guide. the primary data obtained from the questionnaire, interview and the secondary data are the guest comment from the website of trip advisor, website, journal, books, the historical, job description, sop and organization structure. the total of the respondents are 30 persons coming from five sections in front office department such as guest service agent, guest relation officer, telephone operator, tour desk and bellman. the data was analyzed by validity test and reliability test used spss 23 software, descriptive qualitative analysis and statistic descriptive analysis. results and discussions results the questionnaires were checking by validity test and reliability test before processing data to make sure that the all of instrument is valid and reliable. the processed by spss 23 the result is all of the instrument is valid because r-count is higher than r-table. all of the instruments are reliable because all of them has value more than 0,6. there are one of the guest comment from website of trip advisor can be seen on figure 1. (source: www.tripadvsor.com) figure 1. the guest comment on trip advisor based on figure 1, the guest said that the quality of the service in reception is different from their expectations as five stars hotel with good and friendly staff and nice service, but in the reality the don’t get good service and some facilities were bad. the problem that shown in this comment was the service and the attitude of the staff especially in front office department as the first impression of the guest coming to the hotel. the staff did not serve the guest based on the standard of five stars hotel so the service quality of the staff need improvement and development based on the standard of five star hotel to make the guest feel satisfaction and happy to stay in the hotel. there are also the questionnaires of the front office staff as the evaluation of the staff how they serve and give the service to the guest. the implementation of journal of applied sciences in travel and hospitality 38 service attributes in five sections of front office department at discovery kartika plaza hotel can be seen in table 1. table 1. the implementation of service attribute no position the variable score x1 x2 x3 x4 x5 x6 x7 1 guest service agent 4.89 4.89 5.00 5.00 4.94 5.00 4.96 2 guest relation officer 5.00 5.00 5.00 4.89 5.00 4.83 4.89 3 operator 4.16 4.5 4.5 4.33 4.58 4.5 4.44 4 tour desk 4.83 4.33 4.35 4.11 5.00 4.83 4.89 5 bellman 4.89 4.61 4.43 4.63 4.94 4.94 4.89 (source: data processed) 1. courtesy of employee courtesy of employees is about the appearance of the guest and how the staff welcoming the guest with smile and greeting. in this variable the best score is obtained by guest relation officer (gro) with the average score 5.00 and the lowest score is telephone operator with the average score 4.16. this is the most important variable especially for front office as the welcoming guest and the first impression of the hotel. in front office department at discovery kartika plaza hotel the implementation of this variable is very good but still need the improvement, because there are some staff that not following the rule or the standard operational procedure when they are working. 2. handling of complaint handling of complaint is how the staff receive and give advice or solution for the complaint. in this variable the highest score is obtained by guest relation officer (gro) with the average score 5.00 and the lowest score is for tour desk with the average score 4.33. the implementation of handling complaint at front office is very good because the average score of all section in this variable is more than 4.5 but all of the sections need to improvement especially for tour desk. although they rarely receive complaints, they must have the skills to be able to handle them in case of complaints at any time.guest service agent who is the most often receive the complaint they should improve the skill and knowledge how to handle the problem and give the solution. 3. convenience of reservation convenience of reservation is how the staff fulfill the guest needed and comparing the reservation with the system in hotel. in this variable the staff should have the communication skill with the guest and with the partner in reservation. because it could happen because the human error or the broken system so to fix this problem the reception usually will call the reservation team. in this variable the best score is taken by guest relation officer (gro) and guest service agent (gsa) with the same average score 5.00 and the lowest is tour desk with the average score 4.35. the implementation of convenience of reservation in front office department at discovery kartika plaza hotel is good and all of the section has average score more than 4.0. the convenience of reservation most often happen is about the room reservation, because of that gsa should has good communication with the reservation team. even the tour desk not handling the room reservation but they also handling the reservation for the tour package, because of that they should implement this variable well to less the problem about reservation. 4. promptness check-in and check-out promptness check-in and check-out out that is how the staff handling check in and check out process fast and as the rule of standard operational procedure. the result of the questionnaire highest score is taken by guest service agent (gsa) with the average score 5.00 and the lowest score is tour desk with average score 4.11. the implementation of promptness of check-in and check-out in front office at discovery kartika plaza hotel is very good, all of the section has score more than 4.00. all of the staff of front office department should be care with the guest who will check-in and check-out especially for tour desk, even they not directly join in check-in process but they can do something to help the check in process. example when the journal of applied sciences in travel and hospitality 39 room not ready yet, the tour desk staff could be offers some tour packages or the business centre product to the guest. so, the guest not feel boring to waiting their room and complaint. 5. variety or quality of sport and recreational variety or quality of sport and recreational that is how the staff could describe detail information about the recreational facilities to the guest. in this section the highest score is taken by guest relation officer and tour desk with the same average score 5.00 and all of the section it has good score that is more than 4.5. the lowest score is operator with the average score 4.58 but they still have score more than 4.5. telephone operator is the most important to know all information about hotel facilities and local or international news. because if the guest asking something from the room, they will ask to telephone operator, beside if there are any telephone from outside the telephone operator will pick up and if the caller ask some information the telephone operator should be can answer the question. so the telephone operator should improve the knowledge about the hotel facilities and the update news about local and international by reading the book, watch tv and searching on internet. 6. the efficiency of business centre facilities the efficiency of business center facilities that is how the staff assist the guest friendly and polite and giving the information about tour package to the guest. in this section the highest score is taken by guest service agent (gsa) with the average score 5.00 and the lowest average score is telephone operator with average score 4.5. the implementation of the efficiency of business center facilities in front office department at discovery kartika plaza hotel is very good, all of the section has average score more than 4.5 even there is tour desk as the business center to handle and serve the guest, the others section still have good score. it’s mean the others section can give the information and knowledge about tour desk and business center to the guest so well. 7. hotel and tour guide the last service attribute is hotel and tour guide that is sharing about the information around hotel and bali area and could give some advice about the near destination. in this variable all of the section has good score more than 4.0 the highest score is guest service agent (gsa) with average score 4.96 and the lowest score is telephone operator who has the average score 4.44. it means the telephone operator is less information about the hotel and bali with the destination and attraction. the implementation of hotel and tour guide in front office department at discovery kartika plaza hotel is good but still one section who has the important part in this variable is telephone operator has the lowest score. they should improve the knowledge about hotel area, tourist attraction or destination, restaurant and all about bali, because some of the guest will need information and asking about that by phone from the room. based on the result of the data process that all of the section in the front office department at discovery kartika plaza hotel are has good score, more than 4.0. it’s mean the implementation of the service attributes in front office department is very good but all of the section need improvement especially for the knowledge about the hotel and hotel area, skill to handling complaint, appearance and greeting that has the main part in services. the front office department as the information source of the hotel, so all of the staff should know update information even about hotel and outside as the knowledge if the guest asking some information. discussion benchmarking in front office department at discovery kartika plaza hotel benchmarking is the process to comparing one of the organization or division with the other organization or division to get the standard performance of the organization or division. in this thesis is used internal benchmarking, it is the simplest benchmark that’s comparing the organization or division in the same company that may have same function. internal benchmarking is used because in this thesis was comparing the internal activities of each section in front office department where it is the simplest benchmark beside the others type of benchmarking. internal benchmarking is used to comparing the service performance of the all section in the front office department at discovery kartika plaza hotel. journal of applied sciences in travel and hospitality 40 20.84% 20.89% 18.69% 20.08% 19.49% guest relation officer guest service agent telephone operator bellman tour desk the purpose of this benchmark is to finding the section with the best service performance to be the standard or reference of the others section and department to improve the service performance. the benchmarking is happened by five section in the front office department at discovery kartika plaza hotel that may have same function and service such as guest relation officer (gro), guest service agent (gsa), telephone operator, tour desk and bellman. the measure was used seven service attributes in front office department at discovery kartika plaza hotel. the result of the research is shown below in the form of circle diagram. (source: data processed) figure 2. the percentage of service performance in front office based on the circle diagram on figure 2, it can be concluded that the service performance of the front office department it was good with the average score all of the section is 4.74. %. the highest average score is taken by guest service agent (gsa) with percentage 20.89% of the service performance. the benchmarking of this service performance in front office department at discovery kartika plaza hotel is guest service agent because they implement all of the service attributes, hotel give the practice for the gsa staff in first time they are working to be multitasking person, most of the gsa staff are young people who has good knowledge about it. the lowest service performance is telephone operator it has average in percentage 18.69% it’s just 2.2% different with the best one. the telephone operator not implementing the service attribute so well and more often break of the rule. most people of telephone operator staff are people who not have enough knowledge about it even though all information about guest is listed on the system. because of that telephone operator staff should improve the it education to support the job desk in front office department. even they not meet with people directly but important this to know how to welcoming guest because of that telephone operator need more practice when meet with the guest. always update with the local and international news by watch television, reading book or finding on the internet. conclusions based on the result of data analysis it can be concluded that the implementation of service attribute of five sections in front office department at discovery kartika plaza hotel are very good but some sections need improvement in each service attribute because they do not implement it so well. the benchmark of front office department is guest service agent because they are always following the sop, the hotel gives practice to the guest service agent staff to be multitasking person and they have wide work scope so they have good service performance. therefore, guest service agent should maintain their service performance to be a benchmark of front office department. the lowest section is telephone operator because most of the staff more often do not follow the sop during working and not implement the service attributes so well, moreover most of the staffs have not enough on it which is very important for their job. journal of applied sciences in travel and hospitality 41 it’s suggested to improve the implementation of sop and service attributes, practices how to use it especially hotel system because all of the detail information will be listed in the system to hold and replace guest service agent as the benchmark of front office department. therefore the guest service agent should be the benchmark or the service standard of the others section to improve their service to develop the service quality of the front office department at discovery kartika plaza hotel. references akhmad, k. a. (2015). pemanfaatan media sosial bagi pengembangan pemasaran umkm (studi deskriptif kualitatif pada distro di kota surakarta). dutacom journal, 9(1), 43-43. arimbawa, i. n. e. (2018). the analysis of guest service assistant service quality for guest satisfaction at the one legian hotel. thesis. badung: politeknik negeri bali. disparda.baliprov.go.id. (2019). hotel bintang 2019. accessed on february 22 2019, from https://disparda.baliprov.go.id/hotel-bintang-2/. hadi, w. (2014) peranan front desk agent dalam membentuk citra positif di dunia perhotelan. jurnal khasanah ilmu, 5(2). hemmington, n., kim, p. b., & wang, c. (2018). benchmarking hotel service quality using twodimensional importance-performance benchmark vectors (ipbv). journal of service theory and practice, 28(1), 2-25. markito, l. & yulianto, l. (2013). rancang bangun sistem informasi front office hotel minang permai pacitan. ijns-indonesian journal on networking and security, 4(3). min, h. & min, h. (2006). the comparative evaluation of hotel service quality from a managerial perspective. journal of hospitality & leisure marketing, 13(3-4), 53-77. min, h., & min, h. (2013). cross-cultural competitive benchmarking of fast-food restaurant services. benchmarking: an international journal, 20(2), 212-232. okombo, p. a. (2013). benchmarking practices in the hotel industry in nairobi, kenya (doctoral dissertation. doctoral dissertation. nairobi: university of nairobi. okwiri, o. a. (2010). lecture 4: “key techniques and tools” [powerpoint slides] strategic quality management unit. nairobi: university of nairobi. paulus, m. (2013). analisa pengaruh penggunaan benchmarking terhadap keunggulan berssaing dan kinerja perusahaan. business accounting review, 1(2), 39-49. pramasari, k. i. (2017). the analysis of front office department service quality to customer satisfaction at karma kandara resort. thesis. badung: politeknik negeri bali. soni, g. & kodali, r. (2010). internal benchmarking for assessment of supply chain performance. benchmarking: an international journal, 17(1), 44-76. sugiyono. (2019). metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta. tjiptono, f. & chandra, g. (2016). service quality dan satisfaction. yogyakarta: penerbit andi. wachidyah, w. (2017). front office department dan peranannya dalam layanan tamu hotel. jurnal bisnis teknologi, 4(1), 62-71. wince, e. (2018). benchmarking dalam manajemen sebuah perpustakaan. tik ilmeu: jurnal ilmu perpustakaan dan informasi, 2(1), 23-40. yulanda, g., & bsi, e. d. h. p. a. (2017). strategi guest relation officer dalam penanganan tamu yang menunggu pelayanan di hotel santika premiere yogyakarta. khasanah ilmujurnal pariwisata dan budaya, 8(1). http://www.disparda.baliprov.go.id/ https://disparda.baliprov.go.id/hotel-bintang-2/ journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 12 the effectiveness of the green-based bartending learning in improving the competence of the students of hospitality study program i made darma oka1*, i nyoman winia2, i wayan pugra3, ni gst nym suci murni4 study program of hospitality, politeknik negeri bali, indonesia1,3,4 study program of tourism business management, politeknik negeri bali, indonesia2 madedarmaoka@pnb.ac.id1* abstract the aim of this article is to know the effectiveness of green bartending learning in improving the competence of the students of hospitality study program politeknik negeri bali. this study was conducted on the fourth semester students as the research sample. the sample of research is determined according to the number of students in each class that is as much as 28 people and analysis by using spss 17.0. the results show that the application of learning based on green bartending very effective in improving the achievement of student competencies. keywords: effectiveness, learning, bartending, green, competence introduction the gaps between the competence of graduates and the competency needs of the industries still occurs so that a solution needs to be found. in line with muluk, et al. (2016) which mentions that there are gaps between competencies possessed by graduates with the actual needs of the field work. furthermore, it is stated that to anticipate and overcome it, a comprehensive study that involves three elements, namely: the learning outcome (lo) of study program, competencies desired by the field work, and the current conditions of outcome are needed. erlike and atalina (2016) said that skill and menu knowledge of waiter/waitress down the grade. difference with the research of rais and ambiyar (2019) that mentioned the service quality of the waiter at d'nest bar got the positive image from the customer. in creating or producing graduates, a transformation process of attitude, knowledge, and skill is needed with the right approach. one of the common approaches taken is to organize competency-based training. because the training is competency based, in the concept of competencies based training requires the assessment of the training results with competencybased assessments (bksp, 2011). one of the solutions offered in training on campus is implement green-based learning. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 13 the green-based learning material is a concept which should be developed in the future. the rapid development of technology requires people to be always prepared to seek after a new breakthrough in order to keep being competitive. as a concept, the green-based learning highly supports the development of the green-based school. percik in tarmiji (2014) stated that the green-based school should fulfill the following requirements: (1) it should have an environment-oriented curriculum; (2) the design of the building, the material used and the maintenance of infrastructure should be based on the environmentally friendly principle; (3) it should apply the environment-oriented management; (4) its programs should be supported by the community around the school; and (5) its members should highly care about environment. the research met that the students support to the lecture if they applied of green learning in the future because the student released green learning more attractive than conventional learning. based on what was stated in point 2 above that the design of the school building, the material used and the maintenance of infrastructure should be based on the environmentally friendly principle, the learning source/material used in the bartending subject should be made to be relevant to the latest trend. the bar laboratory, as a room where the students put what they learn into practice, should be constructed in such a way that it refers to the environmentally friendly principle, causing it to be green-based. the learning process in the bar laboratory is a contextual learning process in which the real learning object is made to be real. apart from that, the green-based learning can also give a positive nuisance to the learners through which they can change their learning paradigm from the textual learning into the contextual learning. learning cannot only be done in the classroom but it can also be done using the laboratory work-based learning observational approach. this approach motivates the learners to appreciate the method and scientific attitude more comprehensively. the difference is the research especially discussed about green learning with the subject of green bartending learning, no one has researched about this topic. the green-based learning, as far as the learning development method is concerned, teaches the learners why environment is essential. it is a concept which has been inspired by the stagnancy in the development of the positive attitude towards environment in which the learners tend to use material and equipment more than what is actually needed, causing them to be less aware of maintaining environment. in this case, environment refers to the bar laboratory with its real facilities. in the laboratory the students will be made to apply the greenbased learning process in which the electronic media are used, as they are already prepared there. in this way, the students will not use books/paper excessively; therefore, the use of paper/board marker can be reduced. this way of learning will directly apply what to do to file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 14 maintain and love environment, and reduce the negative impact resulting from the excessive paper rubbish which contributes to the environmental degradation. to design the green-based learning, the teaching staff members should have a wide insight into the relatedness of the green concept in the learning process; they should be highly creative; they should have good learning methodology and skill; they should have high selfconfidence, and they should be brave enough to package and develop the learning material. if well designed, the green-based bartending learning will become an effective and more meaningful learning experience to the students. the reason is that they can apply the electronic media as the learning media, allowing them not to use paper/books and board marker excessively. research method this current study used the experimental research approach (jihad and haris, 2009), where there were two groups of learners with different treatments; they were the experiment group (e) and the control group (c). the green-based bartending learning was applied in group e, and the conventional learning was applied in group c. the population of the study included the students of the fourth semester of the academic year 2017/2018 of the hospitality study program. the samples were randomly chosen from four classes of the hospitality study program; they were from class iva, class ivb, class ivc, and class ivd. after they were drawn, two classes turned out to be the samples of the study; they were class ivb and class ivd, meaning that the number of the students used as the samples could be determined in accordance with the number of the students in each class. before the samples of the study were determined, the groupings in which what group of students would be used as the experiment group and what group of students would be used as the control group were determined. one group was treated with the green-based bartending learning and the other group was treated with the conventional learning in which they used textbooks/handouts. they were grouped using the random sampling technique. the result was that class iv d became the experiment group and class ivb became the control group. to make the condition of the experiment group similar to that of the control group, each group was classified based on three categories made based on the scores obtained in the pretest; they were good, fair, and poor. the students who were under the good category were those whose scores were ≥ 81, the students who were under the fair category were those whose scores ranged from 66 to 80, and the students who were under the poor category were those whose scores were ≤ 65. based on the scores obtained by class ivd through the pretest, as the experiment group, the students under the good category totaled 10, those under the fair category totaled 12, and file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 15 those under the poor category totaled 6; added together, they totaled 28. based on the scores obtained by class ivb, as the control group, the students under the good category totaled 10, those under the fair category totaled 12, and those under the poor category totaled 6; added together, they totaled 28. to make the condition of the two groups of samples similar, each group was categorized into three; they are the good category, the fair category and the poor category with the same composition. therefore, the samples of the study included 10 students from the experiment group who were under the good category, and 10 students from the control group who were under the good category; 12 students from the experiment group who were under the air category and another 12 students from the control group who were under the fair category; 6 students from the experiment group who were under the poor category and another 6 students from the control group who were under the poor category, meaning that among 57 students who were used as the population of the study, 56 were used as the samples, as can be clearly seen in table 1 below. table 1. composition of the research population and samples population sample category experiment control experiment control good 10 10 10 10 fair 12 12 12 12 poor 6 6 6 6 total 28 28 28 28 source: the number of students of the hospitality study program, 2018 in the current study, the technique of inferential statistical analysis was applied, which, in this case, the t test. this test was used to show whether the result obtained by the group of students in which the green-based bartending learning applied was different from that obtained by the groups of students in which the green-based bartending learning was not applied. after that, whether the average score obtained by the group of students, in which the green-based learning was applied (the experiment group) was better or worse than that obtained by the group of students in which the green-based learning was not applied (the control group). results and discussion the hospitality study program of politeknik negeri bali, is the study program which runs vocational education. in the learning process the practical activities are more dominant than the theoretical activities in order to be able to achieve the learning achievement determined. the objective of the vocational education is being able to prepare the human resources that are able to apply their expertise and skill in the industry of tourism. in the future the learning file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 16 process technology plays an important role in improving the students’ competence which is expected to be achieved. as stated by oka and sumawidari (2011) and oka and winia (2013) that the existence of the multimedia-based learning plays a highly important role in improving the students’ competence which is expected to be achieved. oka, et al. (2017) also stated that the students’ competence which is expected to be achieved can be effectively and efficiently achieved through the application of the integrated learning model in which the related teaching members are involved. in this way, the learning process can be directed in such a way that the graduates will be able to do what is specifically supposed to do, causing them to be directly employed in the industry of tourism as required. what has been observed so far by the researcher shows that the learning process in the study program of hospitality, the politeknik negeri bali, has not fully applied the greenbased learning, as it still uses text books, although the use of e-books has been recommended. however, the department of tourism has instructed all the teaching staff to seek after a new breakthrough in order to keep being competitive to anticipate the competition which is getting tighter. the teaching staff members are required to apply the green-based learning process using all the resources they have to improve the students’ competence expected to be achieved. now the students of the study program of hospitality of the politeknik negeri bali are more proud as they can access the material related to the topic discussed in every meeting. in addition, the students tend to save the material they acquire on their mobile phones, allowing them to be able to learn the learning material they need every time they have time, and causing them to be getting updated when they access the material taught. the data, which were in the form of the scores achieved by the students used as the subjects of the study were used to see how effective the application of the bartending-based learning process at the hospitality study program was. the data used in the current study were the scores showing how competent the students, as the prospective professional bartenders, were in blending cocktail and presenting it to the guests who would like to enjoy the beverage at the bar. the data were taken from two groups of the students of the hospitality study program of the politeknik negeri bali who were in the fourth semester in the academic year 2017/2018. the samples totaled 56 and were divided into two groups; the experiment group and the control group, each consisted of 28 students. the experiment group was treated with the green-based bartending learning but the control group was not, as displayed in figure. 1 below. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 17 figure 1. the posted result obtained the scores obtained by the students used in the current study were processed using spss and the technique of t test analysis with paired sample test. the t test with paired samples was used to evaluate whether the average score obtained by one group was statistically different from that obtained by the other group. the result showed that the greenbased bartending learning really contributed to the competence of the students in blending cocktail and serving it at the bar as can be seen that what was achieved by the experiment group was better than what was achieved by the control group, indicating that the experiment group’s achievement was significantly different from the control group’s achievement, as displayed in table 2. the result of data processing from which the t score was obtained using spss. table 2. paired samples test paired differences t df sig. (2tailed) mean std. deviation std. error mean 95% confidence interval of the difference lower upper pair 1 x1 x2 -3.28571 3.33175 .62964 -4.57763 -1.99380 -5.218 27 .000 source: the result of data processing, 2018 the population of the study included the students of the fourth semester of the hospitality study program. the samples were randomly chosen from four classes of the study program of hospitality (iva, ivb, ivc, and ivd). after they were drawn, two classes turned out to be the samples of the study; they were class ivb and class ivd, meaning that the number of the students used as the samples could be determined in accordance with the number of the students in each class. before the samples of the study were determined, the groupings in which what group of students would be used as the experiment group and what group of students would be used as the control group were determined. one group was treated with the green-based bartending learning and the other group was treated with the conventional learning in which they used textbooks/handouts. the data were taken from two file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 18 groups of the students of the hospitality study program of the politeknik negeri bali who were in the fourth semester. the samples totaled 56 and were divided into two groups; the experiment group and the control group, each consisted of 28 students. the experiment group was treated with the green-based bartending learning but the control group was not. the data score shown at graph 1 above, after than analyzed by statistic paired sample test (spss 17.0). based on the result of the data processing displayed above, it was revealed that the application of the green-based bartending learning significantly contributed to the competence achieved by the students of the hospitality study program of the bali state polytechnic, causing them to be getting more competitive in the job market. the result of analysis showed that the competence achieved by the group of the students who were treated with the greenbased bartending learning was significantly different from that achieved by the group of the students to whom the green-based learning was not applied. therefore, it can be stated that the green-based bartending learning could more effectively improve the competence achieved by the students of the hospitality study program of the politeknik negeri bali. the research conducted by arjana, et al. (2012) showed that the integrated practical learning could affectively improve the competence achieved by the students in the flight ticket reservation, as the concept was learned through direct and real experiences. in this way, the students could understand the concept completely. ardika (2012) stated that it is necessary for the teaching staff to apply pragmatics in the speaking skill as the students will generally feel happy that the learning process taking place in the classroom can be affectively undertaken. the application of the integrated learning is intended to improve the creativity of the students and motivate them to learn. this can be seen during the learning process. the students will get more motivated, feel more intimate and brave to present their opinions when answering the questions raised as the teaching staff always involves the students in preparing the learning media, causing the learning process to become active, creative, effective and pleasant. similarly, coll, et al. (2002) stated that the learning activity could be done through process of actively controlling the work place, causing the students to have more selfconfidence through the assignments and motivations given by the teaching staff, and to evaluate themselves; as a result, the expected competence can be acquired. kanah, et.al (2019) showed that the three factors are attitude, knowledge, and skill had a significant influence to the achievement of the students' competency. the most dominant factor determining student competence is skill factor, followed by knowledge factor, and then an attitude factor. thus, it is suggested to the management to emphasize the attitude factor in providing education and training at the campus in order to win an increasingly competitive competition. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 19 apart from that, oka, et al. (2017) claimed that the application of the integrated practical learning significantly contributed to the competence achieved by the students of the study program of hospitality in the food and beverage services, as indicated by the result of the statistical test showing that the competence achieved by the group of the students treated with the integrated practical-based learning was significantly better than that achieved by the group of the students treated with the partial practical learning. it is suggested to the management of the study program of hospitality of the bali state polytechnic that it should motivate and facilitate the teaching staff, especially the teaching staff responsible for the core subjects that they should apply the integrated practical learning to make the students more easily achieve the competence in the material taught to them. the active learning makes the learners concentrate, do their best to improve achievement, and acquire new knowledge. media can be used to transmit message from the sender to the receiver. if the media transmit instructional messages or contain teaching objectives, then the media can be referred to as the learning media. sanjaya (2008) claimed that the choice of media in the learning and teaching process needs to consider the following principles: (1) the objective which is intended to be achieved; (2) based on the clear concept; (3) the learners’ characteristics; (4) the learning style of the learners and teachers; and (5) being adjusted to the environmental condition, the facilities and time available for the learning need. therefore, it is suggested in the future that the teaching staff should be able to choose and apply the learning model which is in accordance with the learners’ characteristics. now a lecturer functions as a provider of information, facilitator, supervisor, challenger, speaker and an organizer. the application of the green-based integrated learning model can give wide opportunities to the students to excavate and discuss through more open activities. in this way, the negative effect on environment can be reduced. the students’ active participation in all the learning stages, starting from designing, implementing, reflecting and evaluating the learning material can help them acquire knowledge more effectively. conclusions based on the result of analysis above, it can be concluded that the application of the green-based bartending learning could highly effectively improve the competence of the hospitality study program of the politeknik negeri bali in bartending, as proved by the result of the statistical test showing that the competence achieved by the students treated with the green-based bartending learning was significantly different from that achieved by the students treated with the conventional bartending learning in which textbooks/handouts were used. it file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 20 is suggested that the management of the hospitality study program should motivate and facilitate the teaching staff to apply the green-based learning so that the students can improve their competence and reduce the negative impact on environment. acknowledgement i am thankful to respondents to for providing me information and kind support throughout the research work. i am also thankful to the god. references anonim, (2018). administrasi akademik. program studi perhotelan jurusan pariwisata politeknik negeri bali. ardika, i. w. dana. (2012). penerapan pragmatik dalam pembelajaran bahasa inggris. jurnal soshum, 2(1), 72-81. arjana, i. w. basi, nadra m., & ernawati, n. m. (2012). pembelajaran praktek terpadu untuk meningkatkan kompetensi penerbangan bagi mahasiswa program studi usaha perjalanan wisata politeknik negeri bali. jurnal soshum, 2(1), 13-27. arsyard. (2005). media pembelajaran. pt raja grafindo persada. bksp (badan koordinasi sertifikasi profesi). (2011). percepatan dan pengembangan kompetensi sdm indonesia. kadin jawa tengah-dihk jerman. coll, r.k., lay, m., & zegwaard, k. e. (2002). enhancing acces to experiental learning in a science and technology degree program. journal of vacational education training, 54(2) 197-217. earlike, f.a.s., & atalina, t. m. m. (2016). pentingnya peranan skill dan menu knowledge waiter/waiters terhadap kepuasan pelanggan di food snd beverage service departement (studi kasus di casa del rio melaka malaysia). pesona, 18(1), 1-11. jihad, a., & haris, a. (2009). evaluasi pembelajaran. multipressindo. kanah, k., sumawidari, i. a. k., & oka, i. m. d. (2019). analisis kompetensi mahasiswa program studi perhotelan. epigram, 16(1). muluk, m.r.k., ulum, m. c., & widodo n. (2016). graduate employability pada lulusan program studi administrasi publik fakultas ilmu administrasi universitas brawijaya tahun 2015. jurnal ilmiah administrasi publik, 2(3), 88-99. oka, i. m. d., darma, i. n. w., & oka, i. m. (2013). pengembangan modul pembelajaran tata hidangan berbasis multimedia untuk meningkatkan kompetensi mahasiswa program studi perhotelan politeknik negeri bali (persepsi mahasiswa terhadap modul tata hidangan). jurnal teknodik, 15(2), 133-144. oka, i. m. d., sadia, i. k., & pugra, i. w. (2017). integrated practice learning model to improve waiter/s’competency on hospitality study program, politeknik negeri bali. international journal of applied sciences in tourism and events, 1(2), 171. oka, i m. d., & i. a. k. sumawidari. (2011). eksistensi multimedia dalam pembelajaran materi tata hidangan pada program studi perhotelan pnb. analisis pariwisata, 11(1), 49-55. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 1, 2020, pp. 12-21 21 rais, s., & ambiyar. (2019). pengaruh kualitas pelayanan bartender terhadap kepuasan pelanggan di d’nest bar & grill crown vista hotel batam. journal of accounting & management innovation, 3(1), 44-58. sanjaya, w. (2008). perencanaan dan desain sistem pembelajaran. prenada media group. tarmiji, a. (2014). menuju green school: penerapan kurikulum pembelajaran berwawasan lingkungan di institusi. pascasarjana ipb oleh ps s3 sosiologi pedesaan ipb dan forum ekologi, kebudayaan, dan pembangunan, departemen skpm fema ipb, kampus ipb dramaga. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 97 public relations strategy in strengthening brand image at alila villas uluwatu bali i gusti ayu diah tantri1*, ni made ernawati2, ni nyoman sri astuti3 tourism business management, politeknik negeri bali, indonesia1,2,3 ayudiahtantri23@gmail.com1* abstract this research aims to formulate the most appropriate public relations strategy as an option in strengthening brand image that can apply by alila villas uluwatu to take advantage of the opportunities and anticipate the existing threats by utilizing the strength and anticipate shortcomings. thus, it can help to achieve the occupancy target. this research used sequential exploratory mixed methods; ie (internal-external) matrix, swot (strengths weaknesses opportunities threats) and qspm (quantitative strategic planning matrix). this research used participation observation, semi-structured interview, questionnaires and documentation as data collecting methods. the study used a purposive sampling technic and the respondents consist of 7 people from the sales & marketing department. the result of data analysis shows ifas (internal factor analysis summary) score is 2.88 and efas (external factor analysis summary) score is 2.80, which indicates the current position of public relations strategy is in cell v, which is of growth and stability in ie matrix that requires horizontal integration. the swot analysis gives 7 alternative strategies, of which the highest tas (total attractive score) is 167.41 that generated by qspm analysis. thus, the main strategy that recommended which is the highest among the 7 of alternative strategies is allocating more budget to increase the number of hosted social influencers & media according to the target market and also for boosted branding contents on facebook and instagram. keywords: strategy, public relations, brand image introduction building a brand image is very important for the company's sustainability in the longterm. the brand image includes knowledge, customers' opinion, and non-physical characteristics and physical products', also image that customers give to the product (soltani et al, 2016: 24). brand image intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors (kotler & keller, 2012: 241). the brand image uses as a differentiating factor for alila villas uluwatu that faces similar competitors such as ayana resort & spa, four seasons resort at jimbaran bay, bvlgari resort & spa and six senses uluwatu. the intended competitor determined by the location, market share and standard (star) of the hotel. a strong brand image generally is formed and developed by the sales and marketing department, especially the public relations of alila villas uluwatu in file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 98 establish and maintain two-way communication to earn understanding, acceptance and cooperation between some parties. alila recently being acquired by hyatt hotels corporation in 2018, the resort should blend the image that also representing hyatt brand. alila villas uluwatu has been building a brand image as a unique and sustainable resort for high-end travelers with the tagline "surprisingly different". one of the factors that needed in building and strengthening brand image is the strength of brand association (keller, 2013). it means a brand should be more recognized than the competitors. one of the indicators used to measure it is the number of followers on social media accounts. the strategy used by the public relations of alila villas uluwatu to develop this through collaboration with external parties such as the media and influencers in providing information to the public and maximizing social media channels. although the hosted social media influencers and media were increasing over the years, there is no significant impact on the brand image. this assessment showed through social media comparison (graph 1) and room occupancy (table 1). besides that, the alila villas uluwatu’s media event such as media gathering, press conference and press tour in the marketing department is less organized also the section should have work the online review as a priority, as we have received some bad reviews that causing this resort is facing a crisis of trust. as mentioned earlier, the number of followers on social media will strengthen brand association. instagram becomes an indispensable part of marketing for many companies in pioneering and building a brand image. besides that, facebook is also a kind of popular social media that currently integrated with instagram. based on figure 1, alila villas uluwatu ranked the 4th position compared to its competitors, with the total of instagram’s followers were 88,300 and facebook page’s subscribers were 23,067. (source: alila villas uluwatu instagram (data processed), 2019) figure 1. social media comparison bvlgari resort bali ayana resort & spa four seasons resort at jimbaran bay alila villas uluwatu six senses uluwatu instagram 421,000 241,000 138,000 88,300 26,700 facebook 88,544 164,995 30,966 23,067 5,363 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 99 observing the room occupancy over the years (table 1) of among 57% 61% occupancy level, it indicates the fluctuation and the target sales has not been achieved. as seen in table 1, starting from 2015 to 2018, only in 2017, the management has been successfully reach the target. the variance between actual and targeted occupancy runs from 3%-12%. brand image is one of the marketing tools that also help companies in increasing room occupancy. consumers will be more likely to carry out the purchase to the brand with a positive and strong image (setiadi, 2003: 180). consumers could also often buy products with a famous brand because of the emotional factor with things that already known. table 1. room occupancy of alila villas uluwatu from 2015 to 2018 no year actual target variance 1 2015 57% 60% -3% 2 2016 47% 60% -12% 3 2017 63% 52% 11% 4 2018 61% 67% -5% (source: sales & marketing department, alila villas uluwatu 2019) based on this situation faced by the alila villas uluwatu, the researcher is interested in formulating an alternative strategy that can apply to strengthen the hotel brand. this research conducted to optimize public relations role by formularizing strategies through assessing strength and weakness of the internal factor; defining the opportunity and threat of external factors so that the massive influences of public relations can be perceived. research method this research took a place at alila villas uluwatu, which is located at jalan belimbing sari, banjar tambiyak, desa pecatu, kuta selatan, badung. this research used sequential exploratory mixed model approach. mixed methods involved the integration of both qualitative and quantitative data (creswell, 2017:61). in the sequential exploratory approach, the literature presented in each phase in a way consistent with the method being used. first begins with qualitative data analysis then uses the findings in a second quantitative phase. the combination of the two methods aims to connect the results of the first stage of research and the next stage. this research design used to provide the best understanding and explore in further depth the research problems with comprehensive, valid, reliable and objective data (creswell, 2017). those combinations of some analysis technics were ie (internal-external) matrix, swot (strengths weaknesses opportunities threats) and qspm (quantitative strategic planning matrix). variables in this research were the strength and weakness of the file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 100 internal factors and the opportunity and threat of the external factors of alila villas uluwatu. the internal factors were evaluated through public relations strategy approach by (ruslan, 2013: 13) that consists of publications, event, news, community, inform/image, lobbying and social responsibilities; while the external factors were evaluated through the external business environment by (salman, 2017) that consists of purse string, partnership, policy, people, perception and promotion. there were two types of data namely qualitative and quantitative, while the sources of data that used were primary and secondary data. the research data obtained through several techniques such as participant observation, semi-structured interview, questionnaires and documentation that involved 7 respondents from the sales & marketing department who know about the issue that studied. based on the sequential exploratory model approach (sugiyono, 2012: 40), this research began from a qualitative analysis method with collected data through observation and interviews in where the problems occurred with the purpose to identify the internal and external factors of alila villas uluwatu to the 7 respondents. the researcher in this phase also used literature reviews as guidance in established a hypothesis. this phase intended to explore and analyze the implementation of public relations strategy with pencils theory. the next stage was quantitative data analysis in which find hypothesis testing results through collecting the data by deployed questionnaires to all respondents. the interpretation of the entire analysis phase has generated ifas-efas, ie (internal-external) matrix, swot matrix analysis and qspm analysis (rangkuti, 2018) then conclude it and gave some suggestions. results and discussion internal and external analysis in achieving company purpose, there are strategies implemented by each company. the results of deployed questionnaires that used to explore public relations strategy were converted into the internal factor analysis summary (ifas) matrix that shown in table 2 below and the external factor analysis summary (efas) matrix in table 3, which is consist of the measurement of weighting, rating and score. then all obtained assessments were used to find out the position of public relations strategy in the ie matrix presented in figure 1. the ifas score obtained from the weighting of the internal indicators that multiplied with rating in each of the internal indicators. the internal factors in ifas matrix divided into two categories are strengths and weaknesses. the details of ifas matrix with a total score of 2.88 presented in table 2. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 101 table 2. ifas of public relations strategy no strength weight rating score 1 variety of publication media 0.08 3.00 0.23 2 intensity of publications through social media 0.08 3.71 0.28 3 variety of news 0.07 2.86 0.19 4 intensity of releasing news 0.07 3.29 0.23 5 public relations activities that involves local community 0.07 3.14 0.21 6 variety of goods that using alila’s signature 0.07 3.57 0.23 7 consistency of building concept 0.06 3.57 0.21 8 intensity of media call with press 0.07 3.29 0.24 9 intensity in hosting social media influencer 0.08 3.29 0.25 10 variety of csr activities 0.06 3.29 0.21 11 intensity of csr activities 0.05 3.00 0.16 total 0.82 39.01 2.44 no weakness weight rating score 1 intensity of creating publication contents 0.07 1.86 0.13 2 variety of events 0.06 1.86 0.11 3 intensity of events 0.05 1.71 0.09 4 readiness in responding guest review and deliver it to related departments 0.07 1.57 0.11 total 0.25 7.00 0.44 total weight x rating for internal factor 2.88 after analyzing the internal factors, it continued by the external factors which consist of opportunities and threats. this efas (external factors analysis summary) will show the total score determined by multiplying the weight and rating of each indicator with a total score of 2.80 as shown in table 3. table 3. external factor rating of public relations strategy no opportunity weight rating score 1 the availability of funding by chains in supporting branding 0.11 3.29 0.37 2 mutually cooperation among hospitality chains 0.08 2.57 0.21 3 intensity of beneficially campaign 0.08 2.57 0.21 4 sustainability policy 0.11 3.29 0.37 5 brand manager digital assets policy 0.10 3.29 0.33 6 local people culture and hospitality 0.09 3.14 0.29 7 characteristic and type of guests that have been visited alila villas uluwatu 0.07 2.57 0.19 8 type of external services on promotion 0.09 3.29 0.29 9 credibility and rating of external services 0.09 3.29 0.29 total 0.83 2.55 no threats weight rating score 1 the activities of alila villas uluwatu’s surrounding in relation with competitor existence 0.09 1.86 0.16 2 bad reviews given by guests about alila villas uluwatu 0.08 1.14 0.09 total 0.08 0.25 total weight x rating for external factor 2.80 the next step is finding the position of alila villas uluwatu's public relations strategy with ie matrix. in the previous calculation, the score of current ifas is 2.88 and the current efas score is 2.80. through these scores, the position of public relations strategy of alila villas uluwatu presented in figure 2 below. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 102 figure 2. ie matrix of public relations strategy figure 2 shows the position of the current strategy in cell v that is in growth and stability strategy. growth strategy through horizontal integration is an activity to expand the company by increasing the types of products and services, companies in this cell can expand markets, production facilities, and technology through external development (rangkuti 2018: 98). the result of horizontal integration is the ability to produce more revenue together compared to if they were to compete independently. based on the result of the internal-external (ie) matrix, alila is recently being acquired by hyatt hotels corporation, the horizontal integration could blend the brand image into hyatt brand by applying pencils strategy. this horizontal integration wish to help the company expand into new markets including overseas. there are 7 alternative strategies generated from swot matrix as shown in table 4. table 4. swot matrix ifas efas strengths (s) s1,s2,s3,s4,s5,s6,s7,s8,s9,s10,s11 weaknesses (w)w1,w2,w3,w4 opportunities (o) o1,o2,o3,o4,o5, o6,o7,o8,o9 so strategies wo strategies 1. allocating more budget to increase the number of hosted social influencers & media according to the target market and also for boosted branding contents in facebook and instagram 2. develop multi publication channels such as twitter and youtube account 1. create collaborative events among chains 2. utilizing pr agencies to release testimonial press release to overcome a crisis of trust. threats (t) t1,t2 st strategies wt strategy 1. conducting competitor research and benchmarking to increase the digital reputation and customer care 2. create youtubers and photoshoot collaboration 1. create small-scale events such as giveaway and give complimentary to people who gave terrible reviews. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 103 based on table 4, the detailed explanation presented as follows. 1. so (strength opportunity) strategies based on the strengths and opportunities of alila villas uluwatu, there are two alternative strategies recommended in these so strategies. a. as alila villas uluwatu currently being acquired by hyatt hotels corporation, it has provided a bigger platform that can help in strengthening the brand image. it should encompass branding’s budget. this budget intended to increase the number of hosted social media influencers & media that meet the targeted public of alila villas uluwatu. those targets are australia, the united kingdom, the united states of america, south east asia and currently is developing to russia. even though the intensity in hosting social media influencers becomes the major strength, when it compared into the other competitors, the average hosting were 5 influencers & media while four seasons resort bali at jimbaran bay was able to host up to 27 influencers and medias in a month based on the previous research by (dika, 2018). besides that, also a budget to boost branding content in social media. through this paid feature, alila villas uluwatu can publish branding contents such as carousel contents, csr activities or brand campaign events that have been held to be seen by the massive public. the benefit of this feature is helping the alila villas uluwatu in raising awareness by serving appropriate content based on user interests and based on user location. b. alila villas uluwatu can develop multi publication channels. it can start by creating another social channel such as a twitter and a youtube because alila villas uluwatu does not have youtube account while others alila’s group and hyatt hotels corporation are using these kinds of social channels. 2. st (strength threat) strategies st strategies use the strengths to tackle the threats faced by alila villas uluwatu. there are two alternative strategies recommended in this st strategy. a. alila villas uluwatu should conduct competitor research and benchmarking to increase the digital reputation and customer care. digital reputation and customer care here is regarding an application that can use to manage all social channels. it could be better if the management considers adding a new person in charge as a social media specialist, as the competitors did. here is focused to listen, monitor and respond to the conversation happening. after that, scheduling time to respond all notifications and reupdating all digital marketing contents in social channels especially the latest photo about this property or promotion. this kind of strategy also suggested in previous research conducted by (dika, 2018). file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 104 b. create collaborations with youtubers and photoshoot collaboration. photoshoot collaboration conduct with some magazine or talent agency. these collaborations will allow people to see the visual aspects of the resort through all detailed venue in some pictures and the real situation through video. nowadays, youtube becomes a famous platform to share the video in a wider scope. this channel can help this resort in branding also generates new inquiries. 3. wo (weakness opportunity) strategies wo strategies will be used to minimize the weaknesses and utilize the opportunities. there are two alternative strategies recommended in these wo strategies. a. create collaborative events that involved all external environments. these events held by some hotels/resorts in the same chain. this event could be a press conference, anniversary event or wedding exhibition. the purpose is to reach more prospective public/markets and save the cost at the same time; also, can gain more publication distribution according to the target market when they are together holding a press conference or other media events. comparing to the previous researches, organizing a media event helps the company in raising awareness of the hotel’s brand image. b. utilizing pr agencies to release a testimonial press release. currently, the deployed press releases about alila villas uluwatu only three types of press releases; basic press release, product release and executive statement release. pr agencies can develop another testimonial release that contains the story during people’s stay at alila villas uluwatu. pr agencies that have good credibility will have a complex strategy with a wider scope to overcome the crisis of trust. 