The reason of this thesis topic is that the researcher is enthusiastic toward the impact of trade marketing strategy of the hotel industry. Tourism industry in Indonesia is also becoming the leading industry these days so the hotel itself need to be analyzed to be more competitive and profitable. There are some impacts which can easily change this industry, such as economical condition, consumer behavior, trends in technology and cultural effects This era is the condition of the rate of market living standard keep increasing, especially in Indonesia. Moreover, the customers as the hotel’s target market have a lot of choices for the products served since more and more hotels from small to 5 stars were built. The hotel business have to face a problem how to make their product get their target customers’ attentions. This factor makes the hotel business try to show their existency and specialty of their product quality and they need to measure how successful they are in running the business in the middle of tight competitions.

Supervisor: Sony Wiewiek Antonio
(CONFIDENTIAL 6 NOVEMBER 2020)