Hotel Services Research Articles

Hotel Receptionists’ Perspective on Crisis Management Preparedness and Practices in Select Hotels in Calapan City

Every business must be equipped with crisis management protocols and procedures to ensure the guests’ safety and experience. It includes management during typhoons, emergencies, natural disasters and data breaches, and the like. Hotel staff and personnel must be able to aid the needs of the guests in times of crisis and emergencies. To fulfill the gap, this research study aimed to determine the Hotel Receptionist’s Perception of Crisis Management Preparedness and Practices in selected hotels in Calapan City. A quantitative approach and descriptive-correlational were chosen as research design and method, to provide static pictures of situations as well as establish the relationship between different variables. To determine the perceptions of hotel receptionists, data was collected through a printed survey questionnaire form. The results revealed that Hotel receptionists are generally satisfied and aware of the crisis management preparedness of their hotels in treceptionists’ point of view, they are capable of practicing and imposing hotel management crises in terms of natural crises, civil conflicts, pandemics, and technology failures crises in terms of Natural crises, Civil Conflicts, Pandemics, and Technology Failures. It was also revealed that the Level of Crisis Management Preparedness and the Practices of Hotel Receptionists have a moderate relationship; indicating that the receptionists are required to have more awareness and continual practices concerning Crisis Management Preparedness to effectively cater to the probability of risk and hazard that can be situated in a Hotel Management. Thus, hotel receptionists and the management should try to use the researchers’ self-made infographic, containing ways how to be aware in preparing and practicing Hotel Management Crisis in terms of Natural Crises, Civil Conflicts, Pandemics, and Technology Failures. This would help them maintain continual knowledge and practices toward a more equitable and safer hotel environment and services.

Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.

Service Experience and Customers’ eWOM Behavior on Social Media Platforms: The Role of Platform Symmetry

Empirical evidence has demonstrated that customers often share diverse, and sometimes even conflicting, eWOM information on various social platforms, bringing new challenges to eWOM management. Based on the platform symmetry theory, this work explores how customers’ positive or negative service experience alters their choice of social platforms for eWOM communications. Using five studies, across restaurant and hotel services, we find that customers tend to share positive eWOM on symmetrical social platforms (e.g., WeChat) but negative eWOM on asymmetrical social platforms (e.g., TikTok, Weibo). Self-enhancement and emotion regulation motivations mediate the impact of service experiences on customers’ social platform preferences. Such an effect, however, is attenuated when the service is hedonic (vs. utilitarian) by nature. This work expands the existing literature on eWOM sharing and social platforms within the hospitality industry and offers valuable insights for service providers regarding effective eWOM management in the social media era.

The digital revolution in the tourism industry: role of anthropomorphic virtual agent in digitalized hotel service

PurposeIn the tourism industry, immersive technologies become increasingly vital, amplifying traveler experiences and industry growth. By studying “e-booking” applications prevalent in hotels, this study aims to analyze the impact of integrating an anthropomorphic virtual agent (AVA) on user perceptions of humanness and service usage intent.Design/methodology/approachTwo experiments were conducted to examine the effects of using an AVA and explain the psychological mechanism of how AVA’s attributes increase intention to use “e-booking” application.FindingsThe results highlight the positive influence of AVA on the intention to use. They illustrate the psychological mechanism of how AVA’s attributes (agency and emotionality) influence perceived humanness and intention to use. More specifically, the results indicate that perceived humanness mediated the effect of an AVA on intention to use.Research limitations/implicationsFurther research should delve into additional capabilities related to humanness.Practical implicationsThis study provides useful insights for hotels’ managers about incorporating AVAs in digital services to enhance the perceived humanness of AVAs. The findings suggest that such efforts could yield benefits, especially when they involve conveying that AVAs possess agency and emotionality.Originality/valueTo the best of the author’s knowledge, this study is the first to investigate how AVA impacts hotel human–computer interaction. It examines agency and emotionality features on humanness perception and behavioral intent. It also guides successful digitalized hotel service development and design, expanding existing research on human–virtual agent digital services, which mainly focuses on superficial traits like face and gender.

Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

PurposeAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.Design/methodology/approachWe test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.FindingsThe results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.Research limitations/implicationsWe focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.Practical implicationsThe study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.Originality/valueWhile the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

ELECTRONIC WORD-OF-MOUTH AND CUSTOMER PURCHASE INTENTION FOR HOTEL SERVICES IN DELTA STATE, NIGERIA

The study examined the effect of electronic word-of-mouth on customer purchase intention for hotel services in Delta state. The investigation used the cross-sectional survey research design. The study concentrated on customers of specific luxury hotels rated four and five stars in Asaba and Warri, Delta State. The total number of hotel customers in these two cities is unknown. The study used the snowball sampling technique. The sample size of 384 respondents was determined using the Cochran formula. Primary data were collected using a standardised questionnaire. Both face and content validity were used in this study to assess the validity of the research instrument. The investigation used internal consistency reliability. The collected data were analysed using descriptive statistics, namely frequencies and percentages. Pearson correlation analysis and regression analysis were used for inferential analysis. Findings showed that online reviews, brand information quality and message source credibility has significant positive relationship with customer purchase intention for hotel services. The study concluded that electronic word-of-mouth has significant positive effect on customer purchase intention for hotel services in Delta state. It was recommended amongst others that hotel managers should consistently check online review platforms for comments, respond swiftly and openly to any concerns presented by guests. Showing responsiveness can improve how the hotel is perceived.
 Keywords: Customer Purchase Intention, Electronic Word of Mouth, Hotel Services.

Similarities of the Latin Countries in Relation to Customer Expectations about Service Dimensions of the Hotel Service

This research delves into the alignment of service dimensions with customer expectations in Latin countries, exploring the presence of homogeneity within this diverse group. Utilizing unidirectional ANOVA for individual service dimensions, comparisons were made between the means of the Latin cluster, the Latin European cluster, and the Latin American cluster to evaluate the uniformity of country averages. The results revealthat Latin countries do not form a homogeneous group concerning service dimensions; at least one country demonstrates distinct expectations, indicating varying customer preferences. Additionally, disparities were identified between the Latin-European cluster and the Latin American cluster. This challenges the reliance of Latin companies on cultural and historical proximity for internationalization, as customer expectations for the same service vary. Managers are urged to conduct country-specific analyses and tailor marketing strategies and service offerings to each Latin country. The cross-cultural research spans ten largely unexplored Latin countries, where the absence of consensus among authors in cultural dimension clustering underscores an incongruity in labeling Latin customers as equals with identical service expectations.

INTERNET-BASED HOTEL MARKETING STRATEGY IN INDONESIA: EMPIRICAL STUDY WITH VECTOR AUTOREGRESSION MODEL

Purpose: The purpose of this study is to determine how the Indonesian hotel sector may use the internet as a productive and successful marketing tool. Theoretical Framework: The opportunities offered by the internet include ease of accessing and disseminating information about hotel products and services, the ability to reach a wider and more diverse market, and the opportunity to improve the quality and efficiency of services (Kapoor & Kapoor, 2021). However, the internet also poses challenges, such as increasingly fierce competition, changes in consumer preferences and behavior, and threats to data security and privacy (Bandara, Fernando, & Akter, 2020). Design/Methodology/Approach: This research uses secondary data from the World Bank and UNWTO regarding Internet users, Number of hotel rooms, Total guests, and Tourism arrivals from 2000 to 2022. This research applies a vector autoregression (VAR) model with two lags to test the relationship between five time variables. series, namely Total Guests, Tourism Arrivals, Room Rate, Number Of Rooms, and Internet Users. The VAR model was chosen because it has the lowest information criteria values, namely AIC, SC, and HQ, which shows a high fit to the data. Findings: Number of Rooms is the variable that has the most influence on other variables, which indicate the capacity and quality of hotel accommodation. Therefore, hotels are advised to increase the Number Of Rooms in order to attract more tourists and increase revenue. Apart from that, Total Guests, Tourism Arrivals, and Room Rate also have a significant effect on several other variables, which reflect the dynamics of market demand and supply, as well as hotel competitiveness. Therefore, hotels are advised to maintain and improve these variables with appropriate marketing strategies, such as promotions, distribution channels and social networks. Meanwhile, Internet User is the weakest variable in the VAR model, which has a negative relationship with Total Guests, Tourism Arrivals, and Room Rate, which reflects the influence of information technology on consumer behavior. Research, Practical & Social Implications: This research makes a practical contribution by providing solutions for the hotel industry in Indonesia to increase performance and income by utilizing the internet as an effective and efficient marketing medium. Originality/Value: This research provides a theoretical contribution by examining the influence of the internet as an effective and efficient marketing medium for the hotel industry in Indonesia, which is a topic that has rarely been researched before.

