ENVIRONMENTAL, INNOVATION, AND MARKETING FACTORS INFLUENCING HOTEL STAY DECISIONS

Аннотация

INTRODUCTION https://www.theamericanjournals.com/index.php/tajiir 10 THE USA JOURNALS THE AMERICAN JOURNAL OF INTERDISCIPLINARY INNOVATIONS AND RESEARCH (ISSN- 2642-7478) (SPECIAL ISSUE - NOMMENSEN INTERNATIONAL CONFERENCE ON SOCIAL POLITICS, LAW, EDUCATION, ECONOMICS, AND PSYCHOLOGY (NICSPEEP 2024)) product innovation, and when applying creativity Business activities are natural activities carried out in promotions it does not make customers or by humans with various types of activities carried consumers respond to a mismatch in product out with great care and caution, the business design and promotion with the existing carried out not only has the desire to seek profit environmental atmosphere, both internal and alone, but also has a contribution in helping the external, so that customers' desire to use our State to generate national income in order to boost products becomes higher. One of the industries economic growth. .In carrying out its business, Those who always carry out product innovation industries or companies that house existing strategies are the service industry, especially the industries do various things to survive the hotel industry. In Indonesia, in order for the hotel onslaught of competitors with concepts that are industry to survive and compete, it must need the different from the business concept that we have. right innovation strategy in creating creativity This business concept requires innovation and when designing hotel services, as well as carrying creativity, which can be in the form of product out promotions or marketing activities, innovation innovation that will be created and designed, as strategies and marketing creativity. What is done well as creativity when carrying out promotions or must be supported by a business environment that carrying out marketing activities. In creating a can be used as a supporting factor that is able to leadership concept when you want to design a attract customers to use existing hotel services, so vision and mission through design or product that customers who visit the hotel feel comfortable design, of course you have to implement a strategy and safe in using the hotel facilities, and feel that appropriate product innovation, and must create the hotel provides services that are in accordance creativity in the promotions that will be made for with their needs. hopes and desires, so that visitors the product that will be made, so that customers or will quickly make a decision to come and stay at the consumers are interested in using the product. hotel in the future. However, the innovation carried Thought by (Reshetko et al., 2021) to implement a out on products and creativity in marketing product innovation strategy and create creativity hospitality services at several hotels in Indonesia in carrying out promotions for the product that will has not been optimal, it can be seen from the be made, it is better to know the internal number of visits (Visitors ) who stayed in hotels environmental atmosphere of the business concept during the period 2019-2023 tended to decrease, that will be created, this environmental condition an overview of the number of hotel visitors who is very important for the company so that later stayed in hotels can be seen in Table 1 below: when it is implemented the right strategy for Table 1 Number of Visitors Visiting Hotels in Indonesia in 2019-2023 Year Number of Visitors in the Number of Hotel Indonesian Tourism Industry Visitors Throughout (People/Person) Indonesia (Person/Person) 201 9 54,333,000 12,500,000 20 20 55,540,000 11,500,000 20 21 56,720,000 11,750,000 20 22 54,010,000 10,250,000 20 23 25,180,000 7,550,200 Source: Ministry of Tourism and Creative Economy, 2024 https://www.theamericanjournals.com/index.php/tajiir 11 THE USA JOURNALS THE AMERICAN JOURNAL OF INTERDISCIPLINARY INNOVATIONS AND RESEARCH (ISSN- 2642-7478) (SPECIAL ISSUE - NOMMENSEN INTERNATIONAL CONFERENCE ON SOCIAL POLITICS, LAW, EDUCATION, ECONOMICS, AND PSYCHOLOGY (NICSPEEP 2024)) presenting products with creative ideas . Thoughts Based on Table 1 above, it can be concluded that by (Bertella et al., 2021) product innovation the number of visitors staying in the hotel industry strategy is an effort made by a company to support in Indonesia in the 2019-2023 period tends to increasing product capabilities in meeting decrease, this decrease is not only due to the Covid- customer desires . Thoughts by (Breier et al., 2021) 19 pandemic, but also because several hotels in product innovation strategy is an effort made by a Indonesia have not been able to implement Product company to be able to create products that suit innovation strategies and creative development of customer needs, the products produced are promotions have not been implemented optimally, different from others . Thoughts by (Chathoth et al., thus affecting the atmosphere or environmental 2013) product innovation strategy is a systematic conditions of hotels which have not been abl