4. wt (weakness threat) strategy wt strategy will be used to minimize the weaknesses and tackles the threat. the strategy that can apply is create small-scale events like give away and give complimentary to people who gave terrible reviews. this strategy is expected to make the guests or happy and satisfied. by this chance, the resort can ask the guests to create a positive review in tripadvisor, website, google or social media with pictures in resort area as evidence and it can help the hotel to create a good image as an accommodation provider. qspm (quantitative strategic planning matrix) analysis the last step of this research is to find out the most effective alternative public relations strategy that can be applied by alila villas uluwatu. the summary of the qspm assessment presented in table 5. as presented earlier in figure 2, the current position of public relations strategy is in cell v, which is of growth and stability in the ie matrix that requires horizontal integration (rangkuti file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 105 2018:98). the seven alternative strategies generated by swot matrix were ranked by using qspm based on the total attractive score (tas) that given by respondents. the highest score gained from so1, st1 and wo1 strategy. the combination strategies can be the option that has to apply. table 5. alternative pr strategy by qspm strategy code strategy tas so1 allocate more budget to increase the number of hosted social influencers & media according to the target market and also for boosted branding contents in facebook and instagram 167.41 st1 conducting competitor research and benchmarking to increase the digital reputation and customer care 149.74 wo1 create collaborative events among chains 145.24 wt1 create small-scale events such as giveaway and give complimentary to people who gave terrible reviews 142.51 st2 create youtubers and photoshoot collaboration 140.91 so2 develop multi publication channels such as twitter and youtube account 138.78 wo2 utilizing pr agencies to release testimonial-press release to overcome a crisis of trust 135.95 conclusions based on the previous results and discussion, the conclusions drawn as follow. two factors that affect the public relations strategy in strengthening brand image at alila villas uluwatu; the strengths and weaknesses of internal factors and the opportunities and threats of external factors. alila villas uluwatu has 11 strengths and 4 weaknesses of internal factors: 9 opportunities and 2 threats of external factors. the appropriate strategies among seven alternative strategies that could be applied by alila villas uluwatu are allocating more budget to increase the number of hosted social influencers & media according to the target market, also for boosted branding contents in facebook and instagram, conducting competitor research and benchmarking to increase digital reputation and customer care and create collaborative events among chains. some suggestion needs to be considered to make improvements in the future. internal and external factors should work together in applying a combination of main alternative strategies also work in the reviews given by the public to earn public trust that affecting the brand image. acknowledgment the writer would like to express sincere gratitude to the god, director of politeknik negeri bali, the head of tourism department and the head of tourism business management for supporting facilities during the completion of this research. prof. ni made ernawati, matm., file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 97-106 106 ph.d, and ni nyoman sri astuti, sst.par, m.par who have given advice and guidance during the research period, also to all the management of alila villas uluwatu who has provided the opportunity in retrieving all supporting data regarding this research. lastly, sincere gratitude goes to my parents and all of my friends because of a never-ending encouragement in passing all the process. references creswell, j. w. (2017). research design: qualitative, quantitative and mixed methods approaches. california: sage publications. dika, i. k., triyuni, n. n., & rejeki, i. n. m. (2018). public relations strategy in attracting customers at the hotel four seasons resort bali at jimbaran bay. journal of applied sciences in travel and hospitality, 1(1), 65. kotler, p., & keller, k. l. (2012). manajemen pemasaran, edisi ketiga belas, jilid satu. erlangga: jakarta. rangkuti, f. (2018). teknik membedah kasus bisnis analisis swot (cara perhitungan bobot, rating dan ocai). jakarta: pt gramedia pustaka utama. ruslan, rosady. (2013). metode penelitian public relations dan komunikasi. depok: raja grafindo persada. salman, d., tawfik, y., samy, m., & artal-tur, a. (2017). a new marketing mix model to rescue the hospitality industry: evidence from egypt after the arab spring. future business journal, 3(1), 47–69. setiadi, n. j. (2003). perilaku konsumen: konsep dan implikasi untuk strategi dan penelitian pemasaran. jakarta: prenada media. soltani, m., esfidani, m. r., jandaghi, g., & soltaninejad, n. (2016). the effect of service quality on private brand image and purchase intention in the chain stores of etka. world scientific news, 47(2), 202-216. sugiyono. (2012). metode penelitian kuantitatif, kualitatif, kombinasi (mixed methods). bandung: alfabeta. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 61 factors affecting tourist’s decision to stay at the sakala resort bali nanda pebri prasetia1*, i gusti agung mas krisna komala sari2, i nyoman rajin aryana3 tourism department, politeknik negeri bali, indonesia1,2,3 nandaprasetia77@gmail.com1* abstract this research aims to determine the right strategy based on factors analysis to attract tourists to stay at the sakala resort bali. the problem of this research is to find out the factors attracting tourist to stay at the sakala resort bali and the strategy to improve number of tourists. sample selection of 91 respondents with probability sampling technique using simple random. data processing was done by spss software version 23.0 for windows. analysis techniques used are factor analysis. the results showed that there are five factors affecting the decision of tourists to stay at the sakala resort bali. these factors are branding, guarantee, environment, service quality, and expectation factor. the cumulative of the 5 factors is 64.616% and the accuracy of the model obtained by 43.0% with the residual 57%. the most dominant factor affects the level of customer satisfaction is the branding factor that has the highest total variant consisting of 5 variables such as the hotel name is well known, various room types, hotel has swimming pool & supporting facilities, affordable room rates, competitive room rates, and information from the website is quite comprehensive. the strategy that can be implemented was based on the variables and each factor. keywords: factor analysis, tourist decision, hotel introduction bali has various types of hotels. hotel is public housing facilities for tourists by providing room service, food and beverage providers, and accommodation with payment conditions that divided into several types, including 1-star hotel, 2-stars hotel, 3-stars hotel, 4-stars hotel, and 5-stars hotel (lawson, davis, crouter, & o’neill, 2013). whereas for 5-star hotels in generally located in kuta main street, ubud and nusa dua area. the sakala resort bali nusa dua is a 5-stars hotel located in nusa dua area on pratama street no 95, benoa, kuta selatan, badung regency. the sakala resort bali has 247 rooms, 14 villas, and facilities that can support guests' comfort for stays at the hotel like bars, restaurants, pools, spa, meeting rooms, ballrooms, room service, garden, fitness center, and club lounge. each department has duties and functions in supporting the smooth running hotel operations such as the accounting department, sales and marketing file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 62 department, front office department, food and beverage department, housekeeping department, spa department, engineering, laundry, and human resource department. sales and marketing department has the most important position in room sales, both in terms of offline travel agent and online travel agent (gremler, hoffman, keaveney, & wright, 2000). marketing strategy is the marketing logic implemented with the hope that business units can achieve marketing goals (kotler, 2017). this strategy is used to attract the attention of the company that hotels are very necessary to get income (parwata & wijaya, 2018). there are several factors determine tourists stay at the main hotel at the sakala resort bali. these factors include seven components based on the concept of the marketing mix, namely product, price, promotion, place, people, process, and physical evidence (kanten & darma, 2017). when viewed from the advantages possessed by the sakala resort bali is the first in terms of its roomy design, classy modern with marble decorations on each wall, besides that the concept of a beach club owned by the sakala resort bali named sakala beach club is the main attraction because this beach club has an indoor and outdoor area. modern and traditional themed indoor room to hold a wedding reception (chapel), while an outdoor space that directly faces the sea with a stretch of nusa dua beach where tourists can do activities such as swimming, relaxing, and sunbathing. compared with competitors from the sakala resort bali, like conrad hotel and novotel nusa dua that has location opposite the beach in the sense of indirectly dealing with the beach. when tourists want to go to the beach, have to cross first to get to the sakala beach club. the area of the sakala beach club is also limited, it makes the capacity to accommodate for tourists who want for just sunbathe is limited. the marketing mix is one of marketing elements that should be considered to implement the marketing strategy and positioning to be run successfully (syah, lupiyoadi, & tjiptadi, 2016). the marketing mix shows factors to consider when deciding on a marketing strategy of a company (salman, tawfik, samy, & artal-tur, 2017). the application of the concept of marketing mix is certainly affecting the occupancy rate in the sakala resort bali as shown in figure 1 below, which shows the occupancy rate at the sakala resort bali from 2017 until 2019 and its comparison with the occupancy rate of its competitors namely the conrad hotel and novotel benoa. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 63 (source: sales & marketing department of sakala resort bali, conrad hotel, novotel benoa, 2020) figure 1. room occupancy average at hotel the sakala resort bali and competitor hotels (conrad hotel and novotel benoa) data from the figure above was the occupancy rate of rooms at the sakala resort bali hotel in 2017-2019. compared with competitor hotels of the sakala resort bali, those are conrad hotels and novotel benoa hotel bali, which have the same type of room that consists of the standard room, deluxe room to suite room and villa with a similar price that between idr 900,000, --/night up to idr 1,700,000, --/night (source: public rate room rate hotel, 2020) for a standard room. the average room occupancy rate per year from 2017 to 2019 which can be seen in figure 1, the occupancy rate at the sakala resort was still below 65%, while its competitors were already above 75%. based on background above the writer interest to research about “factors affecting tourist’s decision to stay at the sakala resort bali.” factor analysis is a technique for analyzing the interdependence of multiple variables simultaneously. the purpose of factoring analysis is to simplify the form of the relationship between several variables that are examined into fewer factors (suliyanto, 2012). the purpose of this research is to analyze what factors affecting the tourist’s decision to stay at the sakala resort bali and to determine strategies that can be implemented to increase the number of tourist stay at the sakala resort bali. research method this research was conducted at the sakala resort bali located in pratama street no. 95, benoa, kuta selatan, badung, bali 80363, indonesia. it takes 15 kilometers away or about 30 minutes from i gusti ngurah rai international airport. the object of this research was focused on the marketing mix factors that affecting the tourist’s decision to stay at the sakala resort bali. two types of data used in this research was quantitative and qualitative approach (sugiyono, 2016). while the source of the data in the form of primary data source 2017 2018 2019 the sakala resort 64.25% 64.37% 62.73% conrad bali 87.54% 82.94% 91.73% novotel benoa 83.45% 79.76% 90.23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% the sakala resort conrad bali novotel benoa file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 64 by questionnaire that was given to the guest at the sakala resort bali (sugiyono, 2016). the questionnaire in this study was given to the guest that stayed at the sakala resort bali. form of secondary data such as history of the hotel, excursions, and other data that is associated with this research (sugiyono, 2016). the population in this study was 1,000 guests and was counted by slovin’s technique (sujarweni & utami, 2012) to get the sample of 91 respondents. the sampling technique in this study was the probability sampling technique using simple random sampling (sugiyono, 2016). the trial was to test the validity and reliability of the questionnaire that was used. the validity test is done by comparing the correlation (r-count) of each score on the question item and the total score with an r-table value of free degree n-2, where n is the number of respondents used, in this case of 91. the r-table value with a degree of freedom of n-2 or 89 is 0.173 that the question items on the questionnaire are declared validly if they have a value of more than 0.173 r-counts. the reliability test was used for measuring whether the questionnaire has been reliable and trustworthy as a data collection tool. the questionnaire is reliable when the value of cronbach's alpha is greater than 0.7. cronbach's alpha value closer to 1 indicates that the questionnaire is increasingly reliable (sugiyono, 2014). results and discussion the characteristic of respondents in this research used 91 respondents that were classified based on their age from 23-50 years. based on their gender was male of 43 and female of 48. according to their purpose of the stay, 59 respondents were business and 32 respondents were holiday. based on the country was divided into several countries that can be seen in figure 2 below. (source: processed data, 2020) figure 2. characteristic of respondents based on country figure 2 showed that most of the respondents of this research were the guests coming from chinese (35.16%) and indonesian (31.87%), because the sakala resort bali was 0% 10% 20% 30% 40% chinese indonesia india australia others file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 65 dominated by the guests who came from china and indonesia. followed respondents are indian (16.48%), australian (8.79%), and others (british, malaysian, & france) (7.68%). data analysis in this research is factor analysis from atahena and utama (2016) with the result as follows; creating a correlation matrix the things that need to be done that factor analysis can be carried out, the first is determining the amount of the bartlett's test of sphericity which is used to determine whether there is a significant correlation between variables, and the second is the kaiser mayer olkin (kmo) measure of sampling adequacy used to measure the adequacy of the sample (atahena and utama, 2016). the criteria of conformity in the use of factor analyze is if the value of kmo above than 0.5. the magnitude of the value of bartlett's test of sphericity and the value of the keiser meyer olkin (kmo) measure of sampling adequacy can be seen in the following table 1. table 1. kmo and bartlett's test of sphericity kaiser-meyer-olkin measure of sampling adequacy. 0.854 bartlett's test of sphericity approx. chi-square 830.823 df 190 sig. 0.000 (source: processed data, 2020) based on table 1, obtained a value of 830.823 bartlett’s test of sphericity with a significant of 0.000 to mean on this research, there is a significant correlation between the variable and the results of calculations of kmo 0.854 greater than 0.5 and level significantly less than 0.05 then kmo test have been eligible and worthy to be analyzed further so that the adequacy of the sample included in the intermediate category. determine the number of factors the determination of the number of factors in which each factor is a combination of several factors that are interconnected (correlated) is based on the amount of eigenvalue, the percentage of the variance of each factor that appears. the factors chosen are factors that have an eigenvalue>1. based on the percentage of variance, a factor can be considered by consumers if it has a value greater than 5% (atahena and utama, 2016). it can be seen on table 2. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 66 table 2. total variance explained factors eigen values % of variance cumulative % 1 7.459 37.297 37.297 2 1.549 7.745 45.041 3 1.524 7.620 52.662 4 1.321 6.606 59.268 5 1.070 5.348 64.616 (source: processed data, 2020) the result of determining the number of factors is becoming five factors. the determination of the number of these factors are based on the value of eigenvalue above than 1 which is factor 1 with eigenvalue 7.559, factor 2 with eigenvalue 1.549, factor 3 with eigenvalue 1.524, factor 4 with eigenvalue 1.321, and factor 5 with the value of eigenvalue 1.070. that can be interpreted there are five groups of factors that affect the decision of the tourists to stay at the sakala resort bali by showing that the five groups of factors are able to explain the variant as much 64.616%. factors rotation and naming the factors varimax rotation method was used for the data rotated from primary data to become simple factor data and make easier to interpret the data. data from the component matrix have to rotate to become rotation component matrix by seen from the loading factor each variable. table 3. result of naming factors no factor variables loading factor % of variance 1 branding the hotel name is well known 0.703 16.457% various room types 0.785 hotel has swimming pool & supporting facilities 0.768 affordable room rates 0.588 competitive room rates 0.502 information from the website is quite comprehensive 0.652 2 guarantee information about hotel can be obtained from brochures & internet 0.684 14.940% information can be by obtained by oral information 0.750 employee services can be trusted 0.580 employee give information about the hotel’s product correctly 0.670 fast hotel service stairs towards guest needs and complaints 0.646 3 environment the sakala resort bali has strategic location 0.699 13.977% the employees are friendly and polite in service 0.577 design of building in accordance with the pictures appropriate with the website or brochure 0.817 directions, lobby or waiting room facilities are adequate. 0.705 4 service quality reserving the room is easy and quickly 0.808 9.966% hotel has spacious and secure parking 0.742 clean and tidy employee’s uniform 0.560 5 expectation room rates in accordance with the facilities 0.613 9.275% there are discounts when booking an order 0.764 (source: processed data, 2020) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 67 the result of rotation conducted, 20 variables were formed into five factors, where it shows that all variables can be formed into the factors and this is interpreted as follows; 1. branding factor branding factor has a percentage of variance of 16.457%. this means that the variables that are included in the branding factor is able to explain the factors affecting the tourist’s decision to stay at the sakala resort bali of 16.457%. variable that has the highest value in the branding factor is the various room types with the loading factor as much 0.785. 2. guarantee factor guarantee factor has a percentage of variance of 14.940%. this suggests that variables that belong to the guarantee factor are able to explain about the factors affecting the decision of tourists to stay at the sakala resort bali by 14.940%. the variable that has the highest value in the factor of the guarantee is information can be obtained by oral information with loading factor as much 0.750. 3. environment factor environment factor has a percentage of variance of 13.977%. this suggests that variables that belong to environment factor are able to explain the factors that affecting the decision of the tourist to stay at the sakala resort bali to be 13.977%. the variable that has the highest value in the environment factor is the design of buildings in accordance with the pictures appropriate with the website or brochure with the loading factor as much 0.817. 4. service quality factor service quality factor has a percentage of variance of 9.966%. this shows that the variables belong to the quality of service can explain about the factor affecting the decision of tourists to stay at the sakala resort bali by 9.966%. the variable in the service quality factor about reserving the room easily and quickly has the highest loading factor of 0.808. 5. expectation factor expectation factor has a percentage of variance of 9.275%. this suggests that variables belong to the expectation factor are able to explain the factors affecting the decision of tourists to stay at the sakala resort bali by 9.275%. the variable that has the highest value in the expectation factor is there are discounts when booking an order with a loading factor as much 0.764. determine model accuracy knowing the ability of a model to explain well the phenomenon of existing data, need to be tested with the technique of principal component analysis (pca) is to examine the residual amount between the correlations observed with reproductive correlation. based on the results of this study, the resulting residual percentage is 43.0% or as much as 83 residual, that the accuracy of the model can be known and acceptable with the accuracy of file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 68 the model by 57.0% at a tolerance level of 10%, this means there are other factors that affect the decision of tourists to stay at the sakala resort bali such as social factor and personal financial ability factor. the result of factor analysis, it was found that branding factor has the greatest influence and dominance in affecting the tourist’s decision to stay at the sakala resort bali states that the quality of branding gives the appreciation and form a positive image for the tourist’s decision. branding is must to be the most effective tools to affect tourist impression, by giving the best service it could make the hotel name is well known (neupane, 2015), beside that by providing various room types, swimming pool & supporting facilities, about the affordable room rates and competitive room rates the tourist impression will be increased. information from the website is quite comprehensive, it makes the tourist easy to reach information about the sakala resort bali. the guarantee factor also greatly affects the tourist’s decision to stay at the sakala resort bali. guarantee if all of the information about the hotel can be obtained from brochures & the internet and oral information. it makes easier and more effective to reach the potential guest around the world. giving service and information that can be trusted from the employee must be impacted also. this environment factor includes the hotel has strategic location, employees are friendly and polite in service, design of building in accordance with the pictures appropriate with the website or brochure, directions, lobby or waiting room facilities are adequate will run smoothly and qualify to increase tourist’s decision to stay at the sakala resort bali. all of these because the environment, including internal and external environment make tourist feel comfort and satisfied. service quality factor is one of the factors that affecting tourist’s decision. giving serve of the room is easy and quickly, cleanly and tidy employee’s uniform trustworthy will reflect the company's credibility as this capability is related to provide accurate service from the first time without making any mistakes and unsatisfied. the expectation factor is the lowest factor that affects the tourist’s decision to stay at the sakala resort bali. it must be about the room rates in accordance with the facilities and there are discounts when booking an order because a lot of tourists want at the affordable price for the room rate and the facilities must be accordance with 5-stars hotel standard. conclusions based on the results of the analysis that has been done by using factor analysis on the tourist stayed at the sakala resort bali from august to november 2019 period it can be concluded as follows; factors affecting tourist’s decision to stay at the sakala resort bali is file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 69 as much as five factors consists of factor 1 (branding), this factor has a total variant of 16.457% and a factor that affects the decision of the most dominant tourist to stay at the sakala resort bali. factor 2 (guarantee), the guarantee has a total variant of 14.940%. factor 3 (environment), environment factor has a total variant of 13.977%. factor 4 (service quality), this factor has a total variant of 9.966%. factor 5 (expectation), the expectation factor has a total variant of 9.275%. based on the above conclusion, the writer would like to propose the suggestion as follows; increase promotion by internet and oral information for making good brand image and provide the logbook for data of any kind of guest needs and complaints. taking into account the factors that affecting the tourist’s decision to stay at the sakala resort bali in the following ways: increase sales by improving the quality of service and hotel facilities. increasing the service by educating and training the existing human resources like to provide maximum service and meet the standard operating procedure applicable at the sakala resort bali. intensify internal promotion that already exist in the hotel that is distributing brochures about information service and products owned by the sakala resort bali to guests that staying at the hotel with the aim to attract guests to visit and provide all of the information about the hotel. in the end the number of tourists stay at the sakala resort bali will be increasing. acknowledgment the writer would like to express sincere gratitude for the god, director of politeknik negeri bali, the head of tourism department, the head of tourism business management for supporting facilities during the completion of this research, i gst. agung mas krisna komala sari, s.si., m.si, and i nyoman rajin aryana, s.pd., m.hum, who have given advises and guidance during the research period, also to all of management of the sakala resort bali who has provided the opportunity in retrieving all supporting data regarding of this research. lastly, sincere gratitude goes for my parents and all my friends because of never-ending encouragement in passing all of the process. references atahena, a., & utama, i. g. b. r. (2016). faktor-faktor yang menentukan wisatawan berkunjung ke taman nasional komodo di kabupaten manggarai barat nusa tenggara timur. jurnal ekonomi dan pariwisata, 10(1), 55-62. gremler, d. d., hoffman, k. d., keaveney, s. m., & wright, l. k. (2000). experiential learning exercises in services marketing courses. journal of marketing education, 22(1), 35-44. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol. 3, no. 2, 2020, pp. 61-70 70 kanten, i. k., & darma, g. s. (2017). consumer behaviour, marketing strategy, customer satisfaction, and business performance. jurnal manajemen bisnis, 14(2), 143-165. kotler, p. (2017). some of my adventures in marketing. journal of historical research in marketing, 59, 44-45. lawson, k. m., davis, k. d., crouter, a. c., & o’neill, j. w. (2013). understanding workfamily spillover in hotel managers. international journal of hospitality management, 33, 273-281. neupane, r. (2015). the effects of brand image on customer satisfaction and loyalty intention in retail supermarket chain uk. international journal of social sciences and management, 2(1), 9-26. parwata, a. g. o., & wijaya, i. k. k. a. (2018). eksistensi desa pakraman dalam pengelolaan kepariwisataan budaya bali: kajian terhadap peraturan daerah provinsi bali no 2 tahun 2012, tentang kepariwisataan budaya bali. jurnal sarana komunikasi dosen dan mahasiswa, 12(1), 69-75. salman, d., tawfik, y., samy, m., & artal-tur, a. (2017). a new marketing mix model to rescue the hospitality industry: evidence from egypt after the arab spring. future business journal, 3(1), 47–69. sugiyono. (2014). metodologi penelitian kombinasi (mixed method). bandung: alpabeta. sugiyono. (2016). metodologi penelitian kuantitatif, kualitatif, dan r&d. bandung: alpabeta. sujarweni, v. w., & utami, l. r. (2017). the deciding factor is the timeliness of corporate internet reporting on manufacturing companies registered in bei. jurnal riset akuntansi mercu buana, 2(1), 119-137. suliyanto, d. (2012). the effects of organizational culture and leadership style toward employee engagement and their impacts toward employee loyalty. world review of business research, 2(5), 128-139. syah, d. o., lupiyoadi, r., & tjiptadi, a. p. (2016). factors affecting the use of e-commerce in creative industries: empirical evidences from smes in jabodetabek-indonesia. jurnal siasat bisnis, 20(2), 143. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 27-34 doi: http://dx.doi.org/10.31940/jasth.v4i1.2085 url: http://ojs.pnb.ac.id/index.php/jasth 27 the application of hotel strategies based on factor analysis to improve the number of events at the trans resort bali i putu yana arya kusuma 1*, i nyoman rajin aryana 2, i gusti agung mas krisna komala sari 3 1,2,3 tourism department, politeknik negeri bali, indonesia *corresponding author: yanaarya18@gmail.com abstract: this research was conducted at the trans resort bali, a 5-stars hotel located in seminyak, badung, bali. the purposes of this research was to found out the factors affected the customers’ decision to hold an event, found out the most dominant factor and found out the strategies should be applied to maintain the factors and improve the number of events at the trans resort bali. the sample was 74 respondents using cluster sampling technique. the steps taken in data processing was looking for the results of the validity test and the reliability test of the data, after that factor analysis consist of 6 steps. based on the results of the research, there were 4 factors affecting the customers’ decision to hold events at the trans resort bali. these factors are facility and environmental factors with a percentage of the variance of 46.193%, service quality factors with a percentage of the variance of 5.928%, information factors with a percentage of the variance of 5.503% and promotion factors with a percentage of the variance of 5.294%. the value of the accuracy of the model is 60% with a residual of 40%. from the 4 factors were found the most dominant factor which is facilities and environment factors consist of 4 variables, namely (1) ballroom & boardroom that is luxurious and spacious, (2) attractive and luxurious venue design, (3) strategic hotel location and (4) complete meeting and event facilities. keywords: customer decisions, events, factor analysis history article: submitted 30 september 2020 | revised 18 january 2021 | accepted 26 january 2021 how to cite: kusuma, i. p. y. a., aryana, i. n. r., & sari, i. g. a. m. k. k. (2021). the application of hotel strategies based on factor analysis to improve the number of events at the trans resort bali. journal of applied sciences in travel and hospitality, 4(1), 27–34. introduction the trans resort bali is one of the hotels indonesia brands under chairul tanjung or ct corp company and it is located on sunset road street seminyak. the trans resort bali has 184 rooms and 16 villas consisting of 178 premier rooms, 6 celebrity suites, 15 one bedroom villas, 1 presidential villa, and facilities that can support guests' comfort to provide accommodation provided with special events at the hotel such as : swimming pool, restaurant, bar, ballroom & boardroom, kids club, fitness center, spa, roof bar, club lounge, arsa boutique, free wi-fi, 24-hour room service, laundry and others. in addition, the trans resort bali is ranked 8th according to trip advisor of 163 hotels in seminyak, from several hotels such as: the legian, the oberoi beach resort and the seminyak beach resort. one of the contributors to the level of tourist visits to bali is mice and non-mice tourists. mice are interpreted as a tourist convention, with limitations: the business of convention services, incentive travel, and exhibitions to provide services for a meeting of a group of people (statesmen, businessmen, scholars, etc.) to discuss issues related to mutual interests. mice industry (meeting, incentive, convention and exhibition) is a tourism sector that is currently experiencing rapid development and is one of the major industries in the world. the development of the mice industry is part of the industry today which creates opportunities for a variety of types of tourism activities to realize quality services. based on the data from the 2018 international congress and convention association (icca), indonesia got 36th positions in the world with a total of 122 meetings and got 11th positions in asia pacific (icca, 2018). bali also occupies the first position in indonesia after yogyakarta and jakarta with a total of 40 meetings. journal of applied sciences in travel and hospitality 28 450 613 776 600 720 840 0 500 1000 2017 2018 2019 total event target event seeing the potential possessed, then in bali has the potential to hold events and mice. one of the facilities needed is accommodation and venue. in 2019 the trans resort bali has achieved several awards, such as: bali leading resort from bali tourism award, best international restaurant and best rooftop bar from best now bali magazine, the seven star luxury hospitality and lifestyle award from seven star award and indonesia leading mice resort from indonesia travel and tourism award. from the award, the trans resort bali is the right choice for guests to stay with a luxurious experience and very suitable to be a venue for events and mice. the trans resort bali has a large ballroom in the seminyak area and a meeting room which is very suitable for customers who will hold an event or mice. several companies, organizations, governments and national and international educational institutions that have organized events at the trans resort bali, such as: hsbc, hm sampoerna, msk australia, bpjs, ministries, rotary clubs, intel oil, schulmberger, ems australia conference, the yak magz, stenden university, australia award, diamond international school. the number of events held at the trans resort bali in 2017 2019 can be seen in figure 1 below. (source: sales & marketing of the trans resort bali, 2019) figure 1. number of event hold at the trans resort bali in 2017-2019 figure 1 shows that the number of events held at the trans resort bali continues to increase every year. in 2017 there are 450 events which are the beginning of the second year but have not been able to achieve the target of 600 total events. in 2018, the number of events held at the trans resort bali increased to 613 events and was still below the target of 720. in 2019, it increased to 776 events but did not meet the event target of 840 events. from 2017 to 2019 the number of events held at the trans resort bali continues to increase but has not been able to meet the targets given by the company. this is of course due to the many factors’ constraints experienced by the trans resort bali hotels therefore it has not been able to reach the target number of events. before determining the best strategy to increase the number of customers who hold events at the trans resort bali, the importance thing to knowing and identifying the decision factors of customers choosing at the trans resort bali to hold events that will be achieve the targets set by the company. methodology the research was conducted at the trans resort bali, especially in the sales and marketing department. this hotel is a 5-star hotel which is located at sunset road street seminyak, badung, bali, indonesia. the object of this research was the application of hotel strategies based on factor analysis to improve the number of events at the trans resort bali. the types of data used in this research is quantitative and qualitative data. (sugiyono, 2014). the data sourced in this research was two data, namely primary and secondary data (sugiyono, 2014). the primary data that directly from the researcher is the interview with the hotel management and collecting questionnaire from the customer was held events at the trans resort bali. for the secondary data was from the hotel information, the meeting packages and the others data that associated in this research. the population in this research was the journal of applied sciences in travel and hospitality 29 customers that held events at the trans resort bali. the sampling technique is cluster sampling was divided into 3 groups, namely event organization (65), company (120), and the government (100) the totals is 285 customers was counted with slovin technique (sujarweni and endrayanto p, 2012: 17) to get the final sample of 74 respondents. the method of data collection in this research is carried out by several stages, namely observation, interviews, documentation, literature research, and questionnaire. the instrument test used validity and reliability test of the questionnaire that was used. the validity test is done by comparing the correlation (rcount) of each score on the question item and the total score with an r-table value of free degree n-2, where n is the number of respondents used, in this case 74. the r-table value with a degree of freedom of n-2 or 72 is 0.193 that the question items on the questionnaire are declared valid if they have a value of more than 0.193 r-count. reliability test is a test conducted with the aim of knowing the extent to which the results of measurements are reliable when measurements are repeated. the level of reliability is generally acceptable at a value of cronbach’s alfa 0.70 (sugiyono, 2014). the analysis technique used in this research is a factor analysis with 6 steps, that are formulate the problems, create matrix correlation, determination of number factors, rotation factors, interpretation of factors, and determination of model accuracy. table 1. table of validity and reliability test variable r count validity known hotel names 0.641 valid spacious and luxurious ballroom & boardroom 0.665 valid diverse food in restaurants or catering 0.588 valid complete meeting and event facilities 0.706 valid event and meeting package prices according with customer needs 0.657 valid prices are according to the facilities and services 0.754 valid competitive rates of event venues 0.619 valid there are discounts given when booking 0.592 valid information about event venues and facilities can be obtained from brochures and the internet 0.628 valid information about event venues and facilities can be seen in advertisements and media partners 0.627 valid information about event facilities can be from mouth to mouth 0.655 valid strategic hotel location 0.710 valid easy to booking event venues 0.779 valid hotel location is easily accessible 0.718 valid attractive and luxurious venue design 0.663 valid directions to the venue, lobby and restroom are adequate 0.716 valid good, friendly and polite service 0.735 valid cronbach's alpha = 0.935 reliable qualitative method is a research method based on post-positivism philosophy, used to examine the conditions of scientific objects. in this research a qualitative analysis used to find out and answer the strategies carried out to maintain the dominant factor and increase non dominant factor to improve number of events hold at the trans resort bali. results and discussions the characteristic of respondents in this research used 74 respondents, based on gender is 51% male customers and 49% female customers. based on the age the respondents age from 20-56 years old, based on customers segmentation was divided into several segmentation is from event organizer is 21.62%, company 47.50%, government 16.22% and other segments 14.86%. based on the countries can be seen in figure 2 below. journal of applied sciences in travel and hospitality 30 60,81% 17,57% 14,86% 4,05% 2,70% 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 70,00% indonesia australia asia europe usa (source: data process, 2020) figure 2. number of event hold at the trans resort bali in 2017-2019 based on figure 2 above, it can be seen that the percentage of customers coming from indonesia is 60.81%, australia 17.57%, asia 14.86% and europe 4.05% and america 2.70%. judging from the results of the above research, the most customers who hold events and meetings at the trans resort bali are from the state of indonesia, because this hotel is one of the biggest brands in indonesia under ct corp and trans corp companies. the factor analysis is the answer to the problem raised in this research which aims to determine the the application of hotel strategies based on factor analysis to improve the number of events at the trans resort bali is factor analysis from utama (2016) with the result as follows: 1. formulating the problems this step is determining the relevant variables in accordance with the objectives of the research, determining the number of variables. in this research there are 20 variables that are considered possible because they have met the validity test and reliability test. 2. create matrix correlation this step it is necessary to carry out a factor analysis, which is to determine the value of the barlett's test of sphericity, which is used to determine whether there is a significant correlation between variables and the value of the measure of sampling adepquacy keizer meyer (kmo) measure of sampling adepquacy. the suitability criteria for using factor analysis is that if the kmo price is (0.9), it means that it is very satisfying, if the kmo price is (0.8), it is satisfactory, if the kmo price is (0.7), it means the medium, if the kmo price is (0.6) means enough, if the kmo price of (0.5) means it is unsatisfactory and if the price of kmo is less than (0.5) it cannot be accepted (wibisono: 2003). the value of the barlett's test sphericity and the keizer meyer olkin (kmo) measure of sampling adequacy can be seen in table 2 below: table 2. kmo and barlett’s test of sphericity kmo and bartlett's test kaiser-meyer-olkin measure of sampling adequacy. 0.902 bartlett's test of sphericit y approx. chi-square 779.600 df 190 sig. 0.000 journal of applied sciences in travel and hospitality 31 based on table 2, obtained a value of 779.600 bartlett test with significant of 0.000 to mean on this research, there is a significant correlation between the variable and the results of calculations of kmo 0.902 greater than 0.5 it means that it is very satisfying and level significantly less than 0.05 then kmo test have been eligible and worthy to be further analyzed. 3. determination of number factors this step will carry out the core process of factor analysis by extracting a set of variables so that one or more factors are formed. each factor in determining the number of factors is a combination of several interrelated factors based on the magnitude of the eigen value, the value must be greater or equal to one, the percentage of varience is greater than 5% and the commulative value of variance must be greater than 50%, it can be seen in the table 3 below: table 3. total variance explained factors eigen values % of variance commulative % 1 9.239 46.193 46.193 2 1.186 5.928 52.121 3 1.101 5.503 57.624 4 1.059 5.294 62.918 based on table 3 shown that the 20 variables are then grouped into 4 groups of factors based on an eigen value of more than 1, first factor with an eigen value of 9.239, second factor with an eigen value of 1.186, third factor with an eigen value of 1.101 and fourth factor with an eigen value of 1.059 can be interpreted that there are 4 groups of factors that affecting the customer's decision to hold an event at the trans resort bali, by showing that the 4 groups of factors are able to explain the variable variance that affects as much as 62.918%. 4. rotation factors & naming the factors factor rotation is used to simplify the factor matrix which has a structure that is still difficult to interpret, therefore it is sought by doing factor rotation. in this research the varimax rotation method is used, because this method is considered easier to reduce data into groups of factors that are strongly correlated so that it is easy to interpret. the minimum loading factor limit is 0.5 and variables that have a loading factor of less than 0.5 will be excluded from this model because it has no effect on these factors. the rotation factor results and naming factors can be seen in table 4. 5. interpretation of factor from the result of rotation conducted 20 variables are formed into 4 factors and have been interpretated of factors by grouping factors that have high loading factors into these factors. interpretations of the results of factor analysis are as follows: a. factor of facilities and environment facilities and environmental factors have a percentage of variance of 46.193%. this means that the factors included in the facility and environmental factors can explain the factors that influence the customer's decision to hold an event at the trans resort bali by 46.193%. the variable of "has a spacious and luxurious ballroom and boardroom" has the highest loading factor on factor of facilities and environment. the facilities and environment factor are the biggest factors in this research, because the trans resort bali always pays attention to its facilities, ranging from the luxury and completeness of the facilities owned by this hotel. as for environmental factors that are attractive and neat that make the atmosphere comfortable to hold events at the trans resort bali. b. factor of service quality service quality factor has a percentage of variance of 5.928%. this means that the factors included in the quality of service can explain about the factors that influence the customer's decision to hold an event at the trans resort bali by 5.928. the variable of "good service, friendly, and polite services" has the highest loading factor on factor of service quality. the service quality factor is the second factor in this research, service quality is very important in hospitality because it creates customer satisfaction. journal of applied sciences in travel and hospitality 32 table 4. factor naming results no. factors variables loading factor % of variance 1 facilities and environment spacious and luxurious ballroom & boardroom (x1.2) 0.739 46.193% attractive and luxurious venue design (x5.1) 0.705 strategic hotel location (x4.1) 0.634 complete meeting and event facilities (x1.4) 0.579 2 service quality good, friendly and polite service (x6.1) 0.722 5.928% quick response of hotel services towards guests needs and complaints (x7.1) 0.709 employees have extensive knowledge (x6.2) 0.672 good communication between employees and customers (x6.3) 0.668 prices are according to the facilities and services (x2.2) 0.525 3 information information about event venues and facilities can be seen in advertisements and media partners (x3.2) 0.743 5.503% information about event venues and facilities can be obtained from brochures and the internet (x3.1) 0.682 event and meeting package prices according with customer needs (x2.1) 0.621 directions to the venue, lobby and restroom are adequate (x5.2) 0.518 4 promotion information about event facilities can be from mouth to mouth (x3.3) 0.711 5.294% diverse food in restaurants or catering (x1.3) 0.678 competitive rates of event venues (x2.3) 0.585 easy to booking event venues (x4.2) 0.516 c. factor of information factor information about venue events has a percentage of variance of 5.503%. this means that the factors included in the information about the venue event are able to explain the factors that influence the customer's decision to hold an event at the trans resort bali by 5.503%. the variable of "information about event venues and facilities can be seen in advertisements and media partners" has the highest loading factor on factor of information. information factor is the third factor in this research, information about hotels and venues for the event is certainly very much needed for prospective customers who will hold the event. d. factor of promotion the appropriate price factor and ease of ordering have a percentage of variance of 5.294%. this means that the factors included in the appropriate price and ease of ordering can explain the factors that influence the customer's decision to hold an event at the trans resort bali by 5.294%. the variable of "information about event facilities can be mouth to mouth" has the highest loading factor on factor of promotion. promotion factor is the fourth or final factor in this research, promotion factor can be called the lowest factor in this research, so this factor is not dominant in influencing the customer's decision to hold an event at the trans resort bali. promotion is certainly needed to increase the value of the interest in prospective customers in choosing and determining something. 6. determination of model accuracy the accuracy of the model can be seen from the number of residuals. residuals are the observed correlation differences with those produced based on the results of the factor matrix. based on the results of this research, the percentage of residuals generated from this test model is 40% or as many as 77 residuals on the basis of absolute values > 0.05, this indicates that the accuracy value of this test model is 60% obtained from the results of reproduced correlation with the level tolerance of 10%. this means that there are factors that affecting the customer's decision to hold an event at the trans resort bali. to determine the number of factors that can be accepted empirically can be done based on the amount of eigenvalue each factor is increasingly representative of these factors to reprejournal of applied sciences in travel and hospitality 33 sent a group of variables. the factors chosen are factors that have an eigenvalue> 1. likewise, based on the percentage of variance a factor can be considered by consumers if it has a value greater than 5% (rai utama 2016).the most dominant factor that affects the customers' decision to hold the event at the trans resort bali can be seen through the highest eigen value in factor analysis, namely the facilities and environment factor with an eigenvalue of 9.239 and the percentage of variance 46.193%. in the facilities and environment, factor consists of 4 variables, namely: (1) spacious and luxurious ballroom & boardroom, (2) attractive and luxurious venue design, (3) strategic hotel location, and (4) complete meeting & event facilities. facilities and environment are the most important factors in showing the first impressions of customers or guests who are in trans resort bali because guests can see, use, enjoy and feel the facilities and environment provided by this hotel. therefore, a routine inspection must be carried out by all relevant departments and ensure that all facilities are safe and clean. in addition, the level of maintenance and cleanliness of facilities is still being done and must be improved, hotel management must also make guest experience feedback for guests or customers to evaluate and find out the shortcomings that the hotel has. hotel management must also always have innovations to create something new, therefore guests and customers do not get bored holding events at the trans resort bali. the lowest variable in this factor is easy for booking the event venue, with a loading factor value of 0.516. easy for booking the event venue has little influence in the decision of tourists to hold an event at the trans resort bali, so this hotel must have a variety of ways to book venue events. based on interviews with hotel management, the strategy in booking event venues at the trans resort bali is online and offline booking. this is done because the trans resort bali has mice international and domestic markets, so the online booking system can be done for overseas customers and offline for domestic customers, both platforms are very effective in booking venue and mice events. in addition, by collaborating with "third parties" such as travel agents can make it easier for customers, the online travel agent also needs to create the buttons in the online application for reservations or online bookings for organizing events and rental events venue. promotion factor is also one of the most important in increasing the number of events, so there are strategies to increase this factor, namely: join the event promotion (wedding expo, travel agent table top, event media) sales call to the company, media visit and creating promotion program about event venues with all the social media and website and email blast databases. be active in all channels through above the line and below the line marketing. always update with new promotions and maintain good relationships with media partners and third parties. conclusions based on the results of the data analysis and discussion that have been written in the previous chapter can be concluded as follows, factors that affect the customers' decision to hold the event at the trans resort bali are 4 groups of factors that have been obtained, namely: the factor of facilities & environment with the percentage of variance 46.193% and eigenvalue 9,239. the factor of service quality with the percentage of variance 5.928% and eigenvalue 1,186. the factor of information with the percentage of variance 5.503% and eigenvalue 1,101. factor of promotion with the percentage of variance 5.294% and eigenvalue 1,059. the most dominant factor is the facilities and environment factor with an eigenvalue of 9.239 and the percentage of variance 46.193%. based on the factor analysis and conclusions above, the suggestions that can be given by the author for the trans resort bali related to this research are as follows: maximizing the promotion of event venues and event packages offered to customers by using the promotion mix strategy which consists of advertising, sales promotion, publicity, personal selling, direct marketing, and interactive media. establish good relationships with third parties and media partners in making promotional event packages. variable of "easy for booking venue event" is the lowest variable in the promotion factor, therefore, there is a need for innovations to make it easier for customers to order both online and offline. create menus and buttons about event journal of applied sciences in travel and hospitality 34 packages, wedding packages, and venue for event rental to make it more attractive on the website and work with online travel agents so that overseas customers can easily place an order. references aithal, p. s. 