Analisis Strategic Position and Action Evaluation (Space) dalam Merumuskan Strategi Peningkatan Citra Layanan Hotel pada Asrama Haji XYZ
DOI:
https://doi.org/10.38035/muaro.v1i3.63Keywords:
SPACE, Strategi, Citra Layanan, Hotel, Asrama Haji, Daya SaingAbstract
Asrama Haji XYZ memiliki potensi besar sebagai penyedia layanan akomodasi dan fasilitas MICE karena didukung oleh lokasi strategis, fasilitas lengkap, dan kapasitas layanan yang besar. Namun, organisasi masih menghadapi tantangan dalam branding, promosi digital, dan persaingan dengan hotel komersial. Penelitian ini bertujuan untuk menganalisis Financial Strength (FS), Industry Strength (IS), Competitive Advantage (CA), dan Environmental Stability (ES), menentukan posisi strategis organisasi berdasarkan Matriks SPACE, serta merumuskan strategi pengembangan layanan hotel dan MICE. Penelitian menggunakan pendekatan deskriptif kualitatif melalui observasi, dokumentasi, studi literatur, dan expert judgment terhadap lima informan kunci yang dipilih secara purposive. Analisis dilakukan menggunakan Matriks Strategic Position and Action Evaluation (SPACE) melalui penilaian dimensi Financial Strength (FS), Industry Strength (IS), Competitive Advantage (CA), dan Environmental Stability (ES). Hasil penelitian menunjukkan rata-rata FS sebesar 4,60 dan IS sebesar 4,80 yang mencerminkan kekuatan finansial dan prospek industri yang tinggi. Sementara itu, rata-rata CA sebesar -2,00 dan ES sebesar -2,40 menunjukkan masih adanya tantangan dalam daya saing dan stabilitas lingkungan. Perhitungan koordinat SPACE menghasilkan nilai (2,80; 2,20) sehingga menempatkan Asrama Haji XYZ pada Kuadran Aggressive Strategy. Strategi yang direkomendasikan meliputi penetrasi pasar, penguatan branding layanan hotel, optimalisasi pemasaran digital, pengembangan layanan MICE, inovasi produk layanan, serta perluasan kemitraan strategis.
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