Competitive Strategy of 4-Star Hotels Based on the Entrepreneurial Behavior of VUCA in Makassar City


Many businesses have been severely impacted by the COVID-19 pandemic, including those in the catering, hotel, and tourism industries. As a result, in addition to posing a threat to public health, COVID-19 has caused economic losses. VUCA must be resilient enough to survive in the current pandemic situation. This study focused on four four-star hotels in Makassar, namely Hotel Gammara, Hotel Citadines, Hotel Mercure, and Hotel Harper Perintis. Questionnaires and interviews were used to collect the data. 138 out of 187 people filled in the questionnaire. Structural equation modeling was used to analyze the data. The findings of this study have implications for researchers, hoteliers, and policymakers, particularly in terms of increasing competitiveness through entrepreneurship development.

Keywords: strategy, entrepreneurship, hotel, VUCA era

[1] G. Yulanda and E.D.H.P.A.B. Yogyakarta, “Strategi Guest Relation Officer Dalam Penanganan Tamu Yang Menunggu Pelayanan Di Hotel Santika Premiere Yogyakarta.,” Khasanah Ilmu - Jurnal Pariwisata Dan Budaya. vol. 8, no. 1, p. 2017.

[2] Y.M. Supriadi and A. Sofyan, “Hubungan antara Kualitas Pelayanan dengan Kepuasan Pelanggan.,” Prosiding Manajemen Komunikasi; Vol 6, No 1, Prosiding Manajemen Komunikasi (Februari, 2020); 40-43. pp. 40–43, 2020.

[3] H.P. Gomes, M.M. Salvino, L.S. de Andrade Silva, and P.A.S.S. de Farias, “Indicador de Eficiincia da Capacidade de Transporte de gua de uma Rede de Abastecimento (Efficiency Indicator of Water Transportation Capacity in a Supply Network).,” SSRN Electronic Journal. p. 2017.

[4] A. Wijayanto, BUNGA RAMPAI Kolaborasi Multidisiplin Ilmu Dalam Menghadapi Tantangan di Era New Normal. Center for Open Science, 2021.

[5] S. Rijal, M. Arifin, M.W. Rante, M. Musawantoro, and M.Z. Badollahi, “existence of tourism higher education under the ministry of tourism and creative economy (PTNP) toward Indonesia’s golden generation 2045,.” Linguistics and Culture Review. vol. 6, pp. 338–353, 2022.

[6] S. Rijal, M.Z. Badollahi, and B. Haryanto, “Tourism Turbulance : Reviving Tourism Industry Post COVID 19 South Sulawesi.,” vol. 200, no. Ptf, pp. 63–70, 2021.

[7] D.W. Sjuchro, M.Z. Badollahi, and Z. Hussain, “Online news regarding the spread of the omicron variant in Southeast Asia.,” vol. 6, no. July, pp. 440–452, 2022.

[8] Z.H. Mariska, “Pengaruh Dimensi Service Quality Terhadap Kepuasan Konsumen Hotel dan Dampaknya Terhadap Behaviour Intention (Studi Kasus Pada Hotel Aston Kuningan Suites - Jakarta).,” Jurnal Ilmiah Universitas Bakrie. vol. 3, no. 3, p. 2016.

[9] F. Falah, “KAJIAN EFEKTIVITAS PENGELOLAAN KOLABORATIF TAMAN NASIONAL KUTAI.,” Jurnal Analisis Kebijakan Kehutanan. vol. 10, no. 1, pp. 37–57, 2013.

[10] H. Harwaji, “ANALISIS STRATEGI PEMASARAN ?HOTEL UNIVERSITY INN UMM?,” Department of Management. p. 2007.

[11] E.A. Quinn and G. Childs, “Trekking and toddlers: Towards a biocultural analysis of growth among infants and young children in a rural region of the Himalayas.,” American journal of human biology : the official journal of the Human Biology Council. vol. 32, no. 4, p. 2020.

[12] S. Rijal, M. Sukarana, and M. Zainuddin, “The Role of Income Audit against the Internal Control at Hotel Gammara Makassar.,” vol. 9, no. 6, pp. 116–125, 2019.

[13] R.E. Gray, “The Everyday Guide to Effective Report Writing.,” The Government Accountants Journal. vol. 45, no. 2, p. 20, 1996.

[14] M. Hitchcock, “Ethnicity and tourism enterpreneurship in Java and Bali.,” Current Issues in Tourism. vol. 3, no. 3, pp. 204–225, 2000.

[15] B. Event, S. Kuliner, P.P. Makassar, et al., “Effect of Online Marketing ( E-Commerce ) Activities to the Advantages of Competing Traditional Culinary Products in South Sulawesi.,” Journal of Tourism, Hospitality, Travel and Busines Event. vol. 2, no. 1, pp. 66–72, 2020.

[16] K. Nisa’, E. Rusfian, and Z. Zaenab, “Managing Government Digital Reputation through Big Data Processing.,” JKAP ( Jurnal Kebijakan dan Administrasi Publik). vol. 22, no. 2, p. 72, 2019.