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(2017). faktor-faktor yang mempengaruhi wisatawan menginap di karma royal resort candidasa, karangasem-bali. economic and tourism journal of undhira, 13, 189-196. journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 9-17 doi: http://dx.doi.org/10.31940/jasth.v4i1.2049 url: http://ojs.pnb.ac.id/index.php/jasth 9 implementation of upselling as a strategy in increasing room sales by guest relation host at alila seminyak hotel putu risky meliarini 1*, made sudiarta 2, lien darlina 3 1,2,3 tourism department, politeknik negeri bali, indonesia *corresponding author: riskymeliarini98@gmail.com abstract: the purpose of this research is to determine the implementation of upselling as a strategy in increasing room sales at alila seminyak hotels and to find out alternative upselling strategies that should be implemented by guest relations hosts in increasing room sales at alila seminyak hotels. the analysis technique used is the sequential exploratory mixed method design; internal factor summary (ifas) matrix, external factor analysis summary (efas) matrix, internal-external (ie) matrix, swot analysis, and quantitative strategic planning matrix (qspm). the analysis result of the ifas matrix with the main strength is that the alila seminyak hotel has ten types of rooms that can support upselling activities to guests and can increase room sales, while the main weakness is the lack of providing special prices for guests who upselling. the analysis result of the efas matrix is that the main opportunity is the friendliness of the community, environment, and culture around the alila seminyak hotel, while the main threat is the tax policy that applies to tourists who are taken into consideration when wanting to upselling. based on the results of the ie matrix analysis, the alila seminyak hotel is in the position of growth strategy (cell ii). the results of the swot analysis resulted in nine alternative upselling strategies, where three alternative upselling strategies were prioritized which were calculated by the qspm matrix with a total tas 232.64, 225.55, and 216.54. keywords: upselling, marketing mix, alternative strategies, room sales history article: submitted 02 september 2020 | revised 25 january 2021 | accepted 10 february 2021 how to cite: meliarini, p. r., sudiarta, m., & darlina, l. (2021). implementation of upselling as a strategy at alila seminyak hotel. journal of applied sciences in travel and hospitality, 4(1), 9–17. introduction the development of tourism in bali causes the number of tourist visits to increase every year. the increasing number of tourists visiting bali encourages the government and the private sector to build accommodation and supporting facilities for tourists. one of the accommodations that can support tourist activities is a hotel. according to (tarmoezi, 2000:13) a hotel is an effort to provide accommodation in the form of rooms in a building, which can be equipped with food and beverage services, entertainment activities, and other facilities on a daily basis with the aim of making a profit. the development of hotel in bali continues to increase from year to year, with several types of hotels based on stars or classes ranging from one-star hotels to fivestar hotels. according to (chandra, 2015:960) hotel facilities are usually adjusted to the star number of the hotel. the more the number of stars in a hotel, the more facilities it will provide to people staying at the hotel. one of the five-star hotels in bali is the alila seminyak hotel which is located in the seminyak area. the alila seminyak hotel has a strategic location because it is close to the shopping center and beach area behind the hotel, has 240 rooms with ten types of rooms provided and offered to tourists, a restaurant, bar, and facilities that support the activities of tourists who visit and stay. data on room occupancy and room sales at the alila seminyak hotel in the last three years can been in table 1 and table 2 below. journal of applied sciences in travel and hospitality 10 table 1. room occupancy data of alila seminyak hotel in 2017-2019 no month year 2017 2018 2019 1 january 64.42% 68.46% 60.26% 2 february 60.73% 63.16% 59.02% 3 march 56.25% 74.46% 57.05% 4 april 67.95% 80.45% 81.55% 5 may 78.56% 79.76% 74.97% 6 june 82.52% 85.63% 86.33% 7 july 85.50% 82.40% 83.36% 8 august 88.16% 82.84% 79.00% 9 september 83.20% 79.87% 77.30% 10 october 80.52% 81.59% 84.46% 11 november 70.27% 64.61% 69.80% 12 december 48.24% 60.97% 71.90% total 72.19% 75.35% 73.75% (source: alila seminyak hotels, 2020) table 2. data on room sales of alila seminyak hotel in 2017-2019 month year 2017 2018 2019 1 january 11,121,072,941 10,664,908,560 13,116,654,641 2 february 7,165,816,308 8,300,153,326 9,522,599,008 3 march 8,961,945,816 11,562,767,293 9,888,217,164 4 april 12,336,932,424 17,728,531,235 14,658,093,526 5 may 12,123,067,595 16,981,158,517 13,931,392,517 6 june 13,661,287,047 19,366,266,025 17,218,919,142 7 july 14,526,178,523 19,970,529,651 20,150,270,819 8 august 17,382,196,090 23,928,802,277 19,659,003,603 9 september 15,725,788,643 20,339,897,879 16,069,371,755 10 october 12,605,228,061 21,769,910,890 20,030,536,318 11 november 9,692,556,221 10,401,538,284 13,310,708,453 12 december 8,040,948,337 13,894,578,610 16,756,794,804 total 143,343,018,006 194,909,042,547 184,312,561,750 table 1 shows the percentage of room occupancy at the alila seminyak hotel in the last three years which has experienced fluctuation, of course, having an impact on sales of rooms at the alila seminyak hotel. table 2 shows the data on room sales at the alila seminyak hotel increased in 2017 to 2018 by 35.9% than in 2019 decreased by 5.4%. therefore, to increase room sales at the alila seminyak hotel with the fluctuating percentage of room occupancy conditions, the management needs a marketing strategy that can be implemented and increase room sales at the alila seminyak hotel, one of which is by upselling. upselling is the idea of upgrading products that customers order to add additional features or additional services and additional benefits for sellers (saputra, 2015: 52). according to smith in andriani (2020: 60), upselling is a strategy to increase their profits by training staff on how to sell more. upselling is more than just a sale, it requires perception, knowledge, and wisdom. upselling can be seen as a process of selling and servicing customers. therefore, to implement an upselling strategy to increase room sales at the alila seminyak hotel, the management assigned a guest relation host to one of the host service (front office) departments. guest relation host is important part of the alila seminyak hotel, because it has the main function of providing information and services to guests who come to visit or stay which is located at the front of the hotel. according to ardiana (2020: 1-2), the front office in the check-in process is based on orders made by guests before staying, but the front office can also implement an upselling program to sell rooms with a higher room type than the previous order. journal of applied sciences in travel and hospitality 11 in planning the implementation of upselling as a strategy, it is necessary to identify internal and external factors that are owned by alila seminyak hotels. therefore, this study will analyze the implementation of upselling as a strategy in increasing room sales at alila seminyak hotel. the method used in this research is interviews and questionnaires, where the results of interviews and questionnaires will be analyzed using swot analysis to formulate alternative strategies that are then evaluated through qspm to find upselling strategy that must be prioritized in increasing room sales at alila seminyak hotel. methodology this study used a mixed-methods design with sequential exploratory: qualitative followed by quantitative linking the data between two stages, namely qualitative-quantitative (cameron, 2009: 145). in the sequential exploratory design, it explains that the researcher collects qualitative data first then quantitative data. the purpose of the sequential exploratory mixed methods design involves first qualitative data collection procedures to explore phenomena and then collecting quantitative data to explain the relationships found in qualitative data (creswell and plano c. in subedi, 2016: 573). this research begins, by identifying internal variables which are internal factors of alila seminyak hotel with indicators of the 7p elements of the marketing mix according to kotler and armstrong (2016: 62), namely product, price, place, physical evidence, people, process, promotion. external variables in this study are the environment that alila seminyak hotel cannot control, such as tax, economic, social and cultural policies, business and technology, long stay guests, guests from travel agents or online travel agents, high and low season, goals and visions hotel. the types of data in this research are quantitative and qualitative, and data sources are primary and secondary data. the method of determining the sample in this study is purposive sampling. purposive sampling is a data source sampling technique with certain considerations such as the person who is considered the most knowledgeable of what we expect (sugiyono, 2016: 85). the sample is all staff of guest relations host, totaling 23 people. the collection methods used in this study were interviews and questionnaires. in this study, researchers encountered problems due to researching in the covid-19 pandemic situation, collecting data through interviews with host managers and assistant host managers, and distributing questionnaires to 23 staff of guest relations hosts at alila seminyak hotel related to the implementation of upselling as a strategy to improve room sales. this study uses a combination of several analysis techniques were ifas (internal factor analysis summary) matrix, efas (external factor analysis summary) matrix, ie (internalexternal) matrix, swot analysis according to rangkuti (2017: 83-84), the tools used for compiling the company's strategic factors is a swot matrix, and qspm (quantitative strategic planning matrix) analysis. according to purwanto (2012: 142) qspm analysis is an analysis used to find out what alternative strategies are best to be selected or implemented in a company. in analyzing the data in this study, the researcher observed and interviewed internal and external factors at alila seminyak hotel to the host manager and assistant host manager. furthermore, sorting the data and identifying the result files from the interviews into tabulations of internal and external factors which will be used as questionnaires to be distributed and filled out by 23 respondents. the results of the distribution of the questionnaire will be used to measure the weight, rating, and score of the ifas and efas. after obtaining the total ifas and efas scores will be used to determine the current position of the company then combine internal and external factors into the swot matrix to formulate four strategies between so (strengthopportunity) strategies, st (strength-threat) strategies, wo (weakness-opportunity) strategies, and wt (weakness-threat) strategies. the final stage of data analysis in this study is to evaluate alternative strategies to find alternative upselling strategies that must be prioritized through qspm analysis. results and discussions analysis of internal and external factors the first step is to conduct a qualitative analysis by conducting interviews related to internal and external factors at the alila seminyak hotel to informants, namely the host manager journal of applied sciences in travel and hospitality 12 and assistant host manager who know more about the flow of upselling implementation at alila seminyak hotel. furthermore, the results of the interview will be used as a means of measuring weight, rating, and score in quantitative analysis. the results of the interviews in this study were then inputted into the ifas (internal factor analysis summary) matrix (table 3) and the efas (external factor analysis summary) matrix (table 4). in this study, the researcher shows the results of the rating and weighting of the two matrices to the host manager and assistant host manager, to be used in analyzing the position of alila seminyak hotel in the ie (internalexternal) matrix in figure 1. in the ifas matrix, scores are obtained from weighting factor indicators. the internal factor is multiplied by the average value of each internal factor indicator. internal factors in the ifas matrix are divided into two categories, namely strengths and weaknesses so that the ifas matrix score obtained is 2.94 can be seen in table 3. table 3. ifas of upselling strategy no strength weight rating score 1 alila seminyak hotel has ten types of rooms equipped with different facilities and views and atmosphere in each room, which can attract guests to do upselling. 0.09 3.57 0.27 2 the size or size of ten different room types in providing comfort to guests while staying, which is taken into consideration for guests when upselling to get a room according to the needs and comfort of guests while staying at alila seminyak hotel. 0.08 3.43 0.25 3 the payment method used by alila seminyak hotel to make it easier for guests to process the payment for room upselling can be done via cash, credit card, or bank transfer. 0.06 3.35 0.21 4 it has a strategic location because alila seminyak hotel is on the beachside, and several rooms directly lead to the beach and can attract guests' interest in upselling their rooms. 0.06 3.35 0.25 5 alila seminyak hotel provides transportation for guests that can be used for traveling by guests, picking up guests who are checking in or who have already checked out to be taken to the airport. 0.07 3.39 0.21 6 promotions carried out by sales & marketing through websites and social media, to make it easier for guests to find information about room rates or special promotions currently being held by alila seminyak hotel. 0.06 3.35 0.21 7 the understanding of guest relation hosts on product knowledge at alila seminyak hotel so that they can inform or explain to guests during the room upselling process. 0.07 3.39 0.22 8 completeness of room facilities is very influential when guests upselling a room because guests want to get a room with facilities that can make guests comfortable and satisfied while staying at alila seminyak hotel. 0.06 3.30 0.24 9 alila seminyak hotel has a design lobby with direct views of the beach and is equipped with sofas and tables which are used as a place to negotiate when upselling a room between guests and the guest relation host. 0.06 3.35 0.24 total 0.61 2.10 weaknesses 1 special upselling prices that are rarely given by alila seminyak hotel to guests when upselling a room. 0.06 2.17 0.14 2 personal selling activities of the guest relation host are hampered in providing room information during the upselling process for guests who do not understand english. 0.06 2.17 0.14 3 lack of motivation and appreciation for the guest relations host who managed to do upselling beyond what alila seminyak hotel targeted. 0.06 2.26 0.14 journal of applied sciences in travel and hospitality 13 4 ability to master foreign languages (other than english) by the guest relation host which becomes an obstacle in negotiating with passive english-speaking foreign guests when upselling a room. 0.06 2.22 0.14 5 lack of education and training by alila seminyak hotel for the guest relation host regarding the implementation of upselling activities so that these activities are successful and able to achieve or exceed the target. 0.06 2.17 0.14 6 the alila seminyak hotel has not made an sop book on the procedure for carrying out room upselling activities. 0.06 2.22 0.14 total 0.36 0.84 total of weights and scores for internal factor 1.00 2.94 after analyzing the internal factors, then analyzing the external factors faced by alila seminyak hotel, namely opportunities and threats, which are contained in the efas matrix. in the efas matrix, the total score is obtained through the weighting of external factors then multiplied by the average value on each external factor indicator. in the efas matrix obtained a total score of 3.08 can be seen in table 4. tabel 4. efas of upselling strategy no opportunities weight rating score 1 the hospitality of the community, environment, and culture around the hotel can make guests feel comfortable staying at alila seminyak hotel. 0.12 3.87 0.44 2 guests can easily search for information about alila seminyak hotel via the internet with a wi-fi network obtained from a wi-fi corner or using a private cellular network. 0.11 3.83 0.41 3 long-stay guests at alila seminyak hotel are an opportunity to be offered room upselling so that guests can enjoy the experience of staying in a different room type than before. 0.12 2.83 0.33 4 travel agent guests and online travel agents have the opportunity to be offered room upselling, informing in detail about the rooms that can be upselling by travel agent guests or online travel agents assisted by the guest relations host when guests check-in. 0.12 2.74 0.33 5 the influence of high season and low season in increasing room sales at alila seminyak hotel. 0.11 3.87 0.44 6 the goals and visions of the alila seminyak hotel affect the comfort of guests from the services provided by all hotel staff. 0.11 3.83 0.43 total 0.69 2.38 threats 1 government tax policy for tourists which has an impact on guest consideration for upselling at alila seminyak hotel. 0.10 2.22 0.23 2 the purchasing power of guests, which has an impact on the guest's decision to stay at a hotel that is cheaper than staying at the alila seminyak hotel. 0.11 2.17 0.23 3 the number of hotels in the seminyak area is a threat to alila seminyak hotel in maintaining the market and guests' interest in choosing alila seminyak hotel accommodation to stay and visit while in bali. 0.10 2.26 0.24 total 0.31 0.70 total of weights and scores for external factor 1.00 3.08 after analyzing internal and external factors, then transfer the score results into the ie (internal-external) matrix. the results of the ifas matrix analysis have a score of 2.94 and the efas matrix with a score of 3.08. the score results from the two matrices are used to analyze the position of alila seminyak hotel, in figure 1. journal of applied sciences in travel and hospitality 14 figure 1. current position of alila seminyak hotel by ie matriks figure 1 shows the position of alila seminyak hotel's upselling strategy in cell ii of the ie (internal-external) matrix. cell ii shows the upselling strategy at the alila seminyak hotel is in the growth strategy stage with concentration through horizontal integration. this strategy is designed to achieve good growth in sales, profits and increase the range of products and services. therefore, the alila seminyak hotel can add room facilities and interiors, improve services for guests upselling rooms, offer room upselling to long-stay guests, travel agent guests, and online travel agents. the results of the ie matrix are used as consideration in formulating technical and concrete alternative upselling strategies through the swot matrix. table 5. swot matriks ifas / efas strengths (s) weaknesses (w) opportunities (o) so strategies 1. additional facilities and room interiors to support upselling activities, and offer room upselling to longstay guests, travel agent guests, and online travel agents as well as repeater guests. 2. improve relations with the community around alila seminyak hotel so that guests who stay feel comfortable and interested when offered room upselling. wo strategies 1. add incentives and rewards for guest relation hosts who achieve or exceed room upselling targets. 2. organizing foreign language training programs (other than english) specifically for guest relation hosts. 3. adjusting standard operating procedures for upselling activities to make them more effective and efficient following the objectives and vision of the alila seminyak hotel. journal of applied sciences in travel and hospitality 15 treaths (t) st strategies 1. increase the benefits that guests will get after upselling the room so that guests feel comfortable staying at alila seminyak. 2. improve the quality of service to guests in doing room upselling activities. wt strategies 1. organizing training programs to improve service quality for guest relation host. 2. providing dynamic prices to overcome competition, especially giving special prices for room upselling. based on table 5 above, the following is an explanation of the formulation of an alternative upselling strategy, namely: 1. so (strength-opportunity) strategies there are two alternative upselling strategies recommended in the so strategies, the first is the addition of facilities and interiors according to the room type owned by the hotel, considering that alila seminyak hotel has ten types of rooms with different facilities and interiors in each room, which can attract guests to upselling rooms and able to increase room sales. second, the alila seminyak hotel can improve good relations with the surrounding community, in attracting guests to stay overnight. as well as attracting guests' interest to know the surrounding culture in religious ceremonies or other activities carried out by the surrounding community. 2. st (strength-threat) strategies there are two alternative upselling strategies recommended in the st strategies, the first is the provision of benefits for guests upselling their room by giving special prices for breakfast at seasalt restaurant and a discount promo on the alila moment package that guests can enjoy. second, the guest relation host can improve the quality of service when guests are going upselling the room, such as giving advice and being able to make guests get a room according to the wishes and purchasing power of guests at alila seminyak hotel. 3. wo (weakness-opportunity) strategies there are three alternative upselling strategies recommended in the wo strategies, the first is to provide incentives outside the salary and award for the best employees by providing certificates from the management of alila seminyak hotel for the guest relation host. second, a foreign language training program (other than english) specifically for guest relation hosts related to hotel operational languages, product knowledge, and related upselling activities. the third is the making of an sop book containing a guide in offering room upselling to guests to succeed and make guests feel happy and comfortable when doing room upselling with the guest relation host, of course by the goals and vision of alila seminyak hotel. 4. wt (weakness-threat) strateges there are two alternative upselling strategies recommended in the wt strategies, the first is a training program for guest relation hosts in conducting personal selling to guests and improving service quality so that guests prefer alila seminyak hotel over competing accommodations. second, alila seminyak needs to provide special prices in attracting guests to upselling rooms, of course, the special prices given to guests have been taken into account by the management and the guest relation host at alila seminyak hotel to resolve competition with other accommodations. qspm (quantitaive strategic planning matrix) analysis the final result in this study is to analyze an alternative assessment of the upselling strategy that was previously formulated using the swot analysis matrix into the qspm analysis for evaluation. the purpose of the assessment of alternative strategies is to find out which alternative upselling strategies should be implemented by the guest relations hosts in increasing room sales at alila seminyak hotel. this qspm matrix assessment uses the average rating and the average attractive score (as) which will produce a total attractiveness score (tas). here is the formula for obtaining tas: 𝑇𝑜𝑡𝑎𝑙 𝐴𝑡𝑡𝑟𝑎𝑐𝑡𝑖𝑣𝑒𝑛𝑒𝑠𝑠 𝑆𝑐𝑜𝑟𝑒 (𝑇𝐴𝑆) = 𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝑅𝑎𝑡𝑖𝑛𝑔 𝑥 𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝐴𝑡𝑡𝑟𝑎𝑐𝑡𝑖𝑣𝑒 𝑆𝑐𝑜𝑟𝑒 (𝐴𝑆) (1) journal of applied sciences in travel and hospitality 16 the following is an alternative ordering of the upselling strategy obtained based on the calculation of the tas value in the qspm matrix, which can be seen in table 6. table 6. alternative strategies for upselling implementation by qspm strategy code alternative strategies tas so1 additional facilities and room interiors to support upselling activities, and offer room upselling to long-stay guests, travel agent guests, and online travel agents as well as repeater guests. 232.64 wo1 add incentives and rewards for guest relation hosts who achieve or exceed room upselling targets. 225.55 wt2 providing dynamic prices to overcome competition, especially giving special prices for room upselling. 216.54 st1 increase the benefits that guests will get after upselling the room so that guests feel comfortable staying at alila seminyak 192.85 st2 improve the quality of service to guests in doing room upselling activities 187.72 wo2 organizing foreign language training programs (other than english) specifically for guest relation hosts. 185.01 wt1 organizing training programs to improve service quality for guest relation host. 182.99 wo3 adjusting standard operating procedures for upselling activities to make them more effective and efficient following the objectives and vision of the alila seminyak hotel 175.27 so2 improve relations with the community around alila seminyak hotel so that guests who stay feel comfortable and interested when offered room upselling 160.74 table 6 above shows the results of the assessment of the alternative upselling strategy chosen by the guest relation host which should be applied in increasing room sales at alila seminyak hotel. alila seminyak can apply all of the strategies or some of the upselling strategies. in the analysis, qspm guest relation host has assessed and selected three alternative upselling strategies that are prioritized to be implemented in increasing room sales at alila seminyak hotel. the first strategy for so1 with a tas score of 232.64 is the addition of facilities and interiors in each room. the second strategy of wo1 with tas 225.55 is giving incentives and rewards for guest relation hosts. the third strategy with a tas score of 216.54 is to provide dynamic prices to overcome competition, in particular by providing special room upselling rates to guests. conclusions based on the results of previous research and discussion, the conclusions are as follows. the implementation of upselling as a strategy at alila seminyak hotel is by the 7p elements of the marketing mix such as product, price, place, promotion, people, process, physical evaluation. the results of the upselling implementation at alila seminyak hotel were able to increase room sales. upselling activities at the alila seminyak hotel need to be improved during the low season for staying guests. the upselling implementation strategy at alila seminyak hotel is currently in cell ii, namely the growth strategy stage with concentration through journal of applied sciences in travel and hospitality 17 horizontal integration, this strategy is designed to achieve good growth in sales, profit and increase the type of product or service. therefore, the alternative strategies that should be implemented by guest relation hosts in increasing room sales at alila seminyak hotel are the addition of facilities and room interiors to support upselling activities, as well as making upselling opportunities for long stay guests, travel agent guests, and online travel agents and guest repeater. as well as providing incentives and awards for guest relation hosts for achieving or exceeding the monthly upselling target, and by providing dynamic prices to overcome competition, especially special rates for guests when upselling rooms. references andriani, d., veronika, r., & achmadi, n. s. 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(2000). hotel front office. jakarta: kesaint blanc. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 50 giving incentives to increase motivation and employee work performance at novotel ngurah rai airport gus manik eka adnyana1, i ketut suparta2, i gusti made wendri3 tourism department, politeknik negeri bali email: 1gusmanikapp@gmail.com, 2ktutsuparta@pnb.ac.id, 3gustimadewendri@pnb.ac.id abstract motivation and employee work performance is the thing that need to be noticed by all companies in order to achieve maximum results in carrying out the duties and responsibilities that have been given. incentives are a form of company rewards to employees for the achievements that have been achieved and have performed duties and responsibilities well, so as to motivate employees in the work. the purpose of this paper is to find out how the terms and criteria of giving incentives to employees at novotel ngurah rai airport kuta bali and to find out whether incentives can improve employee motivation and work performance at novotel ngurah rai airport kuta bali. analytical tool used is qualitative analysis and using qualitative data. the result of the research shows that incentives can improve employee motivation and performance based on the terms and criteria of giving incentives to employees. keywords: incentive, motivation, employee, performance. introduction bali is one of the provinces in indonesia to become the center of the tourism industry. bali as a famous tourist destination has a diversity of unique art, culture, and customs. the island of bali received the title of the second best tourist island in the world in 2015 after the galapagos islands, ecuador, the version of travel and leisure magazine. the hotel is one kind of accommodation which is a major component in every tourist destination. the hotel provides various facilities and services such as room service, meals and beverages, as well as various other support facilities that tourists can enjoy during their stay. the hotel is a public place of residence for travelers by providing room service, food and beverage providers as well as accommodation with payment terms. along with the development of science and technology at the present time, one hotel company with other hotel companies continue to compete in terms of quality, whether it is the quality of human resources and product and service improvement. increased human resources today is an activity carried out jointly between employees and managers with the goal of adding value for hotel companies to face competition. mailto:gusmanikapp@gmail.com mailto:ktutsuparta@pnb.ac.id mailto:gustimadewendri@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 51 in addition, the role of manpower of a hotel is very important because the workforce is the main driver for the smoothness of business and company performance because it is one of the assets of the company that must be maintained by meeting the needs and desires. novotel bali ngurah rai airport is a four star hotel located at jalan raya gusti ngurah rai tuban with total of employees as many as 153 people from all departments. table 1 number of employees at novotel ngurah rai airport departemen jumlah executive office 1 accounting 12 human resources 2 security 5 front office 24 housekeeping 52 f&b service 22 f&b product 24 engineering 11 total 153 novotel ngurah rai airport kuta bali seeks to improve employee motivation and work performance that will be useful in hotel operations in daily activities. efforts are made by giving to its employees to improve motivation and employee performance. in carrying out daily activities in this hotel, required employees who have the expertise and the level of discipline, craft and high responsibility to carry out the task. it is very necessary measure the increase in motivation and achievement of employees at novotel ngurah rai airport. efforts to improve employee performance in the company's expectations of the company, done by giving rewards by the company to employees in the form of incentives and given to employees who are loyal, dedicated, and have integrity to the job. providing rewards in the form of incentives purpose to increase enthusiasm and passion to work employees so that employees can achieve achievement in work. in addition to providing rewards of incentives, employees are also given development programs such as training or training that can add skills or skills that are useful for employees to achieve. training is given to jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 52 employees who have been selected from each department to attend training held by the company. from the above explanation can be raised the problems to be discussed in this research is how the terms and criteria of giving incentives to employees at novotel ngurah rai airport and whether incentives can improve employee motivation and performance in novotel ngurah rai airport. the purpose of this study is to find out how the terms and criteria of giving incentives to employees in novotel ngurah rai airport kuta bali and to find out whether the incentive able to improve motivation and employee performance in novotel ngurah rai airport kuta bali. research methods this research is a qualitative descriptive research. the data is obtained through various data collection techniques such as interviews, document analysis, focused discussions, or observations that have been poured in field notes. another form of qualitative data is the image obtained by shooting or video recording. sources of data used in this study are primary data and secondary data. primary data is information obtained from primary sources, ie original, first-hand information or respondents. in this study the primary data obtained from the data check list filled by employees who have been selected. secondary data is information obtained not directly from respondents, but third parties. data collection method is interview to employee by asking several questions and based on research purpose. observation by way of observation where researchers engaged in daily activities. documentation is done by recording past events, with data in the form of writing, pictures, or video. results and discussion incentives as a motivational means that encourages employees to work with optimal capabilities, which are intended as extra income and predetermined wages. incentives are intended to meet the needs of employees and their families. the term incentive system is generally used to describe payroll plans that are linked directly or indirectly to various standards of employee performance or organizational profitability. incentives can be formulated as an adequate remuneration to employees whose performance exceeds established standards. incentives are a driving factor for employees to work better in order to improve employee performance. to gain a clearer jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 53 understanding of the incentives, here are some management experts put forward the notion of incentives. according to hasibuan (2016: 118), incentive is all income in the form of money, goods directly or indirectly received by employees in return for services provided to the company. according to marwansyah (2016: 270) in his book "human resource management" states that "compensation is the overall reward given to employees in return for their services or contributions to the organization and to what an employee receives in return for the work he or she gives to the organization. respondents stated that there are some incentive purposes to employees of novotel ngurah rai airport, which are: 1. to provide motivation in working to employees, because the motivation is needed employees while working. 2. improve employee performance, because incentives can also improve employee achievement in the company 3. maintaining existing employees at this time, employees may exit if the magnitude of incentive is not competitive and consequently will lead to an increasingly high employee turnover 4. increase the amount of income employees, so that employees can meet their needs better based on interviews with the human resources department on the terms and criteria of incentives to improve employee motivation and performance at novotel ngurah rai airport kuta bali, there are 3 terms and criteria of giving incentives to employees at novotel ngurarah rai airport kuta bali as follows; 1. employees who receive incentives are employees of novotel ngurah rai airport kuta bali according to the human resources manager of novotel ngurah rai airport employees who receive incentives are employees of novotel ngurah rai airport and have become contract employees or become permanent employees and have been working at novotel ngurah rai airport for at least 6 months. 2. incentives are motivative the incentive-giving system should be motivative in order for an incentive to spur its performance because of the appropriate rewards for the work performed. 3. incentives should be fair provision of incentives should be felt fair for employees of novotel ngurah rai airport, where incentives are given to fit the work done and in accordance with the achievements achieved. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 54 conclusion and recommendation this research was conducted to find out how the terms and criteria of giving incentives to employees at novotel ngurah rai airport kuta bali and whether incentives can improve employee motivation and performance at novotel ngurah rai airport. based on the results of interviews and observations the purpose of incentives given at novotel ngurah rai airport is to provide motivation in working to employees, because the motivation is needed employees while working and improve employee performance, because the incentives can also improve employee performance in the company as it retains existing employees , employees may opt out if the magnitude of incentives is not competitive and consequently will lead to an increasingly high turnover of employees and increase the amount of income employees, so that employees can better meet their needs. based on the conclusions that have been described previously, it can be put forward some suggestions that the future is expected to benefit the company and for other parties. as for some suggestions given by the authors, it is expected the company can and can maintain and improve services to incentives, because incentives have a dominant influence in an effort to improve motivation and job performance, such as by giving bonuses outside the salary of employees, giving praise for the work has been well resolved by employees. bibliography astuti, ni ketut ayu. 2012. “pengaruh kompensasi dan motivasi terhadap kepuasandan kinerja karyawan pada hotel bakung’s beach cottages kutabali”, tesis, magister manajemen universitas udayana, denpasar. hasibuan, malayu s.p. 2011. manajemen sumber daya manusia, edisi revisi. jakarta: bumi aksara. kusuma, harli yoga. 2015. “pengaruh insentif terhadap motivasi dan kinerja (studi pada karyawan hotel grand pujon view kabupaten malang)”. mangkunegara, a.a prabu. 2009. manajemen sumber daya manusia. bandung: remaja rosdakarya. marwansyah. 2016. manajemen sumber daya manusia. bandung: alfabeta. panggabean, s. 2004. manajemen sumber daya manusia. bogor: ghalia indonesia. rivai, veithzal. 2004. manajemen sumber daya manusia untuk perusahaan. yogyakarta: bpfe. siagian, sondang p. 2011. manajemen sumber daya manusia. jakarta : bumi aksara.syar‟roni. 2013. berfokus dalam mencerdaskan dan mensukseskan. jakarta: buku pendidikan dan publish. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 55 sulastiyono, agus. 2011. manajemen hotel, cetakan keenam. bandung : alfabeta. sutrisno edy. 2012. manajemen sumber daya manusia. jakarta: prenada media group. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 1 implementation of incentive product marketing strategy melali bali dmc in increasing sales volume i w ayan w inarta 1 , i gusti made w endri 2 , i ketut sutama 3 tourism bussines managemant, politeknik negeri bali email: 1winartawayan42@gmail.com, 2wendriresen@yahoo.com, 3tomsutama@gmail.com abstract this study aims to determine the implementation of incentive product marketing strategy melali bali dmc in increasing sales volume. data collection in this research through interview method, observation and literature study. melali bali dmc is one of the companies engaged in the tour and incentive event, in the development of melali bali dmc company from the beginning of standing up to now can not maximize in tingka handling events and sales of products owned. the marketing strategy implemented in a company is crucial in the level of product sales for the company, by choosing and using the right strategy in the operation will help the melali bali dmc company to increase its sales volume that has not been upgraded. the analysis technique used in this research is qualitative descriptive analysis technique, internal strategy factor matrix, external strategy factor matrix, swot matrix. the results of this study indicate that there is still much that must be addressed in melali bali dmc companies to be better diantarnya: improving the quality of control in the equipment used also in the quality of products provided, fix and re-creation of products owned, increase the intensity of relationships with colleagues in market areas and other parties, increase promotions using web and social media that has been owned and increase the number of employees also create employee standards and create a creative team. keywords: strategy, marketing, incentive, sales volume. introduction the entry of the mice industry (meeting, incentive, convention, exhibition), to indonesia becomes an opportunity to make new breakthroughs for tourism businesses. mice tourism activity is a tourism product that is being developed in bali in particular and indonesia in general. the promotion of mice tourism development is due to so many positive values that can be received by both local communities and also all tourism actors located in bali in particular and indonesia in general. incentive activity is one of mice activities that can be combined with three other mice activities, where incentive activity can be inserted in meeting activity as entertainment or appreciation gift for meeting participants. according to law no. 10 year 1990 explains that incentive travel is a travel activity mailto:winartawayan42@gmail.com mailto:wendriresen@yahoo.com mailto:wendriresen@yahoo.com mailto:%203tomsutama@gmail.com jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 2 organized by a company for its employees and business partners in return for their achievement in relation to convention which discuss the development activities one company engaged in the field of tour and trevel and engaged in incentive in bali is melali bali dmc. melali bali dmc is one of the travel agent company engaged in incentive travel handling and ordinary travel tour, basically incentive, more precisely incentive travel (it) idetik with bonuses or prizes provided by an institution or company to others in the form of travel . bonus or prize is given on the basis of achievements that have been achieved by the concerned. since its establishment in 2006 until now melali bali dmc has many times handling incentive event, in the way until now the selling condition melali bali dmc has not experienced a significant increase, in the company's sales are highly dependent on products and marketing strategies implemented by a company. in doing marketing or determining the marketing strategy can be done by passing an obserfasi using 7p marketing mix from internal analysis and using environmental factors exsternal which will be combined using sw ot matrix which will produce a relevant strategy to be applied in oprasional company melali bali dmc. the purpose of this journal is to obtain a relevant strategy that will be applied by melali bali dmc company in oprasional also to know the strengths, weaknesses, opportunities and threats of melali bali dmc itself. the expected benefits of this research, certainly to get a strategy that can help companies melali bali dmc in increasing sales volume in the products owned. methods in this research using qualitative method of opinion (sutopo & arief, 2010) and w hile the data source of this research is primary data source and secondary data proposed by meleong in ibrahim (2015: 69), with method of determination of sempel that is purposive sampling. using qualitative descriptive analysis technique according to according to bungin (2012: 83), internal strategy factor matrix, external strategy factor matrix, swot matrix according to rangkuti (2016: 26). the scope of the research is melali bali dmc and is used as a campus necessity for graduation terms and can be used as a reference for other students. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 3 results and discussion in this analysis will be discussed about what strategies are implemented by melali bali dmc and what are the strengths, weaknesses, opportunities and threats experienced by melali bali dmc. in this discussion all data obtained are elaborated using qualitative descriptions in the internal, exsternal and crossed matrices in the swot matrix. a. internal factor matrices in the explanation of this internal factor matrix described the internal factors of the company where starting from the product, price, place, promotion, person, process and physical evidence which will be presented in table 1. table 1 identifikasi faktor internal melali bali dmc internal factor strength weakness product • packaging of interesting and quality products. • quality control equipment and equipment used effectively and efficiently. • lack of updates to the product price • competitive prices • still lack of price contracts with third parties. place • the company is located in bali. • the location of representative office, which is located in kuta area. • the office position is somewhat less visible. • the absence of company nameplate. promotion • make a sales call to the market area. • have a complete media campaign, such as: website and social media • organizing a quality event • utilization of promotional media and promotions that have not been optimal. • lack of co operation with tour opreter, travel and lack of tour counter. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 4 (source: data processed, 2018 b. external factor matrix the explanation of this external factor matrix describes the exsternal factors of the firm which, from economic factors, social factors, political / legal factors, technological factors, and competitive factors are presented in table 2. table 2 identification of external factors melali bali dmc external factors opportunity threat a. economic factors 1) indonesia's economic condition is improving. 1) current global economic condition is not yet stable. b. social factors 1) 1) the existence of balinese social culture unique and unique in bali. 1) 1) tergerusnya traditional culture of bali by the outside culture. people • high employee cooperation. • with an average of stratum 1 or s1 undergraduate education. • the employees are friendly, responsive and well groomed. • there is no written sop for employees yet. • number of employees is limited. • employee competency certificates are still limited. • lack of creative team. process • flexible in fulfilling client request and complaint handling. • event management is executed in detail • the systems owned depend on the limited internet. • cooperate with many vendors / third parties. • supported with quality equipment and equipment • have an online event support system that is original physical evidence • complete and well-functioning equipment. • the existence of a comfortable office and the availability of adequate storage warehouse. • inadequate office parking. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 5 c. political factors / laws 1) 1) the appointment of indonesia as the host of international meeting meetings 1) 1) the issue of global terrorism, especially related to bomb explosion that occurred in indonesia. d. technological factors 1) 1) the rapid development of internet network 1) 1) technological factors can be a threat if they can not follow the rapid development will be outdated e. competition factor 1) 1) cooperation with other companies, business to business • companies in bali engaged in the same field, more dominate the market (first stand) (source: data processed, 2018). c. alternative marketing strategy melali bali dmc at this stage, the marketing strategy is formulated by considering the position of the company in the growth position in the ie matrix. formulation, this marketing strategy is done by matching all factors of strength, weakness, opportunity and threat into the strength, w eakness, opportunity and threat (swot) matrix. the purpose of using this matrix is to get an alternative marketing strategy melali bali dmc in increasing sales volume. the swot matrix in this study is presented in table 3. table 3. matrik swot melali bali dmc strengths (s) s1,s2,s3,s4,s5,s6,s7,s8,s9, s10 s11,s12,s,13,s14,s15,s16,s1 7,s18 weakness (w) w1,w2,w3,w4,w5,w6,w 7,w8 w9,w10,w11 opportunities (o) o1,o2,o3,o3, o4, o5 strategi so • so1 improve the quality of controls in the equipment used also in the quality of the products provided. strategi wo • wo1 fix and re-creation of products owned. threats (t) t1,t2,t3,t4,t 5 strategi st • st1 increase the intensity of relationships with co-workers in market areas and other parties. • st2 enhance promotions using web and social media that you already have. strategi wt • st1 increasing the number of employees also makes the standard work done by employees and create a creative team. (source: data processed, 2018) jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 6 conclusions and suggestions based on analysis of swot matrix in the discussion resulted 4 strategy group that is so strategy, wo, st and wt. in the so strategy group, wo and wt, the researchers formulated 1 alternative strategy. while in the st strategy group, the researchers formulated two alternative strategies that can be applied to melali bali dmc. the following is explained by each alternative strategy. 1. strength-opportunity strategy based on matching strength and opportunity factor owned by melali bali dmc, the researcher formulated 1 alternative strategy in so strategy group. increase the quality of control in the equipment used also in the quality of the product provided. in handling an incentive or tour event, melali bali dmc requires various means of equipment and equipment. currently, the company has some equipment needed in handling tour and incentive events such as in the handling of incentive events and tours such as: cars, pagging, laptops, personal computers, projectors, printers and there are still some equipment that is dependent on third parties / vendors such as the car due to the limitations of the car owned melali bali dmc work together in handling the event, so it is like indoor and outdoor lighting, soundsystem when got a job to handle incentive dinner and meeting. 2. weakness-opportunity strategy in the wo strategy group, the researcher formulates 1 alternative strategy, which is improving and re-creation of products owned, such as: identifying the market interest to know more about what the development of the products that sell in the market, market interest and the product offered by the competitor , re-review tourist objects also forging-places such as restaurants and hotels included in itineraries. adding products to be sold is like being a third party / vendor where the business to business system is very profitable, whereas when the company does not get sales of products from direct service users, the company can transfer the marketing system into a business to business where the company becomes a third party / vendor itself. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 7 3. strength-threat strategy based on the matching strength and threat factors possessed by melali bali dmc, two strategies are generated in this st strategy: a. increase the intensity of relationships with co-workers in market areas and other parties. government, corporate and business partners (potential service users), security apparatus, accommodation service providers, transportation and other third parties. b. enhance promotions using web and social media that you already have. the frequent occurrence of threats in indonesia such as infectious diseases, bomb explosions and natural disasters make several times other state administrations raises trevel warning for indonesia or forbids its inhabitants to travel or visit indonesia. these kinds of things are crucial to potential users which will reduce the interest and level of tourist visits to indonesia. in this case the development of social media and the web is very important where information can be accessed more quickly. 4. weakness-threat strategy in this wt strategy group, researchers formulated an alternative strategy based on matching the weakness factor and threats posed by melali bali dmc. the alternative strategy is to increase the number of employees also make the standard work done by employees and create a creative team in order to make oprasional become better. references ariesto hadi sutopo dan adrianus arief, 2010. terampil mengolah data. bungin, m. burhan. 2012. analisis data penelitian kualitatif. jakarta: pt rajagrafindo persada. ibrahim. 2015. metode penelitian kualitatif. bandung: alfabeta. rangkuti, freddy. 2016. analisis swot teknik membedah kasus bisnis cara perhitungan bobot, rating, dan ocai. jakarta: gramedia pustaka utama. journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 1 motivation of guest service agents in conducting upselling in front office department to increase revenue in hilton garden inn bali i wayan ade ardiana1, i gusti agung mas krisna komala sari2*, ni nyoman sri astuti3 tourism department, politeknik negeri bali, indonesia1,2,3 gungmaskrisna88@gmail.com2* abstract this research discusses the motivation of guest service agents in conducting upselling using maslow's theory hierarchy of needs. this research aims to find out what are the motivations of guest service agents in conducting upselling conducted at the front office department in hilton garden inn bali and to find out how big is the motivation guest service agent in conducting upselling programs to increase hotel revenue in hilton garden inn bali. the data collection methods used in this study are questionnaires, interviews, observation, documentation and literature study methods. the researcher used simple descriptive statistical data analysis techniques, in this research to calculate the mean and percentage. results of the respondent's questionnaire answers, tabulation of data, calculating percentages, looking for the dominant variable from maslow's theory and interpreting the results. the results of the research showed that the main needs are social needs with a total value of 20.87 percent. the second is the self esteem needs with a total value of 20.78 percent. the third is selfactualization needs with a value of 20.60 percent. the fourth is safety needs with a value of 20.47 percent and the fifth is physiological needs with a total value of 17.29 percent, so these five needs are motivated by guest service agents in conducting upselling at hilton garden inn bali hotels so they can increase revenue at hilton garden inn bali hotels every month. keywords: upselling, guest service agent, front office, motivation introduction hotel is an accommodation business engaged in service delivery. some of the departments that function to run hotel operations are the f&b department, housekeeping, kitchen and front office department. front office is a department in a hotel that is located in the front part of the hotel, close from lobby. with the location in front, the front office is one of the areas that is most easily searched and seen by guests (bagyono, 2012). the guest service agent provides check-in services to guests who will stay and check-out services for guests who will leave the hotel. the check-in and check-out process are expected to run quickly and smoothly. the guest service agent in the check-in process is based on the reservation that has been made by the guest before staying, but the guest service agent can file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 2 also apply an upselling program to sell rooms with a higher room type than the previous reservation. upselling is the idea of upgrading products that customers order to get additional features or additional services (additional benefits for sellers) (radiant, 2014). the application of room upselling program at the front office department hilton garden inn is divided into four types of offers, namely from the guest room category to upsell to the deluxe room category, deluxe room categories can be upsell to the family room category and family room categories can be upsell to the room category suite. suite room categories can be upsold to the presidential suite category. the following in figure. 1 will explain the target and the realization of the upselling program. (source: front office department hilton garden inn bali, 2019) figure 1. diagram of room upsell based on figure. 1, it can be seen that the front office department has not been able to reach the target set for the last 3 years in 2016. the target is 65,000,000 but only 60,100,000 can be achieved -7.5% to be able to reach the sales target in set it. in 2017 the target is 120,000,000 but only 117,450,000 have not been achieved yet 2.1% to be able to reach the set sales target, and in 2018 the sales target set is 160,000,000 but only 157,950,000 have not been reached 2.8% to reach the sales target set. then it was seen from the room upsell actual that had been obtained in the last 3 years indicating that the upselling program carried out by the guest service agent at the hilton garden inn had improved every year, but had not been able to reach the target set by the company. based on the description of the background of the problem above, the researcher is interested in researching "motivation of guest service agent (gsa) in conducting upselling programs in front office department to increase revenue at hilton garden inn bali ngurah 65,000,000 120,000,000 160,000,000 60,100,000 117,450,000 157,950,000 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 2016 2017 2018 year diagram room upsell room upsell target (idr) room upsell actuall (idr) file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 3 rai airport". the purpose of the research is divided into two, namely: 1. to find out what are the motivations of the guest service agent in conducting upselling in front office department at hilton garden inn bali. 2. to find out how big is the motivation the guest service agent in conducting upselling programs to increase hotel revenue at hilton garden inn bali. research method the data collection methods used in this study are, questionnaires is data collection techniques that are carried out by giving a set of questions or written statements to the respondent to answer. the questionnaire in this study will be given to the guest service agent. to find out what motivate the guest service agent when doing upselling. interviews according to sugiyono (2015: 193) interviews are used as data collection techniques, if researchers want to conduct preliminary studies to find problems that must be studied, and also if researchers want to know things from respondents in depth and the number of respondents is small or interview in this study by making questions related to this research that were submitted to the duty manager of the front office department at the hilton garden inn bali by asking the stages in doing upselling, observation according to sugiyono (2015: 193). data collection techniques with observations are used when research is concerned with human behavior, work processes, symptoms of natural phenomena and if the respondents observed are not too large. in this study it was conducted by directly observing the upselling process performed by the guest service agent to guests who check-in, documentation according to sugiyono (2013: 240) the document is a record of events that have passed. documents can be in the form of writing, images, or monumental works from a person. documents in the form of writings such as diaries, history of life (life histories), stories, biographies, regulations, policies. documents in the form of images such as photos, live images, sketches and others. documents in the form of works such as works of art, which can be in the form of pictures, sculptures, films and others. document study is a complement to the use of observation and interview methods in qualitative research. the documentation technique in this study is a data document in the form of sales of rooms with upselling on the front office department in hilton garden inn bali, and literature study methods by studying various reference books and the results of previous similar studies that are useful for obtaining a theoretical basis for the problems to be studied (sarwono: 2006) and theories for conducting existing discussions. operational definition of variables sugiyono (2013: 83) explains the variable is an attribute or the nature or value of people, objects or activities that have certain variations determined by researchers who are studied and then draw conclusions. the needs that were be used to measure work motivation based on this theory are expressed by the needs of file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 4 needs that will be used to measure work motivation based on abraham maslow's hierarchy of needs which consists of: 1. physiological needs basic needs are needed by guest service agents, so they do upsell in order to obtain incentives to meet family economic needs, fulfill primary needs and meet housing needs. 2. security needs the needs needed by guest service agents to protect themselves while working conditions of workspace used are quite safe, equipment and equipment working at the front desk are safe and adequate to use. safety at this hotel has been well considered, security in the hotel environment has been well managed 3. social needs after the body's needs and security are met, a new need arises, namely a sense of belonging and belonging in the work environment that can socialize well with fellow coworkers. the cooperative relationship between colleagues in this company is quite good, relations with superiors and subordinates are good and not rigid 4. needs for awards after the three previous needs have been met, the need arises for the award, at this level the guest service agent offers counseling and appreciation from coworkers when successful in upselling, upselling so that they become top up sellers every month, the company respects everyone successfully do upselling. 5. the needs for self-actualization it is a need to develop and realize the capacity and potential they belong fully upselling ability. purposive sampling according to sugiyono (2013: 218-219) is a technique of sampling data sources with certain considerations. this particular consideration, for example, the person who is considered to know the best about what we expect, or maybe he is the ruler so that it will be easier for researchers to explore the object or social situation under study. the sample that will be used in this study is the staff that can do upselling and interact with guests directly during the check-in process. they are guest service agent, supervisor, duty manager, with a total staff of 12 people. the researcher used simple descriptive statistical data analysis techniques according to sugiyono (2016: 238), descriptive statistics are statistics used to analyze data by describing data that has been collected as it is without intending to make conclusions that apply to the general or generalizations. presentation of descriptive statistical data through tables, graphs, pie charts, pictograms, calculation mode, median, mean, decile calculation, percentile, and percentage calculation. in this study calculate the mean and percentage from the results of file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 5 the respondent's questionnaire answers, data tabulation, calculating percentages. calculate the percentage of each indicator, to find out which indicator is the dominant motivation of the guest service agent when doing upselling. followed by sorting the indicator from the highest to lowest percentage. calculated by summing the results of the respondent's questionnaire answers from each indicator then added up and multiplied by 100% to get the percentage number. look for the dominant variables from the maslow theory of each of these indicators interpret results. results and discussion 1. physiological needs table 1. physiological needs (x1) no. variable strongly agree (5) agree (4) less disagree (3) disagree (2) strongly disagree (1) total x1.1 the incentives obtained from upselling enough the family’s economic needs 4 (33,3%) 2 (16,6%) 5 (41,6%) 1 (8,3%) 0 (0%) 12 (100%) x1.2 the incentives provided by upselling are very satisfying 5 (41,6%) 6 (50%) 1 (8,3%) 0 (0%) 0 (0%) 12 (100%) x1.3 current incentives can be set aside to enough housing needs 4 (33,3%) 3 (25%) 5 (41,6%) 0 (0%) 0 (0%) 12 (100%) x1.4 from the incentives received can meet the primary needs of the family 3 (25%) 2 (16,6%) 5 (41,6%) 2 (16,6%) 0 (0%) 12 (100%) x1.5 from the incentives provided, they can fulfill clothing needs 3 (25%) 6 (50%) 3 (25%) 0 (0%) 0 (0%) 12 (100%) total respondents 19 (31.67%) 19 (31.67%) 19 (31.67%) 3 (5%) 0 (0%) 60 (100%) total score 95 76 57 6 0 234 average 7.90 6.30 4.75 0.33 0.00 3.86 then the total score on the physiological needs variable that answers strongly agree is 31.67% which agrees at 31.67% which disagrees at 31.67% and at 5% disagrees. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 6 2. safety needs table 2. safety needs no. variable strongly agree (5) agree (4) less disagree (3) disagree (2) strongly disagree (1) total x2.1 the condition of the workspace used is quite safe 8 (66,6%) 4 (33,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x2.2 equipment and equipment working at the front desk are safe and adequate to use 6 (50%) 6 (50%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x2.3 work safety at this hotel has been well considered 8 (66,6%) 4 (33,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x2.4 security in the hotel environment has been well managed 6 (50%) 6 (50%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) total respondents 28 (58.33%) 20 (41.67%) 0 (0%) 0 (0%) 0 (0%) 48 (100%) total score 140 80 0 0 0 220 average 11.60 6,70 0.00 0.00 0.00 4.57 then the total score on the security needs variable that answers strongly agree is 58.33% and 41.67% agrees. 3. social needs table 3. social needs no. variable strongly agree (5) agree (4) less disagree (3) disagree (2) strongly disagree (1) total x3.1 i can socialize well with fellow colleagues 8 (66,6%) 4 (33,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x3.2 the cooperative relationship between co-workers in this company is quite good 7 (58,3%) 5 (41,6%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x3.3 relations with superiors and subordinates are good and not rigid 9 (75%) 3 (25%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x3.4 the attitude of your coworkers when you manage to get upselling rooms is positive 9 (75%) 3 (25%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x3.5 you can find out your ability in upselling so that guests are interested and interested 6 (50%) 6 (50%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) total respondents 39 (65%) 21 (35%) 0 (0%) 0 (0%) 0 (0%) 60 (100%) total score 195 84 0 0 0 279 average 16.30 7.00 0.00 0.00 0.00 4.65 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 7 then the total score on the social needs variable that answers strongly agree is 65% and 35% agree. 