Strategi Pemasaran Berbasis Nilai (Value-Based Marketing) untuk Meningkatkan Daya Saing Transformer Center Kota Batu di Industri Pariwisata dan Perhotelan.

During fierce competition in the tourism and hospitality industry, value-based marketing strategies are increasingly considered important to attract and retain customers. This study aims to analyze the implementation of value-based marketing strategies in Transformer Center, a tourism and hospitality company located in Batu Tourism City, to improve the company's competitiveness. The research approach used is a case study with a qualitative method through in-depth interviews with management, direct observation and analysis of the company's internal documents. The results of the study show that the implementation of Value-Based Marketing through the development of services that meet the emotional and functional needs of customers has a significant impact on the Company's competitive advantage and is able to increase its attractiveness to a wider market segment. In conclusion, the implementation of Value-Based Marketing that focuses on customer needs can be a key factor in strengthening competitiveness in the dynamic tourism and hospitality sector. [ABSTRACT FROM AUTHOR]