Saputri, Arlita Rian (2015) STRATEGI KOMUNIKASI PEMASARAN SUMMER SEASON HOTEL DALAM MENGHADAPI PERSAINGAN PERHOTELAN DI KAWASAN SOSROWIJAYAN. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
ABSTRAK Yogyakarta menjadi salah satu destinasi wisata favorit di Indonesia karena memiliki berbagai macam obyek wisata seperti wisata alam, wisata edukasi dan wisata budaya. Seiring dengan berkembangnya pariwisata di Yogyakarta, industri bisnis perhotelan pun kini juga berkembang pesat, berbagai hotel baru maupun hotel lama saling bersaing. Salah satunya adalah Summer Season Hotel yang berada di Jalan Sosrowijayan. Kawasan Sosrowijayan yang berdekatan dengan Malioboro ini merupakan kawasan perhotelan, hiburan, pusat perbelanjaan dan menjadi lokasi favorit wisatawan untuk mencari penginapan karena berada di pusat Kota Jogja. Tujuan penelitian ini adalah untuk mengetahui strategi komunikasi pemasaran yang dilakukan oleh Summer Season Hotel dalam menghadapi ketatnya persaingan hotel terutama di kawasan Sosrowijayan. Selain itu, untuk mengatahui upaya yang dilakukan Summer Season Hotel dalam menghadapi persaingan dengan hotel lain yang ada di kawasan Sosrowijayan dan sekitarnya. Jenis penelitian yang digunakan adalah penelitian deskriptif kualitatif untuk menjelaskan data yang diperoleh peneliti. Peneliti menggunakan metode deskriptif kualitatif yaitu dengan cara adalah observasi, wawancara, dan dokumentasi. Berdasarkan penelitian yang telah dilakukan, penulis mendapatkan hasil bahwa kerjasama dengan agen travel atau pihak ketiga menjadi salah satu faktor peningkatan jumlah tamu di Summer Season Hotel. Selain itu, pemasaran langsung, penjualan langsung, promosi, periklann dan pelayanan hotel menjadi faktor tercapainya target okupansi hotel. Hal ini menunjukan bahwa Summer Season Hotel mampu bersaing dengan hotel bintang di kawasan Sosrowijayan. Kata kunci : Persaingan Hotel, Strategi Komunikasi Pemasaran, Travel agent ABSTRACT Yogyakarta become one of the favorite tourist destinations in Indonesia because it has a wide range of attractions such as nature tourism, educational tours and cultural tourism. Along with the development of tourism in Yogyakarta, the hotel business industry are now also growing rapidly, a variety of new hotels and hotel longer competing. One is the Summer Season Hotel is located in Jalan Sosrowijayan. Sosrowijayan region adjacent to Malioboro is a hospitality area, entertainment, shopping centers and tourist favorite locations to look for lodging because of its central city of Yogyakarta. The purpose of this study was to determine the marketing communication strategy undertaken by the Summer Season Hotel in the face of intense competition, especially in the area Sosrowijayan hotel. In addition, to know the efforts made Summer Season Hotel in the face of competition from other hotels in the area and surrounding Sosrowijayan. This type of research is qualitative descriptive study to explain the data obtained by researchers. Researchers used qualitative descriptive method is by way of observation, interviews, and documentation. Based on the research that has been done, the authors obtain the result that cooperation with a travel agent or a third party becomes one factor increasing the number of guests at the Summer Season Hotel. In addition, direct marketing, direct sales, promotion, periklann and hotel services into achieving the target occupancy factor. This shows that the Summer Season Hotel is able to compete with Sosrowijayan star hotels in the area. Keyword : Competition Hotel, Strategy Marketing Communications, Travel agent
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Ratna Sufiatin |
| Date Deposited: | 14 Oct 2016 03:47 |
| Last Modified: | 14 Oct 2016 03:47 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7681 |
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