4. self esteem needs table 4. self esteem needs no. variable strongly agree (5) agree (4) less disagree (3) disagree (2) strongly disagree (1) total x4.1 you received recognition and appreciation from coworkers when you successfully did upselling 6 (50%) 5 (41,6%) 1 (8,3%) 0 (0%) 0 (0%) 12 (100%) x4.2 you do upsell so you can become a top up seller every month 9 (75%) 3 (25%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x4.3 you do upsell to get incentives 8 (66,6%) 3 (25%) 1 (8,3%) 0 (0%) 0 (0%) 12 (100%) x4.4 during this time the company acknowledged and appreciated each of the siblings succeeding in upselling 8 (66,6%) 4 (33,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x4.5 the boss gives praise if you succeed in upselling 9 (75%) 3 (25%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) total respondents 40 (66.67%) 18 (30%) 2 (3.33%) 0 (0%) 0 (0%) 60 (100%) total score 200 72 6 0 0 278 average 16.70 6.00 0.50 0.00 0.00 4.64 then the total score on the variable needs of appreciation that answers strongly agree is 66.67%, the answer agrees is 30% and the less agree is 3.33%. 5. self actualization needs table 5. self actualization needs no. variable strongly agree (5) agree (4) less disagree (3) disagree (2) strongly disagree (1) total x5.1 the motivation given by the boss helps to do upselling 7 (58,3%) 5 (41,6%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x5.2 the boss gives trainees to do upselling 7 (58,3%) 5 (41,6%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x5.3 working at this company makes my ability grow 9 (75%) 3 (25%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x5.4 suggestions and criticism from superiors about my work performance, make me more advanced. 8 (66,6%) 4 (33,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) x5.5 my upselling ability is good and growing every month 5 (41,6%) 7 (58,3%) 0 (0%) 0 (0%) 0 (0%) 12 (100%) total respondents 36 (60%) 24 (40%) 0 (0%) 0 (0%) 0 (0%) 60 (100%) total score 180 96 0 0 0 276 average 15.00 8.00 0.00 0.00 0.00 4.60 file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 8 then the total score on the variables of self-actualization needs that answer strongly agree is 60% and 40% agree. 6. respondent's answer score in percent (%) table 6. self actualization needs no. variable respondent’s answer score (%) 1 social needs 4.65 20.87 2 self esteem needs 4.64 20.78 3 self actualization needs 4.60 20.60 4 safety needs 4.57 20.47 5 physiological needs 3.86 17.29 total 22.33 100 the sense of belonging and belonging social needs in the work environment can socialize well with fellow co-workers. the cooperative relationship between co-workers in this company is quite good, relations with superiors and subordinates are good and not rigid, positive work attitude when we succeed in getting upselling gets a value of 20.87%. 1. the need for an guest service agent award to sell to get recognition and appreciation from coworkers when successfully doing upselling, upselling so that they can become top up seller every month, upselling to get incentives the company acknowledges and appreciates each sibling successfully upselling and getting praise from the boss obtaining a value of 20.78%. 2. the need for self-actualization needs to continue to develop and realize full capacity and potential. the ability of upselling is good and growing every month, employers provide training in upselling, advice, criticism and motivation from superiors to make work more advanced, work in this company making the ability to develop a value of 20.60%. 3. the need for security needs of the guest service agent's needs to protect themselves while working the conditions of the work room used are quite safe, equipment and equipment working at the front desk are safe and adequate to use, safety at this hotel has been well considered, security in the hotel environment it has been managed well to get a value of 20.47%. 4. physiological needs required by guest service agents so that they want to do upselling in order to obtain incentives from upselling to meet the family's economic needs, fulfill primary needs and fulfill housing needs and clothing needs to obtain a value of 17.29%. 5. the five needs that make guest service agents at the hilton garden inn bali do upselling activities, so they can increase revenue at hilton garden inn bali hotels every month. however, from the five needs, the social needs which are the main motivation for upselling file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 9 are 20.87%, the need for rewards is 20.78%, the need for self-actualization is 20.60%, the need for security is 20.47% and the last is physiological needs of 17.29%. the maslow diagram which is the main requirement is physiological needs, after being fulfilled it is continued with the need for security, then social needs, after being fulfilled, followed by the need for appreciation and after all four needs are met, the last is the need for self-actualization. however, in the research i did at the hilton garden inn, the main needs to the last were as follows: figure 1. pyramid diagram of maslow's needs from research results conclusions based on the results of the research that the researchers have done, it can be concluded that the results obtained are as follows: the first, motivation from guest service agents in carrying out upselling using maslow's theory of hierarchy of needs, the results that are the main necessity are social needs with an average number of respondents' answers of 4.66 so that respondents strongly agree if the social needs variable is the motivation in doing upselling, the second is the need for rewards with an average number of respondents 'answers of 4.64 so that respondents strongly agree if the variable needs of appreciation is a motivation in doing upselling, the third is self-actualization needs with an average number of respondents' answers of 4.6 so that respondents strongly agree if the variable needs self-actualization becomes a motivation in doing upselling, the fourth is security needs with an average number of respondents' answers of 4.57 so that respondents strongly agree if the variable needs security is a motivation in doing upselling, and which being his last need there are physiological needs with an average number of respondents' answers of 3.86 so that respondents agree if the physiological needs variable becomes a motivation in doing upselling, file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 10 then we can see what motivates. the main thing about guest service agents at hilton garden inn hotels in bali in upselling is social needs and the last need is physiological needs. the second, the motivation of guest service agents to do upselling is to increase revenue based on the results of the first research social needs with a total value of 20.87%, the second is the need for awards with a total value of 20.78%, the third is self-actualization needs with a value of 20.60%. security needs with a total value of 20.47% and the fifth physiological needs with a total value of 17.29%, so these five needs are motivated by guest service agents in upselling, so that revenue increases every month. acknowledgement author should present list of acknowledgement at the end. any financial or nonfinancial support for the study should be acknowledged. references bagyono. (2012). teori dan praktek hotel front office. alfabeta. bagyono. (2012). hotel front office. alfabeta. danang, s. (2013). metodologi penelitian akuntansi. pt refika aditama anggota ikapi. darsono, a. (2011). front office hotel. pt gramedia pustaka utama. drucker, a. (2007). classic dari sang penemu manajemen drucker. bip gramedia. hasibuan. (2010). manajemen sumber daya manusia. bumi aksara. ikatan akuntan indonesia. (2007). standar akuntansi keuangan. salemba empat. jonathan, s. (2006). metode penelitian kuantitatif dan kualitatif. graha ilmu. koetschevar, l. h., & chicy, r. f. (2004). managing beverage service. american hotel & lodging educational institute (ahlei). kotler, p., & keller. (2009). manajemen pemasaran. erlangga. kotler, p., & amstrong, g. (2012). principles of marketing global. prentice hall/pearson education australia. munandar, m. (2006). pokok-pokok intermadiate accounting. gadjah mada university press. moleong, l. j. (2012). metodologi penelitian kualitatif. pt. remaja rosdakarya. radiant, i. v. (2014). aplikasi penjualan komputer dengan metode crosseling dan upselling dilengkapi algoritma greedy dalam pengambilan keputusan. fakultas teknologi informasi universitas kristen maranatha. samsudin. (2010). manajemen sumber daya manusia. pustaka setia. siagian, s. (2009). kiat meningkatkan produktifitas kerja. pt. rineka cipta. sipayung, r. (2017). strategi pramusaji dalam up selling beverages di village cafe untuk meningkatkan pendapatan hotel grand lagoi village bintan. universitas sumatra utara. sugiyono. (2012). metode penelitian kuantitatif, kualitatif, dan r&d. alfabeta. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 journal of applied sciences in travel and hospitality issn: 2622-8319, vol 3, no 1, 2020, pp 1-11 11 sugiyono. (2015). metode penelitian kombinasi (mix methods). alfabeta. sugiyono. (2016). metode penelitian manajemen. alfabeta. sulistiyono, a. (2006). manajemen penyelenggaraan hotel. alfabeta. sujatno. (2008). front office operations. cv. andi offset. swastha, b. (2004). prinsip pemasaran. erlangga. tjiptono, f. (2008). strategi pemasaran. cv. andi offset. wardiyanta. (2006). metode penelitian pariwisata. cv. andi offset. wukir. (2013). manajemen sumber daya manusia dalam organisasi sekolah. multi presindo. file:///d:/mbp/ojs/jasth/jurnal/jurnal/2020/maret/622-8319 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 42 effectiveness of implementation of standard operating procedure performance on f & b service staff in kasava restaurant royal samaja villas i kadek putra sugi artha1, i wayan basi arjana2, ida ayu elistyawati3 tourism department, politeknik negeri bali email: 1putrasugiartha@gmail.com, 2wayanbasiarjana@pnb.ac.id, 3ayuelistyawati@pnb.ac.id abstract this study focuses on the implementation of standard operating procedures by looking at the operational circumstances that take place within the specified period. the purpose of this study is to determine the effectiveness of the application standard operating procedures on f & b service staff at kasava restaurant royal samaja villas. this study uses descriptive qualitative method by comparing the percentage value to determine the difference of each indicator so that can be done data presentation to draw conclusion. data collection method in this research is interview, observation, documentation study, literature study. the results of this study indicate that: (1) the decline in service quality of f & b service staff due to employee turnover resulting in standard operating procedures not running effectively, (2) the implementation of standard operational procedures by royal samaja villas management and provide a positive change from the f & b services staff, so that the quality of service is improved and the operational implementation which refers to the standard operating procedure is effective again. keywords: service quality, food and beverage service, standard operating procedure. introduction royal samaja villas is one of the villas located in seminyak and is located at jalan kayu cendana no 7a. royal samaja villas was built on 2010 as type of boutique resort which highlights the standard of international service quality by offering simplicity and attention that refers to the nobility of balinese culture, tourists will find the identity of balinese culture through its experience by staying at the royal samaja villas, a villa that always gives hospitality, familiarity, kinship as the soul of service concept. royal samaja villas has a restaurant that has a casual dining concept that will meet the needs of food and beverage travelers during a stay called kasava restaurant. in its operations, kasava restaurant is guided by standard operating procedures so that employees can always provide the best service to tourists. but over mailto:putrasugiartha@gmail.com mailto:wayanbasiarjana@pnb.ac.id mailto:ayuelistyawati@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 43 time, there has been a change of employee food and beverage service that led to ineffectiveness of standard operating procedures that have been applied previously. considering these conditions, management of royal samaja villas continue to conduct supervision and guidance so that the operational standards of existing procedures can be applied optimally. seeing the operational conditions that took place in kasava restaurant during the year 2017 which experienced a decline in terms of service quality that does not refer to standard operating procedures, the management of royal samaja villas and restaurant manager kasava restaurant made various efforts to restore the situation by conducting direct supervision and training program step by step service so that service quality of employee of food and beverage service can be improved and still refers to standard operational procedure exist. the following is the percentage value of service quality of employee food and beverage service which is measured using questionnaire and based on standard operating procedure in kasava restaurant period of july 2017– december 2017. the value is obtained from the direct assessment by restaurant manager to the employee of food and beverage service totaling 10 people. table 1 percentage quality of employees food and beverage service measured using questionnaire and bases with standard operating procedures in kasava restaurant period of july 2017december 2017. food and beverage service staff quality services indicator percentage detail general knowledge 64% good taking the order 66% good completing the order 68% good table set up 66% good carrying food and beverage 64% good placing plate on the table 64% good monitoring tables to anticipate guests' needs 58% sufficient settling the guest check 60% sufficient room service order 62% good jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 44 entering guest rooms to deliver room service 66% good leaving the room after delivery 72% good customer complaints 58% sufficient (source: royal samaja villas, 2017). standard operating procedures (sop) are documents relating to procedures performed chronologically to accomplish a job aimed at obtaining the most effective work of the workers at the lowest possible cost. sop usually consist of benefits, when created or revised, and method of writing procedures (lakshmi, 2008: 52). according to moekijat (2008), standard operating procedure (sop) is a sequence of steps (or execution-work), where the work is done, relates to what is done, how to do it, when doing so, where to do it, and who do it. the purpose of standard operating procedures (sop) is as follows (indah puji, 2014: 30): a. to maintain consistency of performance level or performance of certain condition and where officer and environment in executing certain task or job. b. reference in the implementation of certain activities for fellow workers, and supervisors. c. to avoid failures or errors (thereby avoiding and reducing conflicts), doubt, duplication and waste in the process of execution of activities. d. parameter to assess the quality of service. e. to better ensure the efficient and effective use of power and resources. f. to explain the task flow, authority and responsibility of the relevant officer. research methods this research was conducted in the period of january 2018 to june 2018 at kasava restaurant royal samaja villas. the data used are questionnaires with reference to standard operating procedures for the period of january 2018 to june 2018 and value data taken from july 2017 to december 2017. data obtained through questionnaires in this study were analyzed by using descriptive qualitative analysis. this analytical technique is conducted to describe and describe the information gathered during the research. the questionnaire data in this jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 45 research is the main source which become the material of data analysis to answer the formulation of the proposed problem and make conclusion and suggestion on the research done. data analysis begins by filling out a questionnaire by a resource person. after completing the questionnaire, the researcher creates the result table from the questionnaire by combining the value according to the indicator and comparing the percentage value to determine the difference of each indicator so that data presentation can be made to draw conclusion. results and discussion by comparing the assessment of the application of standard operating procedures to employees of food and beverage service kasava restaurant royal samaja villas from july to december 2017 period from january to june 2018, so it can compare the percentage value to determine the difference of each indicator so that it can be done data presentation to draw conclusion, that the effectiveness of the implementation standard operating procedure on employees f & b service in kasava restaurant. table 2 percentage of quality of employee service food and beverage service measured using questionnaire and bases with standard operating procedures in kasava restaurant period of january 2018-june 2018 food and beverage service staff quality services indicator percentage detail general knowledge 78% good taking the order 90% very good completing the order 76% good table set up 84% very good carrying food and beverage 76% good placing plate on the table 84% very good monitoring tables to anticipate guests' needs 88% very good settling the guest check 92% good good jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 46 room service order 76% good entering guest rooms to deliver room service 80% good leaving the room after delivery 80% good customer complaints 74% good (sources: royal samaja villas, 2018). jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 47 table 3 comparison of percentage of quality of employee service of food and beverage service as measured by questionnaire and based on standard operational procedure in kasava restaurant period of july 2017 december 2017 with january 2018-june 2018. food and beverage service staff quality services indicator percentage july-december 2017 percentage january-june 2018 detail effective / ineffective general knowledge 64% 78% effective taking the order 66% 90% effective completing the order 68% 76% effective table set up 66% 84% effective carrying food and beverage 64% 76% effective placing plate on the table 64% 84% effective monitoring tables to anticipate guests' needs 58% 88% effective settling the guest check 60% 92% effective room service order 62% 76% effective entering guest rooms to deliver room service 66% 80% effective leaving the room after delivery 72% 80% effective customer complaints 58% 74% effective average 64% 81.5% effective (source: royal samaja villas, 2018). the exposure in table 3 shows that most employees experienced a positive change for each indicator or statement in the standard operating procedure variable, obtaining an average value of 81.5% which increased from the previous level of only 64%. the food and beverage service employee at kasava restaurant has applied well to the point of statement in standard operating procedure variable by royal samaja villas management, so that it can be said that the application of standard operating procedure to f & b service employee at kasava restaurant royal samaja villas has been effectively implemented. conclusions and suggestions based on the effectiveness analysis of standard operating procedure on f & b service at kasava restaurant royal samaja villas, the following conclusions are obtained: implementation of standard operating procedures the f & b service at kasava restaurant royal samaja villas has been effectively implemented, this can be seen from the change or the percentage difference from the questionnaire that has been rated by restaurant manager to f & b service employees who get a 64% percentage in the period of july december 2017 and after applying standard operating procedures in the period of january june 2018, the percentage of questionnaire value to f & b service employees increased to 81.5%. this will have a positive impact on kasava restaurant because with the implementation of standard operating procedures, the quality of service of f & b service employees will always be guaranteed and in accordance with what is expected by management. based on the analysis that has been implemented, it can be given suggestions as follows: the management should pay more attention to employees in order to avoid misunderstandings between employees and management that will ultimately make employees uncomfortable in work and prefer to resign from the company. the management should always provide training on standard operating procedures to employees for the quality of service employees do not decreased. bibliography hary nugraha, ugik. 2017. “implementasi standar operasional prosedur dan komitmen kerja terhadap kinerja karyawan front office di le meridien bali jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 49 jimbaran hotel”. skripsi, program studi manajemen bisnis pariwisata jurusan pariwisata politeknik negeri bali. pengertian, tujuan, dan manfaat sop, available from: http://www.kajianpustaka.com/2016/10/pengertian-tujuan-fungsi-danmanfaat-sop.html. pengertian pelatihan kerja, available from: http://jurnalsdm.blogspot.co.id/2009/04/pelatihan-kerja-definisi-tujuan-teknik.html. putra, irwansyah. 2015 “pengaruh penerapan standard operating procedure di departemen food and beverage service grand aston city hall medan terhadap kinerja karyawan”, tesis, universitas pendidikan indonesia. shinta dewi, reni. 2013. “pengaruh pelatihan kerja dan motivasi terhadap kinerja karyawan hotel grasia semarang”, jurnal jurusan administrasi bisnis fakultas ilmu sosial dan ilmu politik universitas diponegoro. http://www.kajianpustaka.com/2016/10/pengertian-tujuan-fungsi-dan-manfaat-sop.html http://www.kajianpustaka.com/2016/10/pengertian-tujuan-fungsi-dan-manfaat-sop.html http://jurnal-sdm.blogspot.co.id/2009/04/pelatihan-kerja-definisi-tujuan-teknik.html http://jurnal-sdm.blogspot.co.id/2009/04/pelatihan-kerja-definisi-tujuan-teknik.html jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 93 contribution analysis of indirect reservation sources to the room occupancy at four points by sheraton bali, kuta i wayan aries dana surya1, ni nyoman sri astuti2, i gusti agung bagus mataram3 123tourism department, politeknik negeri bali 1ariesdana11@gmail.com, 2mataram@pnb.ac.id.com, 3nyomansriastuti@pnb.ac.id abstract this research was conducted to analyze the contribution of indirect reservation sources at four points by sheraton bali, kuta. the purpose of this research are to find out the source of reservation, how the indirect reservation sources influence room occupancy, and how the contribution of indirect reservation sources (wholesaler and online travel agent) is at four points by sheraton bali, kuta. the data of this research are the reservation contribution and room occupancy for 36 months within period of 2016-2018. the data analysis technique of this research is quantitative analysis to find the effect of indirect reservation sources on room occupancy, also qualitative analysis in the form of quantitative descriptive to interpret numerical data and qualitative descriptive to interpret word information data. this study resulting that the sources of indirect reservation are wholesaler and online travel agent. the results shows that wholesaler has a moderate influence (0,467) and online travel agent has a strong influence (0,685) towards room occupancy partially, however they have a very strong influence (0,849) simultaneously. this study also resulting that indirect reservations (wholesalers and online travel agent) are the major contributors toward room occupancy at four points by sheraton bali, kuta with an average of 3,035 nights in 2016, 2,668 nights in 2017, and 3,015 nights in 2018. keywords: indirect reservation, wholesaler, online travel agent, contribution, room occupancy. introduction hotel is an accommodation service that prioritize the guest convenience and employee hospitality. the quality of service determine the financial benefits and competing advantages to the company. one of the factors of that may guarantee the guest convenience is the ease of room reservation. room reservation mostly used in payment system. a guest that reserve a room will do the payment after the reservation (hidayatun, et al, 2017:57). jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 94 there are two ways the hotel product may reach the prospective customer namely direct and indirect distribution channel (failte, 2012:34). direct reservation likely through a property website, telephone or email is when a product goes directly from the property to the prospective customer, whereas the indirect reservation where is the third parties involve within the distribution likely online travel agent or global distribution system (west, 2015:16). direct reservation related to the direct distribution. this a condition of a product is purchased by consumer directly from the properties or hotel without any other party involvement during process (duryee, 2001). the competition is unavoidable; a study shows that a lower percentage of booking made directly to the hotel compared to the third parties (zhong et al 2014:344). according to ang et al (2006:83), customer loyalty is vital to sustain a competitive advantage. the prospective customer think that third party provides lower rates for hotel accommodation that hotel establishment rate. one of the hotel properties that distribute the product on both channel is four points by sheraton bali, kuta. this property offers 185 ready occupied rooms with five various typical of rooms. the lowest category is deluxe pool view, then following by deluxe lagoon view, deluxe lagoon access, leisure suite, and family suite. indirect reservation sources is the reservation distribution that contribute a lot to the reservation of four points by sheraton bali, kuta. online travel agent as the indirect sources of reservation tries to attract the market using the ease of information technology nowadays through the internet. while the number of internet users worldwide is constantly growing and reaches 1.7 billion, the diffusion of information technologies has improved the offer of tourist services in terms of efficiency, quality and flexibility. in a global travel market estimated at roughly $850 billion, $216 billion, or 25%, is booked online in the u.s., western europe and asia pacific, so more than half a trillion dollars in global travel sales is still waiting to be booked online (crnojevac et al, 2010:41). supervising and evaluating the indirect channels is very important for four points by sheraton bali, kuta due to the property rely on them to ensure the room occupancy still high. one primary points that able to be the reference to evaluate the channels is jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 95 their contribution of room night to the property. referring to the figure previously, we able to interpret that indirect reservation sources averagely mostly has the bigger number of contribution rather than the direct distribution. on some periods, the researcher realize that indirect reservation source contributes almost twice of the direct reservation does and it is something interesting to be researched. based on the previous explanation, therefore the purpose of this research are to find out the source of reservation sources of the hotel especially the indirect reservation sources, to find out the influence of indirect reservation sources (wholesaler and online travel agent) toward room occupancy hotel and to find out the contribution of indirect reservation sources toward room occupancy hotel. methodology this research took place in sales and marketing department at four points by sheraton bali, kuta, that is conducted for the period of 6 months starting from 24th december 2019 until 24thjune 2019. the independent variable (x) in this research are the contribution wholesaler (x1) and online travel agent (x2) to the room occupancy at four points by sheraton bali, kuta. the dependent variable (y) in this research is the room occupancy at four points by sheraton bali, kuta. all of the variables in this research is measured by room night. the qualitative data in this research are the general information about four points by sheraton bali kuta e.g. amenities and facilities, the organization of sales & marketing department, and the result of the interview regarding indirect reservation with director of sales and marketing. the quantitative data in this research are the number of contribution from indirect reservation sources to the room occupancy at four point by sheraton bali kuta within period of 2016-2018. while the source of data in this research are primary data source is the data sources that give data directly to the data collectors. the primary data acquired in this research is the interview result with director of sales and marketing regarding the reservation sources at four points by sheraton bali, kuta and secondary data sources as the data sources that does not give data directly to data collectors e.g. from other parties or by document. the secondary data that will be jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 96 conducted in this research are the contribution from indirect reservation sources and the room occupancy at four point by sheraton bali, kuta on the past three years, history and facilities of four points by sheraton bali, kuta. the data in this research was collected through some method such as: interview, which in a research is done by recording the answer of question submitted to the respondent (creswell, 2012). in this research, the interview is done with director of sales and marketing regarding the sources of indirect reservation at four points by sheraton bali, kuta; observation as a data collecting method toward a research object directly or indirectly to acquire the data required in this research (satori &komariah, 2017:105). in this research, the data collecting through observation done by direct observation to incoming reservation inquiry at four points by sheraton bali, kuta; and documentation as a record of a passed event. the form of documentation can be in a text, images, or monumental works of a person. the documentations in this research are the specific information and history of four points by sheraton bali kuta (sugiyono, 2015:396). data analysis technique that are used in this research are quantitative analysis technique. the data in quantitative research could be completed using the special software to analyze the data named statistical product and service solutions (spss). the data processed using the following analysis technique: normality test, heteroscedasticity test, multicollinearity test, partially correlation analysis, t-test, multiplied correlation analysis, coefficient determination analysis, f-test and multiple regression analysis. in addition, this research also uses qualitative analysis as a data analysis technique by interpreting the data collected through the explanations. this analysis technique uses two methods as below details: quantitative descriptive method is applied to describe the data in form of numbers collected as the result of quantifying the qualitative data collected through research instrument and data analysis of quantitative. quantitative data in this research is the data contribution of indirect reservation sources and the room occupancy at four points by sheraton bali, kuta. qualitative descriptive is the data analysis technique using descriptive data in form of word or written to obtain jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 97 the image of researched problems systematically. in this research, descriptive analysis technique applied to interpret the data collected from interview and observation reservation sources at four points by sheraton bali, kuta. finding and discussion this research find out the influence of indirect reservation sources to the room occupancy at four points by sheraton bali, kuta in this research would be examined through some test of quantitative analysis and interpreted using descriptive quantitative technique. the first test that would be used for the data in this research is normality test. the result of normality test of the data in this research is described as table 1. table 1. the result of normality test description unstandardized residual kolmogorov-smirnov z 0,602 assymp. sig. (2-tailed) 0,862 source: research data (processed), 2019 based on the table 4.1, it shows the significance value is at 0,862 in condition that the value is higher than the alpha rate at 0,05 (0,862 > 0,05). referring to this result, the researcher can conclude if the residual of the regression model in this research has been distributed normally. the test continued by multicollinearity test with the result as table 2. table 2.correlation coefficient of independent variables wholesaler (x1) and online travel agent (x2) variable wholesaler online travel agent wholesaler (x1) 1,000 0,575 online travel agent (x2) 0,575 1,000 source: research data (processed), 2019 jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 98 based on the table 4.2, it shows the coefficient rate of wholesaler and online travel agent is at 0,575 in condition that this coefficient rate is lower than 0,6 (r < 0,6). referring to this result, the researcher can conclude that there is no multicollinearity symptom happen in this research. after this multicollinearity test, the data analyzed through heteroscedasticity test using glejser test that is resulting as table 3 below. table 3. the result of heteroscedasticity test model significance wholesaler (x1) 0,785 online travel agent (x2) 0,303 source: research data (processed), 2019 based on the table 4.3, it shows the significance rate is at 0,785 for variable wholesaler and at 0,303 for variable online travel agent. referring to this research, the researcher can conclude that this research has no any concerns relating to the heteroscedasticity due to the significance rate of both independent variables are higher than 0,05 ( x1> 0,05) and (x2> 0,05). this is the last test of classical assumption test that is continued with partially test. the first test on this type is partially correlation analysis which the calculation of correlation analysis partially utilizing spss 17 resulting the information that is described as table 4 below. table 4. the result of partially correlation analysis dependent variable wholesaler partially correlation (r) room occupancy (y) wholesaler (x1) 0,467 online travel agent (x2) 0,685 source: research data (processed), 2019 based on the table 4, it shows that the value of correlation coefficient partially of wholesaler and room occupancy is at 0,467; in condition, online travel agent as the controlled variable or make the value keep stagnant. this result indicate that the contribution of wholesaler has a moderate positive correlation to the room occupancy at four points by sheraton bali, kuta. in addition, the value of correlation coefficient jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 99 partially of online travel agent and room occupancy is at 0,685; in condition, wholesaler as the controlled variable or make the value keep stagnant. this result indicate that the contribution of online travel agent has a strong positive correlation to the room occupancy at four points by sheraton bali, kuta. the influence of each independent variables toward the dependent variable could be verified through the value of t-count by utilizing the software of spss 17 and compared to the t-table. this research based on the credence rate at 95%, alpha value at 5% and degree of freedom (df) = n-k-1 = 36-2-1 = 33 (n is the number of data, k is the number of independent variable). the value of t-table is at 2,035 and can be found in table t attached as appendix 10 with two sided test (significance = 0,05). the result of t-test in this research is described as table 5 below. table 5. the result of t–test model t-count t-table wholesaler (x1) 3,034 2,035 online travel agent (x2) 5,405 2,035 source: research data (processed), 2019 based on the table 4.5, the value of t-count and the t-table would be compared to verify the influence of wholesaler and online travel agent partially toward room occupancy at four points by sheraton bali, kuta. the analysis would be interpreted as following details: the influence of wholesaler contribution toward the room occupancy at four points by sheraton bali, kuta. to interpret the result acquired, the researcher makes two hypothesizes if the contribution of wholesaler partially does not affect toward the room occupancy (ho) and the contribution of wholesaler partially affect the room occupancy (ha). the contribution of wholesaler partially does not affect the room occupancy in condition if t-count< t-table, otherwise the contribution of wholesaler partially affect the room occupancy if t-count> t-table. based on the table 4.5, it shows the value of t-count is at 3,034 and the t-table at 2,035 that means if the value of tcount is more than the value of t-table. referring to this condition, the researcher jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 100 conclude that the contribution of wholesaler partially affects the room occupancy at four points by sheraton bali, kuta significantly. in addition, the influence of online travel agent contribution toward the room occupancy at four points by sheraton bali, kuta. to interpret the result acquired, the researcher makes two hypothesizes if the contribution of online travel agent partially does not affect toward the room occupancy (ho) and the contribution of online travel agent partially affect the room occupancy (ha). the contribution of online travel agent partially does not affect the room occupancy in condition if t-count< t-table, otherwise the contribution of online travel agent partially affect the room occupancy if t-count> ttable. based on the table 4.5, it shows the value of t-count is at 5,405 and the t-table at 2,035 that means if the value of t-count is more than the value of t-table. referring to this condition, the researcher conclude that the contribution of online travel agent partially affects the room occupancy at four points by sheraton bali, kuta significantly. the last test is about the simultaneously analysis, in this type of analysis there would be some analysis that would be pass through for the data. the first is multiple correlation analysis. the result of multiple correlation analysis in this research utilizing the software of spss 17. the result of multiple correlation analysis is described as table 6 below. table 6. the result of multiple correlation analysis model r r square adjusted r square std error of the estimate 1 0,849a 0,722 0,705 473,902 source: research data (processed), 2019 based on the table 4.6, it shows that the value of r is at 0,849. the positive value of r indicates the positive correlation exist in this research. furthermore, the interpretation of this result referring the criteria of table 3.2, the value in of r is at 0,849 among 0,600 – 0,799. the researcher can conclude that, simultaneously the contribution of wholesaler and online travel agent have a very strong positive correlation toward the room occupancy at four points by sheraton bali, kuta. about coefficient determination analysis the researched acquires the value of r square (r2) is at 0,722 that would be used to do calculation of coefficient determination as d = r2 x 100% = jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 101 0,722 x 100% = 72,2%. this result indicating that the contribution of wholesaler and online travel agent simultaneously affecting room occupancy at four points by sheraton bali, kuta at 72,2% and the leftovers at 27,8% affected by the contribution of the other reservation sources that is not researched in this research. referring to the interpretation guidelines of coefficient determination, the result of coefficient determination of this research is at 72,2% between 60% 70,9%. the researcher can conclude that the contribution of wholesaler and online travel agent have a strong influence toward the room occupancy at four points by sheraton bali, kuta. regarding the f-test, the influence of all variables simultaneously can be verified through the value of f-count that is described as table 7 and attached as appendix 9. the degree of freedom in this research is at 95%, with the value of alpha is at 5%, regarding the degree of freedom numerator is counted as k – 1 = 3 – 1 = 2 and the degree of freedom denominator is counted as n – k = 36 – 3 = 33 (k = the number of variable, n = the number of data). table 7. the result of f-test model f-count f-table 1 42,761 3,28 source: research data (processed), 2019 based on the table 7, the value of f-count and the f-table would be compared to verify the influence of wholesaler and online travel agent simultaneously toward room occupancy at four points by sheraton bali, kuta. to interpret the result acquired, the researcher makes two hypothesizes if the contribution of wholesaler and online travel agent simultaneously does not affect toward the room occupancy (ho) and the contribution of wholesaler and online travel agent simultaneously affect the room occupancy (ha). the contribution of wholesaler and online travel agent partially does not affect the room occupancy in condition if f-count< f-table, otherwise the contribution of wholesaler and online travel agent partially affect the room occupancy if f-count> f-table. based on the table 7, it shows the value of f-count is at 42,761 and the f-table at 3,28 that means if the value of f-count is more than the value of ftable. referring to this condition, the researcher conclude that the contribution of jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 102 wholesaler and online travel agent simultaneously affects the room occupancy at four points by sheraton bali, kuta significantly. lastly is to create the regression model using multiple regression analysis. this analysis is required to identify the influence significance of wholesaler and online travel agent toward room occupancy at four points by sheraton bali, kuta. the data required to do analysis of multiple regression is described as table 8 below. table 8. the result of multiple regression analysis model b constant 1.589,308 wholesaler (x1) 0,671 online travel agent (x2) 1,227 source: research data (processed), 2019 based on the result of table 8, the calculation for the model of multiple regression in this research is described as following details: y = a + b1x1 + b2x2 + b3x3 + … + bnxn y = 1.589,308 + 0,671x1 + 1,227x2 referring to this multiple regression model, the result of this model calculation is described as following details: constant value at 1.589, 308 determines that the room occupancy at four points by sheraton bali, kuta would be 1.589, 308 room nights in condition the value of wholesaler and online contribution is 0. coefficient value of wholesaler contribution at 0,671 determines that the room occupancy at four points by sheraton bali, kuta would increase at 0,671 room night if the contribution of online travel agent keep stagnant within period 2016-2018. if the contribution of wholesaler increasing by 1 room night, the room occupancy at four points by sheraton bali, kuta would increase at 0,671 room night, otherwise if the contribution of wholesaler decreasing by 1 room night, the room occupancy at four points by sheraton bali, kuta would decrease at 0,671 room night within period of 2016-2018.coefficient value of online travel agent contribution at 1,227 determines that the room occupancy at four points by sheraton bali, kuta would increase at 1,227 room nights if the contribution of wholesaler keep stagnant within period 2016-2018. if the contribution of online travel jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 103 agent increasing by 1 room night, the room occupancy at four points by sheraton bali, kuta would increase at 1,227 room nights, otherwise if the contribution of online travel agent decreasing by 1 unit, the room occupancy at four points by sheraton bali, kuta would decrease at 1,227 room nights within period 2016-2018. regarding the contribution of indirect reservation sources to the room occupancy, in 2016 it is fluctuate and the reservation mostly contributed by indirect reservation in average at 2.005 room nights (38,7%) from wholesaler and at 1.030 room nights (19,4%) from online travel agent at room occupancy rate at 75,0% in average. in 2017 is fluctuate. again the reservation mostly contributed by indirect reservation in average at 1.473 room nights (25,7%) from wholesaler and at 1.196 room nights (20,8%) from online travel agent with room occupancy rate at 70,0% in average. in 2018 lastly the reservation mostly contributed by indirect reservation in average at 1.784 room nights (32,9%) from wholesaler and at 1.231 room nights (22,6%) from online travel agent with room occupancy rate at 85,2% in average. the increasing and decreasing of reservation at four points by sheraton bali, kuta is influenced by some factors and the market shares is one of the most influencing factors. the major contributors in a market share would bring a big impact to the room occupancy, due to they contribute more than the other market. the major contributor of four points by sheraton bali, kuta is provided as below table 9. table 9. top 5 major contributor by market share four points by sheraton bali, kuta in 20162018 source: research data (processed), 2019 room night percentage room night percentage room night percentage australia 19.941 42,63% 19.539 40,54% 26.722 48,14% indonesia 4.735 10,12% 4.337 9,00% 5.188 9,35% china 2.525 5,40% 3.190 6,62% 3.013 5,43% india 2.473 5,29% 2.791 5,79% 3.291 5,93% others 17.100 36,56% 18.343 38,06% 17.294 31,16% marketshare years 2016 2017 2018 jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 104 referring to table 4.9, 4.10, and 4.11, the researcher conclude that the significant increase of reservation especially indirect reservation (wholesaler and online travel agent is happened on july and august within period of 2016-2018. this phenomenon influenced by the contribution of the major contributors by market share as table 4.12. based on the data collected through interview, it is resulting that the factor causing this phenomenon based on the major contributors by market share are: the season of origin, season affects the guest to do travelling abroad, the season on july until august motivate the guest to visit bali as destination. in this case, this period is a winter season in australia and this period is a perfect time to travel to bali to find the warm during winter season in their origin. in china and india, it is the summer season where a lot people got their holiday that is used to travel. in indonesia this period is when the student got their holiday, that is the reason if the guest from indonesia mostly stay with family at four points by sheraton bali, kuta; hotel rate, july until august is the high season of four points by sheraton bali, kuta, that normally the room rate would be increase in this period. although the room rate increase, four points by sheraton bali, kuta able to provide a competitive rate to the wholesaler and online travel agent as the major reservation contributor; service quality. not only in this period but also in al period, service quality has very important role to attract the guest to stay with four points by sheraton bali, kuta. july until august as the high season would be the period of high demand where the operational would be work intensely. the ability of four points by sheraton bali, kuta to maintain the service quality in all condition also influence the guest to visit this property. to ensure if service quality has an important role could be known from the guest review; distance of origin and destination, july until august as the high season affect the room rate in every hotel increase due to the high demand. the guest absolutely would find the destination that provide a good quality and could offer less expense during trip. distance is one of the guest consideration for the guest to ensuring the less expense. that is the reason for the guest from australia to choose bali as destination option. mostly the australia would stay in the area of kuta due to this place is close to the beach, shopping centre and the airport which will assist jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 105 the guest to spend less expense for transportation that is the reason why australia is the major contributor by market share at four point by sheraton bali, kuta. based on the finding and discussion previously, the following conclusion can be drawn that. the reservation sources at four points by sheraton bali, kuta comes into two major sources those are direct reservation sources and indirect reservation. direct reservation sources consist of four distribution channels named free independent travelers, walk-in guest, hotel website, and marriot bonvoy member. while the indirect reservation sources consist of three distribution channels named retail travel agent, online travel agent and wholesaler. however, this research is focused on the indirect reservation only regarding the contribution of wholesaler and online travel agent. regarding the influence of wholesaler and online travel agent toward room occupancy at four points by sheraton bali, kuta. the contribution of wholesaler has a moderate positive influence toward room occupancy at four points by sheraton bali, kuta on 2016-2018 at 0,671. it indicates that the increase of wholesaler contribution by one room night would increase the room occupancy at four points by sheraton bali, kuta by 0,671 room night. while the contribution of online travel agent has a strong positive influence toward room occupancy at four points by sheraton bali, kuta on 2062018 at 1,227. it indicates that the increase of online travel agent contribution by one room night would increase the room occupancy at four points by sheraton bali, kuta by 1,227 room nights. in addition, the contribution of wholesaler and online travel agent simultaneously toward the room reservation at four points by sheraton bali, kuta has a very strong positive influence. the result of coefficient determination shows that 72,2% of the room occupancy at four points by sheraton bali, kuta on 2016-2018 is contributed by wholesaler and online travel agent which is almost three fourth of the total occupancy, while the leftovers at 27,8% is contributed by the direct reservation sources that is not researched in this research. the contribution of indirect reservation sources averagely in 2016 is at 3.035 room nights (2.005 room nights from wholesaler and 1.030 room nights from online travel agent) or 58,1% from the average room occupancy in this year at 75%. the contribution of indirect reservation sources averagely in 2017 is at 2.668 room nights (1.473 room nights from wholesaler and 1.196 jasth – journal of applied sciences in travel and hospitality vol. 2, no. 2, year 2019 106 room nights from online travel agent) or 46,5% from the average room occupancy in this year at 70%. the contribution of indirect reservation sources averagely in 2018 is at 3.025 room nights (1.784 room nights from wholesaler and 1.231 room nights from online travel agent) or 55,5% from the average room occupancy in this year at 85,2%. the result shows that the room occupancy at four points by sheraton bali, kuta on period 2016-2018 is contributed mostly by indirect reservation sources. however, the contribution of direct reservation sources was also increasing each years averagely. acknowledgemnet on this occasion, the researcher delighted to express the gratitude to the director of politeknik negeri bali and the head of tourism department who have given the opportunities as well as providing facilities during studying at politeknik negeri bali. thank 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implementation of promotion mix strategy at holiday inn express baruna bali in maintaining the market. methods of data collection in this study use nonstructured interviews and documentation methods, which became the speakers are the sales and marketing, especially cluster sales executive and cluster sales manager at holiday inn express baruna bali. the analytical technique used is qualitative descriptive analysis that is by describing the data that has been collected and analyzed whether the theory of the promotion mix implemented according to existing theory or the company modify the promotion mix startegy. the results showed that the implementation of marketing mix strategy in maintaining the market in holiday inn express baruna bali has been applied well. keywords: marketing, market, promotion mix. introduction in this era of globalization tourism has become the regard all over the world. many countries are beginning to develop the tourist attraction about they have, so their country began to be widely known by the tourists and it will be able to attract tourists to visit the country. the more tourists who visit, automatically it can increase foreign exchange earnings of a country. it happens also in indonesia, especially bali which is very famous in the world as a tourist destination and bali as a place for international event. the advance tourism sector in bali provides a great opportunity for the tourism industry in it, one of which is the industry in the field of hospitality. this is due to the tourists who visit bali require adequate accommodation as a place to stay. one of the hotels in kuta tourist area is holiday inn express baruna bali. which the hotel has advantages as convenient location, this hotel offers easy access to destinations that must be visited in this tourist area such as: beach, art market, traditional market, mall, and also night club. holiday inn express baruna bali in cooperation with several travel agents, mailto:desisusantini@gmail.com mailto:2gustiputusutarma@pnb.ac.id mailto:3luhekaarmoni@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 9 both online or offline. the number of travel agents who are invited to work together to help the development and maintain the occupancy rate in this company. in maintaining such a partnership, holiday inn express baruna bali should have a promotional strategy. this is done to maintain the agents that have been invited to work together or even add other agents to work in the future. literature review one of the marketing mix variables is the promotion. promotion is how that us communicates the product to potential buyers through various elements contained in the promotion program. promotional programs are the main communication channels for potential buyers. the existence of a buyer's promotion can be easily reached, influenced, persuaded, and given knowledge of the advantages and everything about the product being marketed, so that the consumer is interested in making a purchase transaction on the company's product. promotion is the flow of information or one-way persuasion made to direct a person or organization to actions that create exchanges in marketing (swastha, 1991). meanwhile, zimmerer (2002) states promotions are all forms of persuasion communication designed to inform customers about a product or service and to influence them to purchase such goods or services that include publicity, individual sales and advertising. another suggestion is that promotion is part and process of marketing strategy as a way to communicate with the market by using promotional mix promotion composition (kotler, 2000: 119). in marketing strategic to promotional activities there is also promotion mix. each company and industry chooses a promotional mix based on goals, capabilities and market target. all marketers regardless of their marketable product should develop a promotional mix that enables reaching the target audience in the most effective way. according to boone and kurtz (2001: 131), the promotional mix consists of two components: personal sales activities and non-personal sales combined by marketers to meet customer needs that are targeted by the company and to combine the market effectively and efficient to them. the above explanation states that personal selling is the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 10 basic form of promotion: a direct face-to-face promotion presentation to a buyer, while a non-personal selling of promotional presentations is not face-to-face to potential buyers. there are several concepts promotional mix proposed by experts. one of them is kismono nervous (2001: 68). according to the promotion mix consists of six variables, that is : 1. advertisement advertising is a very popular means by the consumer community. it is easy to know the various media, both in print and in electronic media. advertising are defined as nonpersonal communications sponsored by sponsors (organizations and individuals) through various media. usable media: newspapers, television, direct mail (catalogs, brochures), radio, magazines, outdoor displays (billboard, posters) and many more. 2. personal sales personal selling is a direct communication for the sale of post-sale goods and services. the three distinctive features of personal sales are: a. involves a live, fast, and interactive relationship between two people or more. b. establish a bigger relationship. more increase customer interest. c. create information that is obliged to hear the sales force and provide feedback. 3. promotion from the word of mouth word-of-mouth promotion occurs when consumers talk about, both negatively and also positively. according to research conducted by the department of consumer affairs of the white house office revealed that dissatisfied consumers will tell their bad experiences to nine friends. to reduce the negative effects of word-of-mouth promotion, there are some things that management does: 4. public relations public relations is a management function that evaluates public attitudes, adopts policies in accordance with the public interest, and takes actions that are treated so that the public can understand and accept the company's products. now adays public relations is increasingly important in companies to bridge communication between companies and customers, business relations, government or other external parties. companies may experience tough times caused by adverse rumors, such as: the issue of pig oil, environmental pollution issues, and issues related to employee welfare / safety. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 11 in this case the public relations needs to make efforts to restore the image of the company so that consumers do not leave the company's products. 5. publicity publicity is any form of information about all individuals, products, organizations that flow to the public through mass media without pay and beyond sponsors control. publicity is part of public relations. publicity has several benefits, that is: to grow consumer awareness of the company's products, to establish a positive image, to gain recognition of employees and their achievements, to encourage people to participate in community projects, or at any time to fight negative news . 