Research Directions and Methodology for Measuring the Quality of Hotel Services: Bibliometric Analysis

Abstract Purpose This study aims to map past and current research on hotel service quality, taking into account recent technological developments. It describes the evolution of research subjects, identifies key bibliographic indicators, and explores methodological approaches used in the research. Design/Methodology/Approach This study uses bibliometric analysis to examine articles from Scopus and Web of Science (a dataset of 1361 articles). Data preparation, coding, and analysis were done with the R Bibliometrix library, and the analysis of research methods of hotel service quality was done with MaxQDA24. Co-word network analysis allowed for the identification of the thematic clusters and research themes’ evolution over time. Findings The study shows the change from traditional to technology-integrated service quality metrics. While quantitative methods remain prevalent, the growing inclusion of artificial intelligence and machine learning can be observed. It highlights how important online reviews and bookings are in evaluating service quality. Practical Implications The paper presents the justification for hoteliers’ need to use advanced tools for service quality measurement and embrace digitalization in hospitality management. Originality/Value This paper extensively examines how digitalization has changed the approach and evaluation of hotel service quality Mapping scholarly research over three decades explains the transition from the SERVQUAL model and survey research to dynamic, technology-driven instruments. This research offers a comprehensive bibliometric synthesis highlighting digitalization’s transformative impact on hotel service quality assessment and methodology evolution, emphasizing its significance.

Performance evaluation method of the service quality dimensions using Six Sigma metrics, the main components’ quality indicator and the geometric capacity indicator

Abstract This research aims to propose an evaluation and monitoring method with the Six Sigma performance metrics, the main component quality indicator, and the geometric capacity indicator to control service quality dimensions. The research was quantitative and evaluative. It was developed using primary historical information on the quality criteria of hotel service in twelve periods of 2019. It was possible to demonstrate that the geometric indicator was the most demanding capacity with a value of 0.91163, followed by the multivariate main components’ indicator with a value of 0.9559, establishing as a relevant finding the integrality of the three performance criteria to evaluate a service. Topics of service quality, Six Sigma metrics, multivariate main component and geometric capacity indicators were addressed as a theoretical foundation. The research provides a unique contribution in the form of an innovative and efficient continuous improvement method, which makes services more reliable and accurate. Univariate and multivariate statistics were intensively used to evaluate and improve the dimensions of a service from different perspectives. This method has not been considered from the same approach despite its great usefulness in quality control.

Daily Rental of Residential Premises: Finding a Balance of Interests and Implementating of the Principle of Solidarity in Judicial Practice and Legislation

The article shows that despite the steady growth in demand for daily rental of residential premises, the use of apartments for designated purposes raises many questions in society, legal doctrine and judicial practice, among which is the issue of the ratio of short-term rentals and the provision of hotel services, as well as the need to ensure a balance of interests between owners of residential premises leased daily hiring, and persons permanently residing in an apartment building (neighbors) and thus implement the principle of solidarity, and protection of the right to housing at the same time as the economic efficiency of the use of living space. The authors proceed from the fact that at the moment the relations developing in connection with the daily rental of residential premises do not have a clear legal regulation, which entails the need in each specific situation to raise the question of the legal qualification of the concluded contract, and often requires judicial interpretation. Analyzing judicial practice, the draft law with the proposed amendments, as well as the doctrine, the authors conclude that when qualifying a contract mediating the transfer of an apartment for daily rent, the differentiation should primarily occur based on the intention to create a sufficiently stable connection with the place of residence. Some ways are proposed to ensure a balance between the interests of the owners of apartments for rent, on the one hand, and neighbors, on the other hand. In conclusion, it is summed up that this problem requires a thoughtful and adequate response from the legislator, and the hope is expressed that in the new law and the judicial practice that develops on its basis, it will be possible to ensure a balance of interests and implement the principle of solidarity.

