TY - JOUR AU - Pantri Heriyati, Gian Utomo, PY - 2020/12/11 Y2 - 2024/03/28 TI - THE ANALYSIS OF COMPETITIVE STRATEGY: THE IMPACT OF NONALCOHOL POLICY TOWARDS HOTEL PERFORMANCE. CASE OF HOTELS IN JAMBI- LAMPUNG AND PALEMBANG JF - PalArch's Journal of Archaeology of Egypt / Egyptology JA - J Arch.Egyptol VL - 18 IS - 1 SE - DO - UR - http://mail.palarch.nl/index.php/jae/article/view/2017 SP - 141 - 152 AB - <p>The hotel industry in Indonesia has been rapidly growing. As the industry grows, competitive<br>becomes more intense. In order to survive, hotels need to develop strategies to create<br>competitive advantage. In this case, Aston Hotel Palembang adopts product differentiation<br>strategy by being a halal-certified hotel. This strategy was adopted to optimize the market<br>potential. The Hotel also manages to save a considerable amount of capital and operating cost<br>from this strategy that further leads to their prime performance. The objective of this research<br>is to analyze the variables that make the Hotel’s strategy to be successful and to further analyze<br>how Aston Palembang’s strategy can be replicated to other hotels to maximize profit and to<br>achieve Hotel Sustainable Performance (HSP). This research used qualitative approach by<br>conducting interviews with the General Managers and the Head of Departments of the<br>representative hotels and analyzed using content analysis method. The findings of this research<br>shows that by adopting the strategy of non-alcoholic policy and being halal-certified, Aston<br>Palembang has achieved a prime performance which lead to the achievement of firm<br>performance and competitive advantage.</p> ER -