STRATEGIC INSIGHTS FOR HOSPITALITY INDUSTRY IN BANDUNG: CASANINA GUEST HOUSE CASE STUDY

Abstract

The hospitality industry in West Java has begun to show signs of recovery since the post-Covid-19 pandemic. Tourist visits to Bandung have increased, impacting hotel occupancy in Bandung to an average of 90%. However, this increase has not been evenly distributed among all industry players, such as Casanina Guesthouse. Casanina, a family-owned business, has only achieved an occupancy rate of 38% by October 2023, falling short of the targeted 70%. Therefore, research utilizing SWOT analysis is applied to determine the appropriate strategy formulation to achieve the company's target. The instrument used to collect internal data is through semi-structured interviews with company owners. The analysis method used is PEST and Porter’s 5 Forces to obtain external opportunity and threat factors. From these methods, IFAS and EFAS values ​​are obtained to determine the company's position on the Cartesian Diagram so that the most suitable strategies can be determined, including aggressive, diversification, turnaround, or defensive strategies. The IFAS and EFAS results indicate that Casanina is in Quadrant I on the SWOT Matrix Diagram. The company can leverage internal strengths and external opportunities in determining the best strategy formulation. The recommended strategy for the company is aggressive growth policies oriented towards company expansion.