6. sales promotion sales promotion can be an effective and also same means as promotion, depend on the characteristics of the product. if the consumer can be affected after trying the product, perhaps a sales promotion in the form of free sampling of products, can be effective. sales promotion is an attempt to influence consumers and others through shortterm activities, such as exhibitions and product samples. demonstration of cooking or demonstration of product usage is often a way that consumers accept and usually do when companies exhibit. research methodology the type of research used is descriptive qualitative, namely by describing or describing the data that has been collected in the form of data as it is (sugiyono, 2014: 199). the research was conducted at holiday inn express baruna bali, tuban. the object of this research is the promotional mix strategy at holiday inn express baruna bali which is focused on applying the promotion mix strategy at holiday inn express baruna bali in maintaining of market. in this research type of data used are qualitative data. sugiyono (2014: 6) states qualitative data is data in the form of words, sentences, gestures, facial expressions, drawings, charts, and photos. the data obtained then processed, analyzed and further processed with the basic theories that have been studied. qualitative data in this study include: hotel history and interviews with sales & marketing department. quantitative data is data in the form of numbers or that is scored (sugiyono, 2014: 6). in this study, quantitative data include: how many successful jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 12 promotions are offered to agents or individuals, the occupancy rate of the rooms each year. data source used in this research is primary data source and secondary data. primary data, according to nata wirawan (2001: 6) that is primary data is data collected and processed by person or individual directly by the object. in this study the authors obtained data directly from the holiday inn express baruna bali in the form of direct information from the department of sales and marketing. secondary data, according to nata wirawan (2001: 6) it is secondary data as data is obtained in the form of finished, already collected and processed by other parties. in this study the authors obtain secondary data in the form of documents the names of agents who are invited to coorperate. method of collecting data used for this research are interview and literature study. interviews by sugiyono (2014: 316) interviews are used as data collection techniques if the researcher wants to do a preliminary study to find the issues to be researched, and also if the researcher wants to know the things of the more in-depth respondents. while the literature study is a theoretical study, references in other scientific literature related to the culture, values and norms that developed in the social situation under study. data analysis techniques used by the authors in this study is descriptive qualitative analysis, that is by describing or describe the data that has been collected in the form of data as it is (sugiyono, 2014: 199). that is the data on the 5 components of the promotion mix that is personal selling, advertising, sales promotion, publication & public relations and direct marketing and compared with the promotional mix by holiday inn express baruna bali in maintaining the market, then from there the author will analyze whether the theory of the mix the promotion is carried out according to existing theory or the company modified systematically. the differences found will be explored through indepth interviews with policy makers in marketing. from there the writer will be able to find out how the application of promotional mix done in holiday inn express baruna bali in maintaining the market. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 13 results and discussion holiday inn opens the largest chain in the world with 3,414 hotels spread around the world under the name intercontinental hotel group. initially only six hotels joined in chain hotel group, but the more rapidly the development of hotels that join this group, so until now the number of brands that join this group there are 12 brands are: in indonesia there are 10 hotels under intercontinental hotel group ie holiday inn resort baruna bali, holiday inn resort batam, holiday inn bandung, crown plaza semarang, crown plaza jakarta, intercontinental bali resort, holiday inn express hotel, intercontinental jakarta, holiday inn kemayoran jakarta, and the very latest is holiday inn express baruna bali. holiday inn express baruna bali was built on december 24, 2016. holiday inn express baruna bali is a four star hotel located on jalan. wana segara 33a, tuban, bali 80361. accommodation located in south kuta. the hotel is just 10 minutes from shopping malls like art market, lippo mall, discovery mall, waterbom park and beach walk. the hotel is located adjacent to holiday inn resort baruna bali and is a 15-minute drive from ngurah rai international airport. ads are defined as nonpersonal communications sponsored by sponsors (organizations and individuals) through various media. here the sales marketing using social media such as: instagram, facebook, and blast email to discuss about promo or information about holiday inn express baruna bali. through this sosisal media account the sales and sales will include interesting pictures, promos, and packages that may attract and attract buyers. personal seling or personal selling is a direct communication for the sale of postsale goods and services. at holiday inn express baruna bali private sales are often made when having call sales, they will offer to agents, companies or, the government about promotions and give special rates. in the event of an agreement there will be a contract jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 14 between the sales and marketing of holiday inn express baruna bali with an agent, company or government. promotion by word of mouth or usually familiar with direct marketing. the sales and sales person will hold an exhibition or participate in an exhibition event to publish its products, in addition to the sales and sales exhibition of the table top event which becomes a wholeseller of one of the agents and will invite sub agents of 100 or 200 sub agents. here the sales and will conduct direct marketing promotion activities and expect cooperation. public relations is used as a benchmark and a bridge between corporate and customer, business relations, others. because basically public relations has the function of doing efforts to maintain the company's image so that consumers do not lose the company's products. therefore the public relations strategy that is used to increase the customer or attract the interest of customers is to bring bloggers or instabloger to mengexpose all facilities and country hotels. and there is also public relations to take over in case of any rumors that could harm the image of the hotel it is said publisias because there are various forms of information about individuals, products, organizations that are sourced from the public through the media without sponsors and outside the sponsors control. the publication of the strategy used in holiday inn express baruna bali is through the web such as blogs, hotel articles, advertisements, brochures, sales kits that will be provided if there are guests who want to visit and merchandise. sales promotion use are online and offline promotion which is offline promotion are: promotion by sales call, table on top or exhibition. for online promotion are: website, social media. conclusions conclusion gained from the analysis that has been done in chapter previously was the implementation of porosimix strategy at holiday inn express baruna bali basically already goes according to existing theory, but there are some a slightly different implementation of the theory. in theory there is a formula elasticity in pricing, while holiday inn express baruna bali is not apply the formula, because in determining the price of jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 15 holiday inn express baruna bali adjust to market conditions without a formula. by overall implementation of marketing mix strategy in an effort to maintain the market at holiday inn express baruna bali has gone well. all components it is very important applied to holiday inn express baruna bali inside maintain market. bibliography boyd, happer w, walker, orville c, dan larreche, jean-claude. 2000. manajemen pemasaran: suatu pendekatan strategi dengan orientasi global. alih bahasa iman nurmawan, erlangga. hutabarat, firdon roni. 2013. “pengaruh bauran promosi terhadap volume penjulan kamar pada villa arama riversiden seminyak kbupaten badung bal”. denpasar: skripsi sarjana program studi pariwisata universitas udayana. kismono, gugup. 2001. pengantar bisnis. yogyakarta: edisi i, cetakan i, bpfe. leony, dian susani elsani. 2010. “pengaruh kegiatan bauran promosi terhadap tingkat hunian kamar pada villa uma sapna seminyak bali. denpasar: skripsi sarjana program studi pariwisata universitas udayana. madura, jeff. 2001. pengantar bisnis. jakarta: introduction to business, alih bahasa saroyini w.r. salib, salemba empat. margana, dyan savitri. 2013. “pengaruh kegiatan bauran promosi terhadap pendapatan kamar the segara condotel di tanjung benoa”. badung: skripsi sarjana program studi pariwisata universitas sekolah tinggi pariwisata. rangkuti, freddy. 2009. strategi promosi yang kreatif dan analisis kasus integrated marketing. jakarta: gramedia pustaka utama. swasta, busu dan irawan. 1997. manajemen pemasaran modern. yogyakarta: liberty. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 34 purchase system analysis on food cost in hilton garden inn bali i putu gede cita setiawan1, i ketut astawa2, i gusti putu sutarma3 tourism business management, politeknik negeri bali email: 1citasetiawan@gmail.com, 2ketutastawa@pnb.ac.id, 3gustiputusutarma@pnb.ac.id abstract this study was conducted at the culinary department at hilton garden inn bali where in production activities often experience shortage of materials caused by the reception of stranded guest, this is due to the location of hilton garden inn bali located near with airport, resulting in a significant increase in the number of occupancy rooms followed by an increase in demand procurement of food, thereby increasing the chances of shortage of production materials in the culinary department. this study focuses on the analysis of the application of goods purchasing system for the operational activities of the culinary department to meet the needs of the production, and the effect of applying the procurement system to the food cost position. the objective of this research is to measure how big the influence of the application of procurement system of material needs to the position of food cost, in the event of stranded with large amount. in this study using quantitative descriptive analysis method and the results of this study found that the purchase system has a great influence where in the case study the procurement of production materials can meet the demand but the oprasional system applied is not running properly. keywords: purchase system, foof cost, hotel. introduction the hotel is the main accommodation service provider in bali, the role of the hotel contributes greatly to the tourism industry in bali. in conducting tourism activities the hotel should be able to feel up the guests needs start from the accommodation, the provision of food and beverage services (food & beverage) and transportation. the good or bad of a hotel depends on the quality of service provided to the tourists, and the facilities offered by the hotel management to the travelers who want to stay. hilton garden inn is a 4-star hotel serving accommodation, event and meeting services. hilton garden inn has a purchasing that is a part of the finance department, with main task for providing the necessary items in hotel operations. based on interviews conducted by the author with agung indra, as assistance purchasing manager at hilton garden inn this storage system doesn’t use general store. this system good to apply because this system can mailto:citasetiawan@gmail.com mailto:ketutastawa@pnb.ac.id mailto:gustiputusutarma@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 35 reduce costs, minimize damage to goods in the storage process and quality of goods more secure. this system has a high risk because the delays, shortcomings, and the absence of goods is not tolerable. completeness of goods, must be in accordance with the purchase order (po), if the goods are not available it will hamper the operational activities purchase is an activities undertaken by two parties (sellers and buyers) to obtain a good or service by using a valid transaction tool and an agreement has been established between the buyer and seller regarding the transaction of goods or services in one accounting period. in the transaction of goods or services often occur bargaining between buyers and sellers to get a price agreement (heripracoyo, 2009). basically, purchasing is a process of searching the source, and ordering goods or services for production activities. in general purchase system is a collection of components that form an integrated pattern (procedure) that governs the procurement procedures in need in hotel operations food cost is the entire cost (cost) incurred to produce a menu of food and with a specific recipe standard start from the ingredients, processing, to a menu of food and beverages ready to sell per one serving. management of food costs is important, especially in the nominal determination of food cost, management needs to make comparisons with the competitors pirce and market research on consumer tastes, the goals to create efficiency and increase sales volume. the cost of food (food cost) charged to the first ingredient must be used first or the cost of the food used in accordance with the material expenditure sequence. this method is more focused on storage efficiency where the goods used must be in order of purchase with the first purchased item is issued first. methods the purpose of the analysis in the study is to focus the substance of the problem about analysis purchase system to foodcost. the process of data analysis is an attempt to answer the questions and statements contained in the research process. that is descriptive qualitative analysis method where problem solving is done by systematic data collection and describe it into a simple worde and easy to understand and compare it jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 36 with existing theory so that can be drawn a conclusion. the theory used is supplies chain management (scm) and first in first out (fifo). results and discussion hilton garden inn ngurah rai airport applies system supplies chain management and computer operating system check scm with domain dpsja according to mr. agung indra as assistance purchasing manager, the advantages of this system is user can arrange the goods daily, weekly and monthly. check scm system can limit some accounts in according with the position and the job description, thereby reducing the possibility of fraud that may be done by system users. check scm system facilitate the users in the order and receiving activities of goods needed in hotel operations, because to operate this system there is approve by system which divided into two types of approval: (1). cost commit. it is a procurement system that focuses on the costs incurred in ordering based on articles stored on the system with the standard unit: kg, pcs, btl, can, etc. this system is commonly used in food and beverage procurement activities. (2) quantity commit. procurement system is based on the number of items. this system is used in goods supplies with routine partial shipping like pomec, supplies, hygine, it, and ff & e. the chart below illustrates the procurement procedure at hilton gareden inn by applying the supply chain management method. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 37 according to mr. agung indra as assistance purchasing manager, the provision of services and food and beverage products on all hilton properties prioritize the quality, so to meet these demands, management needs to control the quality and quantity of goods in the food processing activities at the culinary department. then applied is the system of just in time where reservations where reservations are made when the stock of goods in the storage is exhausted or a little, so that all hilton properties around the world do not have a general store for food storage according to the executive cheff of mr. jaka satria pamungkas the delay of delivery will hamper the operational and production activities of the culinary department, so it is necessary to establish good communication between culinary, purchasing and suppliers, besides the material efficiency is absolutely necessary to reduce cost and reduce the amount of goods wasted. quality of human resources or kitchen staff must be able to meet the standards set by hilton world wide, where kitchen staff must be able to process as efficiently as possible in processing food. for the storage and management of goods at the hilton garden inn the management applies the method first in first out or fifo where incoming goods will be 1. pr 2.po 3.order item 4.receiving item 5. q&q check 6. cost calculation 7. cost evaluation 8. market list jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 38 directly in use. according to execitive cheff mr. jaka satria pamungkas upon receipt of goods, before being put into storage will be checked by quality supervisors who served to ensure the quality of the materials received. the location of hilton garden inn bali near i gusti ngurah rai international airport, hilton garden inn often gets stranded guest stranded guest is a passenger airline carrier that fails to leave in due to bad weather, natural disaster, long delay, engine damage, and transit with a long period of time, so the airlines provide compliment in the form of accommodation facilities for passenger.stranded is unperdictable or unpredictable, so it requires special handling to provide accommodation services and food and beverage services. according to executive cheff jaka satria pamungkas with the entry of stranded guests in large quantities will increase food and beverage consumption in restaurant significantly, so will affect the stock of food items stored in the kitchen storage, in addition kitchen staff have to work extra in providing and fulfil the demand for food and beverage consumption in restaurant. stranded in large quantities can trigger a shortage of food and beverages the next day one of the stranded that occurred in large numbers occurred on 26 may 2018 where emirates airline made room reservation with details as follows: jl airport ngurah rai no 7 to : emirates tuban kuta bali 80361 phone : +62 361 897 6100 fax : +62 361 897 6199 email : adi.nugraha@hilton.com invoice no : 031/005/2018 date : 31/05/2018 nha 290331 (stranded) rate bi : 13.638 arrival date dept date description room night pax amount balance 26-may-18 28-may-18 room 56 2 $ 70 $ 7,840 26-may-18 28-may-18 allowance 1 89 $ 50 $ 4,450 12,290$ invoice total jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 39 according to receiving clerk nyoman parta jaya, additional materials should be made to fulfill the request, where the addition will be made on the next day. on 27 june there was an increase in purchases of goods with a nominal value of rp.15,523,768: according to asisstance purchasing manager for the procurement of food needed on stranded on 26 may, the ordering done on the 27th a lot of last minutes' order or addition of order on 27 mei ordering done using manual po so that the delivery of goods done 2 times and cause the goods in order not in accordance with the po, this is caused due to lack of stock of goods owned suppliers. supplier takes time to prepare the goods that are needed in hotel operational activities, so that the procurement activities less than optimal. conclusions and recommendations from the discussion in chapter iv on purchasing system analysis of food cost at hilton garden inn bali can be concluded that with the stranded guest, an increase in purchases made due to increased consumption of foodstuffs, significantly for dinner dated 26 mei thereby reducing the stock of raw materials production in the culinary department. the allocation of the stock will affect the supply of foodstuffs allocated for the provision of breakfast on 27 may, so that the sampling is done in the last minutes. goods ordered last minutes is not complete because the supplier takes time to provide the ordered goods, so that goods ordered to meet production activities are not in accordance with the po. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 40 given the stranded demand for manganan products increased drastically, causing the cost to be low, this is due to increased sales that are not followed by an increase in raw material inventory. stranded will have a positive impact on the hotel's total revenue report, but stranded handling is incompatible with systems and procedures in which raw material inefficiencies and timing of materials are shuffled on 27 may. based on the above discussion, purchase system needs to be addressed, especially in supplier selection, where management must select suppliers in order to meet the needs of production, so that the production process more efficient. some ways that can be done for future stranded handling: (1) last menutes supplier: management goods need to establish cooperation with suppliers or suppliers of foodstuffs where, suppliers are able to provide the required goods and delivery of goods on the same day, so that production activities can run smoothly. (2) house bank: it is necessary to provide a house bank (cash for operational needs) which will be controlled by general chasier in the culinary department, this is to minimize the use of personal money from culinary staff for the purchase of production materials in cash. (3) supplier acess: purchasing must provide supplier access to culinary supervisor, in case of shortage of materials for production at the time of purchasing office is closed. staff culinary can order goods directly to the supplier, where the goods use the contract price, so as to reduce cost and time efficiency. purchase of goods can not be through the system so that the purchase of goods made in cash using a house bank. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 41 references aryawan, i wayan ery. 2015. “analisis storing system terhadap food cost”, skripsi, denpasar jurusan pariwisata, politeknik negeri bali. heripracoyo, sulistyo. 2009 “analisis dan perancangan sistem informasi akuntasi pembelian dan persediaan pada pt. oliser indonesia”, skripsi, binus university, jakarta. machfoedz, mahmud. 2005. pengantar pemasaran modern. yogyakarta: upp amp ykpn. jogiyanto, hm. 1990. analisis dan desain sistem informasi pendekatan terstruktur tori dan preaktek aplikasi bisnis. yogyakarta universitas gajah mada. sugiyono. 2013 metode penelitian kuantitatif, kualitatif dan r&d. bandung alfabeta. sumangkut, angelia. a. 2013. “kinerja supply chain management dan strategi informasi pada pt. multi food”, skripsi, universitas sam ratulangi manado. tarigan, zeplin jiwa husada. 2009. “dukungan manajemen puncak terhadap strategic purchasing dalam berkomunikasi dan berkolaborasi dengan supplier untuk meningkatkan kinerja perusahaan”, skripsi, universitas kristen petra, surabaya. wiyasa, ibm. 2011 akuntansi perhotelan, penerapan uniform system of accounts for the lodging industry, denpasar: andi publisher. journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 1-8 doi: http://dx.doi.org/10.31940/jasth.v4i1.2332 url: http://ojs.pnb.ac.id/index.php/jasth 1 the outbreak of covid-19 and its impact in south korea’s tourism: a hope in domestic tourism kapil gurung 1* 1 school of business administration, ajou university, south korea *corresponding author: kapilgurung@ajou.ac.kr abstract: the recent covid-19 pandemic has resulted an unprecedented impact on global economy. however, south korea is effectively controlling the pandemic by implementing different level of social distancing measure. most of the events are either postponed or cancelled and public places are operating by maintaining social distance and mandatory use of mask. therefore, the aim of this study is to investigate the future impact on tourism and hospitality industry caused by social distancing due to pandemic. the conceptual methodology was used to discuss on the secondary data from various sources. the finding states that the flight operations were halted, hotel occupancy reduced, and employees forced to take unpaid leave. in addition, the result discussed on the negative impact on tourism and hospitality sector due to pandemic. this paper concludes with few positive signs in domestic tourism sector and suggestion for authority to execute best policy in future for whole tourism industry. keywords: covid-19, tourism, aviation, hotel, south korea history article: submitted 26 january 2021 | revised 05 february 2021 | accepted 11 february 2021 how to cite: gurung, k. (2021). the outbreak of covid19 and its impact in south korea’s tourism: a hope in domestic tourism. journal of applied sciences in travel and hospitality, 4(1), 1–8. introduction south korea took prompt action against the outbreak of covid-19 as the world health organization advised necessary procedures to contain the widespread. according to oecd (2020a), the world economy is expected to lose around $ 12 trillion from the crisis over 2020 and 2021, it will go into deeper recession and a slower recovery in 2021. although korean government quickly responded to the pandemic in korea, its export led economic activity has fallen sharply due to collapse in global demand. the bank of korea (2020) reported a real gdp decline by 1.3 percent and 3.2 percent in first and second quarter, respectively. the advancement of information technology and faster means of transportation led people to travel from one corner of the world to the other. south korea also saw expansion in tourism activities from the past few decades, pushed by global popularity of k-dramas and k-pop, which is termed as the korean wave or hallyu in korean language (bae et al., 2017). the travel restriction caused by current outbreak of covid-19 has unexpectedly affected the flow of travelers around the world. south korea as one of them has also seen a sharp decline in inbound international tourist to the most frequent destination. although korea never imposed an entry or exit ban to or from the country, however it applied a mandatory test for covid-19 upon arrival at the airport and further two weeks of self-quarantine in a designated place (ministry of health and welfare [mohw], 2020). korea reported its first covid-19 case on 20 january and saw an increase of 30 patients by a month which were mostly imported cases (17 patients) or their close contacts (13 patients). by 23 february, the infectious disease risk alert was raised to highest level 4 and social distancing measure was introduced (ministry of health and welfare, 2020) the measure for the social distancing includes: 1. delaying or canceling nonessential gathering, dining-out event, travel (domestic and abroad). 2. necessary to take rest at home if fever or respiratory symptoms occur. journal of applied sciences in travel and hospitality 2 3. avoiding going out unless for doctor’s visit or for office. 4. avoiding handshakes or any physical contact and keeping two-meter distance. 5. following personal hygiene practices: washing hands, covering mouth to cough. 6. disinfecting and ventilating surroundings every day. 7. source: ministry of health and welfare [mohw], (2020) most of the international flights were grounded from january due to early detection of covid-19 cases in korea. foreign visitors plunged from 1.5 million in december 2019 to just 61,000 in july 2020 (korea tourism organization, 2020b). by late february, fifteen countries restricted travel ban for korean national travelers from south korea, but europe and united states just raised travel alerts (kbs world radio, 2020a). in the first quarter, the ministry of culture and arts announced to inject $82.24 million to provide as unsecured loans to tourism industry (song, 2020). furthermore, government planned to distribute vacation coupons of $160 each to 120,000 individuals to domestic travelers (dami, 2020). based on the above discussion it is to evaluate the consequences of corona virus crisis and social distancing measure in the hotel, aviation, and tourism industry in south korea. the topics are followed by tourism in korea, top tourist arrival by nationality, impact of covid-19 on aviation industry and hotel industry, impact of virus outbreak on tourism, a sign of hope in domestic tourism, limitations followed by implication and conclusion. tourism in south korea tourism is one of many industries which is driving korea’s economic growth. in 2018, this sector created around 1.4 million jobs covering 5.3% of total employment and reporting 4.7 % of total gross domestic product (oecd, 2020b). tourist spending serves as a form of an export, earning through foreign exchange, creating employment, increasing household income, and contributing to government revenue (oh, 2005). although korea is famous for renowned consumer products such as hyundai, samsung, lg etc., it is gradually getting popular on tourism based on cultural heritage (zhang et al., 2018), fashion & celebrity (bae et al., 2017) and medical tourism (yu et al., 2011). south korea welcomed a massive 28.71 million foreign tourists in 2019, slightly more than previous year, providing a benefit of $21.51 billion but, a whopping 8.6 percent rise in foreign tourist compared to 2017. the top foreign tourists were from china (6,023,021), japan (3,271,706), taiwan (1,260,493), usa (1,044,038), hongkong (694,934), vietnam (553,731), phil-ippines (503,864), indonesia (278,575), and singapore (246,142) (korea tourism organization, 2020b). table 1. tourism performance (source: korea tourism organization, 2020b) in table 1, the tourist arrival record is shown from last three consecutive years. tourism revenue rose to $21.51 billion in 2019, an estimated increase of 16% from previous year. however, 2018 was the most fruitful year, as tourism revenue jumped by 39% compared to previous year. the top inbound tourists are from china, japan, taiwan, usa, hongkong, vietnam, philippines, indonesia, and singapore, all being surrounding asian countries except usa. top tourist arrivals by nationality according to korea tourism organization, china has always been top tourist arrival country, being geographically closer and ethnically connected. the number of tourist visitors from china has always remained more than double to japan. whereas japan still holds record second description 2019 2018 2017 tourist arrivals 28.71 million 28.69 million 26.49 million tourism revenue $21.51 billion $18.46 billion $13.26 billion tourism revenue $21.51 billion $18.46 billion $13.26 billion journal of applied sciences in travel and hospitality 3 number of tourists despite its harsh colonial history and continuous national conflict at present with korea. chinese tourists of about 8 million visited in 2016 but declined to half for next two years due to korea’s deployment of a u.s. anti-missile defense system (kbs world radio, 2020b), that led to a diplomatic tension. only in 2019, chinese tourists rose back to 6 million, but it still falls short than previous level. tourists from usa were third till 2016 but taiwan took over from 2017 which is shown in figure 1. out of 17.5 million visitors in 2019, 14.3 million solely visited for tourism purpose followed by purpose of study abroad, business, and miscellaneous (korea tourism organization, 2020b).the average spending per person per trip as in 2019 was $1,228 which was below $1,000 in the 2000s. however, the biggest spender were chinese tourists with average $1,735 followed by taiwanese with $1,131, and americans with $1,103 (yonhap, 2019) these tourists spent almost 47% of the expenditure on shopping, 23% on accommodation, 17% on food and beverages, 6% on transportation, 2% each on leisure activities and cultural activities (statista, 2020). (source: korea tourism organization, 2020b) figure 1. tourist visitors by nationality methodology this is a conceptual based paper and secondary data are collected from private and government sources to evaluate the impact of outbreak on tourism based on aviation, hotel, and domestic recreation. conceptual analysis is a way of analyzing a particular area of interest to enhance the understanding of how that certain concept is used to express the idea in given area(furner, 2004) moreover, a systematic analysis on conceptual tourism was presented by xin et al., (2013) ,and argued that conceptual studies does not need instant or extensive empirical data to make claims, but it is also possible to do a novel conceptual study by conducting only conceptual analysis. similarly, meredith, (1993) has further explored conceptual analysis and its classification in his research in operation and production studies. conceptual research arises from the limitation of empirical analysis to explore big and overall question which is not measurable to empirical research. the relevant secondary information was compiled from various sources. the airlines, hotel and domestic travel data were taken from government website, survey report and online news. furthermore, tourist arrival data by nationality were collected from the website of korea tourism organization. data obtained previously by other scholars or other than research, such as government report and administrative documents, was analyzed for further study for other social research concerns (hox & boeije, 2005; karim et al., 2020). 2015 2016 2017 2018 2019 china 5.984.170 8.067.722 4.169.353 4.789.512 6.023.021 japan 1.837.782 2.297.893 2.311.447 2.948.527 3.271.706 taiwan 518.190 833.465 925.616 1.115.333 1.260.493 0 1.000.000 2.000.000 3.000.000 4.000.000 5.000.000 6.000.000 7.000.000 8.000.000 9.000.000 journal of applied sciences in travel and hospitality 4 results and discussions impact of covid-19 on aviation industry source: korea tourism organization, (2020b) figure 2. inbound and outbound visitors (sept. 2019-july 2020) korean aviation industry is shaken from the root due to prolonged virus outbreak. travel restriction were imposed as a necessary measure to contain the virus that led to a loss of massive number of air passengers which resulted an adverse effect on aviation industry in terms of revenue that prompted airlines to seek safer ground (karim et al., 2020). as shown in figure 2, the total number of inbound and outbound passengers combined peaked to around 3.5 million each month in last year, but right after covid-19 pandemic, the travel dropped to just mere few thousands, directly affecting flight operation to all time low in the airline history. although, there is early sign of slight improvement in june and july, the bounce back is far from over. as of september, korean airlines international flight was shrunk to just 34 from 110 while asiana’s was reduced to just 25 from 70 over the same period (min-ji, 2020).these are the two korea based major international airline industry. the pandemic led companies to force its employees for unpaid leave as a short-term measure which might push further to a larger layoff in near future if the condition persists (min-ji, 2020). the two major airlines, korean and asiana saw some hope on cargo business due to its earning at this hard times and analysists has predicted it will go on further (min-ji, 2020). impact of covid-19 on hotel industry due to south korea’s gradual presence in global market, tourism industry is also flourishing ever than before. hotel business lies in the heart of tourism industry. when covid-19 hit the world, tourism and hotel business was the hardest hit sector and perhaps would have slowest recovery as well. according to the professional hotel management association of korea, (2020), an estimated loss in hotel business due to room cancellation was krw492.4 billion (based on february 3 to april 26). the international sanctions have caused direct impact on inbound and outbound passenger market. 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 sept. oct. nov. dec. jan. feb. mar. apr. may jun. july outbound inbound journal of applied sciences in travel and hospitality 5 table 2. tourism and hotel business room occupancy after covid-19 (as of march 2020) (source: the professional hotel management association of korea, 2020) the table 2 shows that all the luxury hotels saw the decrease in occupancy by more than around 80% on average except incheon airport transit hotel, which saw 4 % increase due returning crowd caused by covid-19. although few hotels such as, grand hyatt, sheraton seoul, novotel gangnam, conrad seoul, and shilla hotel saw an occupancy increase by more than 10% during weekend but it fell even less on weekdays. in which, grand walker hill hotel closed from march and vista walker hill hotel closed for a month from may. the number of employees to take temporary leave plummeted to the record highest of 1.26 million in march and 1.23 million in april again, the last unprecedent increase was only in september 2011 (324,000), majority of them from hospitality and tourism industry (the professional hotel management association of korea, 2020). impact of virus outbreak on tourism the relationship between any kind of pandemic and the tourism sector is found to be negative. past papers have investigated the prolonged effect of the crisis. kongoley (2015) found that tourism industry was severely hit by ebola virus in countries like guinea, liberia, and sierra leone. sars virus caused a temporary panic on tourism industry of china (zeng et al., 2005). brazil struggled with zika virus cases among 1.4 million people (jamil et al., 2016). tourism and hospitality industry have been greatly affected by corona virus on global economy. the growth of global tourism has become a major developing factor for world economy since 50s (deegan, 2020) .when ebola virus hit sierra leon, all the international flights were cancelled for necessary measure (kongoley-mih, 2015). furthermore, employee lay-offs and considerable business shut down were reported. nipah virus has also hit many south asian countries since its first identification in 1988. an indian state, kerala was hit badly by nipah virus in 2018 which affected its tourism (sirajudeen, et al., 2020). when mers hit south korea in summer of 2015, the inbound tourist fell short of 1.9 million and loss in $3.1 billion in receipts (choe et al., 2020). based on the above discussion, the virus outbreak is found to have negative relationship on tourism, impacting on the country’s gross domestic product. a hope in domestic tourism due to covid-19 most of the amusement park, public attraction and festivals were partially opened, postponed, or cancelled (korea tourism organization, 2020a). however, domestic travel pattern and spending shows sign of hope. the outbound tourism always remained higher no. hotels and chains before covid-19 after covid-19 remarks weekday weekend 1. grand hyatt 80-90% 5-10% above 10% 2. sheraton seoul d cube city hotel 80-90% less than 10% above 10% 3. novotel gangnam 85-95% less than 10% above 10% 4. grand walker hill 46% 18% 587 rooms, closed from march 23 5. vista walker hill 53% 36% closed for 1 month from may 6. incheon airport transit hotel 49% 53% temporary rise in returning crowd due to covid-19 7. conrad seoul 75-80% 7% 15% 8. lotte signiel 60% 25% 9. shilla hotel 85% 15% 20% 10. stanford hotel 78% 18.6% journal of applied sciences in travel and hospitality 6 compared to inbound tourism. as covid-19 restricted overseas vacation, the travel pattern showed people toured domestically. a latest study by the korea transport institute found that 37.8% of respondents expected to go on summer holiday, only 3.6 % fewer than previous year. among those, 98%, up from 78.3%, told they would fly domestically (the japan times, 2020). the domestic air passengers peaked around 13 million before pandemic, but it declined to all time low at 2.5 million in april, it gradually rose back to 5.2 million by july despite the lack of foreign tourists (aviation statistics, 2020). one of the popular travel destination islands, jeju saw decline of domestic tourists to 542,258 which was double including all tourists before pandemic. despite foreign tourist absence, domestic travel rose to 992,476 travelers in july (the jeju special self-governing province, 2020). a samsung group affiliate, hotel silla offered a discounted honeymoon package from march to june, which resulted four times increase in sales (kim boram, 2020). similarly, other high-class hotels and resorts, such as lotte hotel jeju and jeju shinhwa world marriott resort grabbed the similar idea to attract korean vacationers. gangwon province, as another popular destination whose 70% of the economy depends on tourism saw outstanding recovery in flow of visitors. although first two months after outbreak, february and march were visitor less, but visitors bounced back to 99% in april compared to last year and in may,111% increased as of last year and again june recorded 76.5 million visitors which was same in 2019 (salmon, 2020). limitation and future research this paper was based on secondary data from various source. however, a further empirical study is suggested for deeper understanding on its impact on tourism and hospitality industry. an analysis was conducted based on the data from the first six months of the year. since, the virus has stayed longer and paralyzed all parts of the socio-economic foundation, a longitudinal study can help to explain economical and behavioral change due to prolonged effect of covid19. lastly, a widely used key tourism indicators such as volume of foreign tourists, duration of stay, number of arrivals, number of trips, domestic tourism, tourism expenditure, tourism activities etc. can help to measure overall tourism empirically. implication and conclusion this paper highlighted the tourism industry in south korea which went through disastrous circumstance as flights were cancelled for indefinite time due to outbreak of corona virus. hotel and accommodation industry are also facing lack of occupancy as social distancing measure is being imposed. this paper also shed light on the virus outbreak and its effects on aviation and hotel industries, at the same time a silver lining in domestic tourism as well. the finding on this paper suggests few managerial implications for korean tourism industry. firstly, the result discussed in the paper can help authorities in the tourism board to undertake grave issues due to pandemic and think of a better plan and policy to implement on tourism activities. secondly, the study could help travel industry and agents to come up with affordable product and suitable package to rise from the virus hit economy. thirdly, the improvement in domestic tourism could be encouraged for more staycation maintaining social distancing measure to keep hospitality sector afloat. as airlines and hotel sector are hardest hit by global pandemic it is further recommended to service providers to encourage customer to follow necessary precautions to be safe. it is also highly recommended to encourage travelers to avoid non-essential travel. airline industries may access the severity of the virus hit crisis and focus on implementing strict measure on social distancing, hygiene maintenance and keeping hands clean. references aviation statistics. 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(2018). the influence of cross-cultural awareness and tourist experience on authenticity, tourist satisfaction and acculturation in world cultural heritage sites of korea. sustainability, 10(4), 927. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 24 contribution of offline and online travel agent toward room occupancy at four points by sheraton bali seminyak hotel 1putu septiawan, 2nyoman mastiani nadra, 3ni nyoman sri astuti tourism business management, politeknik negeri bali email: 1septiawanputu@gmail.com, 2mastianinadra@pnb.ac.id, 3nyomansriastuti@pnb.ac.id abstract the background of this research was based on of technology development that affect to room sales at four points by sheraton bali seminyak. room sales and promotion are made through offline and online travel agent. the purpose of this research to determine the level contribution of offline and online travel agent toward room occupancy of four points by sheraton bali seminyak and to determine the highest contribution of offline and online travel agent. the data was collect by observation, interview and documentation. the data source were used are primer and secondary data and the type of data were used quantitative data. the data will analyzed used descriptive statistic, the processing using microsoft excel to analyzed data by descriptive statistic function mean, median, modus, standard deviation. based on calculation the contribution of offline and online travel agent was dominate by expedia with total contribution by 61,78% and coorendon with total contribution by 37,71% on 2015-2017. the suggestion could be given that the hotel should to strengthen in relationship with travel agent and make good contract rate and offer the best package for their market., so that the travel agent could provide the great contribution toward room occupancy of four points by sheraton bali seminyak hotel. keywords: offline travel agent, online travel agent, room occupancy. introduction bali is popular and favorite tourist destination for every foreign and domestic. uniqueness and attractiveness that is attract the tourist to visit bali and it is resulting the development of tourism in bali is growing rapidly. it evidenced by number of tourist visit to bali in 2013 – 2017 which show the number of tourist visits increased. the number of tourist visit to bali increased by 14,9% and by development of tourism facilities such as hotel accommodation, with the highest growth by 3-star hotel with an average growth by 62 hotels built each year. the globalization era was greatly effect to hospitality industry because everything is required to be easily accessible. currently, offline travel agency is used as a leisure mailto:septiawanputu@gmail.com mailto:mastianinadra@pnb.ac.id mailto:nyomansriastuti@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 25 and business trip organizer, it become a distribution channel to hotel. in simplifying effort of booking a room, online travel agent make a sale and promotion according to websites and social media that they provide for all customer with various features of booking to payment. with an easily offer by travel agency, four points by sheraton bali seminyak hotel doing cooperate with travel agency. this way can attract tourist to stay and improve room occupancy. online travel agent that become to four points by sheraton bali seminyak’s partner such as agoda.com, booking.com, expedia, and hotelbed for offline travel agent such as coorendon, flight center, gta, and thomas cook. table 1 room occupancy of four points by sheraton bali seminyak by 2015-2017. tahun distribution channels offline travel agent online travel agent website direct booking 2015 7.905 19.147 4.597 2.971 2016 11.664 15.158 3.408 1.421 2017 8.963 15.154 2.441 1.538 (source: sales and marketing department). as a distribution channel, contribution of travel agent toward room occupancy of four points by sheraton bali seminyak fluctuated differently every year. travel agent has a potential strength to become a distribution channel with the highest contribution if compared with other distribution channel. table 1shows average contribution of offline travel agent on 2015 to 2017 by 9.853 and online travel agent by 16.630. although the level of contribution is dominated by online travel agent, but the contribution of offline travel agent has a major effect toward room occupancy of four points by sheraton bali seminyak. accordingly, to know the level of contribution to hotel’s room occupancy and to know who has a highest level of contribution from each travel agent, therefor do this research about contribution of offline and online travel agent toward room occupancy of four points by sheraton bali seminyak. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 26 literature reviews hotel, according to sk menparpostel number: km 34/hk/103/mppt-87 in putri (2016; 1), is a type of accommodation that use a part or all of its buildings to provide accommodation services, food and drink, and other public services. commercially managed and comply with the requirements set by government’s decisions. travel agent is a travel agency that sells tourism service such as transportation, lodging, travel document arrangement and includes vacation activities for individuals and groups planning trips. hanief and pramana (2017 ; 55). currently travel agents or travel agents can be grouped into two namely offline travel agent and online travel agent. the contribution made by offline and online travel agent as known as affiliate marketing. it is a business system by paying someone’s service when sell the product of hotel or company used internet. according to sugiarto (2004; 55) room occupancy is the state which how far the number of rooms sold when compared with rooms that can be sold. oka. a. yoeti (2009; 55) said the rate or room rate, competition, and demand greatly affect to sale of room. according to peter franz renner in sugiarto (2011: 52) the reservation for the hotel is a reservation made some time before, obtained by various sources and by various reservation methods to ensure that guests get a room at check in. research method the research conduted at four points by sheraton bali seminyak. the research using statistic descriptive analysis. data was collect by observation, interview, and dokumentation. data on this research is room night production of four points by sheraton bali seminyak hotel’s distribution channel. this research using microsoft excel for analysis. results and disscusion four points by sheraton bali seminyak is the one of international hotel’s brand under marriott international management. four points by sheraton bali seminyak is four star hotel located at petitenget street gg. cendrawasih no. 99ds, seminyak. it has 121 rooms with various categories such as deluxe room, deluxe pool view, deluxe pool jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 27 access, junior suite and vasanti suite. pt. dewi tirta sejahterah owns four points by sheraton bali seminyak hotel, owned by danie kurniawan sigianto. offline travel agent is business partners that belong to retail business and wholesaler. each offline travel agent has a different contract rate agreement and special offer agreement to do sell and promotion and also has a different market with different customer’s behavior. online travel agent is business partner that grouped into b2b. b2b is commercial business methods that do by entrepreneur using online communication with the same goals. agoda.com, expedia, booking.com and hotelbed are business partner of four points by sheraton bali seminyak that do direct sell and promotion to customer by online communication using the internet and website. they have their own market, benefit and features for customer. it made the contribution of both travel agent is different with each other depend of their market, features, benefit, rate and special offer that offer by hotel to agent. table 2 offline travel agent’s contribution on 2015. (source: result of data analysis using microsoft excel, 2018). table 2 shows the contribution of offline travel agent by 2015, based on above table the mean of contribution of each travel agent has a different result. the table shows coorendon has a mean of contribution by 361,33 it is meaning the average contribution of coorendon toward room occupancy by 12,90%, from 75,9% occupancy. flight center has a mean by 71,75 it is meaning the average contribution of flight center toward room occupancy by 2,56% from 75,9% occupancy. gta has mean by 34,83 it is meaning the average contribution of gta to room occupancy by 1,24% from 75,9% occupancy. mean 361,3333333 mean 71,75 mean 34,83333333 mean 34,83333333 standard error 18,75493201 standard error 8,902778763 standard error 8,748881602 standard error 8,504752088 median 365 median 70 median 29 median 26 mode 337 mode #n/a mode 36 mode 9 standard deviation 64,96899027 standard deviation 30,84013029 standard deviation 30,30701489 standard deviation 29,46132544 sample variance 4220,969697 sample variance 951,1136364 sample variance 918,5151515 sample variance 867,969697 kurtosis -1,077612744 kurtosis 1,971579516 kurtosis 1,620529682 kurtosis 2,461832529 skewness -0,117954391 skewness 1,011220259 skewness 1,326696205 skewness 1,702901348 range 200 range 116 range 105 range 97 minimum 262 minimum 29 minimum 1 minimum 9 maximum 462 maximum 145 maximum 106 maximum 106 sum 4336 sum 861 sum 418 sum 418 gta thomas cookcoorendon flight center jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 28 thomas cook has mean by 34,83 it is meaning the average contribution of thomas cook to room occupancy by 1,24% from 75,9% occupancy. table 3 offline travel agent’s contribution on 2016. (source: result of data analysis using microsoft excel, 2018). table 3 shows the contribution of offline travel agent by 2016, based on above table the mean of contribution of each travel agent has a different result. the table shows coorendon has a mean of contribution by 389,08 it is meaning the average contribution of coorendon toward room occupancy by 13,57%, from 77,7% occupancy. flight center has a mean by 88,5 it is meaning the average contribution of flight center toward room occupancy by 3,08% from 77,7% occupancy. gta has mean by 134,5 it is meaning the average contribution of gta to room occupancy by 4,69% from 77,7% occupancy. thomas cook has mean by 15,83 it is meaning the average contribution of thomas cook to room occupancy by 0,55% from 77,7% occupancy. table 4 offline travel agent’s contribution on 2017 (source: result of data analysis using microsoft excel, 2018). mean 389,0833333 mean 88,5 mean 134,5 mean 15,83333333 standard error 26,2009884 standard error 10,07208865 standard error 12,42340167 standard error 3,682129928 median 396,5 median 94,5 median 130 median 11,5 mode #n/a mode #n/a mode #n/a mode 11 standard deviation 90,76288622 standard deviation 34,89073855 standard deviation 43,0359258 standard deviation 12,75527223 sample variance 8237,901515 sample variance 1217,363636 sample variance 1852,090909 sample variance 162,6969697 kurtosis -0,111490258 kurtosis -1,124912438 kurtosis 2,727063114 kurtosis 3,660031469 skewness -0,087591184 skewness -0,379061015 skewness 1,289879921 skewness 1,758963545 range 319 range 103 range 164 range 47 minimum 217 minimum 34 minimum 77 minimum 2 maximum 536 maximum 137 maximum 241 maximum 49 sum 4669 sum 1062 sum 1614 sum 190 coorendon flight center gta thomas cook mean 278,25 mean 124,6666667 mean 83,5 mean 30,33333333 standard error 46,63837752 standard error 18,95142648 standard error 7,335571284 standard error 5,014121473 median 261 median 106,5 median 71,5 median 24 mode #n/a mode #n/a mode 71 mode 22 standard deviation 161,5600789 standard deviation 65,64966708 standard deviation 25,41116433 standard deviation 17,36942629 sample variance 26101,65909 sample variance 4309,878788 sample variance 645,7272727 sample variance 301,6969697 kurtosis -0,888473534 kurtosis -0,925287961 kurtosis -0,033221727 kurtosis -1,166887572 skewness 0,457805638 skewness 0,527911827 skewness 1,199099145 skewness 0,546648907 range 497 range 194 range 76 range 49 minimum 54 minimum 40 minimum 58 minimum 9 maximum 551 maximum 234 maximum 134 maximum 58 sum 3339 sum 1496 sum 1002 sum 364 coorendon flight center gta thomas cook jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 29 table 4 shows the contribution of offline travel agent by 2017, based on above table the mean of contribution of each travel agent has a different result. the table shows coorendon has a mean of contribution by 278,25 it is meaning the average contribution of coorendon toward room occupancy by 11,24%, from 67,9% occupancy. flight center has a mean by 124,66 it is meaning the average contribution of flight center toward room occupancy by 5,03% from 67,9% occupancy. gta has mean by 83,5 it is meaning the average contribution of gta to room occupancy by 3,37% from 67,9% occupancy. thomas cook has mean by 30,33 it is meaning the average contribution of thomas cook to room occupancy by 1,22% from 67,9% occupancy. table 5 online travel agent contribution by 2015 (source: result of data analysis using microsoft excel, 2018). table 5 shows the contribution of offline travel agent by 2015, based on above table the mean of contribution of each travel agent has a different result. the table shows agoda.com has a mean of contribution by 303,66 it is meaning the average contribution of agoda.com toward room occupancy by 10,84%, from 75,9% occupancy. booking.com has a mean by 352,75 it is meaning the average contribution of booking.com toward room occupancy by 12,60% from 75,9% occupancy. expedia has mean by 651 it is meaning the average contribution of expedia to room occupancy by 23.25% from 75,9% occupancy. hotelbed has mean by 87,75 it is meaning the average contribution of hotelbed to room occupancy by 3,13% from 75,9% occupancy. mean 303,666666666667mean 352,75 mean 651 mean 87,75 standard error 22,4766994953 standard error 17,0525591254589standard error 46,5090411542843standard error 7,7421759137072 median 307 median 359 median 667 median 82 mode 380 mode #n/a mode #n/a mode 75 standard deviation77,8615710246348standard deviation59,0717976087343standard deviation161,112044581064standard deviation26,8196840873537 sample variance6062,42424242425sample variance3489,47727272727sample variance25957,0909090909sample variance719,295454545455 kurtosis 0,276619216014661kurtosis -0,249133706041189kurtosis 2,15566692691446kurtosis -0,897365363291861 skewness -0,521011757507134skewness -0,0954382141762623skewness -1,1644712698804skewness 0,348985099946464 range 279 range 210 range 588 range 82 minimum 146 minimum 249 minimum 265 minimum 50 maximum 425 maximum 459 maximum 853 maximum 132 sum 3644 sum 4233 sum 7812 sum 1053 agoda.com booking.com expedia hotelbed jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 30 table 6 online travel agent contribution by 2016 (source: result of data analysis using microsoft excel, 2018. table 6 shows the contribution of offline travel agent by 2015, based on above table the mean of contribution of each travel agent has a different result. the table shows agoda.com has a mean of contribution by 288,66 it is meaning the average contribution of agoda.com toward room occupancy by 10,07%, from 77,7% occupancy. booking.com has a mean by 448,5 it is meaning the average contribution of booking.com toward room occupancy by 15,65% from 77,7% occupancy. expedia has mean by 599,66 it is meaning the average contribution of expedia to room occupancy by 19,52% from 77,7% occupancy. hotelbed has mean by 88 it is meaning the average contribution of hotelbed to room occupancy by 3,07% from 77,7% occupancy. table 7 online travel agent contribution by 2017 (source: result of data analysis using microsoft excel, 2018). mean 288,666666666667mean 448,5 mean 599,666666666667mean 88 standard error 23,8439793980651standard error 32,9330128189532standard error 25,704124575679standard error 4,43471156521669 median 253,5 median 473 median 613,5 median 90 mode 248 mode #n/a mode #n/a mode 63 standard deviation82,5979675441487standard deviation114,083302897488standard deviation89,0416994583115standard deviation15,3622914957372 sample variance6822,42424242424sample variance13015 sample variance7928,42424242427sample variance236 kurtosis -1,55457178325428kurtosis -1,45909243839993kurtosis -1,12948064775142kurtosis -0,220846500047879 skewness 0,299262344301418skewness -0,302143693627153skewness 0,0323367796051572skewness -0,331289655600663 range 233 range 325 range 275 range 51 minimum 176 minimum 262 minimum 474 minimum 63 maximum 409 maximum 587 maximum 749 maximum 114 sum 3464 sum 5382 sum 7196 sum 1056 agoda.com booking.com expedia hotelbed mean 143,75 mean 417,75 mean 470,583333333333mean 67,3333333333333 standard error 10,7238935997796standard error 45,4504600436763standard error 48,134196615695standard error 13,627252848686 median 137 median 457 median 520,5 median 61,5 mode 137 mode 491 mode #n/a mode #n/a standard deviation37,148657139562standard deviation157,445012046053standard deviation166,741748239787standard deviation47,2061886030237 sample variance1380,02272727273sample variance24788,9318181818sample variance27802,8106060606sample variance2228,42424242424 kurtosis 0,422252198747891kurtosis -1,48894012092773kurtosis -1,19778939963467kurtosis -0,728153035437281 skewness -0,295148616599248skewness -0,0156677072564372skewness -0,506090500194833skewness 0,672756132530257 range 138 range 444 range 475 range 144 minimum 68 minimum 199 minimum 218 minimum 10 maximum 206 maximum 643 maximum 693 maximum 154 sum 1725 sum 5013 sum 5647 sum 808 hotelbedexpediabooking.comagoda.com jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 31 table 7 shows the contribution of offline travel agent by 2015, based on above table the mean of contribution of each travel agent has a different result. the table shows agoda.com has a mean of contribution by 143,75 it is meaning the average contribution of agoda.com toward room occupancy by 5,80%, from 67,9% occupancy. booking.com has a mean by 509,16 it is meaning the average contribution of booking.com toward room occupancy by 16,87% from 67,9% occupancy. expedia has mean by 544,58 it is meaning the average contribution of expedia toward room occupancy by 19,01% from 67,9% occupancy. hotelbed has mean by 67,33 it is meaning the average contribution of hotelbed to room occupancy by 2,71% from 64,9% occupancy. figure 1 (source: result of data analysis using microsoft excel, 2018). based on figure 1, the higest contribution toward room occupancy of four points by sheraton bali seminyak on 2015 of offline travel agent is coorendon with average contribution by 361,33 with percentage by 12,90% and for online travel agent is expedia by average contribution by 651 with percentage 23,25%. 