Asana Biak Hotel Survival Strategy in the Covid-19 Pandemic

Abstract

This research was conducted at the Asana Biak Hotel, Biak Numfor Regency. The purpose of this study is to find out what survival strategies are used by each hotelier in the face of this covid-19 pandemic, and also to find out the differences in employee income and salaries before and after the covid-19 pandemic. The method used in this research is a qualitative research method. The data used is primary data and secondary data is data obtained directly from the Hotel Asana Biak which is competent in providing information. Researchers collect information by in-depth interviews. Secondary data is obtained directly in a ready-made form such as a document containing data on room promotion prices, then from a literature study by studying various writings, theses and journals related to this research, a SWOT matrix is used by stating in general the strengths, weaknesses, opportunities, and threats from the strategy carried out by the Hotel. Based on the results of research using a SWOT matrix that combines the strengths, weaknesses, opportunities and threats of the industry strategy matrix can produce several strategies that are seen from the SO, ST Strategy, Wo Strategy and WT Strategy based on the SWOT analysis it can be formulated that the most effective strategy for survival is strategy (Personal Selling).