Abstract
The Covid -19 pandemic has significantly decreased the occupancy of the RedDoorz Syariah Buduran Sidoarjo Hotel rooms. The objective is to describe the marketing communication strategy used by the RedDoorz Syariah Buduran Hotel in increasing room occupancy. The study used a qualitative research method at the RedDoorz Buduran Hotel in March-August 2020. The information in this study was the hotel manager which was equipped with 3 people and 5 hotel visitors, with a purposive sampling technique which the criteria of hotel managers dan service staff. Observation data observation techniques, open interviews, and documentation. The results show that the RedDoorz Syariah Buduran hotel has carried out digital advertising through social media such as media (Instagram, website and Twitter) and TV advertising (youtube), sales promotion through the distribution of discount vouchers to visitors and holding local scale events, as well as conducting communication through the public relations division by inviting the surrounding community at the hotel anniversary event. The marketing communication strategies that are carried out are integrated with each other, so as to increase the number of visitors during a pandemic.
Highlights
Pandemi Covid -19 membuat okupansi kamar Hotel RedDoorz Syariah Buduran Sidoarjo turun signifikan
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Conflict of Interest Statement: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict ofinterest
Summary
Dampak ini juga terjadi diberbagai bidang industri seperti sosial, ekonomi, pariwisata, dan pendidikan sehingga pemerintah menetapkan peraturan terkait PSBB untuk mencegah penyebaran virus Covid-19. Adanya himbauan dari pemerintah untuk tetap berada di rumah saja mengakibatkan banyak industri hotel ini mengalami penurunan okupansi (tingkat hunian kamar) yang cukup signifikan. Pada masa pandemi seperti ini membuat tingkat okupansi Hotel RedDoorz Syariah Buduran turun drastis yakni hanya dapat mencapai target 3 4 kamar saja per-hari. Hal ini terjadi karena adanya himbauan dari pemerintah untuk tetap di rumah saja apabila tidak ada keperluan yang mendesak dan juga kebijakan perusahaan yang melakukan pengurangan tenaga kerja, serta banyak pabrik yang tutup menjadi faktor utama dalam menurunnya jumlah okupansi Hotel RedDoorz Syariah Buduran. Tabel 1.Okupansi Kamar Hotel RedDoorz Syariah Buduran September 2019 – Agustus 2020
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