12,90% 2,56% 1,24% 1,24% 10,84% 12,60% 23,25% 3,13% 8,20% coorendon flight center gta thomas agoda.com booking.com expedia hotelbed others percentage of travel agent contribution toward room occupancy jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 32 figure 2 (source: result of data analysis using microsoft excel, 2018). based on above picture, the higest contribution toward room occupancy of four points by sheraton bali seminyak on 2016 of offline travel agent is coorendon with average contribution by 389,08 with percentage by 13,57% and for online travel agent is expedia by average contribution by 599,66 with percentage 19,52%. figure 3 (source: result of data analysis using microsoft excel, 2018). based on above picture, the higest contribution toward room occupancy of four points by sheraton bali seminyak on 2017 of offline travel agent is coorendon with 0,00% 5,00% 10,00% 15,00% 20,00% coorendon flight center gta thomas agoda.com booking.com expedia hotelbed others 11,24% 5,03% 3,37% 1,22% 5,80% 16,87% 19,01% 2,71% 2,70% percentage of travel agent contribution toward room occupancy on 2016 percentase 13,57% 3,08% 4,69% 0,55% 10,07% 15,65% 19,52% 3,07% 7,50% 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% series1 percentage of travel agent contribution toward room occupancy on 2016 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 33 average contribution by 278,28 with percentage by 11,24% and for online travel agent is expedia by average contribution by 470,58 with percentage 19,01%. conclusion based on the discussion and the results of the research in the previous chapter, it can be concluded that the offline and online travel agent has been distribution channel with highest contribution to four points by sheraton bali seminyak on 2015-2017. contribution of travel agent such as coorendon by 37,71% flight center by 10,67% gta by 9,3% thomas cook by 3,01% agoda.com by 26,35 booking.com by 45,18% expedia by 61,78% and hotelbed by 8,21%. the highest contribution of travel agent by 2015 2017 dominated by online travel agent, it is expedia with total contribution by 61,78% and offline travel agent dominated by coorendon with total contribution by 37,71. there are travel agents with low contribution such as hotelbed, thomas cook, and gta. hotel should keep the great relationship with their partner and make a new contract rate agreement to increase their contribution. and also offer the special package for their market. references adi yanti putri, ni made. 2014. pengaruh biro perjalanan wisata sebagai saluran distribusi terhadap tingkat hunian kamar pada hotel all season legian bali.jurnal. fakultas pariwisata unud hanief, shofyan; pramana, dian. 2017. pengembangan bisnis pariwisata dengan sistem informasi. yogyakarata : penerbit andi. putri, emmita devi hari. 2016. pengantar akommodasi dan restoran. yogyakarta : deepublish. sugiarto, endar. 2004. hotel front office administration. jakarta: pt. gramedia pustaka utama sugiyono, 2014. metode penelitian kuantitatif kualitatif dan r&d. bandung: alfabeta. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 103 bali-baliku beach front luxury villas’ receptionist uderstanding of standard operating procedures i putu dede sukadana putra1, lien darlina2, i ketut suarta3 tourism department, politeknik negeri bali, email: 1dedesukadana88@gmail.com, 2darlina@pnb.ac.id, 3ketutsuarta@pnb.ac.id abstract this paper aims to find out how much receptionist staff understandi standard operating procedure (sop) in bali-baliku beach front luxury villas. this paper was made because of the interest of the writer about the changes that occurred after the implementation of standard operating procedure (sop) in bali-baliku beach front luxury villas considering that the standard operational procedure is an important thing in a company as a document or tool to achieve company goals. this research uses descriptive qualitative research method. methods of data collection in this study are interviews, observations, questionnaires, and literature study. the results of this study indicate that: 1) all employees of the receptionist have done their duties and responsibilities in implementing standard operating procedures (sop) very well and correctly, in accordance with the direction of the front office superiors in bali baliku beach front luxury villas. 2) all employees of the receptionist have a good understanding of the definition of operational standard procedures and can define them. 3) all receptionist employees have understood and implemented the stages in serving the guests such as the stages of serving the guest check-in, serving the check-out guest, informing the porter service, posting guest payments, doing print out registration cards, scanning guest id, settle cash payment, and settle payment by credit card properly and in accordance with sop applicable in receptionist section. keywords: understanding, receptionist, standard operating procedure. introduction bali is one of the largest foreign exchange island countries in indonesia due to its superiority in the tourism sector. the main reason bali island the reason bali excels in tourism because bali has a lot of uniqueness that is rarely to found on another places. the uniqueness is in the form of natural beauty, culture, and hospitality of the population that causes the bali island is difficult to be forgotten by tourists who have ever visited. along with the progress on the bali island, progress in the development is also increasing rapidly. foreign investors and domestic investors are trying to become the best service providers in various ways. one of the facilities and accommodation arranged by the domestic investor is bali-baliku beach front luxury villas. bali-baliku beach front luxury mailto:dedesukadana88@gmail.com mailto:darlina@pnb.ac.id mailto:ketutsuarta@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 104 villas is managed by pt jimbaran bali beach, where the villa is built on an area of 600 m2. bali-baliku beach front luxury villas development goal is to provide a comfortable holiday for tourists with the concept of private pool villas. to be a comfortable accommodation for guests, all departments in bali-baliku beach front luxury luxury villas such as attendant room, pool attendant, garden staff, home office, accounting, sales & marketing, hrd, and security should work together for the sake of comfortable feelings of guests. one of the departments responsible for the convenience of guests is the front office department, where the front office department is the first place where the guests can give the impression of bali-baliku beach front luxury villas. the first introduction will affect the next impression of bali-baliku beach front luxury villas. villa management like villa manager is also important in the preparation of rules and operational standards for the creation of effective and efficient products. therefore the role of operational standards in bali-baliku beach front luxury villas for the performance of employee receptionists always consistent and not deviated from the stages that have been determined by management. according to mr. i gede dedi wirawan as villa manager in bali-baliku beach front luxury villas, he is a standard operational procedure maker (sop) currently available in bali baliku beach front luxury villas. he made standard operating procedure (sop) because previously bali-baliku beach front luxury villas did not have any sop at all, work performed by employees only based on employee work experience. currently bali baliku beach front luxury villas in particular the receptionist already has a highly structured sop, allowing you to achieve goals with the desire of management and have a direction to achieve corporate goals. therefore, the author wants to know what is produced by the company's performance in bali-baliku beach front luxury villas. theoretical framework receptionist is a hotel clerk in charge of serving guests who check-in then processing it until the guests get the room they want (endar sugiarto: 2004). receptionist is the person who first welcomes and accepts guests at the hotel, checks incoming and jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 105 outgoing guests, keeps records by hand or computer, register them and finds rooms that will be occupied and provides various information related to facilities inside or outside the hotel (j. martin, 1991: 45) standard operating procedures or abbreviated sop are documents relating to chronologically executed procedures that accomplish a job with the objective of obtaining the most effective employment of workers at the lowest possible costs. sop often consist of benefits, when created or revised, method of writing procedures and also accompanied by a flowchart chart at the end (laksmi, 2008: 52) research methods this research was conducted in bali-baliku beach front luxury villas at front office department especially in receptionist section conducted for 4 months starting on january 2, 2018 until may 2, 2018. the object used in this research is the performance of employee receptionist who working in bali-baliku beach front luxury villas with factors that influence the sop (standard operational procedure). the sampling technique used in this research is purposive sampling technique. the researchers chose this technique because the researcher will determine the sample to be given a question based on the ability to answer from samples already known by previous by researchers. first, the researcher will give some questions to the receptionist staff in balibaliku beach front luxury villas as much as 3 people from total employees amounting to 6 people, then will match it with questionnaire about sop implementation. after conducting the interview, the researcher will bring the interview and assessment data to the 2 of front office leaders to verify the truth and the suitability of the data already possessed by the front office leaders in bali-baliku beach front luxury villas. verification aims to get the data obtained by researchers is true and worthy to be studied. methods of data collection in this study were interviews, observation, documentation study, literature study, questionnaires, and data analysis techniques using qualitative descriptive analysis techniques. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 106 results and disscussion based on the research conducted, the researcher stated that the receceptionist employees have understood the standard operational procedures (sop) in bali baliku beach front luxury villas. the sop has been applied everyday on a basic consistent. the results of observations, interviews and questionnaires indicate that sop have been socialized, understood and implemented as guidelines for doing work in bali-baliku beach front luxury villas. based on the results of interviews with 2 front office supervisors, it was found that all receptionist employees had followed, understood and implemented sop as well, starting from sop check-in and check-out to sop on payment already done very well in accordance with the steps that have been set by the company. researchers also conducted interviews with 3 resource persons who are the receptionist staffs. after the researchers conducted the interview, the researcher found the fact that the receptionist employees understood the sop as well. the facts are supported by the success of resource persons to define the sop and mention the sop in the receptonist section correctly and correctly in accordance with the sop in the receptionist section. in addition to conducting interviews, researchers also conducted observations and dissemination of questionnaires on the understanding and implementation of sops conducted by employee receptionist. the following is the result of the questionnaire distribution and in it there is a value of the average value of understanding and implementation of sop. table 1. indicators references 1 2 3 4 5 6 average sop check-in 6 6 6 6 5 5.43 average sop check out 6 5.2 5.8 5.2 5.5 5.8 average sop porter service 6 5 6 5 5 5 average sop posting 6 6 6 6 6 6 average sop print out registration card 5 5 6 5 3 5 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 107 average sop scanning guest id 5 5 6 6 3 5 average sop settle cash payment 6 6 6 6 6 6 average sop settle credit card payment 6 5.6 6 6 6 6 scores guidance: (6=very good), (5=good), (4=quiet good), (3=enough), (2=poor), dan (1=very poor). from the table 1 can be seen that the average value of understanding and implementation of sop is very high. the average value of sop check-in has a score above 5, so the understanding of sop on guest handling at check-in is very high and the implementation is in accordance with the sop imposed by the company. based on the second data, it can be seen that the average sop value of guest handling at check-out is always above 5, so the understanding of sop on handling checkout guest is very high, has a good score and its implementation in accordance with existing sop. based on the third data, it can be seen that the average value of sop about the porter service information delivery is always above 5, so the understanding of sop on the delivery of information of the porter service to guests is very high, has a good score and the implementation is in accordance with the existing sop in the company. based on the fourth data, it can be seen that the average value of sops about the stages of posting guest payment data is always above 5, so the understanding of sop on the stage of posting data payment of guests is very high, have a good score and implementation in accordance with the existing sop. based on the fifth data, it can be seen that the average value of sop on the steps to print out registration card is always above 5, so the understanding of sop on the steps to print out registration card is very high, has a good score and its implementation in accordance with the sop there is. based on the sixth data, it can be seen that the average value of sops about the steps of scanning guest id is always above 5, so the understanding of sop on the steps is very high, has a good score and the implementation in accordance with the existing sop. based on the seventh data, it can be seen that the value obtained about the settle cash payment procedure is in the average score above 5, so the employee understanding jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 108 about the procedure of settle cash payment is very high, has a good score and of course the implementation is in accordance with the existing sop in the receptionist section. based on the eighth data, it can be seen from table 1 that the value obtained about the stettle payment by credit card procedure is on average score above 5, so the understanding of the receptionist employees about the procedure of settle payment by credit card is very high, has a good score and the implementation is in accordance with the sop in the receptionist section. conclusions and suggestions from the results of the discussion on the receptionist's understanding of sop in bali-baliku beach front luxury villas, it can be concluded that all employees of receptionist have done their duty and responsibility in implementing standard operating procedure (sop) very well and correctly, according to front office supervisor's direction in bali-baliku beach front luxury villas. all employees of the receptionist have a good understanding of the definitions of standard operating procedures and can define them. all employees of the receptionist have understood and carried out the stages in serving the guests such as the stages of serving the guest check-in, serving the check-out guest, informing the porter service, posting guest payments, printing out registration cards, scanning guest id, settle cash payment, and settle payment by credit card properly and in accordance with sop applicable in receptionist section. based on the results of the above research, that all employees of the receptionist have a good understanding of the standard operational procedures in bali-baliku beach front luxury villas, then the advice can be given to the company is to continue to improve training and employee understanding of sop so that future understanding of receptionist staffs to sop is increasing and employee performance becomes more effective in achieving company goals. bibliography atmoko, tjipto. 2013. standar operasional prosedur (sop) dan akuntabilitas kinerja instansi pemerintah. available..from: http://www.academia.edu/8634744/a._pengertian_standar_operasional_prose dur, data accessed: 07/02/2018 20:05 wita. http://www.academia.edu/8634744/a._pengertian_standar_operasional_prosedur http://www.academia.edu/8634744/a._pengertian_standar_operasional_prosedur jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 109 bagyono. 2012. pariwisata dan perhotelan. alfabeta. bandung. martin. j. 1991. human relation for the hospitality. sugiarto, endar. 2004. operasional kantor depan hotel. jakarta: pt gramedia. sugiyono. 2014. metode penelitian pendidikan (pendekatan kuantitatif, kualitatif, dan r&d), bandung: alfabeta. journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 18-26 doi: http://dx.doi.org/10.31940/jasth.v4i1.2291 url: http://ojs.pnb.ac.id/index.php/jasth 18 development of ecotourism potential in sambori tribe, bima, west nusa tenggara, indonesia zulharman 1*, mochamad noeryoko 2, ibnu khaldun 3 1department of elementary teacher education, taman siswa teacher training and education college (stkip taman siswa), bima, indonesia 2,3 department of historical education, taman siswa teacher training and education college (stkip taman siswa), bima, indonesia *corresponding author: zhul_one@yahoo.co.id abstract: the purpose of this research is to explore the potential of ecotourism that can be developed in sambori tribe, bima. besides, to identify the right strategy for developing ecotourism on family medicinal plants in sambori tribe based on community and stakeholder perceptions. the research method used was descriptive methods with survey and observation techniques. the study using purposive sampling to get the correct data. the data is in the form of local herbal products developed into tourism destinations and economic benefits that are to improve the economic welfare of marginalized communities. aspects of the development include flora in the form of herbs, fauna, natural attractions with a view of the mountains with cool air. in addition, this herbal plant can improve the accessibility and socio-cultural life of the community. furthermore, the improvement of quality of life in sambori, bima is carried out through herbal obar plants to improve the quality of healthy life as well as an area with the potential of herbal plant ecotourism. it has a diversity of flora and fauna potentials as well as a very suitable landscape potential as a tourist attraction. the result of the study found that sambori tribe has the potential of flora and fauna and the landscapes.public health development strategies in the future, not only can be done in hospitals, it can also be done at home through live pharmacies based on medicinal family plants that can be used as an improvement of public health, economy and ecotourism in the sambori tribe. in addition, with the potential of live pharmacies, will have an impact on the appeal of high biological nature with a beautiful natural panorama. keywords: ecotourisme, potential, sambori tribe history article: submitted 1 january 2021 | revised 28 january 2021 | accepted 14 february 2021 how to cite: zulharman, noeryoko, m., & khaldun, i. (2021). development of ecotourism potential in sambori tribe, bima, west nusa tenggara, indonesia results and discussions description and history of sambori tribe. journal of applied sciences in travel and hospitality, 4(1), 18–26. introduction sambori tribe has unique characteristics from other tribes in bima, both in terms of community activities, natural and cultural aspects of the community. this factor should be used as a selling point in tourism activities in bima and also tourism has become one of the most developed sectors in indonesia (rita, edriana pangestuti, & wike and riza, 2020). tourism is increasingly becoming an important economic sector in many developing countries (unctad, 2007). in this context, ecotourism emerged as a sustainable form of tourism. ecotourism can help cultural preservation, environmental conservation and increase community income at a tourist attraction (henri, l. hakim, & j. batoro, 2017). this research is an empiric ethnoecological study conducted in the highlands sambori, bima which is very suitable cultivated herbal plants as a living pharmacy of people who live far from the hospital as a center of public health services. this sambori area is very much found natural medicine plant community used to treat the family at the time of illness during the long period of time (zulharman, 2015). the potential of ethno-tourism, in addition to herbs but also can be an area with distinctive ethnic-cultural attractions in bima, which can be the center of development of the tourism sector. thus, natural beauty and diversity of local customs and culture are primary assets that journal of applied sciences in travel and hospitality 19 can be developed into attractive tourist products for tourists. ecotourism is a merger between the pharmacy of community life and ecotourism as a center of natural tourism that can improve the economy and social welfare for the community. according to hendri et al., 2017 stated that ecotourism approach could be used for tourism promotion and health improvement in remote areas.according to widjaya et al., 1989 says that the potential of ecotourism can improve the welfare of local communities (widjaya, mahya, & utama. s.s., 1989).as a natural eco-tourism area with beautiful scenery, sambori can also be a tourist destination of herbal medicine plants that can improve the healthy quality of life of the community, and can also be a place of conservation of water tamping power for the community around sambori, bima. the development of ecotourism in forest or mountain communities such as sambori can improve the quality of community life (in the economic sector) and conserve natural and cultural heritage. it can be concluded that the concept of ecotourism is a method of utilizing and managing tourism resources that are environmentally friendly by involving local communities as one of the tourism actors and local people should have a positive impact from ecotourism activities. improving the quality of life of the community and cultural uniqueness is very potential to improve the economy of the community; in addition, it can also be a promotion of tourism in the ecotourism sector so that the region can increase regional income. therefore, this study focuses on the problem of developing the potential of the sambori tribe family medicinal plants plant, namely the lack of utilization of the natural potential for the development of ecotourism. the development of the potential of herbal plants as a living pharmacy for the sambori community is very potential in improving the economy of the community and improving the quality of healthy life and can be a healthy tourist destination with the beauty of exotic natural panoramas. methodology this research used descriptive methods with survey and observation techniques. this study examined the conditions, the potential of family medicinal plants, and the tourism market in sambori tribe as a basis for determining the appropriate strategies that suitable to the field condition. to determine the ecotourism development strategy in sambori tribe, swot analysis of the freshness of flora and fauna was used (fandeli, 2002). the data consists of product aspects as well as the socio-economic conditions of the community. product aspects include the potential of flora, namely family medicinal plants, fauna, natural attractions and landscapes, amenities, accessibility, and the socio-cultural life of the community. the cultivation of herbal plants that are needed in treating various types of diseases by the people of sambori, a beautiful natural panorama, is undoubtedly an attraction for tourists visiting bima. data analysis consisted of flora and fauna data used to describe the character, uniqueness, rarity and diversity. the quality of flora and fauna diversity was determined based on the criteria stated (fandeli, 2002). based on field data, a table of natural attractions with a rating of 1-5 can be compiled. assessment of the quality of natural scenery is carried out around tourist objects, using a method that refers to the parameters of the bureau of land management cited (fandeli, 2002). the overall value of each item determines the level of quality that is differentiated as follows: a. score> 19 (class a. high quality), b. score 12 18 (class b. medium quality). results and discussions description and history of sambori tribe based on the location of the area, the interior of the sambori tribe is close to renda village, belo, bima regency in the western part, and arambolo region in the east.in the north, it is bordered by the teta tribe as the capital of lambitu district, and to the south adjacent to the kawuwu tribe, langgudu region. sambori tribe is located in the highlands of mount lambitu ± 800 meters above sea level or ± 46 km east of the district capitalbima by using the state road which is always climbing and winding. sambori tribe has an area of about 1,802 hectares or about 33.58% of the size of lambitu district. approximately 1,260 hectares are rice fields and moor. the rest is earmarked for settlements and public infrastructure, smallholder plantations journal of applied sciences in travel and hospitality 20 and protected areas covering an area of 736 hectares. the topography of the sambori region and its surroundings is hilly and flat which spreads along the slopes of mount lambitu. the temperature in sambori averages between 20 and 25 ºc. the sambori people have different customs and languages frombima, namely the language "ingendaisambori". this sambori traditional language is rich in ritual activities, such as belaleha, manggeila, kelero, lanca, mpa'amanca, gantao, sere, hadra, arugele traditions. it is usually performed at rice planting events in the fields, gardens every year and at guest reception at uma lengge; therefore, it is one of the cultural tribes frequented by tourists and researchers. the sambori are muslims. community economic activities include carpentry, agriculture such as garlic, rice, corn, soybeans, coffee, avocados, large oranges, areca nut and live pharmacy crops such as curcuma longa, curcuma xanthorrhiza, zingiber officinale, kaempferia galanga l., alpinia galanga and also raise livestock, chicken goats (zulharman, 2015). study on the potential family medicinal plants development for ecotourism family medicinal plants data in sambori tribe based on the research results can be seen in table 1 as follows: table 1. list of family medicinal plants plant in sambori tribe. no local name scientific name local name scientific name 1 lempuyangwangi zingiberzerumbet lempuyang zingiberzerumbet 2 temulawak curcuma xanthorrhiza kumis kucing orthosiphonaristatus 3 temumangga curcuma manga jinten/bumbujo cuminumcyminuml. 4 jahe zingiberofficinale kunyitputih curcuma zedoaria 5 lengkuas alpiniagalanga bidara ziziphusmauritiana 6 kencur kaempferiagalanga l. padikuning oryzasativa l. 7 bangle zingibermontanum padiketan oryzaglutinosa 8 temugiring curcuma heyneana delima punicagranatuml. 9 temuhitam curcuma aeruginosa ruku-rukuhutan ocimumsanetum l. 10 kunyit/huni curcuma longa kenanga canangaodorata sambori is located at an altitude of 500 to 800 meters above sea level, sambori and its surroundings are overgrown with medicinal plants such as ginger, turmeric, galangal, noni, temulawak, kumis kucing, kencur, bangle, tempuyang, and others that grow wild in the mountains of lambitu, also cultivated by the community. the production and marketing process of sambori residents for this medicinal plant is still straightforward and traditional, namely by selling it from tribe to tribe, besides being used for personal needs. the potential of the family medicinal plants in the tribe of sambori has its unique health plants and distinctive characteristics so it is interesting to visit because every yard of the house has an attractive family medicinal plants plant for visitors to look at and see. this uniqueness potential fulfills the aspects of ecotourism attractions in line with the opinion zulharman that states that one of the interesting attractions that can be packaged into ecotourism is flora attractions including the uniqueness of flora that exist in that location. (zulharman, 2015). the potential of ecotourism of family medicinal plants as the main attraction of ecotourism tourism in sambori, in addition to typical medicinal plants but also has various types of cultural attractions typical in sambori that can undoubtedly become an area to develop the tourism journal of applied sciences in travel and hospitality 21 sector according to supriadi et al. the natural beauty and diversity of local customs and cultures are main assets that can be acquired into attractive tourist products for tourists (supriadi b & roedjinandari n, 2017). data of flora potential potential data for flora other than family medicinal plantsinsambori tribe. it can be seen in table 2 as follows: table 2. list of plant (outside family medicinal plants) in sambori tribe. no plant name scientific name no plant name scientific name 1 pandan pandanussp 20 mahogany swieteniamahagoni 2 lontar borassusflabellifer 21 sengon paraserianthesfalcataria 3 legi bamboo gigantochloaatter 22 jackfruit artocarpusheterophyllus 4 paddy rice oryzasativa 23 teak tectonagrandis 5 field rice oryzasp 24 pare momordicacharantia 6 corn zea mays 25 pumpkin sechiumedule 7 green beans vignaradiata 26 cucumber cucumissativus 8 cassava manihotutilisima 27 bean phaseolus vulgaris 9 soy glycine max 28 tomato solanumlycopersicum 10 peanuts arachishypogaea 29 kesambi schleicheraoleosa 11 sweet potato ipomoea batatas 30 eggplant solanummelongena 12 gamal gliricidiasepium 31 cayenne pepper capsicum frutescens 13 elephant grass p. purpureum 32 acacia acacia mangium 14 coconut cocosnusifera 33 jackfruit artocarpusheterophyllus 15 betel nut areca tacethu 34 banyan ficusbenjamina 16 rattan calamusoptimus 35 sonokeling dalbergialatifolia 17 banana acuminate 36 sengon parasarienthesfalcataria 18 candlenut aleuritesmoluccana 37 meranti shorealeprosula 19 long beans vignasinensis 38 reeds imperatacylindrica based on the results, sambori tribe has 38 types of plants other than family medicinal plantsplants, the number ofof plants is included in the very good diversity category according to alan as a potential attraction for ecotourism carrying capacity. in sambori tribe, plants are also used for handicraft materials that have existed since the time of their ancestors. usually, these handicrafts are made from palm leaves (borassusflabellifer), pandan leaves (pandanustertorius) as shown in table 3 and bamboo (gigantochloaatter) (alan, 2013). data of fauna potential based on the results, the potential of fauna found in sambori tribe can be seen in table 3. as follows: table 3. fauna data in sambori tribe. no name habitat 1 cow stables and hills 2 goat stables and fields 3 chicken cage 5 monkey forest 6 buffalo stables and hills 7 bird forest journal of applied sciences in travel and hospitality 22 the potential attraction analysis of flora and fauna based on the data on the potential of flora and fauna in table 2 and table 3, the results of the research above, the number of flora was recorded as many as 38 flora other than family medicinal plants. based on the criteria for the quality of flora diversity presented by wijaya et al., that the number of flora is included in the better quality, namely at least 31 types of flora that grow in the area (widjayaet al., 1989). then the potential number of fauna, namely, there is approximately 7 fauna in the sambori tribe area. based on the quality criteria of fauna diversity presented by fandeli, sambori tribe is included in the medium category with 7 species of fauna (fandeli, 2002). the results of the analysis of the quality of flora and fauna above categorize sambori tribe as a tribe that can be developed into an ecotourism area because it has a variety of flora and fauna attractions that qualify as tourist attractions.the scenery of natural beauty and various beautiful fauna found in the sambori tribe, will undoubtedly be the dance power of tourists to visit the area. multiple benefits of medicinal plants in the area will undoubtedly be the dominant attraction for tourists to enjoy the natural beauty and diversity of natural herbs so that it will be a differentiator with other tribes and become an attraction for tourists visiting the sambori tribe bima. landscape potential analysis the results of visual observations of the family medicinal plants plant in sambori tribe area can be seen in table 4 below. table 4. recapitulation of landscape assessment. no landscape component score criteria 1 land form 5 the vertical and hilly land,dominated by gentle slopes 2 vegetation 5 vegetation is dominated by black vegetation on the hills and family medicinal plants vegetation in moor areas and house yards. 3 water 3 the water comes from hills with clear conditions and adequate discharge 4 colour 4 the colors in the rainy season vary widely, but in the dry season it is a little arid in the hilly areas 5 scenery 5 the scenery is very wide reaching the bima regency such as woha, belo and the bima bay area 6 scarcity 4 a unique (different)area from other objects 7 modification 0 no modification total score 26 the scenery around the object is very influential as a whole, it shows that the object under study has its own uniqueness that differs it from other objects with sambori tribe. based on the landscape assessment criteria for natural tourism made by bureau of land management which is quoted in (fandeli, 2002). the total score visual potential assessment of the landscape is 26, including in the category a class (high quality), based on this, sambori tribe with distinctive features of family medicinal plants can be developed as an ecotourism object. the landscape element contributes quite a lot to family medicinal plants area of sambori tribe that consists of variations in the land form, the height and slope of the land, as well as the aesthetics of the natural panorama that forms interesting color combinations. vegetation variations both in terms of structure and composition of the forest that are still fairly natural, form a microclimate that makes the surrounding atmosphere cooler and adds comfort to visiting tourists. this is in line with the opinion of mirsanjariet al that states that the most important elements that become the attraction of a natural tourism destination are natural conditions, natural phenomena (landscape), flora and fauna condition, and the culture of the surrounding community (mirsanjari, 2012). journal of applied sciences in travel and hospitality 23 accessibility accessibility is the ability of an area to connect with other areas. the high accessibility of an area can be a potential for regional development. the level of accessibility of an area is characterized by the better condition of the roads that connect one area to another. the accessibility to sambori tribe from the city and district of bima is relatively good. sambori tribe resides lambitu district, 32 km from sultan salahudinbima airport. amenity/tourism facility based on a survey conducted in sambori tribe, there are several public facilities that can be benefited by tourists, including mosques, public toilets, uma lengge huts and water sources. ecotourism development strategy based on the swot analysis on internal and external factors, the ecotourism development strategies to support family medicinal plants ecotourism insamboritribecan be calculated as table 5 below. table 5. swot analysis matrix. internal strengths (s) weaknesses (w) 1. there is a family medicinal plants plant that is widely cultivated by the sambori people in the yard and in the fields. 2. the landscape ofsambori tribe area has a very interesting view 3. sambori area has a relatively cold air temperature compared to bima's air temperature generally because it is located inan altitude of 800 masl. 4. the types of flora and fauna in sambori are very diverse and interesting 5. sambori tribe has unique local culture such as lengge traditional house, traditional clothes, crafts and traditions that attract tourists. 1. low marketing activities, promotions are considered ineffective since only by words of mouth while good promotion should be through tourism, print and electronic media, social media in the form of facebook, twitter, instagram, blogs, website lines, whatsapp as well as in the form of training, seminars, workshops at the level of related agencies so that the youngerand communities recognized them. 2. the road infrastructure is not very supportive because the current road facilities are in inferior condition, especially if the summer and rainy season arrive. 3. very minimal availability of amenities and facilities for ecotourism attraction activities 4. active roles and community involvement that are considered less than optimal 5. lack of involvement of stakeholders (local government, tourism office, transportation office) in implementing a more targeted development 6. lack of data on potential and types of objects of ecotourism attraction external opportunities (o) threats (t) 1. the high interest in tourist visits to natural areas, one of which is the sambori tribe area 2. active participation from the community leaders, especially in the development of tourist areas with the expectation thatis standard of living and livelihood can increase 3. there are new jobs for the local community 4. the government attention to the increasing tourism sector. 1. the low socio-economic condition of the community has resulted in illegal activities such as encroachment, illegal logging, illegal hunting, and material extraction. this clearly disrupts the balance of the ecosystem that can lead to loss of habitat for flora and fauna, thereby reducing the attractiveness of ecotourism. 2. threats of natural disasters and drought that have caused the death of family medicinal plants due to lack of water 3. the existence of tourism products that are more attractive and superior and similar, are tourism competitions, such as the same tourism objects found in other areas, for example lombok especially in labuhan bajo and komodo island. journal of applied sciences in travel and hospitality 24 general strategy s-o strategy w-o strategy 1. develop and increase the quantity and quality of family medicinal plantsto increase tourist visits in sambori tribe. 2. increase the active participation of the community and community leaders in caring for and maintaining the landscape and landscape of sambori tribe, especially in developing tourist areas with the hope that their standard of living and livelihood can increase or increase 3. develop the handicraft potential of the sambori tribe community by increasing government participation in developing community skills, 4. develop the uniqueness of the local culture that is a complementary attraction for family medicinal plants ecotourism. 1. increase samboriecotourism marketing activities to increase the quantity of interest in tourist visits in sambori 2. improve and develop road access infrastructure to facilitate people's economic access. 3. in increasing the quantity of public health and increasing the number of tourist visits required good tourism facilities increased community participation in the development of medicinal plant tourism objects for the family will be able to open new jobs for the surrounding community. s-t strategy w-t strategy 1. develop family medicinal plants plant products to increase peopleincome 2. increase knowledge of disaster mitigation in the sambori community to overcome natural disasters of drought and damage to family medicinal plants due to lack of water 3. increase the unique attractiveness of the cold sambori and the unique flora and fauna to be competitive. 1. increase community knowledge in the promotion of family medicinal plants ecotourism 2. increasethe inventory quantity of tourism potential to support family medicinal plants plant tourism. 3. increase the government's attention to samborifamily medicinal plants (source: primary data, 2020) the future strategy for developing ecotourism in sambori tribe includes the potential for high biological resources both flora and fauna, and its unspoiled natural panorama. the potential that we have now is certainlyvery prospective in the future to be immediately developed as an ecotourism site. ecotourism as a concept of sustainable tourism (sustainable tourism), which in its development plan must involve local communities forimproving community welfare (paturusi, 2001). fandelirrevealed that ecotourism development is a strategy used to promote and improve the tourism conditions of an object and tourist attraction so that it can be visited by tourists and is able to provide benefits to the community around tourist objects and attractions as well as for the government (fandeli, 2005). ismayanti, explained that tourist attraction is the main focus of driving tourism in a destination. in a sense, the tourist attraction is the main driver that motivates tourists to visit a place (ismayanti, 2009) . the potential for tourist attraction has several objectives including;(a) obtaining benefits both from an economic perspective in the form of foreign exchange and economic growth as well as a social aspect in the form of increasing peoplewelfare and eliminating poverty, (b) removing poverty by opening job opportunities and overcoming unemployment, (c) fulfilling people's recreational needs, as well as raising the image nation and fostering beauty of the country through exploiting domestic attractiveness, (d) preserving nature, environment and resources, as well as advancing culture through tourism marketing, (e) strengthening friendship between nations by understanding religious values, customs, and community life. beautiful natural panorama and a variety of living plants as a medicine of the community will undoubtedly be an attraction for tourists visiting the sambori tribe, bima.the attractions include panoramic views of stunning natural beauty such as mountains, valleys, canyons, lakes, beaches, sunrises and sunsets, weather, air and others. apart from that, it is also in the form of human-created cultures such as dance, music, religion, customs, ceremonies, fairs, anniversary journal of applied sciences in travel and hospitality 25 celebrations, competitions, or other cultural, social and sporting activities that are special, prominent and festive (ismayanti, 2009). the development of natural tourism objects is close to increasing the productivity of natural resources in the context of economic growth so that it is always faced with conditions of the interaction of various interests involving aspects of forest areas, local government, community aspects, and the private sector in a regional spatial planning system. constraints to the development of nature tourism objects are closely related to (a) policy instruments in the utilization and development of area functions to support the potential of natural tourism objects; (b) the effectiveness of the functions and roles of natural tourism objects in terms of the coordination aspect of related agencies; (c) institutional capacity and human resource capacity in managing natural tourism objects in forest areas; and (d) mechanisms for community participation in the development of natural tourism (rahardjo, 2005). in this context, ecotourism emerged as a sustainable form of tourism. ecotourism can help in cultural preservation, environmental conservation, and increase community income at a tourist attraction (henri et al., 2017). community participation can be in the process of making decisions related to tourism development plans and the distribution of tourism benefits equally (han, a.t. eom, h. al-ansi, w.b. ryu, & kim, 2019; sutresna, u. suyana, i. a. saskara, & n.p. setyari, 2019). therefore, ecotourism in sambori will undoubtedly be able to improve the economy of the community and be able to preserve the environment in a sustainable manner. ecotourism in the highlands is also supported by the uniqueness of attractive natural scenery coupled with cool temperatures so that it can attract tourists who come from hot areas (kisi, 2019). the sambori tribe is an area that is 800 meters above sea level so it has cool air and beautiful scenery. besides that, ecotourism can properly preserve plants and animals (fletcher, 2019; hakim, 2017; setiawan, 2017). conclusions sambori tribe has a variety of family medicinal plantsthat have the potential as a new eco-tourism spot in bima, west nusa tenggara. it has a diversity of flora and fauna potentials as well as a very suitable landscape potential as a tourist attraction. strategies to improve the quality of health through ecotourism of medicinal plants family in the sambori tribe, of course, can be done by optimizing the potential of family medicinal plants through cultivation, development of potential biological natural resources to increase tourist visits to increase regional income. beside that, maximizing the role of the tribe government and the community in developing ecotourism of the family medicinal plantsby developing and providing the facilities and infrastructure and good promotion as well. references alan. 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(2015). etnobotani tumbuhan obat dan pangan masyarakat suku sambori. jurnal natural b, 3(2), 198–204. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 16 analysis of supplier selection for procurement of goods in kitchen at lor in new kuta hotel doni eko prasetyawan1, i gusti putu sutarma2, i ketut astawa3 tourism department, politeknik negeri bali email: 1doniep024@gmail.com, 2gustiputusutarma@pnb.ac.id, 3ketutastawa@pnb.ac.id abstract the process of procurement of goods and food materials obtained through the process or purchase activities. purchasing or purchasing is a process of searching the source and ordering of goods or services to assist the production function in the production or service activities (fausi, 1995: 1004). this research is titled "analysis of supplier selection for procurement of goods in kitchen at lor in new kuta hotel". this study aims to find out how the procurement of goods in the kitchen and how to determine the supplier in the procurement of goods in the kitchen at lor in new kuta hotel. the type of research used is descriptive qualitative research conducted through observation, documentation, and interviews, as well as direct observation of supplier selection by purchasing at lor in new kuta hotel. keywords: hotel, purchasing, procurement process. introduction bali is a very famous tourist destination in the world. the development of tourism in bali has had an impact on the increasing number of tourists visiting bali. this makes the number of types of accommodation that offer convenience and comfort to tourists who was doing vacation in bali, this make the competition increasingly faster. in the face of a very tight competition, the hotel which is one type of accommodation continuously improve the quality of service and superiority. in providing services and facilities, this hotel should always meet and provide guest needs at the time required by organizing all activities in the process of procurement of goods and food. the process of procurement of goods and food materials obtained through the process or purchase activities. the activity of purchasing goods is one of the basic functions of a company. purchasing or purchasing is a process of searching the source and ordering of goods or services to assist the production function in the production or service activities (fausi, 1995: 1004). whether or not the goods purchased by purchasing will have a major impact on the hotel or the department ordering the goods. mailto:doniep024@gmail.com mailto:%20gustiputusutarma@pnb.ac.id mailto:ketutastawa@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 17 in the operations of this department there are some things that are absolutely adhered to, among others conformity quality and quantity determined by the hotel. in addition, the goods to be purchased must be in accordance with the budget issued. purchasing section must be really keen in terms of purchasing goods. this section should avoid mistakes in making purchases. to avoid mistakes in purchasing should be surveyed by purchasing section together with chief accounting. survey results are then researched, items that really fit will be purchased as expected. a good purchasing must be able to maintain good relationships with suppliers. supplier is a third party that plays a role in the provision of raw materials, especially for the kitchen. various types of kitchen items will be held or purchased by purchasing section on request from the kitchen. any processed food ingredients will be handled by purchasing by procuring or purchasing goods to the suppliers that have been selected or who have cooperated with the hotel. this also happened to lorin new kuta hotel. good relationship with suppliers will affect the smooth operation of the hotel. in addition, purchasing must be observant in assessing some suppliers for things that are not wanted will not happen. for example, cheating due to dishonesty from suppliers that will harm the hotel especially on the hotel financially. the amount of supplier role in the procurement of goods must be considered criteria by the purchasing department as a measuring tool supplier selection. in maintaining the availability of goods, especially for the kitchen at lorin new kuta hotel, this hotel also works with several suppliers. the hotel also applies its own rules in choosing suppliers, so as not to disrupt the procurement process. theoretical framework supply chain management or management of the supply chain is an activity of managing activities in order to obtain raw materials, transforming the raw material into goods in process and finished goods, and delivering the product to consumers through a distribution system. these activities include traditional purchasing functions plus other activities that are important for the relationship between supplier and distributor. scm may include determination of: (1) carrier, (2) transfer of credit and cash, (3) supplier, (4) jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 18 distributor and bank, (5) debt and receivable, (6) warehousing, (7) and (8) dividing up information on demand forecasts, production, and inventory control activities. (render and heizer, 2005). according to suarsana (2007: 2), purchasing department is the place or the center of the purchase of all types of goods operational goods hotel operations, so that this purchase is often said to be the purchasing center at the company or hotel concerned. items purchased and directly stored in warehouses are called stock items, whereas items purchased and then immediately taken and consumed by the department or department ordering the goods are referred to as direct use items or direct used purchased. there are 3 main things that need to be considered for the procedure of purchasing goods can run effectively is: a. required qualified purchasing staff are honest, fair to all suppliers and do not want to be colluded by suppliers from any party. in addition, it must know about the origin of the goods or materials to be purchased, the characteristics of the material to be purchased, the way of storage of the goods to be purchased, know how to select or select the material and specifications of the goods or materials to be purchased. b. the existence of guidelines used by purchasing department staff in buying food known as standard purchase specification which includes about the quality of goods, size, weight, and so forth. standard purchase specification documents, especially goods or foodstuffs, need to be prepared and properly understood to be used as a handle by the purchasing staff, the recipient staff of goods and of course also by the supplier as a supplier of goods or materials. c. the use of effective methods and purchasing procedures is that in not too much use forms that can inhibit the smooth process of purchasing the goods themselves. there are several concepts of procurement. one of them is exposed by weele (2010: 273) it is said that, "procurement is the acquisition of goods or services. it is favorable that the services are in the terms of quality and quantity, time, and location ". the above opinion is more or less means that, "procurement of goods is the acquisition of goods or services. it is advantageous that the goods or services are right and that they jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 19 are purchased at the best cost to meet buyers' needs in terms of quality and quantity, time and location ". another opinion suggests the procurement of goods is an activity to obtain goods or services in a transparent, effective and efficient in accordance with the needs and desires of its users christopher and schooner (2007: 152). based on the above explanation, the process of procurement of goods and services is an activity to obtain goods and services required by the company viewed from the needs and their use, and viewed from the quality, quantity, delivery time and affordable prices. supplier is a business partner that plays a very important role in ensuring the availability of supply goods required by the company. supplier or supplier is one of the parts included in the segment. a segment is a subunit of a company that is important enough in making a performance report or can be interpreted as a profit contribution from various activities or other units within the organization. (hansen & mowen, 2001). one of the main aspects of the purchasing function is the selection of suppliers, procurement of needed goods, services and equipment for all types of business enterprises. therefore, the purchasing function is a major part of business management. in today's competitive competitive environment, it is impossible to successfully produce at a low cost and produce a quality product without a satisfactory supplier. that way, one of the most important purchasing decisions is the selection and maintenance of relationships with eligible suppliers / suppliers. thus, the selection of a competent supplier is one of the most important functions that the purchasing department should do. the supplier selection process stems from the need for suppliers, determines and formulates the decision criteria, pre-qualifies (prepares and prepares a shortlist of potential suppliers from a supplier list), chooses final suppliers, and monitoring of selected suppliers, ie continuous evaluation and assessment. methodology the method used by researchers in this research is descriptive qualitative method. data collection techniques are ranging from interviews, observation, documentation to literature study. interview conducted to staff purchasing and kitchen staff. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 20 results and discussion the procurement process in kitchen at lor in new kuta hotel, based on interviews with kitchen staff and purchasing lorin new kuta hotel. it is known that in the process of procurement of goods should not be arbitrary, there are procedures or steps that need to be considered before ordering goods in the kitchen department are: a. stock on hand, which checks the stock of goods that are still owned by the kitchen department before doing the goods ordering to purchasing section. this activity is carried out by the staff in charge of the morning by controlling the stock of goods that there is then by the staff recorded what items are perceived the stock is low so that staff who get the afternoon shift can find out what items should be ordered to the purchasing department. this is also done so that the goods can be processed efficiently and effectively so as to reduce costs incurred by the hotel. b. room occupancy, is how many number of hotel rooms are occupied or that will be occupied. this is done so that the kitchen department can find out how many items will be ordered in order not to overwhelm or shortage when the goods needed, so the work process dibagian kitchen is not hampered and costs incurred by the hotel can be suppressed. in checking the number of occupancy rooms, kitchen deparment assisted by reservation or front office to know how many guests who will stay or are staying at the hotel. c. menu served, before doing the kitchen stuffing should also pay attention to what menu will be presented to the guests who stay at the hotel. this is done so that goods that will be ordered in accordance with the menu to be served and avoid the unavailability of goods when will be used when making a dish of food or drinks so that the process in the presentation of food and beverages can run well. d. make a daily market list (dml), after doing a series of previous activities then kitchen department will make dml or daily market list. this dml contains items ordered by the kitchen department along with the quantity of each item. department head should always do the control when making this dml, so that the ordering of goods done by its staff can according to requirement needed so that no more and no less and later jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 21 the goods can be managed efficiently and effectively. after the staff finishes making dml then the staff should check the dml then the staff bring the dml to the department head and operational manager to check back and then ask for the department head signature as proof that the dml has been approved. then dml is submitted to the purchasing and then purchasing will process it, purchasing will fill the price of goods ordered then calculate all the required costs and look for suppliers to be used. then after calculating the required cost, purchasing will reapply the dml to the chief accounting to check whether the cost incurred does not exceed the budget that has been determined by the company. after dml is approved by the chief accounting then the next purchasing will confirm to the kitchen department that ordered goods will be purchased by purchasing and then ordered goods to suppliers. purchasing is also responsible for goods ordered until the goods ordered to the department concerned. in the process of procurement of goods must have constraints experienced and always have problems in it. problems that occur in purchasing or purchasing are: a. purchase request in general, in the purchase request should not be arbitrary, because the part that asks goods to the purchasing must follow the existing procedures or follow the sop in the purchasing section. if there is a department that wants to order goods to the purchasing department, they must fill out the pr form first, then purchasing will find the cheapest price among 3 suppliers selected by the purchasing department, if purchasing has determined which supplier will be selected with the most price cheap, then purchasing will make and print po, then send it to supplier. supplier that has been sent the po by the hotel must bring the goods ordered in accordance with the required amount. as for kitchen department, they have to make daily market list if they want to buy or order the food that will be used to make the dish. however, this purchase request is not fully running smoothly, because there are several reasons: 1) food or vegetable ordered by the kitchen number that is not in accordance with the requested, such as vegetables, kitchen ask for 2 kg, but suppliers send it 1.7 kg , white cabbage vegetables, kitchen ask 3 kg, sent 2.5 kg. supplier of vegetables can not meet the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 22 demand for kitchen, because the supply of vegetables that are owned by the supplier is up. if the supplier of vegetables is willing to buy the shortage in the market, then the supplier can send the vegetables needed by the kitchen in accordance with the amount requested. foodstuffs packed in cardboard or in packs, such as mushroom champignon in cans, are sent by the supplier and found there are some broken cans. the recipient's department does not check the entire item in the packaging, so that it finds the food in the tin is broken when the food in the can is used. we recommend that the recipient of goods to check the overall food contained in the packaging, so that when you want to use no one dented or damaged, and do not damage the quality of the food. b. daily market list (dml) dml made by the kitchen to order foodstuffs is still experiencing problems and there is a kitchen that asks for goods suddenly to the purchasing. daily market list made by kitchen no later accepted by purchasing section at 15.00 according to sop purchasing, but kitchen always give daily market list to part of purchasing always late, even until 3 or 4 afternoon. if the kitchen provides daily market list to the purchasing section in accordance with sop purchasing, then purchasing can make orders or purchases to suppliers who sell food and if there is a sudden need of goods, the purchasing can directly handle it or handle it, and purchasing can be directly contact the supplier concerned. c. supplier delay frequent supplier delay when sending goods to the hotel. the goods should arrive at the hotel at 8 am but sometimes the goods can come at 10 or even at 11 noon. this makes the performance of the kitchen department hampered because the items needed are not available when it will be used. conclusions and recommendations jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 23 in the process of procurement of goods in the kitchen, the kitchen must follow the existing procedures for the performance of purchasing can run well and ordered goods can be processed by purchasing. in the process of procurement of goods purchasing has full responsibility for goods that have been ordered by the kitchen, ranging from ordering goods to the supplier until the goods come to the hotel and received by receiving. purchasing here also serves as a liaison between the hotel with the suppliers. purchasing should always be a reminder of the kitchen to always control the stock of goods they have in order not to happen a sudden orderan so that the performance of purchasing can run smoothly. kitchen also should not make delays in making daily market list, daily market list should be submitted to purchasing in accordance with the time specified so that the material needed for tomorrow the supplier can still find and the food that is needed can be sent suddenly by the supplier. references bagus, deny. 2009. “pengantar perhotelan, definisi hotel”, diakses pada tanggal 13 juli 2014). bello, marlene j. suarez. 