MADA–Marketing Analytic Digital Apps: A Business Dynamics Trajectory

I Gede Wiwin Suyasa; Francisca Ratna Ardanari

doi:10.62951/icgtsave.v1i1.4

Authors

I Gede Wiwin Suyasa Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
Francisca Ratna Ardanari Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta

DOI:

https://doi.org/10.62951/icgtsave.v1i1.4

Keywords:

MADA, Digital hospitality analytic, Market analysis tool, Tourism, Hotels

Abstract

The tourism industry is one of the leading service sectors, and it is crucial to gather data and conduct analysis to forecast market dynamics. Both academia and the industry require support in collecting data to conduct a comprehensive analysis, essential for mapping out the competition among tourism businesses, predicting trends, and making informed decisions. A digital platform is necessary to collect first-hand data from industry stakeholders across Indonesia. This platform would enable analysis based on various criteria such as region, pricing, hotel ratings, and profitability. Access to such data would significantly enhance research efforts, fostering sustainable partnerships between the industry and academia. A proposed Android app, "MADA," has been designed to meet a specific need. In order to assess the level of support for the project, a comprehensive digital survey comprising 17 questions was administered to General Managers via the Indonesian Hotel General Managers Association (IHGMA). Results from the survey indicate that MADA is widely embraced as a tool for market analysis, with an overwhelming 97.25% of respondents expressing strong approval.

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