文章基本信息

标题：THE IMPACT OF PROMOTION ON ROOM OCCUPANCY RATE IN MESRA BUSINESS AND RESORT HOTEL SAMARINDA
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作者：Muhammad Fikry Aransyah ; Fareis Althalets ; Tuti Wediawati 等
期刊名称：International Journal of Applied Sciences in Tourism and Events
印刷版ISSN：2580-5584
电子版ISSN：2580-5592
出版年度：2020
卷号：4
期号：2
页码：150-157
DOI：10.31940/ijaste.v4i2.1907
语种：English
出版社：Politeknik Negeri Bali
摘要：Purpose: The purpose of this research is to test and analyze the effect of the development of room occupancy rates at the Mesra Business and Resort Hotel in Samarinda Research methods: Primary data obtained by conducting interviews with 70 respondents using a questionnaire— secondary data collected by conducting field observation. Data were analyzed using a simple linear regression method with the help of SPSS statistical software version 23. Results and discussions: The result showed that the promotion variables consisting of advertising, direct sales, sales promotion, publicity, and word of mouth simultaneously had a significant effect on room occupancy rates. Conclusion: The promotional mix variable has a positive and significant effect on the room occupancy rate variable or the consumer's decision to choose a place to stay at the Mesra Business and Resort Hotel.
关键词：Promotional Mix;occupancy rate;business and resort hotel