Public Relation Role In Marketing Strategy Before And During The Covid-19 Pandemic In Hotel Business Case Study: Swiss-Belhotel Yogyakarta
Abstract
The Covid-19 pandemic impacts on almost all sectors, one of them is the hotel sector.
Where the various impacts felt by the hotel range from influencing internal aspects such as
employees to the economic condition of the hotel to external aspects such as relationships with
customers. To survive and succeed through the Covid-19 pandemic crisis, the hotel is required
to be responsive and adaptable to the situation through the preparation and creation of products
or programs from each hotel or what is called a marketing strategy. In this case, the hotel will
rely on its role of Public Relations in developing strategies to deal with the crisis, one of which
is how to maintain relationships with customers. Thus, like Swiss-belboutique Yogyakarta as
a part of the hotel sector that is felt the impact of the Covid-19 pandemic, it is also trying to
find a solution to survive in times of crisis, where Public Relations decide to survive by
maximize the use of digital media, Instagram, as a marketing strategy during the pandemic.
This research was conducted with the Public Relations of Swiss-Belboutique Yogyakarta to
reveal a deeper hotel recovery strategy. This study also highlights the comparison analysis of
the marketing strategy before and during the pandemic adopted by Hotel Swiss-belboutique
Yogyakarta.
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