УПРАВЛІННЯ ГОТЕЛЬНИМИ МЕРЕЖАМИ В УМОВАХ ВОЄННОГО СТАНУ В УКРАЇНІ

Due to the ongoing Russian-Ukrainian war and martial law in Ukraine, it is advisable to expand the scope of study of problematic issues related to the management of hotel chains under martial law in Ukraine by examining the current state of the industry and the experience of hospitality industry enterprises gained during this time, which has led to the relevance of the chosen topic for this scientific article. The article is aimed at analyzing the mechanism of functioning of international and national hotel chains in Ukraine and the peculiarities of management of hotel chains under martial law. The object of research is the management system of hotel chains under martial law in Ukraine. The subject of the study is a set of theoretical and methodological foundations for determining the essence and features of the hotel chain management system under martial law in Ukraine. The scientific novelty of the study is to summarize the arguments regarding the organisation and functioning of hotel chains in the current business environment and to systematize the scientific theoretical, methodological and applied foundations for determining and taking into account the peculiarities of hotel chain management during martial law in Ukraine. In order to reveal the subject of scientific research, the article uses such methods as observation and comparison (characteristic features and forms of functioning of hotel chains in the hospitality industry are determined), analysis and synthesis (the essential indicators of success in Ukraine and the world of certain hotel chains, management methods in crisis conditions are clarified), methods of statistics (recording the dynamics of development of hotel chains), methods of visualisation (graphical and tabular forms), classification (in terms of types, forms and factors of influence on the functioning of hotel chains), visualisation methods (graphical and tabular forms). The article summarises the arguments regarding the importance of state regulation in the hotel business and international and national requirements for the provision of hotel services under conditions of risk. The scientific theoretical, methodological, analytical and applied principles of the hotel business in the system of the legal field for compliance with the standards of functioning of international and national hotel chains under martial law are systematised. The results of the study can be useful for employees of the tourism and hospitality industry; researchers, teachers, students of higher education institutions, who study, in particular, the specialities "Tourism" and "Hotel and restaurant business". Keywords: martial law, hotel industry, hotel chains, hotel services, hospitality industry, hotel management, hospitality market, Ukraine, hotel management.

Uncovering structural characteristics of virtual water flow network in India

India plays a pivotal role in global water resource management. Existing studies have not well characterized structural characteristics of virtual water flow network in India (e.g., critical sectors, transactions, and supply chain paths) in the context of global supply chains. This may impede the efficiency of policy measures on the mitigation of India's water shortage. This study identified critical transmission sectors, intersectoral transactions, supply chain paths, and communities of India's virtual water flow network, by combining the global environmentally extended multi-regional input-output model, structural path analysis, betweenness concept, and community detection method. Results show that in addition to domestic water-intensive sectors, the transmission sectors, intersectoral transactions, and supply chain paths associated with domestic service sectors (e.g., the “Hotel and restaurant services” and “Other land transportation services” sectors) and foreign sectors (mainly chemical industries, light industries, and services in large manufacturing entities) also play important roles in transmitting India's water uses. The importance of critical transmission sectors and transactions related to foreign regions (e.g., the rest of Asia-Pacific Region and China) have increased significantly during 1995–2020. Moreover, major communities mostly involve sectors from different regions. These findings can provide hotspots for India's water resource management in terms of improving the productivity and strengthening the interregional and intersectoral cooperation.

Засоби розміщення мігрантів: досвід Польщі

The social properties of the hotel business are objectively determined by the course of phenomena and processes that reflect, on the one hand, the relevance of the increase in the economic activity of the social component, which is focused on the social needs of the consumer, and on the other hand, the strengthening of the importance of the social factor in the conditions of humanitarian crises. The trigger that led to the growth of the social function of the hotel business was the full-scale invasion of Russian troops into Ukraine, which caused a wave of migration of the Ukrainian population. In these conditions, the Polish hotel business imple­mented the function of social responsibility towards Ukrainian refugees, offering temporary shelter and organizing needs. The research aim of this paper is to analyze the role of hotels in the direction of Ukrainian refugees support during 2022. General scientific and special methods of cognition were applied: abstract-logical and comparison; analysis and synthesis, analogies, questionnaires; theoretical generalization and formulation of conclusions. The obtained results of the research on the peculiarities of providing temporary accommodation and food services to refugees indicate that the satisfaction of their primary needs intensified the determination of the importance of the social functions of the hotel business in the conditions of humanitarian crises. It has been proven that it is expedient to include informational and social services (assistance in employment) in the structure of hotel services. It has been established that the needs and expectations of refugees will require the hotel business to develop a certain algorithm of actions to attract external funding, which is a factor in ensuring (growth) of revenue and the ability of hotels to increase the amount of support to refugees without reducing key indicators of economic activity. The relevance of the topic of gender is confirmed by the coverage of the issue of providing guarantees to the hotel business by the United Nations Refugee Agency in order to create proper conditions for refugees in the conditions of military conflicts. Support for migrants is, on the one hand, "search for sources of funding" and, on the other, "assis­tance in the integration process." The article describes the areas of support offered by hotels to refugees seeking temporary shelter in Poland. Taking into account the experience of the social activities of Polish hotels will allow to increase the level of social responsibility of national hotel chains, gives them the opportunity to be involved in the decision-making process that will restore the hotel business in Ukraine.

