UBAYAUBAYA

Jurnal Bisnis TerapanJurnal Bisnis Terapan

The increasing demand for safe and exclusive accommodations among female travellers highlights a significant gap in the hospitality industry, particularly in urban centers like Jakarta. Her Haven Guest House aims to address this need by offering women-only lodging that prioritizes safety, comfort, and personalized experiences. This study analyzes the marketing strategies required to establish Her Haven Guest House as a leading provider in this niche market. The research employs a mixed-methods approach, combining surveys, observations, and secondary data analysis to assess consumer preferences and market dynamics. Primary data was gathered through an online survey of 165 women aged 21-54 in the Greater Jakarta area, revealing a strong preference for women-only accommodations. The study applies the 8Ps marketing mix framework—Product, Price, Place, Promotion, People, Packaging, Programming, and Partnerships—to develop actionable strategies for the guest house. Additionally, a SWOT analysis identifies key strengths, weaknesses, opportunities, and threats, guiding strategic recommendations. The findings indicate that Her Haven Guest House can leverage its unique concept and strategic location to attract female travellers seeking security and exclusivity. The results highlight the importance of digital marketing, loyalty programs, and themed events in building brand awareness and customer loyalty. Furthermore, the study provides insights into managerial strategies to enhance service quality and policy recommendations for government support in promoting inclusive tourism. By addressing the specific needs of female travellers, Her Haven Guest House has the potential to contribute to the broader landscape of sustainable and inclusive hospitality.

The study of Her Haven Guest House highlights the growing demand for women-centric accommodations in Jakarta, driven by the unique needs and preferences of female travelers.The research reveals that safety, privacy, and comfort are critical factors influencing the decision-making process for women when selecting accommodations.By addressing these needs through its women-only concept, Her Haven Guest House aims to fill a significant gap in the hospitality market and provide a secure and welcoming environment for female guests.The findings emphasize the importance of maintaining high service standards and continually innovating offerings to mitigate external threats, such as economic fluctuations and competition.

Berdasarkan penelitian ini, terdapat beberapa saran penelitian lanjutan yang dapat dikembangkan. Pertama, penelitian lebih lanjut dapat dilakukan untuk mengeksplorasi efektivitas berbagai strategi pemasaran digital dalam menjangkau target pasar wanita, termasuk analisis mendalam tentang penggunaan media sosial dan influencer marketing. Kedua, penelitian kuantitatif dapat dilakukan untuk mengukur dampak program loyalitas terhadap retensi pelanggan dan peningkatan pendapatan Her Haven Guest House. Ketiga, penelitian kualitatif dapat dilakukan untuk memahami lebih dalam pengalaman dan harapan pelanggan wanita terhadap akomodasi yang berfokus pada keamanan dan kenyamanan, sehingga dapat mengidentifikasi peluang untuk meningkatkan kualitas layanan dan menciptakan diferensiasi yang lebih kuat. Dengan menggabungkan ketiga saran ini, diharapkan dapat memberikan pemahaman yang komprehensif tentang strategi pemasaran yang efektif untuk akomodasi wanita di Jakarta, serta memberikan kontribusi pada pengembangan industri pariwisata yang inklusif dan berkelanjutan.

  1. International tourism and income inequality: The role of economic and financial development - Yuan Wang,... doi.org/10.1177/13548166231177106International tourism and income inequality The role of economic and financial development Yuan Wang doi 10 1177 13548166231177106
  2. BUSINESS STRATEGY INSIGHTS FROM HER HAVEN: A FEMALE-FOCUSED GUEST HOUSE IN JAKARTA | Jurnal Bisnis Terapan.... journal.ubaya.ac.id/index.php/JIBT/article/view/7209BUSINESS STRATEGY INSIGHTS FROM HER HAVEN A FEMALE FOCUSED GUEST HOUSE IN JAKARTA Jurnal Bisnis Terapan journal ubaya ac index php JIBT article view 7209
  3. Understanding Solo Female Travellers in Canada: A Two-Factor Analysis of Hotel Satisfaction and Dissatisfaction... doi.org/10.3390/tourhosp5010012Understanding Solo Female Travellers in Canada A Two Factor Analysis of Hotel Satisfaction and Dissatisfaction doi 10 3390 tourhosp5010012
  4. Revolutionizing Hospitality: Strategic Integration of Innovation Management Embracing Technological Innovation... doi.org/10.47577/business.v7i.10585Revolutionizing Hospitality Strategic Integration of Innovation Management Embracing Technological Innovation doi 10 47577 business v7i 10585
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