Sari, Dinar Ayu Mustika (2025) Strategi Pengembangan Bisnis Hotel New Hollywood Pekanbaru. Masters thesis, Universitas Islam Riau.

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Abstract

This study is to determine and analyze the Business Development Strategy of the New Hollywood Hotel Pekanbaru and to determine the Inhibiting Factors of the New Hollywood Hotel Pekanbaru Business Development Strategy, this study uses the SWOT Analysis Theory including: Strengths, Weaknesses, Opportunities and Threats. Data collection techniques used: Observation, Questionnaires, Interviews and Documentation. The sample in this study amounted to 33 people. The results of this study are the Business Development Strategy of the New Hollywood Hotel Pekanbaru, namely: offering modern facilities that are the main attraction, including sophisticated rooms, meeting rooms, spas, gyms, and swimming pools. The use of various marketing channels, including social media and collaboration with influencers, helps increase the hotel's visibility. Loyalty programs and attractive promotional packages increase the hotel's attractiveness in the market. To overcome these challenges, the New Hollywood Hotel Pekanbaru needs to develop an adaptive strategy that includes innovation in facilities and services, adjustments in marketing and pricing, and improvements in HR and technology management. Research Findings The New Hollywood Hotel Pekanbaru can take advantage of modern facilities and local partnerships to attract tourists and increase its visibility. To overcome the weakness of high operational costs, management efficiency and HR training are needed to improve service quality, enabling hotels to take advantage of opportunities from tourism growth.

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