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| dc.description.abstract | The purpose of this study was to analyze hotel marketing strategies carried out by hotel owned by the
South Sumatra regional government. This study was designing an experiential marketing strategy for hotels owned
by the South Sumatra regional government and designing an experiential marketing model for hotels owned by
the South Sumatra regional government. The research stage was divided into 3 phases, that was: analyzing the
marketing strategies that had been carried out so far, designing experiential marketing strategies and designing
experiential marketing models for hotels owned by the South Sumatra regional government. The purpose of the
study was to design experiential marketing strategies and experiential marketing models that were suitable for
marketing hotels owned by regional government of the South Sumatra Province, so that they could compete with
other hotels in South Sumatra. The method used a survey method by distributing questionnaires to hotel customers
owned by regional government of the South Sumatra Province. The results showed that the marketing strategy
used hotels owned by the South Sumatra regional governmentwas still simple, so it required experiential marketing
strategies to increase the number of occupants, and from the experiential marketing model showed that brand
image affected customer satisfaction and experiential marketing affected the value of experience, where customer
satisfaction and the value of experience had influences customer loyalty. | id_ID |
