Abstract
The tourism is a priority sector in Indonesia and reliable source to increase of foreign exchange of the country. Along with the increasing competition of hotel industry especially in Bogor regency, the knowledge about how to make a positive image among society is absolutely important. One of the hotel in the Bogor Regency is Lido Lakes & Resort Conference Sukabumi. The purposes of this study are to identify the characteristics of the consumer and to analyze Marketing Public Relations (MPR) effects towards image enhancement of Lido Lakes Resort & Conference Sukabumi. The method of this research are descriptive analysis and Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach. The result of the study showed that publications, social events, and media identity are the variables which positively affects the hotel image. It is therefore recommended for the company to focus on those three significant variables to enhance the hotel image.
Highlights
Sektor pariwisata menjadi prioritas di Indonesia dan dapat diandalkan untuk meningkatkan sumber devisa negara
reliable source to increase of foreign exchange of the country
The purposes of this study are to identify the characteristics of the consumer
Summary
Berdasarkan Tabel 1, perkembangan wisatawan nasional dari tahun 2009-2013 rata-rata adalah sebesar 6.373.231 orang dengan pertumbuhan rata-rata 10 persen. Rata-rata pengeluaran per hari wisatawan adalah sebesar USD122. Rata-rata lama tinggal wisatawan yang berkunjung lamanya adalah delapan hari
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