The Impact of Integrated Marketing Communication (IMC) Towards the Occupancy Rate of Hotels in West Java (IMC in Practice)

Abstract

This research aims to know, to analyze and to inform the impact of IMC or the performance of the promotion mix of occupancy rate of hotels in West Java. The research can be summed up as follows: implementation of IMC done by hotels in West Java, affects OR at 18,9%. If observe each element of the IMC turned out that the elements of marketing communication through the exhibition has the dominant influence towards the OR at 0,730 and followed by the Public Relation at 0,347, this happens because the majority of hotels in West Java still tend to use simple promotional approach, only a small portion use the advertising via on-line. The hotel room occupancy rates in West Java in the last five years experienced the rise and down but in general the average level of OR still below 50% (fifty percent), both for the quality rated and non rated hotels. The study method used was descriptive and verificative method with type a descriptive survey and research explanatory survey with total sample of 803 people.