STRATEGI KOMUNIKASI PARTISIPATIF HOSPITALITY INDUSTRY DALAM MENDUKUNG BRANDING HARRIS HOTEL BATAM CENTER
Abstract
Participatory communication in the hospitality industry integrates elements of the marketing mix to facilitate the exchange and dissemination of goods and services. This study aims to examine the participatory communication strategies employed by HARRIS Hotel Batam Center to support its branding efforts and increase guest numbers. The research utilizes a qualitative descriptive method, with data collected through interviews, documentation, and observation. Primary data sources include the General Manager, the marketing team, hotel guests, and staff members, while secondary data sources consist of documents, organizational charts, and relevant literature. The communication models employed include both direct and indirect communication; direct communication takes the form of sales promotions, personal selling, and direct selling, whereas indirect communication involves promotions via social media (Facebook, Twitter, Instagram), the internet, brochures, and other channels. The strategic process also involves situational analysis conducted by the marketing team and the hotel manager, such as reviewing daily income audit reports covering both financial figures and guest occupancy. The marketing team monitors customer feedback via comments on the hotel's website. Additionally, the hotel offers comprehensive facilities and affordable rates for guests. Keywords: Communication Strategy, Hospitality Industry, Marketing, Branding, Hotel.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author who publishes in the Jurnal Darma Agung agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