2003. a case study approach to the supplier selection process. http://grad.uprm.edu/tesis/suarezbello.pdf didownload tanggal 11 mei 2009. hardjowijono, budihardjo dan muhammad, hayie. 2008. prinsip-prinsip dasar pengadaan barang dan jasa pemerintah. jakarta: kementrian negara pendayagunaan aparatur negara. mulyadi. 2007. sistem akuntansi. jakarta: salemba empat. sri, endar. 1996. definisi hotel. jakarta: penerbit erlangga. suarsana, nyoman. 2007. siklus pengadaan barang. jakarta: balai pustaka. tahriri, farzad, dkk. 2008. a review of supplier selection methods in manufacturing industries. suranaree j. sci. technol. vol. 15 no. 3; july september 2008. van weele, a.j.van. 2010. purchasing and supply chain management: analysis, planning, and practice. london: cengage, 5th edition. journal of applied sciences in travel and hospitality volume 4 issue 1 year 2021 pages 42-49 doi: http://dx.doi.org/10.31940/jasth.v4i1.2343 url: http://ojs.pnb.ac.id/index.php/jasth 42 implementation of the alternative tourism paradigm in bali aga traditional village nyoman dini andiani 1*, i made antara 2, wayan ardika 3, i nyoman sunarta 4 1 ganesha university of education, indonesia 2.3.4 udayana university , indonesia *corresponding author: nyomandiniandiani@gmail.com abstract: the paradigm of developing alternative tourism is a development option for bali aga village as a tourism village. this paper aims at investigating form of alternative tourism implementation in bali aga village valued by its tourist activities. this research focuses on tourist aspects including the importance of culture, motives for travelling (what they do on holiday and how they feel and behave) such as participating with the local people making bamboo weaving, they felt like family members. because of the interaction that makes tourists and local people very closely filled with a sense of kinship. the importance of this research is to determine how much the characteristics of alternative tourism have been implemented in bali aga village. this research is a qualitative research. data were taken by administering purposive sampling technique. the results of the study are used as a basis for describing the application of alternative tourism concepts in two villages of bali aga, namely pedawa village and sidatapa village, buleleng regency. the study shows that (1) tourists really like the culture that is owned by the community, (2) the purpose of visiting tourists does have a purpose to get to know the culture of the community and be involved in people's lives; (3) visiting tourists live in the home of the bali aga village community. thus, the totality of community involvement as actors of tourist service providers has been able to show the main characteristics of alternative tourism. keywords: alternative tourism, tourists, bali aga village history article: submitted 4 february 2021 | revised 11 february 2021 | accepted 1 march 2021 how to cite: andiani, n. d., antara, i. m., ardika, w., & sunarta, i. n. (2021). implementation of the alternative tourism paradigm in bali aga traditional village. journal of applied sciences in travel and hospitality, 4(1), 42–49. introduction during the last few years, in bali there has been the development of traditional villages as tourist villages. it is hoped that through the development of the potential of traditional villages, it can attract special interest tourism and be able to improve the economy of local communities. according to comarques (1997) and ciolac (2016), it was stated that the idea of developing tourist villages began in france, by trying to do an organized plan in total to make 37,000 settlements a place worth visiting. research in other countries also shows that old village such as china have developed the rural tourism industry for years (gao & wu, 2017). this is interesting because revitalizing traditional villages has become the main academic and practical topic in china. in some research, it is well known that rural tourism has become the main means for preserving villages (fleischer & pizam, 1997; hall, 2000; luloff et al., 1994). whereas in north bali, namely buleleng regency in developing its area through an alternative tourism approach, 31 villages have been designated as tourist villages through the buleleng regent's decree of bali province, number 430/ 405/ hk/ 2017, which has involved the bali aga rural area known as sctpb (sidatapa village, cempaga village, tigawasa village, pedawan village and banyuseri village). the determination was based on the potential possessed by these villages (interviewing nyoman sutrisna, 60 years), and has made the village a tourist destination by local and foreign tourists. it is understood that tourism cannot be denied by the community, including those in villages that are in a closed area (bali aga). in this case, as stated by reuter (2005), it is said journal of applied sciences in travel and hospitality 43 that the occurrence of socio-cultural changes can occur gradually, this is because in the initial meeting stage of the bali aga village community with outside parties, tourists need time to be able to adapt. abdulsyani (2002) explained that culture can occur if a culture contacts foreign cultures, because it is realized that socio-cultural change in this case is a common symptom that occurs all the time in every society. pedawa village as one of the tourist villages in buleleng regency has been able to make significant social changes that occur in the presence of tourists in the area. even in its development, several types of unique tourist attractions and unique tourism products have been developed in the area and on april 19-20, 2019 through the holding of the first village pedawa cultural attraction festival and the activity was opened directly by the regent of buleleng. capitalizing on the potential possessed by pedawa and the involvement of community leaders, then the development of the old village into a tourist destination is still being carried out continuously, it is proven that community service programs from local and academic governments continue to be carried out in this village (andiani et al., 2020). in practice, alternative tourism is chosen as a model of tourism development because in its application the model can be accepted by the community, especially those who historically tend to be closed. the cultural phenomenon of the village pedawa community as an old village is interesting to study, to find out how the involvement of local communities with tourists who come to visit their villages, as a manifestation of the implementation of the paradigm of alternative tourism development in north bali. tourism village as a form of rural tourism can encourage village people to be willing to manage the potential of their villages to become tourism products. the tourism village as a form of alternative tourism implementation, is characterized by a small group of tourists who live in traditional villages and are actively involved in the culture and traditions of local communities (arida, 2019). rural tourism, which has a very specific variety of aspects by hall and kirkpatrick (2005), is said not to be a new phenomenon. it is understood because in european countries, villages have been able to prepare accommodation for tourists who come to their villages, and even this has been done during for centuries, pasquilini & jacquot (1992) and stucki (1992) said that it was only managed from the 19th century. some research results also show in several countries such as china gao and wu (2017). rural tourism has been recognized as a key approach to rural development and poverty alleviation. related to this research object, there have been several studies that have discussed the bali aga village in buleleng regency, namely research by maheswari and sariani (2018), which has shown that from the swot analysis carried out in one sctpb village, sidatape village is needed strategies in the form of tourism package product development, rural community human resource development, and the need for increased infrastructure. while the results of other studies, for example, according to pradjnawerdhi and pebrianti (2016) shows that traditional houses belonging to the pedawa village community have undergone physical changes in form and function, but there have been no changes in the field of trust. the results of this study reinforce that no one has examined how the involvement of local communities as actors of research on the management of sctpb potential needs to be done in the hope that if management with the right programs can be done. therefore if the concept of alternative tourism development is used as a reference for the development of tourism products in pedawa village tourism village, community involvement is the main basis, for which several concepts that support the writing are as follows: alternative tourism to avoid or minimize the negative impacts of tourism development, approaches that can be used as consideration are tourism development based on the spirit of conservation, such as the type of small scale tourism, or going ethnic society all of which lead to the search for alternative tourism concepts that are judged according to the model tourism development continues and is environmentally sound, with top priority on environmental awareness (sukarsa, 1999: 71). there are various variations of the meaning of alternative tourism, among others: alternative tourism has a form of development on a small scale or all forms of tourist attractions are managed by local communities (pratiwi et.al., 2019). while the notion of alternative tourism according to kodyat (1997: 78) has a dual understanding as follows: as one form of tourism that arises as a reaction to the negative effects of the development of mass tourism. as a different form of tourism, which is another option for conventional tourism to support environmental sustainability. journal of applied sciences in travel and hospitality 44 alternative tourism referred to in this paper is a form of tourism which in the implementation of its management has the aim of reducing negative impacts in the social, economic, cultural, and environmental fields and increasing involvement and benefits for local communities. methodology this research was conducted using a qualitative approach by carrying out two stages of research. data for the first stage was initially collected to map the potential of developing tourist villages in pedawa and sidatapa villages. during the initial research (june to november 2019) the theme of special interest tourism attractions emerged, as the main figure of the type of tourists who would visit the two villages. based on these findings and a review of the literature in the context of alternative tourism development, it is followed by a study of special interest tourists visiting tourist villages to explore the involvement of tourists and local communities as a mirror of alternative tourism applications. data were collected by conducting semi-structured interviews with foreign tourists and pedawa and sidatapa village communities, as well as government officials and academics. the purposive sampling technique was used to identify key informants. in purposive sampling, respondents were not chosen as representatives of the larger population but because of their capacity to provide rich information on the topics being studied (sirakaya-turk, 2011). results and discussions characteristics of pedawa village and sidatapa village the tourism village has the aim of involving local communities in their village operations as a tourist destination. to support tourist villages, each tourism village should have attractions, adequate accessibility, and a variety of supporting facilities that facilitate tourists while in the area. in addition to an institution that can manage tourism potential both in the field of development and in the service sector. pedawa village is included in the rural area of the village of bali aga, the village of bali aga bali aga has the meaning that there are groups of people who inhabit the mountainous region and are a society that is difficult to subdue when the majapahit kingdom ruled bali. pedawa village itself, based on the results of interviews with village elders, that the current area called pedawa, was originally named tambleg mountain which means: tambleg means lugu/ belog/ stupid. this name is related to the state of mind of the village community which at that time was still simple. stories about history and names then the name changed to the name gunung sari. this name was allegedly due to people's lives at that time from tapping the sap to be made into sugar called sugar sari. so, the plantation yield at that time was sugar sari. the name tambleg mountain has been used less and less and has never been used again, the name sari mountain is still in use today but only at ceremonial times (base on interview with sukrata, 2018). making village pedawa as a tourist village is certainly inseparable from the physical and non-physical potential that is owned and the institutions that shelter it. like the known condition of a tourism destination area, namely the existence of attractions, as a village of bali, the attractions offered are natural attractions and man-made attractions. geographical conditions in the mountainous region present its natural coolness because it is surrounded by clove and coffee plantations, and rivers that have interesting stories and cultures that are united in people's lives become an attraction because they are genuine and hold ancestral cultural traditions, this can influence or invite tourists to visit tourist villages, then accessibilities, pedawa village can be easily reached by tourists, because road infrastructure and transportation access have made it easier for tourists to visit and reach the location of the village, this access is very important and influences tourist interest (special interest ). in addition, currently in pedawa village already have 3 homestays that can only receive 12 tourists per night, this tourist lodge is part of amenities to support all the needs needed by tourists while they are in the tourist village of pedawa, such as providing accommodation for they stay for a while, provide food and drink. the unavailability of a center for souvenirs typical of bali aga is an opportunity for the local community to create space and more creativity to create business opportunities that simultaneously support tourism villages. journal of applied sciences in travel and hospitality 45 telecommunication networks through cellular phones are available, except that internet access needs to be a priority now considering that in the current digital era for tourists it has become a communication need with the outside world. the last final element is the existence of ancillaries, namely institutional elements. currently in the village of pedawa and sidatape has a tourism awareness group called pokdarwis telaga sari and pokdarwis my darling and the existence of a group of naturalists called the kayoman and education lovers group sidatapa english corner. these groups take part in managing the activities of village tourism in terms of development and service. the following in table 1. is a list of names of places proposed by each village head, namely the head of the village of pedawa and the head of the village of sidatapa during a meeting at the dinas pmd. table 1. tourist attraction at pedawa and sidatapa name of the village tourists attraction sidatapa sidatapa traditional house, palm sugar maker house, kayehan sanghyang, bamboo woven house, selfie junction, tamblang waterfall. pedawa megangsing home, munduk madeg temple, kayoan gelungan, pelinggih twin stone, cangkup muncus, sugar house, kayoan bima, pengangkidan river, puseh bingin temple, bandung rangki traditional home. source: results of the researchers' data processing. january 2019. the various potentials offered by the two villages are limited to mutual agreement regarding the potential of each village. this potential has not been specifically included in the regent's decree regent regulation no. 51 of 2017 which contains tourist destination in buleleng regency. community involvement in developing tourism potential in these two villages can be seen from the number of communities that have emerged in each village. there are communities that are engaged in environmental conservation and improvement of human resources. the results showed that apart from the existence of a tourism awareness group, a group called kayoman in pedawa village and the english corner community played a major role in promoting tourism in this village. community involvement in tourism activities is the right approach because it is hoped that the villagers can become high-quality and highly competitive direct service providers. this is very closely related to sustainable development; this is also in line with greenwood's theory of sustainable development. "the anthropological view of culture is far different from the economists and the planners view of culture as a come-on, a natural resource, or as a service. the anthropological perspective enables us to understand why the commoditization of local culture in the tourism industry is so fundamentally destructive and why the sale of culture by the pound, as it were, needs to be examined by everyone involved in tourism (greenwood, 1989: 174)". the cycle in figure 1 shows an empowerment process that does not just stop at one point but continues to process to continuously enhance existing resources. (hogan: 2000). journal of applied sciences in travel and hospitality 46 source: hogan (2000) figure 1. community empowerment cycle involvement of local communities bali aga showing an alternative tourism implementation alternative tourism development is the answer to the problems that arise from the development of mass tourism. it is assumed that the form of mass tourism has a large responsibility (cooper, 1992). it has also been suggested to control the number of tourists who come so that it can reduce or minimize the negative impact on, especially the development of tourism in tourist objects whose environment is easily changed, such as mountains and beaches. to avoid or minimize the negative impact of tourism development, it is necessary to anticipate as early as possible. the approach can be used as a consideration in the spirit of conservation, such as the type of small-scale tourism, or going ethnic society, all of which lead to the search for alternative tourism concepts that are considered appropriate with sustainable and environmentally sound models of tourism development, with a priority on environmental awareness (sukarsa, 1999: 71). this opinion is certainly an ideal hope, so that some studies arise regarding several potential village tourism such as in sctpb village. academics have reviewed the village of sctpb, some research results show (maheswari and sariani, 2018) who have carried out a swot analysis for sidatape village and obtained in the development of strategic tourism villages in the form of tourism package product development, development of village community human resources is necessary and necessary infrastructure improvement. the results of other studies by pradjnawerdhi and pebrianti, (2016) have also shown that traditional houses or traditional houses belonging to the pedawa village community have undergone physical changes in form and function, but there have been no changes in the field of trust. the two studies have just reviewed the potential of the village alone, village of pedawa and sidatapa, even though it is expected that by knowing tourist activities, an assessment can be made regarding the form of tourism that can be developed in the two villages. management synergy and potential by the local community in welcoming tourists need to be reviewed in order to realize alternative tourism development. this is because in general alternative tourism has a distinctive characteristic of mass tourism development, because it is community-based and takes care of sustainability (kodyat, 1997; dernoi, 1988: 89; smith & eadington, 1992). as stated by smith and eadington in christou (2012) which shows that the concept of alternative tourism that is different from mass tourism can have a positive impact, so the alternative concept of tourism is an expectation to be able to minimize these negative impacts. in relation to the concept of alternative tourism, the development of tourism village in its concept emphasizes the acquisition of social, culture and economic benefits by the community, so in the study a deeper study is carried out on tourist loyalty that has a positive impact on people's lives. tourist loyalty in question consists of important culture, motive for travel, what they do on holiday, and how they feel and behave (tourism intelligence international, 2008). from the results of the reason that often arises that tourists will visit again is because tourists want to feel the hospitality of the bali aga people again as shown by the people's smile (andiani, bringing back the empowerment experience discuss why community empowerment is needed identifying problems identifying potential for expansion developing action plans and implementing them journal of applied sciences in travel and hospitality 47 2020). so that the smile of the bali aga village community has provided a positive memory for tourists. in addition to the natural potential that supports, community culture such as strong community character makes visitors feel comfortable, because the community is very friendly. this community involvement shows that the concept of alternative tourism has been unwittingly applied in tourism development in sidatapa and pedawa villages. figure 2. illustrate the natural and cultural potential of bali aga village (andiani, 2019) figure 2 shows the illustrate the natural and culture of bali aga village. through the interview results, it was found that the reaction of tourists to questions related to their reasons for visit to pedawa and sidatapa village are : (1) tourists really like the culture that is owned by the community, as well as the people who maintain the culture (2) tourists who come are those have special characteristics; (3) the purpose of visiting tourists does have a purpose to get to know the culture of the community and be involved in the life of the village of pedawa, tourists who visit live in the village of bali aga villages, this shows their understanding of tourist villages, especially those with certain specialties. the involvement of the community in giving a positive impression to tourists so that they return to the villages of pedawa and sidatape is the creation of a sense of comfort while in the two villages. this indicates directly that one of the characteristics of alternative tourism, namely the involvement of local communities in providing services to foreign tourists who visit, can provide positive value to the community in their villages. table 2. mass tourism vs alternative tourism mass tourism alternative tourism tourist activities large groups single, families, small groups fixed program tourists directed spontaneous decisions tourists decide comfortable and passive demanding and active stay at hotels take place within local community not interested in participating harmony with the local and structure cultural source: gartner in christou, 2012 (data processed by researchers, 2019) based on table 2, it can be seen clearly the difference between alternative tourism and mass tourism. the difference is seen from the form of development and the types of tourists who enjoy tourism activities. from the table, it can be seen that alternative tourism is a tourism development activity that is carried out slowly by paying attention to various aspects that can be influenced by the development of tourism. through the development of the village of bali aga as a tourist village an alternative form of tourism is the right choice in its development. in accordance with the comparison of the two characteristics of tourism types, tourist villages in bali aga such as pedawa villages and sidatape villages are more directed at the concept of developing alternative tourism. this is evidenced by the involvement of the community as actors in providing tourism services to tourists. tourists with special interest in visiting bali aga village can be seen from the importance of the culture elements they want to be interested in, and the types of activities they like and do, and those activities that involve local communities indirectly involved in tourism activities can indicate traits alternative forms of tourism application. because the main characteristic of alternative tourism is the involvement of local communities as actors in serving special interest tourists. in figure 3, the second phase of the study framework is shown. journal of applied sciences in travel and hospitality 48 figure 3. thinking framework conclusions this study shows that pedawa and sidatape tourism villages can open themselves up and give a positive impression to foreign tourists visiting their villages. with the identity of the tourist village, it has turned out to be able to arouse the community to be directly involved as an actor who can serve tourists with all the limitations, they have but shows the authenticity of the character and culture. this makes foreign tourists visiting these villages give positive values and repeat visits. the involvement of the local community reflects the main characteristics of the application of the alternative tourism development paradigm which also directly shows compatibility with the concept of community base tourism. the results of this study can be continued by further examining the role of foreign tourists in increasing the self-potential of sdm. considering that when this study was conducted by tourists who were found as respondents, they volunteered to provide english language courses at sidatape english corner. references abdulsyani. (2002). sosiologi: skematika, teori dan terapan. jakarta: penerbit bumi aksara. andiani, n. d., widiastini, n. m. a., & rahmawati, p. i. (2020). pendampingan penyusunan sop pramuwisata bagi pokdarwis di pedawa village. proceeding senadimas undiksha, 1535-1542. andiani, n. d., antara, i. m., ardika, w., & sunarta, n. (2020). peran nilai hindu “tri kaya prisudha” dalam meningkatkan loyalitas wisatawan terhadap desa wisata pedawa, bali utara. jurnal kajian bali,10(2), 603-626. arida, n. s., suryasih, i. a., & parthama, i. g. n. (2019). model of community empowerment in tourism village development planning in bali. the 3rd geoplanninginternational conference on geomatics and planning, 1-7. ciolac, r. (2016). trends regarding tourism in rural area at european level. romanian rural areas possible to be capitalized through tourism. agric. manag. lucrari stiintifice ser. i manag. agricol., 3, 99–106. comarques d’ interior. (1997). guide de tourisme rural. departament d’ industria: comerçi, turisme. cooper, c. p., & ozdil, i. (1992). from mass to responsible tourism: the turkies experience. tourism management, 13(4), 377-386. journal of applied sciences in travel and hospitality 49 dernoi, l. a. (1988). alternatif or community-based tourism. in l. d‟amore, j. jafari, & (eds), tourism-a vital force for peace (pp. 89-94). vancouver, canada: d‟amore and asociates. eadington, w. r., & smith, v. l. (1992). tourism alternatives potentials and problems in the development of tourism. england: wiley & sons ltd. fleischer, a., & pizam, a. (1997). rural tourism in israel. tourism management, 18(6), 367e372. gao, j., & wu, b. (2017). revitalizing traditional villages through rural tourism: a case study of yuanjia village, shaanxi province, china. tourism management, 63, 223– 233. hall, d. r., & kirkpatrick, i. (2005). rural tourism and sustainable business. uk: channel view publications. hogan, c. (2000). facilitating empowerment: a handbook for facilitators, trainers and individuals. london: kogan page. kodyat, h. 1997. hakekat dan perkembangan wisata alternatif. dalam prosiding pelatihan dan lokakarya perencanaan pariwisata berkelanjutan, ed. myra p. gunawan. bandung: penerbit itb. luloff, a. b., graefe, j., saylor, a., martin, m. k., & gitelson, r. (1994). assessing rural tourism efforts in the united states. annals of tourism research, 21, 46-64. maheswari & sariani. (2018). strategi pengembangan desa wisata dengan menggunakan konsep community based tourism (cbt) di desa sidatapa kecamatan banjar kabupaten buleleng. jurnal kepariwisataan, 17(2), 42-53. pasquilini, b., & jacquot, b. (1992). tourism en europe: action touristique. paris: dunod. pratiwi, a., & pribadi, k. h. (2019). alternative tourism development at curug ciherang. jurnal sosial humaniora terapan, 1(2), 16-20. reuter, t. a. (2005). custodians of the sacred montains: budaya dan masyarakat di pegunungan bali. jakarta: yoi. sirakaya-turk, e. (2011). research methods for leisure, recreation and tourism. cambridge: cambridge university press. smith, v. l. (1992). boracy philipines: a case study in “alternative” tourism. usa: university of pennsylvania press. stucki, e. (1992). le developpementéquilibré du monde ruraleen europe occidentale. sauvegarde nat., 58, 1–64. sukarsa, i m. (1999). pengantar pariwisata. indonesia: departemen pendidikan dan kebudayaan badan kerjasama perguruan tinggi indonesia timur. tourism intelligence international (2008). travel and tourism’s top ten emerging markets. germany. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 94 analysis of customer satisfaction to room service quality on little nan yang restaurant in le grande bali uluwatu i kade bagus dwi wikrama1, i gusti agung mas krisna komala sari2, lien darlina3 123tourism business management, politeknik negeri bali email: 1wikrama.dwi44@gmail.com, 2gungmaskrisna88@pnb.ac.id, 3darlina@pnb.ac.id abstract the increasing of suporting tourism accomodation in bali, makes competition to get customers more difficult. that caused by the diferent services provided by the each of service provide. one of type of service that often provide to costumers is room service, which is room service increasingly increasing caused by customers requestition that basicly want to get and enjoy fast and practicaly without having wait in a long time. relating of that cased, it makes one of challenge by accomodation provider likes hotel le grande bali uluwatu to keep compete with others providers. one othe strategy taken by this hotel is to keep the quality of service that provide to customers. with optimal service, hope service provider can complete customers expectation, then customers will be back and enjoy the services that given from service provider. the purpose this study is to find out how room service quality by the customers satisfaction at hotel le grande bali uluwatu and to know which indicators are classified in 4 kuadran diagram kartesius this reserach was conducted in hotel le grande bali uluwatu with customers who used room service as respondent during stay on hotel le grande bali uluwatu. data collected by the questionnaires and analysis by importance performance analisys. the result from the reserach indication that room service in hotel le grande bali uluwatu provided was quietly satisfactory. it can be seen an the average of the assessement of the implementation of the company reach 4,56%, greater than the rating of impotance which is 4,59%, which mean that quality of service given by hotel le grande bali uluwatu is quitely satisfactory. in the placement of cartesian diagram have three indicator that go into quadrant a (main priority) and there are also two indicator that go into the quadrant d (excessive) so it becomes an important task for the company to pay more attention to the tourists need to complete future customer expectations. keywords: tourism satisfaction, service quality, cartesian diagram. introduction the development of tourism in bali is increasing; this is evidenced by the increasing number of tourists who want to enjoy the beauty of exotic panorama of bali, and see the stunning bali culture. the increase in tourist arrivals is also followed by the increase of tourism supporting facilities and infrastructures. one of the components that can support the development of tourism is in the form of increasing the provision of accommodation such as: hotels and villas with services that include: mailto:wikrama.dwi44@gmail.com mailto:2gungmaskrisna88@pnb.ac.id mailto:3darlina@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 95 services/accommodation, bell boy, housekeeping, front office, and food and beverage services. food and beverage department is a special department that provides food and beverage service in the form of food processing and serving of food. one form of food and beverage presentation is through room service. le grande bali uluwatu is one of five star hotels located in pecatu dreamland area with 190 rooms available for tourists who will vacation, honeymoon, business or long term stay in bali (long stay). le grande bali uluwatu provides facilities such as; four four-story building units, one unit of d'bar and one restaurant named little nan yang. little nan yang restaurant besides serving breakfast, lunch, and dinner, also serve the ordering of food and beverages through room service service. in providing room service service, it is expected that tourists can feel satisfied with the services provided by meeting the needs and desires of customers and provide good service for the creation of customer satisfaction and loyalty. literature review room service according to graham brown and karon herner in his book the waiter's handbook is a food or beverage service booked by guests and enjoyed in the rooms both in hotels and other lodgings such as villas or apartments. the function of room service in general, actually the same and in line with restaurants and bars. if a restaurant and bar sells food and beverages in a restaurant or bar-room, the room service has a special duty of serving food or drinks in hotel rooms or villas kotler (2012: 499-500) determines that there are five determinants of quality/quality of services/services that are summarized with five dimensions of service quality. that is tangible, emphaty, reability, responsiveness, assurance. giese & ciote (2000), as cited by tjiptono & chandra (2011: 292), define customer satisfaction as a response (emotional or cognitive) in which the response involves a particular focus (expectations, products, consumption experiences, etc.) within a certain period of time (after consuming, after selection of products/services, based on accumulated experience, etc.). jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 96 research methods after the calculation, the number of samples required is as many as 100 samples, and from the results of validity and reliability tests then the data declared valid and reliable, which will be continued by using the method of importance performance analysis (ipa). in this research, company performance level that can give satisfaction represented by letter "x" and level of consumer interest represented by letter "y". the formula used to measure the level of conformity is tki = information : tki: the level of suitability of respondents. xi: score of the company's performance appraisal. yi: scores of consumer interest ratings. if performance below expectations or conformity levels below 100% means that consumers are disappointed or dissatisfied. however, if performance is in accordance with expectations or the level of conformity equal to 100% it means that consumers are satisfied. whereas if performance exceeds expectations or conformity levels above 100% it means that consumers are very satisfied. further horizontal axis (x) will be filled performance score score. and the upright axis (y) will be filled by the importance level score. in simplifying the formula, then for each factor that influences the consumer's decision with the formula: information : 𝑋 ̅ = average score of implementation/performance level (room service quality). �̅� = average score of consumer interest rate. n = number of respondents. cartesian diagram is a building divided into four sections bounded by two lines intersecting perpendicular to the point (𝑋 ̅, �̅̅̅�). information : 𝑋 ̅ = represents the average of the average performance/performance level score of all jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 97 attribute factors. �̅� = represents the average of interest rate scores. all factors that affect consumer satisfaction. altogether there are 15 factors or attributes. next formula: x = y = information : k = number that can affect consumer satisfaction. cartesian diagram 1 importance: �̅� �̅� �̅� 𝑋 ̅ implementation (performance/satisfaction) (source: supranto (2001; 242)). in this case, the use of a five-level scale (likert) that is used for (perfomance) consists of very good, good, good enough, not good, and not very good. the five proposals are given as follows: 1. excellent answer given weight 5. 2. a good answer is given a weight of 4. 3. a good answer is given weight 3. 4. the unfavorable answer is given weight 2. 5. an unfavorable answer is given weight 1. for the degree of importance of each attribute (importance) given the 5 ratings with the following weights: main priority maintain achievement a b low priority overrated c d jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 98 1. an important answer is given weight 5. 2. an important answer is given weight 4. 3. an important answer is given weight 3. 4. unnecessary answers are given weight 2. 5. an unimportant answer is given weight 1. results and discussion at this stage the processing of data that has been collected. the data processing is done to know the level of customer satisfaction on the quality of room service with importance performance analysis (ipa) method used to know the things that become priority improvement to the factors that influence the level of customer satisfaction. importance performance analysis (ipa) importance performance analysis is done by calculating the total score of service performance and consumer interest. next is calculated the value of x (average performance score) and y (average score of interest). conformity level in the method of importance performance analysis (ipa) there is also a calculation to determine the order of priority services, as measured by the level of conformance to determine the priority of the best service improvements to achieve customer satisfaction. 1. calculate the performance score and importance examples of performance score calculations and expectations are taken from the timely delivery of orders into the room. performance (x) = 39x5 + 58x4 + 3x3 + 0x2 + 0x1 = 195 + 232 + 9 = 436 interests (y) = 78x5 + 22x4 + 0x3 + 0x2 + 0x1 = 390 + 88 = 478. 2. calculating the level of conformity (%) = (436: 478) x 100% = 91.21% jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 99 table 1 average calculation of implementation and assessment assessment the importance of factors affecting travelers in using room service services at le grande bali uluwatu hotel no. which factors affect satisfaction tourists when using room service assessment implementation assessment interests 𝑋 ̅ �̅� 1 timely delivery of orders into the room 436 478 4,36 4,78 2 friendly, courteous, and helpful attitude 462 454 4,62 4,54 3 quick response in understanding and completing requests of tourists by staff room service 454 462 4,54 4,62 4 quick response to tourist complaints related to services provided by staff room service 452 464 4,52 4,64 5 the knowledge and skill of the room service staff when it comes to the tourists 452 442 4,52 4,42 6 the ability of staff room service in mastering a foreign language related to the smooth communication with tourists 472 468 4,72 4,68 7 attention is given by staff room service to tourists 464 456 4,64 4,56 8 responsible for services provided to tourists 466 462 4,66 4,62 9 cleanliness and neatness of staff room service appearance when dealing directly with tourists. 454 450 4,54 4,5 average (𝑋 ̿ and �̿�) 4,56 4,59 𝑋 ̿ and �̿� = the average of 50 respondents (source = results of questionnaire calculation). from the results of each indicator of each variable, the authors obtain a level of conformity of 99,34% ( 4,56 4,59 𝑥 100% ) which states that the level of compliance almost jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 100 reaches 100% so that the service room service quality provided by le grande bali uluwatu hotel to tourists is quite satisfactory. cartesian diagram 2 1. quadrant a (main priority) in this quadrant, it appears that the indicators or attributes that affect the satisfaction of tourists associated with the quality of room service needs diperioritaskan by the company. because this indicator is considered very important by tourists, and the level of implementation has been done by the company. it can be seen from the result of data processing in this research, there are some indicators that included in quadrant a (main priority) that is: a. timely delivery of orders to the room (number 1). b. quick response in understanding and completing requests of tourists by staff room service (number 3). c. quick response to tourist complaints related to the service provided by staff room service (number 4). 2. quadrant b (maintain achievement) in this quadrant, the factors or indicators that affect the satisfaction of tourists related to the quality of room service is very necessary to maintain, in this case seen from main priority a maintain achievement b low priority c overrated d jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 101 the data processing in this study, there are several indicators included in quadrant b (maintain achievement). a. the ability of staff room service in mastering a foreign language related to the smooth communication with tourists (number 6) b. responsible for services provided to tourists (number 8). 3. quadrant c (low priority) in this quadrant, indicates that the factors or indicators that affect the satisfaction of tourists are still considered less important by tourists, but already done by the company. this can be seen from the data processing on cartesian diagram 2 which indicates that there are indicators that are considered less important by tourists, but already done by the company. indicators included into quadrant c (low priority), are a. knowledge and skill of staff room service when communicating with tourists (number 5) b. cleanliness and tidiness of staff room service appearance when dealing directly with tourists (number 9). 4. quadrant d (excessive) in this awareness, indicates that factors or indicators that affect the satisfaction of tourists associated with the quality of room service provided, considered very excessive but often done by the company. so this assessment is beyond the expectations of tourists. this can be seen from the results of data processing in cartesian diagram 2, where, there are several indicators that belong to the d quadrant (excessive), as follows. a. friendly, courteous, and ready to help (number 2). b. attention given by staff room service to tourists (number 7). conclusions and suggestions attributes contained in quadrant a are attributes that must be considered by the company or hotel to keep customers loyar in buying food and drinks. the hotel should make the factors contained in this a quadrant as a strategy that needs to be improved in order to compete with other hotels. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 102 bibliography bambang, md; budi, ks; iwan, s. 2008. “factor analysis affect buying buy interest products and its impact on customer loyalty”. ginting, r. 2010. product design. yogyakarta: graha ilmu publisher. harun, h. 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"exploring the relationship among service quality features, perceived value and customer satisfaction", journal of industrial engineering and management, vol. 2, no. 1.pp. 230-250. sopiah, s. 2008. retail business management. yogyakarta: publisher andi. supriono, b; poniman. 2009. "the effect of service quality dimension on hospital patient satisfaction" nirmala suri "sukoharjo regency", journal of stie aub surakarta. suryani, t. 2008. consumer behavior, yogyakarta: graha ilmu publisher. tse; wilton. 1988. "models of consumer satisfaction formation: an extension", journal of marketing research, vol. 25, pp. 204-212. wibowo. 2010. performance management. bandung: rajawali pers. wijaya, t. 2011. quality management of sevqual design services, qfd, and kano with application sample in research case. jakarta: pt. index. kembangan. yamit, z. 2005. quality management of products and services. jakarta: gramedia pustaka utama. yuliani. 2010. “location influence analysis, promotion and quality of service against buying decision”, thesis, faculty of economics diponegoro university. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 56 internal and external factors determining the price offering pt melali mice in wining bidding 1raden ayu trisnayoni, 2i ketut sutama, 3i ketut budarma tourism department, politeknik negeri bali email: 1radenayutrisnayoni@gmail.com, 2tomsutama@gmail.com, 3ketutbudarma@pnb.ac.id abstract the research was conducted in pt melali mice, one of the biggest mice’s companies in indonesia. this research aims are to know the internal and external factors of pt melali mice's bid price in winning bidding. data collection methods used were participatory observation and structured interviews. the analysis technique used is the analysis of strength, weakness, opportunity and threat (swot). the result of the research shows that the internal factors that influence the price determination of pt melali mice are the cost, the company's experience and the company's objectives while the external factors affecting the price determination of pt melali mice are economic conditions, supply and demand, bidding elasticity, competition and government control. based on the results of qualitative descriptive analysis and discussion with the management of pt melali mice, which makes the main strength is the competitive price, the company has a lot of experience organizing events in various big cities in indonesia and experience of event detail and quality, and the main weakness is not contract with suppliers so that the purchase price is as big as the selling price (not making a profit). the results of discussions with the management of pt melali mice, it is known that the main opportunity is the number of international events held in bali and pt melali mice is the leading pco in bali, and the main threat faced is the expenditure of the state is more prioritized on the budget in the field of infrastructure, education, health and social assistance. keywords: mice bidding, internal and external factors, bid price pricing. introduction mice industry is an industry that is so attractive to business people because this industry is considered capable of providing great benefits for all parties involved in it. this industry is also considered able to contribute high in terms of economy especially for developing countries. one of the advantages of the mice event of both national and international event in an area is able to bring in mice tourists in large numbers. this will certainly impact the size of the required needs and the number of parties involved, such as travel agents, accommodation providers, catering service providers, airlines, transport service providers, expedition / cargo service providers, audio visual equipment providers, mailto:radenayutrisnayoni@gmail.com mailto:2tomsutama@gmail.com mailto:ketutbudarma@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 57 power suppliers, stage, security service providers, furniture rentals, logistics companies, documentation service providers, printing companies, translation services, souvenir manufacturers and publications. so many needs and parties involved in the implementation of mice activities, requires the initiator of the event to appoint the agent / company, hereinafter referred to as the professional conference organizer (pco) in the host country that is able to prepare all the needs of needs both preevent), on-site event needs, as well as post event needs. in order to be able to appoint the appropriate professional conference organizer (pco), the initiator of the event often invites pcos to file a bidding document containing the official request that has been completely compiled regarding the concept and specification of resources and needs as desired and required by the initiator of the event. this activity is often called bidding. pt melali mice is one of the participating pcos to enliven the competition of mice tourism industry in indonesia. since its establishment in 2006, pt melali mice has been handling a number of national and international events, including conferences, seminars, workshops, incentive trips, exhibitions, festivals, inaugurations and more. event that handled pt melali mice also take place inside and outside the country. pt melali mice also follows the bidding to get an event / project from the initiator. in following mice bidding, pt melali mice does not always win and sometimes lose or fail. the tight competition will affect the success of pt melali mice in winning mice bidding. in order to be able to face competition and succeed in winning mice bidding, pt melali mice needs to apply the right competitive strategy. one of the competitive strategies that can be used by pt melali mice is marketing strategy. with the right marketing strategy, pt melali mice will be more recognizable by the initiators of the event and is expected to attract the attention of the initiators of the event on the products offered by pt melali mice so that later decided to use the services of pt melali mice. in setting marketing strategy, pt melali mice uses the concept of marketing mix (7p) or marketing mix. marketing mix 7p consists of place, product, people, process, promotion and price. when viewed from the data document auction year 2017 can be seen that the cause of pt melali mice can’t win the auction because the offered price is higher than the auction winning price. however, there is also data suggesting that low jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 58 prices do not necessarily win the auction because the technical documents offered do not meet the technical value threshold. so it is important that pricing strategy is determined because pt melali mice must be observant in determining the price of the technical proposal components of the technical bidding documents. in the technical bidding document will be described on the specification of goods or services requested by the user. and required details of the technical proposal that each component will affect the pricing. so the important factor in marketing strategy to win mice bidding is price. based on the background of the problems that have been submitted above, then the formulation of the problem in this study are internal and external factors what affect the pricing of bidding documents or bidding by pt melali mice? the purpose of this research is to know the strengths, weaknesses (internal factors) and opportunities, threats (external factors) that affect the pricing of bid documents or bidding by pt melali mice. the benefit of this research is expected to give thought contribution for pt melali mice in determining bid documentation or bid bidding strategy that should be applied in winning mice bidding as well as reference for further researcher better. research method this research was conducted at pt melali mice which is located at jalan raya dewi sri, the lotus complex no. 10, kuta, badung, bali, phone +62 361 766156, fax +62 361 763435, website: www.melali-mice.com. this research is specifically conducted in the accounting department which is the part that regulates and manages the finance while setting the price on mice bidding. the object of this research is internal and external factor of pricing bid to win mice bidding by pt melali mice. this research is a qualitative research, so variable in this research is internal factor of company with its indicator use factor influencing price, which consist of: 1) cost, 2) manager's objective and external factor of company with its indicator use factor influencing price, consist of : 1) economic conditions, 2) supply and demand, 3) elasticity of demand, 4) competition, 5) government control. meanwhile, the output variable is the internal and external factors that affect the pricing of the implementation of pt melali mice in winning mice bidding. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 59 the type of data used in this study is qualitative data. the qualitative data referred to in the form of description of interview result and observation related to factors influencing mice bidding at pt melali mice and internal and external factors which become strength, weakness, opportunity and threat of company. sources of data in this study are primary data and secondary data. in this study, primary data were obtained directly by conducting interviews and distributing questionnaires to resource persons. the secondary data in this study, such as: literature, previous research results, activity reports by pt melali mice and all other documents required in accordance with the needs of research. data collection method of this research is participant observation and structured interview. the analysis technique used is the analysis of strength, weakness, opportunity and threat (swot). results and discussion based on the results of interviews with resource persons internal factors in pricing the bid document consists of cost, company experience and corporate objectives. before setting the price there are several components that must be met first before setting the price. the component is an administrative and technical component. in following a bidding, pco is required to meet the administrative and technical specifications established by the initiating committee. cost is an important factor in setting the price of the offer document. the cost in question is the costs incurred to fulfill the components requested by the proponent as stated in the bill of quantity and the company's operating expenses incurred to prepare an offer document comprising administrative documents, technical documents and price quotation documents. considering the above two costs, it is expected that the price set by management will cover the expenses incurred both during the preparation of the document and at the time of the event if it is declared the winner. company experience is one of the factors considered in pricing. in this case the experience of the company in handling the auction / bidding can be used as a reference in determining the price of the tender document. pt melali mice has more than 10 years’ experience in handling government auctions. with experience following the auction and jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 60 following the government event then pt melali mice can make reference and consideration in preparing the components in setting the bid document price. the company's goal factor is a factor considered in pricing the offer document. pt melali mice's corporate objective is to gain a large profit by lowering costs as low as possible by using cost efficiency. so the management will set the price as best as possible in accordance with the cost to be incurred, the budget to be set to gain a large profit by lowering costs as low. based on the interviews with the resource persons, it is known that there are 5 (five) external factors that influence the pricing of the bid document. the five external factors are economic conditions, supply and demand, demand elasticity, competition and government control. these five external factors indirectly affect the pricing of the bid document but are still taken into consideration in pricing the bid documents. the following describes the external factors affecting the pricing of the bid document. 1. economic condition. economic conditions have little effect on bidding pricing. however, the condition of the economy is considered capable of influencing the bidding price determination if there are components requested pramarksa must be purchased from abroad, so that the condition of the rupiah is very concerned in setting the price. 2. supply and demand. supply and demand for pco services in melali mice, influential in pricing of offer documents. because in following the bidding, pco will set the price according to the request of the initiator as stated in bill of quantity. 3. elasticity of demand the elasticity of demand can be interpreted as the nature of bidding. the nature of bidding can be interpreted as the behavior / nature of the agency that organizes the auction. for example a ministry always stipulates the winner who is domiciled in the area ie in jakarta, then the possibility of small pt melali mice will win. the nature of this bidding depends on the behavior of the agency that organizes it, so to anticipate pt melali mice will analyze the auction of the previous year and learn from experience in following similar bidding. 4. competition competition is the most calculated external factor. price competition in bidding can be said to be very strict considering that most bidding is won by pcos that provide the lowest price. in this case the management of pt melali mice must be observant in determining the price so that the offered price is lower than the jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 61 competitors. in this case experience and ability to predict the price of a competitor is needed to set the price of the offer document. 