ANALISIS KEUNGGULAN KOMPETITIF YANG BERKELANJUTAN PT TROPICAL RETREATS

NILUH AYU NOVY S W, Rangga Almahendra Dr., S.T., M.M.,

2023 | Tesis | MAGISTER MANAJEMEN (KAMPUS JAKARTA)

Penurunan jumlah wisatawan akibat pandemi telah berdampak bagi industri perhotelan, salah satunya adalah PT Tropical Retreats. Perusahaan telah melakukan efisiensi serta berusaha mengoptimalkan potensi sumber daya yang dimiliki untuk memaksimalkan keuntungan dan keberlangsungan perusahaan. Penelitian ini bertujuan untuk mengidentifikasi kekuatan sumber daya dan kapabilitas perusahaan yang berpotensi memiliki keunggulan kompetitif yang berkelanjutan dan menjadi core competence perusahaan dalam mengembangkan bisnis dari sisi produk dan pasar berdasarkan kerangka teori resource based view dan VRIO Framework. Data diperoleh melalui wawancara dan penyebaran kuesioner kepada manajemen PT Tropical Retreats serta Ketua Penelitian dan Pengembangan Persatuan Hotel dan Restoran Indonesia (PHRI) Kabupaten Jembrana. Hasil penelitian menunjukkan terdapat 5 sumber daya dan 3 kapabilitas yang menjadi keunggulan berkelanjutan serta 5 core competence yang dapat digunakan untuk besaing dalam industri perhotelan dan/atau manufaktur makanan. Dengan menyadari sumber daya, kapabilitas dan core competence perusahaan dapat menjadi input bagi perusahaan untuk dapat mengembangkan bisnisnya.

The decline in the number of tourists due to the pandemic has had an impact on the hotel industry; one of them is PT Tropical Retreats. The company has made efficiency and is trying to optimize the potential of its resources to maximize its profits and maintain the company. This study aims to identify the strength of the company's resources and capabilities that have the potential to be the source of sustainable competitive advantage and become the company's core competence in developing business in terms of products and markets based on the theoretical framework of resource based view and VRIO. Data were obtained through interviews and distributing questionnaires to the management of PT Tropical Retreats and the Head of Research and Development of the Hotel and Restaurant Association in Jembrana Regency. The result shows that there are 5 resources and 3 capabilities that are sustainable advantages and 5 core competencies that can be used to compete in the hospitality and/or food manufacturing industry. By being aware of the company's resources, capabilities and core competence, it can be an input for the company to be able to develop its business.

Kata Kunci : Pariwisata, Perhotelan, Hospitality, Sumber daya, Kapabilitas, Resource Based View, VRIO Framework, Core Compentence