The Analysis of the Mid-Range Islamic Hotel Marketing Strategy

Abstract

This paper aimed at addressing the marketing strategy performed by a mid-range Islamic hotel in Indonesia that distinguishes it from other non-sharia hotels by analyzing its marketing strategy using the SWOT analysis approach. This hotel applied Islamic principles in carrying out its marketing strategies to avoid immoral acts and fraud, and the facilities and services provided were different, which made it distinct from non-sharia hotels. Research data were obtained through interviews with six parties: managers, marketing staff, receptionists, and guests. This study also used observation to validate the data collected. The findings of the study showed that the marketing strategy undertaken by Multazam Sharia Hotel was different compared to non-sharia hotels due to feature distinctions. Regarding the results of the SWOT analysis, in SO strategy, the hotel should use its strengths to make use of the opportunity to achieve its goals. In WO, the hotel was expected to maximize the opportunity by minimizing the weakness. The ST strategy analysis revealed that this hotel needed to move fast in dealing with threats and minimize the unexpected consequences of the threats. The last, the WT strategy, Multazam sharia hotel must be careful with the weaknesses and threats it faces. If the hotel cannot make improvements in facilities and services, it may be displaced by the times.