5. government oversight government oversight is an important factor that must be taken into account when pricing documents are bidding. since pt melali mice follows bidding organized by the government, then government regulations such as sbu (general cost standards) issued annually by the ministry of finance of the republic of indonesia are required to be fulfilled. sbu is also a reference in pricing of offer documents. pco shall offer prices under the sbu or under the sbu. analysis of internal and external factors is the identification of strengths, weaknesses, opportunities and threats to the company in this case is pt melali mice. in this research, the researcher use factor approach which influence the price determination by dharmesta and irawan (2005: 242-246) the factors consist of cost, company objective, economic condition, supply and demand, elasticity of demand, competition and government supervision. in the internal factor analysis of this research, the researcher uses cost factor, budget and company objective and external factor analysis using economic condition, supply and demand factor, bidding elasticity, competition and government supervision in identifying internal and external factor of price document settlement of pt melali mice. the following is the identification of internal and external factors of price pricing of pt melali mice offering documents which are the strengths, weaknesses, threats and opportunities of the company. identification of internal factors of price document pricing pt melali mice internal factor strength weakness a. cost 1) equipment rental fee is cheaper because pt melali mice has a fairly complete conference equipment 2) flexible cost according to client's need and desire (competitive price offered) 3) having a connection with many suppliers so that it has many price options for a component 4) own sub-unit of business under the management of pt melali mice so that the cost for shopping to other suppliers can be kept as low as possible 1) there is a shipping fee if the event is not held in bali 2) there is no separate cost for preparing technical documents, because the cost of preparing technical documents is included in operational costs 3) don’t have a contract of cooperation with several vendors 4) don’t have budget for promotional costs jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 62 5) not domiciled in the city center / capital city of the country so it requires a fairly high travel costs b. company experience 1) experienced for approximately 10 years in handling government auctions 2) experienced in organizing national and international government events 3) experienced in organizing events with service users from government agencies and agencies from abroad 4) it has been calculated as the top 3 largest mice companies in indonesia 5) having competent and experienced experts in the field of mice 1) do not have experience handling events in ice bsd city which is the biggest event venue in indonesia 2) have no experience of similar event concert or festival c. company objectives 1) have a clear business objectives 2) developing competent mice experts 3) build a good corporate image 4) providing the best service 5) maintaining the highest quality 1) the company's purpose has not been written 2) there is no sop (standard operational procedure) written in preparing auction documents. (source: data processed, 2018). identification of external factors price document pricing pt melali mice external factor opportunity threat a. economic conditions 1) indonesia's economic condition is improving 1) the current global economic condition is not stable yet 2) state expenditures are prioritized on budgets in infrastructure, education, health and social assistance b. supply and demand 1) demand for pco services is increasing both from government agencies and agencies from abroad 1) the increasing demand for pco services more and more new pco services c. bidding elasticity 1) always follow the update of lpse in order to have a chance to follow the fast auction that only a few pco can follow 1) can’t comply the administrative requirements specified by several agencies. example: expert with s3 education d. competition 1) the leading pco in bali 2) pco with sub-business units supporting mice fields such as conventional logistics, travel and travel agents 1) pco who is domiciled in jakarta and have more experienced jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 63 e. government supervision 1) orderly in paying taxes 2) the offered price is cheaper than the price of sbu the holding of events centered in jakarta 1) pcos domiciled in jakarta are preferred as winners in several auctions considering (source: data processed, 2018). conclusion based on the discussion and the results of the research in the previous chapter, it can be concluded that the internal factors that affect the price setting of pt melali mice is the cost, experience and corporate objectives while the external factors affecting the price setting of pt melali mice is economic, supply and demand conditions, bidding, competition and government oversight. based on the results of qualitative descriptive analysis and the results of discussions with the management of pt melali mice, which makes the main strength is the competitive price, the company has a lot of experience organizing events in various cities in indonesia and experience of event detail and quality, and the main weakness is yet has a contract with the supplier so that the purchase price is as big as the selling price (not making a profit). the results of discussions with the management of pt melali mice, it is known that the main opportunity is the number of international events held in bali and pt melali mice is the leading pco in bali, and the main threat faced is the expenditure of the state is more prioritized on the budget in the field of infrastructure, education, health and social assistance. the advice that researchers can give to pt melali mice is for the management to make the weakness of pt melali mice in setting the bid price to be an opportunity or strength by re-evaluating the suppliers who can be invited to work together and create a contract of cooperation agreement for the company to get a competitive price. references dharmesta dan irawan. 2005. manajemen pemasaran modern. edisi kedua.yogyakarta: liberty ibrahim. 2015. metode penelitian kualitatif. bandung: alfabeta. kotler, philip dan amstrong, gary. 2008. prinsip-prinsip management. edisi ke 12 jilid 1. jakarta: erlangga. kotler, philip dan keller, kevin lane. 2008. management pemasaran. edisi ke-13 jilid 1. jakarta: pt. indeks. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 64 kotler, philip. 2000. manajemen pemasaran, edisi millenium. jakarta: pt. prenhallindo. kotler, philip. 2009. manajemen pemasaran edisi 13 jilid i. jakarta: erlangga. lupiyohadi, rambat & a. hamdani. 2006. manajemen pemasaran jasa edisi kedua. jakarta: salemba empat. nur parasti, cahyanti. 2017. strategi pemasaran pt melali mice dalam memenangkan mice bidding. skripsi sarjana terapan pariwisata pada jurusan pariwisata politeknik negeri bali, badung. rangkuti, freddy.2016. analisis swot teknik membedah kasus bisnis cara perhitungan bobot, rating, dan ocai. jakarta: gramedia pustaka utama. sugiyono. 2014. metode penelitian bisnis.bandung: alfabeta. sutama dan jaman. 2017. mice sebuah pengantar praktis. denpasar: swasta nulus tjiptono, fandy. 2014. pemasaran jasa.yogyakarta: cv. andi offset. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 84 implementation of menu engineering to increase cocktail sales at grand mirage resort & thalasso bali i gede anggaditha reksa putra1, ida ayu elistyawati2, ni made ernawati3 tourism business management, politeknik negeri bali email: 1gedeangga412@gmail.com, 2ayuelistyawati@pnb.ac.id, 3madeernawati@pnb.ac.id. abstract this study aims to find out about the menu of interest and less desirable by customers, also to know the menu has the highest and lowest contribution margin, and what strategies should be used to increase sales volume. the research method used is interview, observation and documentation. data analysis technique used is menu engineering analysis technique. the analysis shows that in january there were 10 cocktails in category stars. 6 drink cocktails in category puzzels. 10 drink cocktails in the category of plowhorses and 4 drinks on category dogs. the cocktails that give high contribution margin are long beach, mojito, bloody marry, pinacolada, tropical moon, abelito, margarita, mirage punch bella, frostini, cube libre, blue lagoon, caipirinha, pluto punch, star passion, caipiroska. the cocktails that give the low contribution margin are hurricane, bali comet, white russian, wet bitch, day beach, cosmopolitan. as expected, this study can be used to be a good advice and can be a good consideration by grand mirage resort & thalasso bali in preparing the menu strategy and increasing the sales volume. keywords: margin contribution, sales volume, menu engineering. introduction bali is an island in indonesia that is well known throughout the world and is an island that has a natural beauty that can fascinate anyone who visits this island. its natural beauty, especially the beach which is one of the main attractions for tourists who visit. in addition to the beach, bali still has other attractions such as art and culture that are still inherent in the community. so also with the comfort and peace in getting tourists, making more and more tourists who love this island either for vacation or occupied. so with the increasing number of visits from foreign and local tourists then it should be in balance also with the availability of adequate tourism facilities such as hotel accommodation. hotel is a business unit that provides room service, food, beverage, and various other services needed by guests who stay. not only providing rooms, the hotel also has a restaurant that provides food service as well as a bar that provides drink service. mailto:gedeangga412@gmail.com mailto:ayuelistyawati@pnb.ac.id mailto:madeernawati@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 85 restaurant and bar is one of the most frequented facilities by guests staying at the hotel, as it can make it easier for guests to get their food and drink. especially the bar, because the bar is a very suitable place to to relax the sauce enjoy a drink. the bar is one component or part of a restaurant that makes a drink for the guests. the definition of a bar is a place that is commercially organized and equipped with adequate fisility, there is either inside a hotel, sometimes standing alone outside the hotel, where one can get service of all kinds of beverages both alcoholic and nonalcoholic. usually every 5-star hotel has more than 1 bar available to relax. grand mirage resort & thalasso bali is a 5 star hotel located on jl. pratama no 74 tanjung benoa south kuta. it has complete facilities with total rooms reaching 311 rooms, there are 4 restaurants, 4 bars, 3 meeting rooms, 2 sports and recreation facilities, and various other supporting facilities. one of the most frequented facilities by tourists to relax is the bar. from many bars, only 2 bars directly serve guests, the coconut bar and panorama bar. coconut bar or can be called sunken bar which is a bar located in the middle of the pool, while the panorama bar is located on the 2nd floor which only operates from 17.00 until 01.00. cocktail is a beverage served with alcohol as its ingredients and mixed with other flavorful ingredients. there are various spirit in panorama bar, starting from white rum, jamaica rum, gin, tequila,and many more also with various kinds of liqueur. usually the above alcoholic beverage mixed with soft drinks or juice to become a cocktail. of the many cocktails panorama bar has to offer, there are some selling cocktails sold and there are also less well-seller views of cocktail sales at panorama jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 86 the menu engineering is an approach to evaluate menu prices, design, and decision making applicable for now and the future. menu engineering analysis has been widely used to help improve managerial effectiveness in a bar or restaurant. formulation of the problem of this research are: (1) which types of beverages give the highest contribute and lowest at panorama bar grand mirage resort & thalasso bali and what management need to do to increase the cocktails sell at panorama bar grand mirage resort & thalasso bali. objectives of the research are to find out what kind of beverages contribute the highest and lowest in panorama bar grand mirage resort & thalasso bali and to find out what management need to do to increase the sales of cocktails at panorama bar grand mirage resort & thalasso bali. research methodology marketing is human activities directed to fulfill and satisfy needs and desires through exchange process (assauri, 2014: 5). according to abdullah and tantri (2012: 2), marketing is a total system of business activities designed to plan, price, promote, and distribute goods that can satisfy both customers and consumers potential. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 87 sales is the science and art of personal influences made by the seller to invite others to be willing to buy goods / services offered (swastha, 2001: 8). according to yoeti (2003: 15), sales is the activity of exchanging a product with cash (cash) then the goods received by the buyer (costumer) and in return the buyer handed some money to the seller. menu engineering with matrix approach introduced by kasavana and smith (in wiyasha 2011: 137). in this approach emphasized is the contribution margin of menu items. the two variables analyzed in this approach are the contribution margin and the popularity level (sales volume) of a menu item. to determine the popularity level of a menu item applied the following formula x n = level of popularity. in the above formula, n is the number of menu items offered, 70% is the proportion of sold items which is the minimum limit to be reached, and n is the number of portions sold. in other words, the 70% figure is the minimal proportion that must be met as a breaking point in the category determination of a menu item in the menu engineering analysis. the contribution margin of each menu item is the difference between the price selling with the cost of the beverage of the menu item concerned. with the menu engineering approach, a menu item should be analyzed by : popularity level : x n contribution margin = selling price the price of the main menu item with the above two variables can be four classification menus described in table 1. table 1 a menu item is in the high contribution margin category when the menu item's contribution margin is higher than the average contribution margin. conversely, if the contribution margin of a menu item is lower than the average contribution margin, then the menu item is at a low contribution margin. item menu clasification the terms stars puzzelss plowhorsess dogss mk high, popularitas high mk high, popularitas low mk low, popularitas high mk low, popularitas low jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 88 result and discussion panorama bar is a bar located at grand mirage resort & thalasso bali. this bar is located very strategically, because when walking from the lobby guests can directly see the panorama bar. this bar only operates from the afternoon at 17.00 01.00. panorama bar is just a bar that serves drinks, such as cocktails, mocktails, soft drinks, and juices. from the data collected is about the sale of beverage, beverage cost, selling price, especially about cocktails already obtained from panorama bar grand mirage resort & thalasso bali which have been collected from january to april 2018 are: jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 89 the menu analysis in a restaurant aims to increase sales, as well as to ensure the menu provided in accordance with consumer tastes. knowing which menu is your januari februari maret april soft drink water 2,000 20,000 40 21 17 36 tonic water 5,000 40,000 31 26 27 32 diet coke 6,000 45,000 25 15 13 23 soda water 3,000 40,000 24 14 15 15 coke zero 5,000 45,000 20 19 9 11 ginger ale 6,000 40,000 16 24 16 9 coke cola 5,000 40,000 16 13 9 16 sprite 3,000 40,000 11 9 9 fanta 3,000 40,000 6 9 11 cocktails long beach 47,729 130,000 161 136 93 73 mojito 25,367 80,000 161 129 109 147 bloody marry 33,455 90,000 150 93 111 132 pinacolada 29,342 90,000 132 97 89 124 hurricane 35,563 65,000 124 101 43 51 bali comet 26,412 65,000 115 83 23 36 white russian 22,490 65,000 105 76 71 83 tropical moon 25,934 80,000 99 37 65 19 wet bitch 21,439 65,000 92 44 34 23 day beach 23,082 50,000 84 62 41 56 cosmopolitan 24,902 65,000 83 41 44 39 abelito 29,573 90,000 76 55 67 42 margarita 18,329 90,000 62 43 93 105 mirage punch 29,931 90,000 60 29 42 53 bella 33,048 105,000 60 21 32 85 bahama mama 28,938 65,000 52 87 49 45 frostini 20,783 75,000 49 72 25 17 long bridge 24,781 55,000 32 18 21 21 cube libre 17,307 80,000 26 19 14 52 blue lagoon 25,402 90,000 22 34 43 16 red sangria 30,183 55,000 19 21 11 9 coco loco 21,842 60,000 16 21 18 caipirinha 18,900 90,000 14 12 82 57 pluto punch 33,672 100,000 12 16 10 41 star passion 30,073 90,000 11 34 18 20 tanjung 29,945 50,000 10 11 27 36 caipiroska 21,022 90,000 7 55 23 41 bali cocktails 20,790 60,000 5 7 15 21 arak buck 20,260 55,000 7 9 27 arak madu 16,672 55,000 15 25 31 mocktails virgin mojito 18,956 65,000 40 21 37 25 colada 17,045 60,000 35 27 15 41 virgin strawberry daiquiri 17,909 65,000 35 33 28 37 beat the heat 22,764 65,000 19 14 14 24 virgin banana daiquiri 16,057 65,000 19 15 32 26 shirley temple 15,500 40,000 11 8 9 17 flamingo 17,490 65,000 7 9 10 18 juices orange juices 12,000 60,000 20 23 17 15 pineapple juice 13,583 60,000 15 8 13 18 apple juices 12,000 60,000 12 17 19 14 mix juices 16,874 60,000 10 9 5 12 guava juices 12,000 60,000 7 5 8 10 2258 1785 1683 1901 nama item menu harga pokok minuman (rp) harga jual minuman jumlah porsi terjual grand total jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 90 favorite and which menu provides the highest and lowest profits, will help management in determining the right strategy and steps to increase the sales of food especially the main course menu. before doing the next step, the data obtained from the company will be included in the table of engineering worksheet analysis menu as follows. so ft d rin k wa ter 40 0.0 1 2,0 00 20, 000 18, 000 800 ,00 0 720 ,00 0l h plo wh or ses to nic wa ter 31 0.0 1 5,0 00 40, 000 35, 000 1,2 40, 000 .00 1,0 85, 000 l h plo wh or ses die t c ok e 25 0.0 1 6,0 00 45, 000 39, 000 1,1 25, 000 975 ,00 0l l do gs so da w ate r 24 0.0 1 3,0 00 40, 000 37, 000 960 ,00 0 888 ,00 0l l do gs co ke ze ro 20 0,0 0 5,0 00 45, 000 40, 000 900 ,00 0 800 ,00 0l l do gs gin ge r a le 16 0,0 0 6,0 00 40, 000 34, 000 640 ,00 0 544 ,00 0l l do gs co ke co la 16 0,0 0 5,0 00 40, 000 35, 000 640 ,00 0 560 ,00 0l l do gs sp rite 11 0,0 0 3,0 00 40, 000 37, 000 440 ,00 0 407 ,00 0l l do gs fan ta 6 0,0 0 3,0 00 40, 000 37, 000 240 ,00 0 222 ,00 0l l do gs co ckt ail s lon g b ea ch 161 0.0 7 47, 729 130 ,00 0 82, 271 20, 930 ,00 0 13, 245 ,63 1h h sta rs mo jito 161 0.0 7 25, 367 80, 000 54, 363 12, 880 ,00 0 8,7 52, 443 h h sta rs blo od y m arr y 150 0.0 7 33, 455 90, 000 56, 545 13, 500 ,00 0 8,8 41, 750 h h sta rs pin aco lad a 132 0.0 6 29, 342 90, 000 60, 658 11, 880 ,00 0 8,0 06, 856 h h sta rs hu rric an e 124 0.0 5 35, 563 65, 000 29, 437 8,0 60, 000 3,6 50, 188 l h plo wh or ses ba li c om et 115 0.0 5 26, 412 65, 000 38, 588 7,4 75, 000 4,4 37, 620 l h plo wh or ses wh ite ru ssi an 105 0.0 5 22, 490 65, 000 42, 510 6,8 25, 000 6,8 25, 000 l h plo wh or ses tro pic al m oo n 99 0.0 4 25, 934 80, 000 54, 066 7,9 20, 000 5,3 52, 534 h h sta rs we t b itc h 92 0.0 4 21, 439 65, 000 43, 561 5,9 80, 000 4,0 07, 612 l h plo wh or ses da y b ea ch 84 0.0 4 23, 082 50, 000 26, 918 4,2 00, 000 2,2 61, 112 l h plo wh or ses co sm op oli tan 83 0.0 4 24, 902 65, 000 40, 098 5,3 95, 000 3,3 28, 134 l h plo wh or ses ab eli to 76 0.0 3 29, 573 90, 000 60, 427 6,8 40, 000 4,5 92, 452 h h sta rs ma rga rita 62 0.0 3 18, 329 90, 000 71, 671 5,5 80, 000 4,4 43, 602 h h sta rs mi rag e p un ch 60 0.0 3 29, 931 90, 000 60, 061 5,4 00, 000 3,6 03, 660 h h sta rs be lla 60 0.0 3 33, 048 105 ,00 0 71, 952 6,3 00, 000 4,3 17, 120 h h sta rs ba ha ma m am a 52 0.0 2 28, 938 65, 000 36, 062 3,3 80, 000 1,8 75, 224 l h plo wh or ses lam pir an 1 t ab el pe ng isia n a ng ka me nu en gin ee rin g p ad a b ula n j an ua ri 2 018 kla sif ika si na ma ite m me nu te rju al ka teg ori m arg in ko ntr ibu si ka teg ori ba ura n m en u % p en jua lan ha rga po ko k mi nu ma n ( rp ) ha rga ju al mi nu ma n ( rp ) ma rgi n ko ntr ibu si ( rp ) to tal pe nju ala n ( rp ) to tal m arg in ko ntr ibu si ( rp ) jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 91 as like we can see there are few cocktails that really loved by the guest. if the cocktails has a high margin contribution and a high sales volume so that cocktails are in stars category, if the margin contribution high but the sales volume is low it means that cocktails in puzzels category, if the sales volume is high and the margin contribution is low it means that cocktails in plowhorses category, and the last if the margin contribution is low and sales volume is low also it means that cocktails are in dogs category. there are 10 cocktails in stars category only on january such as, long beach, mojito, pinacolada, bloody marry, tropical moon, abelito, margarita, mirage punch, bella, fro sti ni 49 0.0 2 20 ,78 3 75 ,00 0 54 ,21 7 3,6 75 ,00 0 2,6 56 ,63 3h h st ar s lo ng br idg e 32 0.0 1 24 ,78 1 55 ,00 0 30 ,21 9 1,7 60 ,00 0 96 7,0 08 l h pl ow ho rs es cu be lib re 26 0.0 1 17 ,30 7 80 ,00 0 62 ,69 3 2,0 80 ,00 0 1,6 30 ,01 8h l pu zz els blu e l ag oo n 22 0.0 1 25 ,40 2 90 ,00 0 64 ,59 8 1,9 80 ,00 0 1,4 21 ,15 6h l pu zz els re d s an gri a 19 0.0 1 30 ,18 3 55 ,00 0 24 ,81 7 1,0 45 ,00 0 47 1,5 23 l l do gs co co lo co 16 0.0 1 21 ,84 2 60 ,00 0 38 ,15 8 96 0,0 00 61 0,5 28 l l do gs ca ipi rin ha 14 0.0 1 18 ,90 0 90 ,00 0 71 ,10 0 1,2 60 ,00 0 99 5,4 00 h l pu zz els plu to pu nc h 12 0.0 1 33 ,67 2 10 0,0 00 66 ,32 8 1,2 00 ,00 0 79 5,9 36 h l pu zz els sta r p ass ion 11 0,0 0 30 ,07 3 90 ,00 0 59 ,92 7 99 0,0 00 65 9,1 97 h l pu zz els ta nju ng 10 0,0 0 29 ,94 5 50 ,00 0 20 ,05 5 50 0,0 00 20 0,5 50 l l do gs ca ipi ros ka 7 0,0 0 21 ,02 2 90 ,00 0 68 ,97 8 63 0,0 00 48 2,8 46 h l pu zz els ba li c oc kta ils 5 0,0 0 20 ,79 0 60 ,00 0 39 ,21 0 30 0,0 00 19 6,0 50 l l do gs ar ak bu ck 20 ,26 0 55 ,00 0 34 ,74 0 0,0 0 0,0 0l h pl ow ho rs es ar ak m ad u 16 ,67 2 55 ,00 0 38 ,32 8 0,0 0 0,0 0l h pl ow ho rs es mo ckt ail s vir gin m oji to 40 0.0 2 18 ,95 6 65 ,00 0 46 ,04 4 2,6 00 ,00 0 1,7 18 ,20 0l h pl ow ho rs es co lad a 35 0.0 2 17 ,04 5 60 ,00 0 42 ,95 5 2,1 00 ,00 0 1,5 03 ,42 5l h pl ow ho rs es vir gin st raw be rry da iqu iri 35 0.0 2 17 ,90 9 65 ,00 0 47 ,09 1 2,2 75 ,00 0 1,6 48 ,18 5l h pl ow ho rs es be at th e h ea t 19 0.0 1 22 ,76 4 65 ,00 0 42 ,23 6 1,2 35 ,00 0 80 2,4 84 l l do gs vir gin ba na na da iqu iri 19 0.0 1 16 ,05 7 65 ,00 0 48 ,94 3 1,2 35 ,00 0 92 9,9 17 l l do gs sh irle y t em ple 11 0,0 0 15 ,50 0 40 ,00 0 24 ,50 0 44 0,0 00 26 9,5 00 l l do gs fla mi ng o 7 0,0 0 17 ,49 0 65 ,00 0 47 ,51 0 45 5,0 00 33 2,5 70 l l do gs jui ces or an ge ju ice s 20 0.0 1 12 ,00 0 60 ,00 0 48 ,00 0 1,2 00 ,00 0 96 0,0 00 l l do gs pin ea pp le jui ce 15 0.0 1 13 ,58 3 60 ,00 0 46 ,41 7 90 0,0 00 69 6,2 55 l l do gs ap ple ju ice s 12 0.0 1 12 ,00 0 60 ,00 0 48 ,00 0 72 0,0 00 57 6,0 00 l l do gs mi x j uic es 10 0,0 0 16 ,87 4 60 ,00 0 43 ,12 6 60 0,0 00 43 1,2 60 l l do gs gu av a j uic es 7 0,0 0 12 ,00 0 60 ,00 0 48 ,00 0 42 0,0 00 33 6,0 00 l l do gs to tal 22 58 17 0,0 90 ,00 0 11 5,0 32 ,57 9 av .cm (r p) 50 ,94 4 av . v olu me 31 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 92 frostini. there are 6 for puzzels category such as caipirinha, pluto punch, star passion, caipiroska, cube libre, blue lagoon. there are 10 plowhorses category such as hurricane, bali comet, white russian, wet bitch, day beach, cosmopolitan, bahama mama, long bridge, arak buck, arak madu. the last are for dogs category, total are 4 cocktails such as red sangria, coco loco, tanjung, bali cocktails. conclusion based on the result of the research in the previous chapter, a strategy that can be used in increasing sales volume for cocktails on the menu engineering classification. in the dogs category by creating a new menu with different variations with using the same basic ingredients. on the puzzles category with promote the menu. in the plowhorses category with raising the price of the drink gradually so as to provide a high contribution margin while in the category of stars by maintaining the quality of the menu after doing some analysis by using the menu engineering method that is applied in the cocktails menu on the panorama bar, then there are some suggestions that the writer can give to be consideration on the hotel. suggestions that can be given from the writer are like the application of the menu engineering as a tool to evaluate the performance of the sales menu should be done optimally in the implementation of the parties management must always pay attention to the number of sales and contribution margins that become the reference for the determination of the classification menu. the alternative that can be offered from the results of research shows that there are still menus in the category of dogs and at least the food menu included in the stars category is to create a new menu with different variations by using the same basic ingredients for menus in the dogs category, maintaining the quality of the menu for menu in the star category, promoting the maximum menu for menus in puzzles category, while for plowhorses menu by increasing the beverage price gradually or reducing the number of menu portions so that the beverage cost will decrease and contribution margin will increase. references assauri, sofjan. 2014. manajemen pemasaran. raja grafindo persada: jakarta. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 93 abdullah, thamrin; tantri, prancis. 2012. manajemen pemasaran. jakarta: pt grafindo persada swastha, basu. 2001. manajemen penjualan. edisi 3. yogyakarta: bpfe wiyasha, i.b.m. 2011. f & b cost contro. edisi 2. yogyakarta: cv andi offset. yoeti. 2003. manajemen pemasaran hotel. jakarta: pt. perca jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 65 public relations strategy in attracting customers at the hotel four seasons resort bali at jimbaran bay i ketut dika1, ni nyoman triyuni2, i nyoman meirejeki3 tourism business management, politeknik negeri bali email: 1iketutdika01@gmail.com, 2triyuni@pnb.ac.id, 3nyomanmeirejeki@pnb.ac.id abstract this research was conducted at hotel four seasons resort bali at jimbaran bay that aims to formulate a strategy of public relations in an attempt to attract customers. the purpose of this study are: (1) to know the strengths, weakness, opportunities and threats that affect public relations public relations strategy in attracting customers. (2) to find out the public relations strategy in attracting customers at the hotel four seasons resort bali at jimbaran bay. this research is a descriptive qualitative research, which collects primary data through interviews and questionnaires. the method of determination of the sample was purposive sampling. determination of internal and external factors with the use of efas and ifas matrix to find out the position of the hotel and the swot analysis is used to decide the alternative strategies. based on the methods used, the position of the hotel is in cell v and the strategies that can be used is forward integration. it can be implemented, namely the increased promotion by accentuating the uniqueness of the resort with a traditional balinese village concept, through various distribution channels such as websites, social networks, magazines and tv (so). maintain the uniqueness of the resort in the form of traditional balinese architecture with a modern touch (st). renew and add-on set reminders to review systems that haven't been ignored for all reviews that have been replied to (wo). create an innovative event to inform the security conditions in the region of resort excellence and promoting at the same time maintained the uniqueness of the products of four seasons resort jimbaran (wt). keywords: public relations strategy, customer, swot analysis. introduction the communication, especially in the hospitality should be designed well as hotel business is oriented to a better customer satisfaction .the best communications strategy in the hotel industry will be able to control public opinion , protect the hotel image and educate customers that motivated to buy hotel products .four seasons resort bali at jimbaran bay bali is five star hotel international hotel chain at jimbaran bay street, badung, bali .four seasons resorts bali at jimbaran bay has 156 rooms including villas and residences .public relations be the very important for the company , especially in four seasons resorts bali at jimbaran bay because it can offer an extensive impact to the public ( customers and potential customers). public relations plays a role in attracting customers through the information about the product being mailto:iketutdika01@gmail.com mailto:2triyuni@pnb.ac.id mailto:nyomanmeirejeki@pnb.ac.id jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 66 made as attractive as possible and distributed through various communication media such as magazines, television, radio, media and social networking. table 1 number of room revenue in 2015-2017 at four seasons resort bali at jimbaran bay no month number of room revenue 2015 2016 2017 1 january $ 214,433.17 $ 225,555.00 $ 208,486.00 2 february $ 202,930.44 $ 200,300.00 $ 225,205.00 3 march $ 113,793.72 $ 119,149.00 $ 119,258.00 4 april $ 125,833.36 $ 138,757.00 $ 121,652.00 5 may $ 110,959.31 $ 134,528.00 $ 146,648.00 6 june $ 426,538.00 $ 318,834.00 $ 319,285.00 7 july $ 220,153.00 $ 225,175.00 $ 210,110.00 8 august $ 290,976.00 $ 287,834.00 $ 281,030.00 9 september $ 140,840.00 $ 155,175.00 $ 151,213.00 10 october $ 92,681.00 $ 98,438.00 $ 82,315.00 11 november $ 123,980.00 $ 122,123.00 $ 133,670.00 12 december $ 225,173.00 $ 295,000.00 $ 226,109.00 total $ 2,288,291.00 $ 2,320,868.00 $ 2,224,981.00 (source: four seasons resort bali at jimbaran bay, 2018 (data processed)). from table 1 can be seen room the revenue data for three years, from 2015 until 2017 at the four seasons resort bali at jimbaran bay. table 1 shows the occurrence of a significant decline in revenue in 2017. the decline can be affected by many factors such as the high seasons, low seasons, many rivalries that offer similar products and the lack of promotion and publications about the product. in addition to the high degree of competition faced by the four seasons resort bali at jimbaran bay, increasing the negative reviews from customers on online travel agents and tripadvisor will impact significantly on the company's image in the long run will reduce the interest of customers and consumers to purchase four seasons resort bali at jimbaran bay. table 2 data regarding the number of negative reviews on online travel agent.in table 2 showed a decline in revenue significantly in 2017.the decline can be influenced by many factors such as high season, low seasons, rivals has offers similar products and lack of promotion and publication of products. besides high competition faced four seasons resorts bali at jimbaran bay, the negative reviews from customers in online travel agents and tripadvisor will significant impact on the image of companies in the long term will reduce customers interest and consumers to purchase jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 67 products four seasons resorts bali at jimbaran bay. table 2 represents data on the number of negative reviews for online travel agents. table 2 the number of negative reviews on online travel agent in 2015-2017 at four seasons resort bali at jimbaran bay no types of reviews year 2015 2016 2017 1 manager knowledge 11 10 12 2 lobby décor/ design 14 11 15 3 injury 12 9 8 4 concierge knowledge 14 13 14 5 general staff helfulness 2 4 5 6 food/beverage selection 6 8 5 7 breakfast taste 8 9 9 8 room service attitude 5 8 9 9 room service quality 11 10 12 (source: four seasons resort bali at jimbaran bay-2018 (data processed)). declining revenue and increased drastic negative reviews on online travel agents as well as tripadvisor if not anticipated with an appropriate communication strategy will have a direct impact on a company's image and public opinion as well as will be affect the customer's interest in determining purchasing decisions, it would be the reason, need to be re-designed communication strategy that can pull customers in order to buy the four seasons resort bali at jimbaran bay. research methods the research with qualitative and quantitative analysis approach. the results of all data obtained at the place of research using data mining techniques in the form of questionnaires and interviews. information already obtained later recorded, processed, and analyzed. information obtained is then fitted with a swot analysis (strength weakness opportunities and threats). method of determination of the respondents in this study using a purposive sampling technique, namely the determination of the sample based on criteria – the criteria or specific considerations (sugiyono, 2017:301). the respondents in this study amounted to 6 persons and 1 person as a resource person in the interview. secondary data used in the study was obtained from the documents of the organization (profile, activity public relations jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 68 etc.), previous similar research results, and various literature that are relevant to this study, such as books, scientific journals, thesis. primary and secondary data have been obtained further data processing is done. quantitative data was processed using microsoft excel 2010. qualitative data obtained when the interview be additional information and be integrated with the existing answers in the questionnaire to support and strengthen the quantitative data obtained. after the public relations strategy in attracting customers successfully analyzed, the next step is the use of swot analysis to formulate alternative public relations strategy in attracting customers. results and discussion the granting of internal and external rating awarding of rating granting internal rating performed by the respondents are deemed able to provide information on four seasons resort at jimbaran bay. indicators of variety of media are used as a channel of distribution of the information/news regarding four seasons resort bali at jimbaran bay gets a rating of 3.50. the intensity of public relations in the invited social media influencers gets a rating of 3.33. the intensity of public relations in publicizing the product, service, facilities and attractions in the hotel via social media gets a rating of 3.00. the intensity of the csr activities (community social responsibility) in maintaining relationships and company's image got a rating of 3.00. the intensity of public relations efforts in conducting the activities of the media call in maintaining good relations with the press or journalists got a rating of 2.83. the intensity of the placement of the news to each country that includes market products four seasons resort bali at jimbaran bay gets a rating of 2.83. the intensity of public relations in the manufacture of photo and video promotion of the hotel got a rating of 2.83. the frequency of public relations in providing related market data and the competition for the management gets a rating of 2.67. public relations activities in providing input to the company in particular, with the marketing department gets a rating of 2.67. vigilance in responding to public relations review/feedback given concerning products and services guests with rating of 2.33. the frequency of host special events to attract customers gained 2.17 rating. the intensity of the internal communication activities by the public relations in conveying and guests reviews the conditions of competition to each related department 2.17 rating. special offers regarding products four seasons resort bali at jimbaran bay in the media to attract customers got a rating of 2.00. the frequency jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 69 of the lobbying activities have been conducted by public relations with related government policy regarding tourists in relation to make it easier to attract tourists in the hotel got a rating of 2.00. the granting of an external rating granting the rating made by the respondents are deemed able to provide information on four seasons resort bali at jimbaran bay. the indicator gained the highest rating is the position of the four resort bali at jimbaran bay in competition and the natural environment around the four seasons jimbaran resort awake properly i.e. amounting to 3.33. the impact of government policy on visa-free policy for some countries got a rating of 3.00. support local communities against four seasons resort jimbaran got a rating of 3.00. the impact of mea of travelers to visit level against four seasons jimbaran got a rating of 2.83. the development of information and communication technology gets a rating of 2.83. a friendly local community got a rating of 2.67. conditions of competition-hotel resort with a traditional balinese concept gets a rating of 2.33. hotel facilities-based update environmentfriendly rating of 2.33. bali's natural state support in general against the visit of tourists got a rating of 2.17. the stability of the political circumstances in indonesia generally gets a rating of 2.17. support local governments towards public relations operations in attracting tourists got a rating of 2.17. the granting of internal and external factors weighting internal weighting factors the granting of the weighting is performed by the respondents are deemed able to provide information on four seasons resort bali at jimbaran bay. the respondent's assessment on internal indicators hotel four seasons resort bali at jimbaran bay, note that variations of media are used as a channel of distribution of the information/product news about four seasons resort bali at jimbaran bay weight gain of 0.09. the intensity of public relations in the invited social media influencers gain value of 0.09. the intensity of public relations efforts in conducting the activities of the media call in maintaining good relations with the press or journalists got weight of 0.08. the intensity of the placement of the news to each country that includes market products four seasons resort bali at jimbaran bay gets a weight of 0.08. the intensity of public relations in publicizing the product, service, facilities and attractions jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 70 on the hotel via social media gaining value weighting i.e. 0.08. the intensity of public relations in making photos and videos about the product promotion hotels gain weight of 0.08. the intensity of the csr activities (community social responsibility) in maintaining the company's image and ties earn value weighting i.e. 0.08. the frequency of public relations in providing related data management and market competition to obtain the value of the weighting that is 0.07. public relations activities in providing input to the company with the marketing department in particular gained 0.07 i.e. weighting value. frequency held special events to attract customers got the value weights of 0.06. the intensity of the internal communication activities by public relations in conveying and guests review the conditions of competition to each related department gets the value of the weight of 0.06. special offers regarding products four seasons resort bali at jimbaran bay in the media to attract customers got the value weights of 0.05. vigilance in responding to public relations review/feedback given concerning products and services guests got the value weights of 0.06. the frequency of the lobbying activities have been conducted by public relations with related government policy regarding tourists in related make it easier to attract tourists in the hotel got a weighting value of 0.05. external factors weighting from the giving of the weights of known indicators external factors condition the hotel competition at a resort with a traditional concept of bali at jimbaran area and the natural environment around the four seasons jimbaran resort awake well earn the highest weights amounting to 0.11. the impact of government policy on visa-free program for some countries got the weights of 0.09. support local communities against four seasons resort jimbaran got weights of 0.09. the impact of mea of travelers to visit level against four seasons jimbaran got weights of 0.09. the development of information and communication technology got the weights of 0.09. a friendly local community got the weights of 0.08. the position of the four resort bali at jimbaran bay hotels in competition with the main product of weight gets villa 0.07. hotel facilities update got the weights of 0.07. support local governments towards public relations operations in attracting tourists got the weights of 0.07. the stability of the political circumstances in indonesia in general got the weights of 0.07. the issue of natural disasters against the tourists visit got a weight of 0.07. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 71 swot analysis a. analysis of the internal factors-the following will be describe internal factors that become the strength of public relations: 1. using a variety of distribution channels of information. public relations in operations using a variety of media as a channel of distribution of the information that is useful in facilitating consumer in obtaining related information products four seasons resort bali offer. as for the various media such as the website four seasons resort bali, travel agent websites, social networking (instagram, facebook, youtube and twitter), magazines as well as through television. 2. perform the media call in an attempt to maintain good relations with the media and the press. every few months the public relations activities of the media call the intended to maintain a good relationship with the media in various media. this is to attract the media to cooperate and publishes news about the information or product reviews. 3. placement of news to their respective countries which include market products four seasons resort bali at jimbaran bay each month public relations periodically advertise news to magazines that exist in china, japan, europe, united kingdom. 4. the intensity of public relations in publicizing the product, service, facilities and attractions on the hotel via social media. the placement of the news and information into social networks such as facebook and instagram done periodically. on a facebook account @fsbali and @sundarabali public relations put at least 3 content during the week. while on instagram done routine every 2 times a day public relation publishes 2 content on instagram in each account is @fsbali and @sundarabali. it is in order to keep the consistency and corporate image maintained that indirectly also aims in attracting customers to consume products four seasons resort bali at jimbaran bay. 5. do hosting social media influencers such as travel bloggers, journalists, and artists from different countries to affect tourists. social media influencers is people like bloggers, vloggers, youtuber, and artists who have influence or impact in the online world. these people usually have a number of followers or the followers who very much on social media. opinions and suggestions from the people is very effect on public opinion.thus public relation jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 72 do hosting at least against 10 social media influencers within a month, this is to attract customers and prospective customers to enjoy products four seasons resort bali at jimbaran bay. 6. the intensity of public relations in the making of promotional photos and videos about the product. public relations the four seasons resort bali at jimbaran bay in addition to using content (photo or video) that are uploaded by guests as the content uploaded daily on instagram account @fsbali and @sundarabali, public relations also create promotional photos and videos every week in order to enhance the interest of tourists to stay and enjoy the four seasons. 7. the frequency of public relations in providing data related to competition and market management. every month make public relations public relations report, which contains data related competition faced by the four seasons, which is where this data will then be analyzed together with the management in determining the right strategy in win the competition. 8. public relations activities in providing input to the company especially with the marketing department. in addition to providing related data of competition faced by the four seasons, public relations also play a role in the design of the strategy, especially in sales a product 9. the existence of the community social responsible (csr) based on tri hitha karana. csr illiquid investment strategies that will provide benefits in the form of a social license to operate, reducing interference in business, and boost the stock price high. b. analysis of the external factors of weakness here described the internal factor be the downside of public relations. 1. frequency held special events to attract customers. special events such as the exhibition is still very rarely held by public relations in promoting products, whereas with for special events to promote the product can expand and deepen the relationship of the company with potential consumers and client. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 73 2. special offers or special offer in the form of a discount is one way of attracting consumers interested in order to consume the product, but if seen on the four seasons jimbaran special offer is still not much is done. 3. public relations in readiness to response to reviews/feedback given guests regarding products and services. some guest reviews on tripadvisor and online travel agent are often reply quite a long time. though most consumers and customers before deciding to buy the products they will see the first reviews from previous guests who already use and consume the product or the service. it will be very dangerous if there is a slow action to response the negative review. 4. the frequency of the lobbying activities have been conducted by public relations with related government policy regarding tourists in connection makes it easy to attract tourists in the hotel. according the results of the interview with the director of public relations lobbying activities undertaken by public relations against the government nearly still not much. lobbying activities which have been implemented that is related to the issue of the existing waste handlers in jimbaran beach in bali and in general. 5. the intensity of internal communication activities by public relations in conveying and guests review the conditions of competition to each department concerned. lack of role of public relation in the communicate feedback or reviews about the products or services to each department concerned. c. analysis of the external factors – the following opportunities will be described variable external factors that become opportunities for four seasons resort bali at jimbaran bay 1. the conditions of competition at a resort hotel with the traditional concept of bali at jimbaran area four seasons resort bali at jimbaran bay is a resort at jimbaran area which is the only luxury resort which has the concept of a traditional balinese village resembles. this can be seen at the hotel lobby resembling bale banjar (the balinese traditional hall). in addition each villa has its own gate and walls like a traditional balinese homes. ornament on the villa also use balinese carvings, it is unique for the four seasons resort bali at jimbaran bay. 2. impact of mea of travelers to visit level against four seasons jimbaran jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 74 with the establishment of community-based programs in asia, four seasons is optimistic this will increase the visits of tourists to come to bali and enjoy the products of the four seasons. 3. the government's policy of free visas for some countries this policy has also become opportunities for four seasons resort bali to increase the revenue it facilitate the visits of tourists to come to indonesia and bali in particular. 4. the natural environment around the four seasons jimbaran resort awake well the natural environment surrounding the four seasons resort bali at jimbaran bay stayed up well, considering the four seasons resort bali at jimbaran bay is a resort that applying the concept of environment-friendly concept is applied. since the construction of the four seasons resort bali at jimbaran bay is done, four seasons resort bali at jimbaran bay there is no crush cliffs that are in the vicinity, and the four seasons resort bali at jimbaran bay remains the preserve of native vegetation jimbaran area. therefore the building four seasons resort bali at jimbaran bay are made from eco-friendly materials then must do an intensive care. a couple of months once the staff of four seasons resort bali at jimbaran bay do mutual around the neighborhood, especially at the beach resort where the activity is represented by one or two people from each department. 5. the development of information and communication technology four seasons resort bali at jimbaran bay following the development of information technology. growing information technology then the greater the odds of four seasons resort bali at jimbaran bay in search of the means to implement the strategy in attracting customers. 6. friendly local community support local communities against four seasons resort jimbaran positive response from the local community. local public relations with the four seasons resort bali at jimbaran bay is very good. where there is one person from the surrounding area who are working at the four seasons resort bali at jimbaran bay as an intermediary between the local communities and four seasons resort bali at jimbaran bay. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 75 d. analysis of the external factors – threats here will be described variable external factors that are becoming a threat to the four seasons resort bali at jimbaran bay. 1. the position of the four resort bali at jimbaran bay hotels in competition with the main villa the emergence of new competitors in the vicinity. four seasons resort bali at jimbaran bay is located in the jimbaran jimbaran which is an area that has a natural beauty that is so amazing. therefore so many new hotels woke up, and hotels sometimes sell their products with lower prices. 2. the establishment of hotels in jimbaran area with the latest technology not denied if the presence of the latest technology provided by the hotels attractive guest, the things other than fancy also looks up to date. 3. the issue of natural disasters against the tourists visit with the issue of disaster of mount agung, is becoming a threat for any hotel in bali especially four seasons resort bali at jimbaran bay. this is because many guests assume that mount agung can harm their vacation and can hinder their flight even though the four seasons resort bali at jimbaran is very safe and the government already provides other transportation if indeed flights through the airport ngurah rai at lids. 4. the stability of the political circumstances in indonesia in general tourism is very vulnerable with political issues. political issues will be a threat to tourism when suddenly the political circumstances in indonesia to be not conducive. 5. support local governments towards public relations operations in attracting tourists. support local governments still considered minimal in terms of try our bali free of waste plastic. many of the guests and the media began to complain with many plastic bins that start trashing the oceans. referring to the results of the analysis of internal factors and external factors then tally the score of internal and external strategies are presented in table 3 and table 4. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 76 table 3 factors of internal strategy (ifas) hotel four seasons resort bali at jimbaran bay-2018 description the average weighted average rating score weighted values strength variations of media are used as a channel of distribution of the information/product news about four seasons resort bali at jimbaran bay 0.09 3.50 0.33 the intensity of public relations efforts in conducting the activities of the media call in maintaining good relations with the press or journalists 0.08 2.83 0.21 the intensity of the placement of the news to each country that includes market products four seasons resort bali at jimbaran bay 0.08 2.83 0.21 the intensity of public relations in the invited social media influencers 0.09 3.33 0.30 the intensity of public relations in publicizing the product, service, facilities and attractions on the hotel 0.08 3.00 0.24 the intensity of public relations in making photos and videos about the product promotion hotels 0.08 2.83 0.21 the intensity of the csr activities (community social responsibility) in maintaining relationships and company image 0.06 3.00 0.17 the frequency of public relations in providing related data market and competition for management 0.05 2.67 0.14 public relations activities in providing input to the company in particular, with the marketing department 0.08 2.67 0.21 weakness the frequency of the lobbying activities have been conducted by public relations with related government policy regarding tourists in connection makes it easy to attract tourists to the hotel 0.06 2.17 0.14 vigilance in responding to public relations review/feedback given guests regarding products and services 0.05 2.00 0.11 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 77 the intensity of the internal communication activities by public relations in conveying and guests review the conditions of competition to each department concerned. 0.07 2.17 0.16 special offers regarding products four seasons resort bali at jimbaran bay in the media to attract customers 0.07 2.33 0.17 frequency held special events to attract customers 0.05 2.00 0.10 total 1.00 2.71 table 2 factors external strategy (efas) hotel four seasons resort bali at jimbaran bay-2018 description the average weighted average rating score weighted values opportunities the only hotel which is a resort with a traditional concept of bali at jimbaran area impact levels against tourists visit the mea to the four seasons jimbaran 0.11 3.5 0.38 the asian economic community program in indonesia has been running 0.09 2.83 0.25 government policy about the visa-free program for some countries 0.09 3.0 0.28 the natural environment surrounding the four seasons jimbaran resort maintained 0.10 3.33 0.34 the development of information and communication technology 0.09 2.83 0.25 a friendly local community 0.08 3.0 0.25 the support of local community to four seasons resort jimbaran 0.09 2.67 0.25 threat the position of the four resort bali at jimbaran bay hotels in competition with the main villa 0.07 2.33 0.17 jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 78 the issue of natural disasters against the tourists visit 0.07 2.17 0.15 the establishment of hotels in jimbaran area with the latest technology 0.07 2.33 0.16 the stability of the political circumstances in indonesia in general 0.07 2.17 0.15 support local governments towards public relations operations in attracting tourists. 0.07 2.17 0.15 total 1.0 2.77 the arrangement of the formulation strategy refer to the results of calculating weights, rating and score on each strategy, then the formulation of strategies that can be used by public relations four seasons resort bali at jimbaran bay are: table 5 the results of the evaluation of internal and external factors in the matrix of ie total ife strong 3,0-4,0 average 2,0-2,99 weak 1,0-1,99 t o ta l e f e strong 3,0-4,0 i ii iii average 2,0-2,99 iv v vi weak 1,0-1,99 vii viii ix jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 79 the four seasons resort bali at jimbaran bay are in the position of growth (growth). in this position, four seasons resort bali at jimbaran bay requires a growth strategy. growth strategies designed to achieve good growth in terms of public relations strategy in the development of the market. a lot of things that can be done by four seasons resort bali at jimbaran bay to be able to grow better, among others by organizing a special event in promoting products, hold special offers on social media, as well as augmenting the distribution. competitor's four seasons resort bali at jimbaran bay hotels with the main products i.e. villa. the result of this ie matrix used as consideration in formulating alternative strategies in the analysis of the swot matrix. the selection of alternative strategies with the swot matrix: 1. strength strategy – opportunity (so) based on the matching factor of the power and opportunities owned by the four seasons resort at jimbaran bay, then the resulting 4 alternative strategies in the strategy so. so1-increased promotion by accentuates the uniqueness of the resort with a traditional balinese village concept, through various distribution channels such as websites, social networks, magazines and tv so2-expand the target market for local and international tourists with particular to the country visa-free countries and regions of asian economic community this loses-do hosting social media influencers with focus news featuring the natural beauty surrounding four seasons jimbaran and showed a wide range of cultural activities at the bali resort so4-conducting media call to different countries by promoting the hotel has a superb location that is close to the airport and other interesting sights. so5-enhancing the role of public relations in creating content that loads about the uniqueness of the hotel, friendly local peoples 2. the strategy of weakness – opportunity rover (wo) based on the matching factor of the weaknesses and opportunities owned by the four seasons resort bali at jimbaran bay, efforts to minimize weaknesses by utilizing the opportunities then obtained 3 alternative strategies in the strategy wo. wo1renew and augment system reminder to review the feedback has not been replied to. jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 80 wo2-add a special event in promoting the product by leveraging technology so that the promotion of more effective and achieve the target. wo3-sustained role of public relations in the political and security conditions inform in bali remain conducive wo4-add a system that could make it easier in terms of administering the department's input into other related reviews from guests. 3. strength strategy – threat (st) this strategy of using force to resolve threats that are owned four seasons resort bali at jimbaran bay, produced three alternative strategies in the strategy of st. st1-maintain uniqueness resort in the form of traditional balinese architecture with a modern touch in order to be able to compete with other competitors st2-daily news put into social networking with information that contains the security and political situation in the region with well maintained resort st 3-inform the discount on a particular month on social networking to attract prospective consumers and customers st4-create content that emphasizes the four seasons resort bali at jimbaran bay is safe from disaster zone st5-stress to social media influencers to slip information in its content on security and political state of nature is safe to visit 4. strategy of weakness – threat (wt) the strategy was developed with an effort to minimize weaknesses and avoid the threats faced by the four seasons resort bali at jimbaran bay. there are three alternative strategies in the strategy wt. wt1-create innovative events to inform the security conditions in the region of resort excellence and promoting at the same time maintained the uniqueness of the products of four seasons resort jimbaran wt2-convene special offers on media to attract more customers from many quarters so it is able to compete with similar products which are owned by other competitors wt3-sustained role of public relations in providing input towards the sales team and the company in the face of competitors with similar products jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 81 conclusion the results of the deliberations of the public relations strategy for the four seasons resort bali at jimbaran bay can be summed up as follows. the internal factor is the four seasons resort bali at jimbaran that affect public relations strategies based on the results of the evaluation of the internal environment with ife, pointed out that the four seasons resort bali at jimbaran has a major power is a variation of media used as a distribution channel of information/product news about four seasons resort bali at jimbaran bay. whereas major flaws that owned four seasons resort bali at jimbaran bay is the frequency of holding special events to attract customers is still rare and the intensity of internal communication activities by public relations in conveying guest review and the conditions of competition to each related department is still lacking. based on the results of data analysis, it can be noted that the four seasons resort bali at jimbaran bay are on quadrants in the matrix v ie which indicates that it is in a position of growth with the value of 2.71. in this position, four seasons resort bali at jimbaran bay are in the position of growth (growth). four seasons resort bali at jimbaran bay requires a growth strategy. growth strategies designed to achieve good growth in terms of public relations strategy in the development of the market. a lot of things that can be done by four seasons resort bali at jimbaran bay to be able to grow better, among others by organizing a special event in promoting products, hold special offers on social media, as well as sustained the role of public relations in providing input towards the sales team and the company in the face of competitors with similar products. the external factor is the four seasons resort bali at jimbaran bay that affect public relations strategies based on the results of the evaluation of the external environment with efe, indicated that the four seasons resort bali at jimbaran bay has the opportunities and threats faced. the main opportunity is the only luxury resort in jimbaran area which has a traditional balinese village resembles the concept as well as the natural environment around the four seasons jimbaran resort is maintained properly. while the main threat faced by the four seasons resort bali at jimbaran bay is a natural disaster issues against tourism and tourists visit the very political stability and security issues. based on the results of data analysis, it can be noted that the four seasons resort bali at jimbaran bay are on quadrants in the matrix v ie which indicates that it is in a position of growth with the value amounting to 2.77. in this position, four seasons resort bali at jimbaran bay are in the position of growth (growth). four jasth – journal of applied sciences in travel and hospitality vol. 1, no. 1, march 2018 82 seasons resort bali at jimbaran bay requires a growth strategy. growth strategies designed to achieve good growth in terms of public relations strategy in the development of the market. a lot of things that can be done by four seasons resort bali at jimbaran bay to be able to grow better, among others by organizing a special event in promoting products, hold special offers on social media, as well as making events innovative to inform the security conditions in the region of resort excellence and 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