ANALYSIS OF CHALLENGES AND OPPORTUNITIES IN MANAGING ROOM RESERVATIONS THROUGH E-COMMERCE AT JTS HOTEL SAMOSIR REGENCY

Abstract

The research uses a descriptive qualitative approach, where the problems and opportunities regarding e-commerce in room reservation management at JTS Hotel are analyzed. E-commerce has recently formed one of the best approaches toward improving efficiency in operations and enhancing guest service engagement in hotels. However, for the small- and medium-sized hotels, there are greater challenges in the integration of such technologies into their reservations. Some of these issues are the limited technological infrastructure, inadequate training of staff in e-commerce platforms, and fierce rivalry with other hotels and online reservation facilities. These variables not only reduce the overall effectiveness of the digital marketing of the hotel and the involvement of online customers but also make the process of reserving a room inefficient. The study also considers practical challenges, such as how to integrate e-commerce with existing systems and the impact of erratic internet connectivity in the area. The findings bring out several opportunities that can be exploited through e-commerce. These are market reach expansion through the attraction of foreign visitors, face-to-face interaction enhancement with customers, as well as personalization of services by using online platforms. Finally, e-commerce provides JTS Hotel with the opportunity to introduce efficiencies to its booking process in order to appeal to technologically advanced tourists. Data were gathered from interviews with the hotel management and employees, and documents regarding e-commerce implementation were analyzed. Descriptive qualitative allowed the authors to delve deeply into the opportunities and challenges actually faced by the hotel in trying to optimize room reservations via electronic commerce. The results provide meaningful analysis and practical recommendations for the improvement of e-commerce management in the hotel industry, particularly in regard to small- and medium-sized hotels in Samosir.