Strategi public relations arion swiss belhotel dalam membentuk image pasca akuisisi hotel grand flora

Himawan, Anindita Putri Amelia (2013) Strategi public relations arion swiss belhotel dalam membentuk image pasca akuisisi hotel grand flora. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Setelah mengakuisisi Hotel Grand Flora tersebut, Arion Swiss Belhotel juga berusaha untuk mengembangkan strategi PR nya yang tujuannya untuk meningkatkan citra Arion Swiss Belhotel karena konsumen akan mengambil keputusan memilih suatu hotel jika hotel tesebut memiliki reputasi yang baik dan mempunyai citra yang positif. Penelitian ini bertujuan untuk mengetahui penerapan Strategi Public Relations (PR) yang Dilakukan oleh Arion Swiss Belhotel dalam membentuk image pasca akuisisi Hotel Grand Flora. Metode yang digunakan adalah metode kualitatif eksploratif yang ditujukan sebagai identifikasi awal terhadap situasi yang dihadapi. Peneliti menggunakan strategi Public Relations dan citra perusahaan untuk memperkuat analisis. Hasil penelitian menunjukkan bahwa strategi PR yang dilakukan di Arion Swissbelhotel lebih mengarah pada kegiatan promosi, terutama dengan cara mempertahankan serta membentuk image Arion Swissbelhotel menjadi lebih baik lagi. Sedangkan dengan semakin banyaknya tamu yang merasa puas, serta meningkatnya inquiries yang masuk ke Arion Swissbelhotel, berarti sampai saat ini image yang terbentuk juga sudah baik dan sesuai dengan keinginan perusahaan Untuk saran yang diusulkan peneliti antara lain Arion Swissbelhotel sebaiknya lebih meningkatkan pelayanan kepada para tamu yang datang, sedangkan untuk segi promosi, ada baiknya mulai mencoba media lain terutama elektronik seperti radio dan televisi. / Having acquired the Hotel Grand Flora, Arion Swiss Belhotel also tried to develop a PR strategy which aims to improve the image of Arion Swiss Belhotel because consumers will decide to choose a hotel if the hotel has a reputation for proficiency level and have a positive image. This study aims to determine the application of Strategic Public Relations (PR) Performed by Arion Swiss Belhotel in shaping the post-acquisition image of Grand Hotel Flora. The method used is explorative qualitative method that is intended as an initial identification of the situation at hand. Researchers used a strategy of Public Relations and corporate image to reinforce the analysis. The results showed that the PR strategy is carried out in Arion Swiss Belhotel more directed at promotional events, especially by maintaining and forming image Arion Swiss Belhotel be better. While a growing number of satisfied guests, as well as increased inquiries coming into the Arion Swiss Belhotel, means to this image which has also been well established and in accordance with the wishes of the company. Suggestions from the author include improving the service, and trying new promotional strategies, especially using electronic media like television.

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