STRATEGI BERTAHAN HIDUP SEKTOR PERHOTELAN DALAM MENGHADAPI PANDEMI COVID-19 (Studi Kasus pada Industri Perhotelan Kota Batu)

This study aims to find out strategies or steps to survive the hospitality sector in Batu City in the face of the Covid-19 pandemic. The hotels that are the object of this research are the Golden Tulip Holland Resort Hotel, Kusuma Agrowisata Hotel, Kontena Hotel, Purnama Hotel and also Mutiara Baru Hotel. This research uses a case study approach, using a case study approach because the author wants to explore real life, contemporary limited systems (cases) or various limited systems (various cases), through detailed and in-depth data collection. The subjects of this study were the core management of BPC PHRI Batu City, Managers as leaders of the hospitality business, and also hotel employees who felt the impact of the COVID-19 pandemic. Data was collected by observation, interviews and documentation. The data analysis technique used in this study uses an interactive model which includes data reduction, data display and conclusion drawing. Test the validity of the data using source triangulation techniques. The results of this study show that the COVID-19 pandemic has had a very significant impact on decreasing the occupancy rate (average occupancy). The decline in the occupancy rate then also resulted in a drastic decrease in revenue (company income). The decline in the occupancy rate and also the company's income, of course, seriously threatens the survival of the hotel sector in Batu City, so management must implement the right strategy or method to be able to maintain the life of the center in the midst of the covid-19 pandemic. Researchers classify the strategies implemented by hotel management in Batu City into 3 parts from external parties, taking advantage of the pandemic condition to seek profit, minimizing the application of the unpaid leave system to its employees, and also making maximum use of all facilities owned by the hotel. Researchers using Rational Choice Theory is used as a foothold analysis in conducting this research because every manager who implements the strategy is a rational actor, rationalizes managers, or makes maximum use of existing resources, namely hotels to achieve company goals