STRATEGI PEMASARAN HOTEL SYARIAH DALAM MENINGKATKAN DAYATARIK PENGUNJUNGSTUDI KASUS GREEN HERO HOTEL GARUT

Abstract

This study examines the marketing strategies of sharia hotels to increase visitor appeal, using a case study of the Green Hero Hotel on Jl. Pasirwangi Km. 13, Garut. This research was conducted using a qualitative field research approach. Data collection methods included observation, interviews, and documentation. The research questions addressed were how sharia principles are applied in sharia marketing strategies, visitor numbers, and the 7P marketing strategy for increasing visitor appeal. These questions were addressed through a field study conducted at the Green Hero Hotel, Garut, and research materials to obtain an overview of the situation and related issues presented by the author. Data analysis techniques used included data reduction, data display, and data verification, drawing conclusions. The results of this study indicate that Green Hero Hotel's marketing practices are generally in line with sharia marketing theory. This is applied in a marketing mix consisting of seven elements: product, price, place, promotion, human resources, process, and physical evidence.