Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

DIGITAL MARKETING STRATEGY FOR INCREASING HOTEL OCCUPANCY: A SWOT ANALYSIS OF BLUE KARMA DJIWA SEMINYAK

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  • Nyoman Sri Prania Dewi,
  • Gusti Ngurah Joko Adinegara,
  • Raden Agus Sarwa Edy
Nyoman Sri Prania Dewi
Universitas Dhyana Pura, Bali, Indonesia
Gusti Ngurah Joko Adinegara
Universitas Dhyana Pura, Bali, Indonesia
Raden Agus Sarwa Edy
Universitas Dhyana Pura, Bali, Indonesia
DOI: https://doi.cibangsa.org/DOI-2026-424

Published 2026-10-08

Keywords

  • Digital Marketing Strategy,
  • Hotel Occupancy,
  • SWOT Analysis,
  • Blue Karma Djiwa Seminyak

How to Cite

DIGITAL MARKETING STRATEGY FOR INCREASING HOTEL OCCUPANCY: A SWOT ANALYSIS OF BLUE KARMA DJIWA SEMINYAK. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://doi.cibangsa.org/DOI-2026-424

Abstract

The rapid development of digital technology has changed how travelers search for information and make hotel reservations, requiring hotels to adopt effective digital marketing strategies. This study aims to analyze the digital marketing strategy of Blue Karma Djiwa Seminyak and formulate strategies to increase hotel occupancy. A descriptive qualitative method with a quantitative approach was employed using SWOT analysis. Data were collected through observation, documentation, and questionnaires involving 10 respondents from hotel management and external partners, including travel agents and Online Travel Agencies (OTAs). Data were analyzed using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), Internal–External (IE) Matrix, and SWOT Matrix. The results show an IFAS score of 3.86 and an EFAS score of 3.28, indicating a strong strategic position. The SWOT analysis places the hotel in Quadrant I with coordinates of (2.00; 1.08), indicating that internal strengths can be utilized to capitalize on external opportunities. The recommended Strength–Opportunity (SO) strategy focuses on website and SEO optimization, consistent social media content, collaboration with influencers and content creators, and the development of wellness and Balinese cultural experience packages. These strategies are expected to expand market reach, strengthen brand awareness, reduce OTA dependence, and support sustainable occupancy growth.
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