Continuously monitor and evaluate promotional strategies

Oct 13, 2025 by wbrum.org 28 views

Introduction

In the competitive tourism industry, resorts must continually strive to attract and retain guests. Harris Resort Barelang, located in the beautiful area of Batam, is no exception. To increase the number of guest visits, the resort management has implemented various promotional strategies designed to capture the attention of prospective visitors. This study aims to analyze the promotional mix applied at Harris Resort Barelang and evaluate its impact on the number of guest visits.

Background of the Study

Harris Resort Barelang is a popular destination for tourists, offering an interesting stay for its guests. The resort's location in Batam, a beautiful area with a rich cultural heritage, makes it an attractive choice for travelers. However, in a highly competitive market, the resort must continually innovate and adapt to changing consumer preferences and trends. To achieve this, the resort management has implemented a range of promotional strategies, including advertising, personal sales, and direct marketing.

Literature Review

The concept of promotion mix is a crucial aspect of marketing strategy, particularly in the tourism industry. A promotion mix refers to the combination of promotional tools used to communicate with target audiences and persuade them to take a specific action. The three main components of a promotion mix are advertising, personal sales, and direct marketing.

Advertising: Advertising is a key component of a promotion mix, as it helps to create awareness and build brand recognition. In the context of Harris Resort Barelang, advertising is used to promote the resort's services and facilities to potential guests.
Personal Sales: Personal sales involve building relationships with customers and providing them with personalized service. This approach helps to build trust and loyalty with guests, increasing the likelihood of repeat business.
Direct Marketing: Direct marketing involves communicating directly with customers through various channels, such as email and social media. This approach helps to build relationships with guests and provide them with personalized offers and promotions.

Methodology

This study employed a qualitative approach, using a case study design to analyze the promotional mix applied at Harris Resort Barelang. The study involved collecting data through interviews with resort staff and analyzing promotional materials, such as brochures and websites.

Results

The results of the study show that the promotional mix applied at Harris Resort Barelang has a positive impact on increasing the number of guest visits. The combination of advertising, personal sales, and direct marketing has helped to attract more tourists, both local and international. The study also found that consistent communication and target marketing strategies contribute to the improvement of brand awareness and positive image resorts among the people.

Discussion

The study's findings suggest that the promotional mix applied at Harris Resort Barelang is effective in increasing the number of guest visits. The combination of advertising, personal sales, and direct marketing has helped to build brand awareness and attract more tourists. The study also highlights the importance of consistent communication and target marketing strategies in improving brand awareness and positive image resorts among the people.

Conclusion

In conclusion, this study demonstrates the effectiveness of a promotional mix in increasing the number of guest visits at Harris Resort Barelang. The combination of advertising, personal sales, and direct marketing has helped to attract more tourists and improve brand awareness. The study's findings suggest that resorts can use a range of promotional strategies to achieve their marketing objectives and increase guest satisfaction.

Recommendations

Based on the study's findings, the following recommendations are made:

Continuously monitor and evaluate promotional strategies: Resorts should continually monitor and evaluate their promotional strategies to ensure they are effective in achieving their marketing objectives.
Use a range of promotional tools: Resorts should use a range of promotional tools, including advertising, personal sales, and direct marketing, to reach different segments of the target market.
Build relationships with customers: Resorts should build relationships with customers through personalized service and direct communication to increase loyalty and repeat business.

Limitations of the Study

This study has several limitations, including:

Case study design: The study employed a case study design, which may limit the generalizability of the findings.
Qualitative approach: The study employed a qualitative approach, which may limit the ability to quantify the impact of the promotional mix on guest visits.

Future Research Directions

Future research should aim to:

Quantify the impact of the promotional mix: Future research should aim to quantify the impact of the promotional mix on guest visits and revenue.
Examine the effectiveness of different promotional tools: Future research should examine the effectiveness of different promotional tools, such as social media and email marketing, in reaching different segments of the target market.

References

Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
McCarthy, E. J. (1960). Basic marketing: A managerial approach. Irwin.
Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3-8.

