STRATEGY THE DEVELOPMENT OF THE BUSINESS SECTOR OF THE TOURISM INDUSTRY THROUGH THE ROLE OF STAYCATION THE PANDEMIC COVID-19 (STUDIES SYARIAH HOTEL SURAKARTA)

Abstract

The COVID-19 pandemic has had an impact on various sectors, especially in the economic sector. Moreover, the tourism economy sector has also been affected by the COVID-19 pandemic. The decline in visitors and tourists also affects the level of visits and occupancy at the hotel. One of the hotels affected by this decline is the Syariah Hotel Surakarta. Syariah Hotel Surakarta is the first hotel in Surakarta City to adopt the concept as a sharia hotel. Of course this gives its own image, rules and application of policies at certainly different from hotels in general. One of the efforts to increase the occupancy rate in hotels is the staycation concept. Staycation as a new form of tourism that prioritizes tourist experiences and entertainment is only in hotel. Therefore, this study focuses on the Staycation strategy carried out by Syariah Hotel Surakarta. This research use desciptive qualitative approach. To obtain data, interviews were conducted with managers, receptionists, and marketing from Syariah Hotel Surakarta and the results of observation and tracking of documents. The research was conducted in the period from September 2020 to June 2021. As for the validity of the data by comparing information by triangulating data sources. Syariah Hotel Surakarta uses a staycation strategy to increase the number of occupancy and visits for tourists. This strategy is carried out using a marketing strategy approach from promotion. The advertising strategy by increasing new tourist trends on social media.. For personal selling, namely explaining the staycation concept by personal approach to customers. To increase interest in domestic tourism, sales promotion is carried out by providing discount offers and existing facilities in the staycation program. And publication is done by collaborating with travel platforms or applications as a form of convenience in accessing reservations and delivering promotions to the public.