Users’ Satisfaction and Loyalty in Hotel and Airbnb Hosting Services

Peer-to-peer markets, collectively known as the sharing economy, have emerged as alternative providers of services historically delivered by hotel chains. In this context, the aim of this article is to analyze the factors affecting the loyalty and satisfaction of Airbnb and hotels users. Data collection was carried out by means of a descriptive survey. The sample consisted of 645 respondents, answering by accessibility and convenience. Multiple regression analysis was used for data treatment and analysis. As a result, the research showed that loyalty was dependent on the dimensions of installations, reliability, and value in the hotel chain, and on the value dimension for Airbnb. Customer satisfaction is influenced by dimensions of service, installations, reliability, and value in the hotel chains, and for the dimensions of installations and value on Airbnb. It was also found that 66.5% of the respondents, even with the advent of the sharing economy, opted to use the hotel chains as a means of lodging.

Mitigating the impacts of COVID-19 pandemic on hotel services: A conceptual framework on technological innovations and employee well-being

<p><strong>Purpose:</strong> This present article offers insight into the impacts and implications of COVID-19 on the service delivery process for hotel customers. The objective also reflects on how technological innovations may mitigate those impacts and contribute to employee well-being. Keeping in mind the above, a conceptual framework has been developed that clearly and critically depicts the COVID-19 impact on technological innovation and its subsequent influence on hotel employees well-being. <strong>Design/methodology/approach:</strong> This research paper strongly outlines the current theoretical background on hotel services impacted by the COVID-19 pandemic. The author also investigated the current trends in hotel guest services influenced by technological innovations. The present data and industry report have been used to formulate the conceptual framework linked to employee well-being. <strong>Findings:</strong> This study proposes an underlying theory and research plan on technological innovation that facilitates hotel service delivery while keeping COVID-19 and social distance in mind and thereby contributes to comprehensive employee well-being. <strong>Originality/value:</strong> This article would be a pioneering study seriously investigating the impact of COVID-19 on hotel service delivery engulfed by the various technological innovations and contributing towards employee well-being at macro and micro levels.</p>

Analisa Bauran Pemasaran Jasa Hotel Belangi Syariah Takengon

This thesis is the result of research and discussion. The problem identification in this research is what is the marketing mix for the services of the Takengon Belangi Syariah Hotel. And the aim of this research is to determine the service marketing mix at the Belangi Syariah Takengon Hotel. And the benefit of this research is to develop good knowledge and apply the knowledge that has been obtained during the course. Information and references for the Belangi Syariah Takengon Hotel as well as a wealth of knowledge. The scope of this research concerns the analysis of the marketing mix of services at the Belangi Syariah Takengon Hotel. The respondents for this research were the managers and employees of the Belangi Syariah Takengon Hotel, totaling 5 people. This data collection was carried out by observation and interviews. The research results show that in terms of product, the main product of the Belangi Syariah Takengon Hotel is rooms with 5 types, namely family rooms, deluxe rooms, twin rooms, standard double rooms and single rooms. For price, in determining the price of the Belangi Syariah Takengon Hotel, it refers to the facilities, the price is according to its class, namely IDR 300,000 for a single room, standard double room type IDR. 365,000, twin room type Rp. 550,000, deluxe room type Rp. 665,000, and family room for Rp. 800,000. For Place, the location of the Hotel Belangi Syariah Takengon is strategic and very easy to access for consumers who come from outside Takengon. For People, employees provide good, fast, friendly, thorough and accurate service. For Physical Evidence, the Belangi Syariah Takengon Hotel has a 3-story building, the first floor is filled with an AC lobby, smoking area and mini market and there is an ATM machine, the second and third floors are filled with hotel rooms. In the Process, the Belangi Syariah Takengon Hotel service process collaborates with online hotel booking services, such as tiket.com, booking.com, traveloka.com, pegipegi.com and others, and customers can also come by telephone or come in person, method Payment can be made via cash and non-cash. Finally, for Promotion, there are two strategies implemented at the Belangi Syariah Takengon Hotel, namely pull and push strategies that utilize various social media, placing advertisements in mass media, electronic media, as well as trying to be active in government and non-government activities.

