Comparing the Tweet and the Experience. A Case Study @hrhbali 2019

Yuli Harwani ,Purwanti Dyah Pramanik ,Rina Suprina ,Arissetyanto Nugroho

doi:10.7176/ejbm/12-2-02

Abstract

Social media tweet is the marketing communication channel targeted to the consumers. The tweet @hrhbali, a luxurious hotel in Bali, analyzed and showed findings related to the dominant attribute proposed. This research was utilizing a mystery shopper to experience staying in the luxurious hotel and compare the attributes findings from the previous study to the experience of staying in the hotel. The results show that there are much detail and rich experiences compare with the previous research findings from the unstructured tweet dataset. This finding indicates that even though there is the right social media and channels of marketing communication, nevertheless, to deliver rich and detail experiences, stories should be written and delivered to netizen to improve the persuasiveness for the consumers to stay in the luxurious hotel. Keywords: @hrhbali, Experience, Attributes, Comparison, Hospitality DOI : 10.7176/EJBM/12-2-02 Publication date: January 31 st 2020

Highlights

Introduction@hrhbali emphasis on posting customer reviews to develop the trust of the netizen for the excellent quality of service and develop a good impression
Research Background The previous research findings for @hrhbali show that twitter delivers the element of promotion, product, and people for the period 2018 (Nugroho, Sihite, & Harwani, 2019). @hrhbali emphasis on posting customer reviews to develop the trust of the netizen for the excellent quality of service and develop a good impression
Since the previous research focused on exploring the unstructured tweet dataset, the findings of the research show that there are many reviews and comments delivered from the consumer @hrhbali

Summary

Introduction

@hrhbali emphasis on posting customer reviews to develop the trust of the netizen for the excellent quality of service and develop a good impression These findings show that the customer's experience and their willingness to post the tweet is the main content delivered @hrhbali. Since the previous research focused on exploring the unstructured tweet dataset, the findings of the research show that there are many reviews and comments delivered from the consumer @hrhbali. 2. Theoretical Review The findings from January to December 2017 research show that there is a combination of party, music, and fun delivered from the @hrhbali social media (Nugroho, 2018). There is the consistency of the product promoted, which is related to the party, music, and fun These findings extracted from different period dataset, which is some of the data set come from 2017, and some of the data set come from 2018. The research to explore the experience @hrhbali by visiting and experiencing Hard Rock Hotel Bali from the mystery shopper perspective is necessary

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