Track: Industrial Management

Abstract

The pandemic COVID-19 had caused a health crisis, which is negatively affecting the tourist activity in most countries, therefore generating a decline in hotel occupancy and revenues. The hotel recovery process's complexity requires a systematic approach to analyze various internal and external environmental factors. This paper aims to design an alternative strategy to revive hotel revenue because of pandemic. The method used in this study is a combination of SWOT analysis, Fuzzy Analytic Hierarchy Process (F-AHP), and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS). SWOT analysis identifies the hotel's internal and external factors, which can then be grouped into strengths, weaknesses, opportunities, and threats. Subsequently, SWOT factors are used to construct alternative recovery strategies using the TOWS matrix. Finally, a fuzzy AHP approach is employed to obtain the weight of SWOT factors, and TOPSIS is conducted to prioritize alternative hotel revival strategies based on the weighted SWOT factors. This research results a prioritized strategy to revive hotel revenue in one of Indonesia's 4-star hotels.