Saputri, Arlita Rian (2015) STRATEGI KOMUNIKASI PEMASARAN SUMMER SEASON HOTEL DALAM MENGHADAPI PERSAINGAN PERHOTELAN DI KAWASAN SOSROWIJAYAN. Other thesis, UPN "Veteran" Yogyakarta.
Preview |
Text
ABSTRAK.pdf Download (87kB) | Preview |
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) |
|---|---|
| Subjek: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | x. 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 |
Actions (login required)
 |
View Item |