Appendices

Appendix A: Interview Schedule
Appendix B: Promotional Materials
Appendix C: Data Analysis

Glossary

Promotion Mix: A combination of promotional tools used to communicate with target audiences and persuade them to take a specific action.
Advertising: A key component of a promotion mix, used to create awareness and build brand recognition.
Personal Sales: A component of a promotion mix, involving building relationships with customers and providing them with personalized service.
Direct Marketing: A component of a promotion mix, involving communicating directly with customers through various channels, such as email and social media.
Frequently Asked Questions (FAQs) about Promotion Mix Harris Resort Barelang

Q: What is the promotion mix, and how does it relate to Harris Resort Barelang?

A: The promotion mix refers to the combination of promotional tools used to communicate with target audiences and persuade them to take a specific action. In the context of Harris Resort Barelang, the promotion mix includes advertising, personal sales, and direct marketing.

Q: What is the role of advertising in the promotion mix at Harris Resort Barelang?

A: Advertising is a key component of the promotion mix at Harris Resort Barelang, used to create awareness and build brand recognition. The resort uses outdoor media such as nameplate and online media such as hotel booking applications to promote its services and facilities.

Q: How does personal sales contribute to the promotion mix at Harris Resort Barelang?

A: Personal sales involves building relationships with customers and providing them with personalized service. The Harris Resort Barelang sales team uses good relations with travel agents and customers to provide more in-depth information about the services offered, as well as offering special offers that can attract more visitors.

Q: What is the role of direct marketing in the promotion mix at Harris Resort Barelang?

A: Direct marketing involves communicating directly with customers through various channels, such as email and social media. The resort uses direct marketing to inform attractive offers and special events held, providing an opportunity for guests to experience different and unique experiences.

Q: How does the promotion mix at Harris Resort Barelang impact the number of guest visits?

A: The results of the analysis show that the promotional mix applied has a positive influence on increasing the number of guest visits. By combining various promotional methods, Harris Resort Barelang managed to attract the attention of more tourists, both local and international.

Q: What are the benefits of using a promotion mix at Harris Resort Barelang?

A: The benefits of using a promotion mix at Harris Resort Barelang include increased brand awareness, improved customer relationships, and increased guest satisfaction. The promotion mix also helps to build trust and loyalty with guests, increasing the likelihood of repeat business.

Q: How can Harris Resort Barelang continue to improve its promotion mix?

A: Harris Resort Barelang can continue to improve its promotion mix by continually monitoring and evaluating its promotional strategies, using a range of promotional tools, and building relationships with customers through personalized service and direct communication.

Q: What are the limitations of the study on the promotion mix at Harris Resort Barelang?

A: The study has several limitations, including the case study design, which may limit the generalizability of the findings, and the qualitative approach, which may limit the ability to quantify the impact of the promotion mix on guest visits.

Q: What are the future research directions for the promotion mix at Harris Resort Barelang?

A: Future research should aim to quantify the impact of the promotion mix on guest visits and revenue, examine the effectiveness of different promotional tools, and explore the use of new technologies and social media platforms to reach different segments of the target market.

Q: What are the implications of the study on the promotion mix at Harris Resort Barelang for the tourism industry?

A: The study's findings have implications for the tourism industry, highlighting the importance of using a promotion mix to attract and retain guests. The study also suggests that resorts can use a range of promotional strategies to achieve their marketing objectives and increase guest satisfaction.

Q: What are the recommendations for Harris Resort Barelang based on the study's findings?

A: Based on the study's findings, the following recommendations are made:

Continuously monitor and evaluate promotional strategies
Use a range of promotional tools
Build relationships with customers through personalized service and direct communication

Q: What are the key takeaways from the study on the promotion mix at Harris Resort Barelang?

A: The key takeaways from the study on the promotion mix at Harris Resort Barelang include:

The promotion mix is a crucial aspect of marketing strategy in the tourism industry
A combination of advertising, personal sales, and direct marketing can be effective in increasing the number of guest visits
Continual monitoring and evaluation of promotional strategies is essential to achieve marketing objectives
Building relationships with customers through personalized service and direct communication is critical to increase guest satisfaction and loyalty.