Revitalizing Copacabana Apartment Hotel: An analysis of marketing strategies and guest satisfaction

The study examined the relationship between marketing strategies and guest satisfaction at the Copacabana Apartment Hotel (CAH) using a descriptive-correlational approach with 320 respondents selected through quota sampling. Most participants were male local tourists, primarily first-time guests staying for leisure. Regarding marketing strategies, respondents perceived the Product, Price, Place, Process, and People dimensions as highly extensive and positively received, while Promotion and Physical Evidence were considered extensive but to a lesser degree. Guest satisfaction levels were generally high, especially for Place, Process, and People, while Product, Price, Promotion, and Physical Evidence received moderate satisfaction ratings. Significant differences in marketing strategy perceptions were found based on guest classification, particularly concerning Product, Price, and Process, with variations between local and foreign guests in Physical Evidence and Promotion, indicating differing satisfaction levels depending on guest type. Differences were also observed in perceptions of Place when grouped by guest classification. Additionally, satisfaction levels varied according to the purpose of stay, notably regarding Product, Price, Place, and Physical Evidence. The study concluded a significant relationship exists between the extent of marketing strategies and overall guest satisfaction across all 7Ps dimensions. It emphasized that effective implementation of the marketing mix substantially influences guest satisfaction, aligning with findings from previous research. These results highlight the importance of tailoring marketing strategies to diverse guest profiles to enhance satisfaction and competitive advantage in the hospitality industry.