| dc.description.abstract | Tourism in this modem era has been a demand of life. The vacation
demand of people each year has been increasing. This happens not only in almost
all countries in this world, but also in our own country that has very interesting
nature and art.
In Jogjakarta itself, tourism is one mainstay in increasing local revenue.
Because of that, many investors invest their capital in accommodation like hotel to
fulfill the tourist demand of safe and comfortable accommodation services.
But because the political and economical condition is not advantageous
recently, hotel business has a significant decrease, like what is felt by Puri Artha
Hotel located in Jogjakarta. It has a room trade selling, especially for foreign
guests. Puri Artha Hotel then must re-evaluate how the reputation of this hotel;
whether there is an opportunity or threat that makes this hotel not developed, and
whether there is a strength or weakness in the company using SWOT analysis.
The purpose of this study is to analyze Puri Artha Hotel's strengthweakness
and opportunity-threat, by using SWOT analysis to find out its business
position today and to give a future-marketing-strategy-alternative. From the
conclusion, it can help the strategic manager/company making a future decision
and able to compete with other hotels.
Based on the SWOT analysis, it can be concluded that Puri Artha Hotel is
on the non-advantageous position, that is, it has internal power to face the nonadvantageous
external environment. | en_US |