Leveraging strategic leadership for boosting operational resilience in hotels: the role of crisis response strategies and e-readiness

PurposeThe purpose of this study was to examine the impact of strategic leadership (SL) on business operational resilience (OR) in the hotel industry in Egypt, namely, during and after the pandemic. This investigation also aimed to explore the mediating function of crisis response strategies (CRSs) and organisational e-readiness (Oe-R) in this relationship.Design/methodology/approachThe researchers conducted a cross-sectional study using a questionnaire as the primary data collection method. Using partial least squares structural equation simulation (PLS-SEM), the study used a comprehensive sample that targets the general managers of all five-star hotels in Egypt.FindingsResults indicated that SL has a positive impact on CRSs and Oe-R. Furthermore, the results reveal a positive influence of Oe-R on both CRSs and hotel OR. On the other hand, CRSs do not influence hotel OR. The findings showed that CRSs fully mediate the link between SL and OR. However, CRSs do not serve as a mediator between Oe-R and OR. Furthermore, the findings showed that Oe-R partially mediates the link between SL and both OR and CRSs.Practical implicationsThe study yields unique and valuable theoretical and practical insights to guide hotel leaders and managers towards adaptive recovery and resilience in turbulent and crisis-ridden environments by demonstrating that the combined mediating function of CRS and Oe-R is more effective in strengthening the relationship between SL and OR.Originality/valueThis study represents a pioneering investigation that establishes a correlation between SL and OR, either through direct or indirect means. The research examines the involvement of CRSs and Oe-R as collaborative mediators in this relationship. Previous studies undertaken in the hotel industry and service sector have not investigated this specific element.

EMPLOYING ELECTRONIC ADVERTISING IN HOTEL MARKETING AN ANALYTICAL STUDY OF THE CONTENT OF TOURISM ADVERTISEMENTS PUBLISHED ELECTRONICALLY

Hotel marketing is the basis for promoting any hotel service, and it is the reason for the success of the hotel’s establishment and the tremendous increase in its monthly profit returns for the hotel owners, as well as the rise in revenues allocated to the hotel itself. After developing the hotel marketing method, most hotels do their work via the Internet (e-marketing). This method makes many of its steps easier for them and produces excellent profits for the hotel without any problem or error in the same hotel marketing system. By entering the hotel marketing website, it also makes it very easy for guests and tourists, especially when they arrive at the places they want to go to. The payment process is electronic for each hotel and booking what they receive from it. Without having to go to the hotel more than once, knowing what the guests and tourists need from hotel marketing and providing them with all means of comfort and safety when starting the marketing process is essential.

MARKETING PUBLIC RELATIONS STRATEGY IN WEDDING PARTY EVENTS AT HORISON HOTEL BEKASI

Currently, hotel services do not stop at providing the best rooms, but also include a variety of experiences, one of which is the wedding party event service as a special event. However, with the Covid- 19 pandemic, the hotel business had to re-think so that the business could run and survive. One of the hotels that has been able to survive the pandemic that also offers wedding party event services is the Horison Ultima Bekasi hotel. The purpose of this study was to determine the marketing public relations strategy in the wedding party event at the Horison Bekasi hotel. The theory used in this study is the marketing public relations strategy of Thomas L. Harris which consists of a pull, push, and pass strategy. This research approach is qualitative. This type of research is descriptive. Information obtained from 4 informants. Data collection techniques through interviews, observation, and documentation. Data analysis techniques through the stages of data reduction, data presentation, drawing conclusions, and data verification. The results of the study show that the Horison Bekasi hotel uses conventional media and social media for publicity as a pull strategy, improving service quality and promos as a push strategy, as well as maintaining good relations with consumers and customer testimonials as a pass strategy. This is in accordance with the MPR strategy model put forward by Thomas L. Harris, namely the pull, push, and pass strategy.