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STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN MINAT PENGUNJUNG (STUDI DESKRIPTIF KUALITATIF PADA HOTEL JAVA HERITAGE PURWOKERTO)
In today’s competitive hospitality industry, marketing public relations plays a vital role in shaping brand image and increasing visitor engagement. This study aims to examine how Hotel Java Heritage Purwokerto implements marketing public relations strategies to attract potential guests. Using a descriptive qualitative method, data were collected through in-depth interviews with five informants, consisting of two internal hotel staff (HRD and Assistant Marketing Manager) and three hotel visitors. The study adopts the theoretical framework of marketing public relations strategies—pull, push, and pass—which are analyzed through three stages of visitor interest: attraction, preference, and information search. The findings show that the pull strategy is implemented through consistent social media use and engaging promotional content to gain initial attention. The push strategy includes partnerships with institutions and event organizers, as well as the distribution of both digital and print media to shape visitor preferences. The pass strategy emphasizes service excellence and positive guest experiences, leading to word-of-mouth promotion. These strategies are applied in an integrated and complementary manner, gradually influencing potential visitors from awareness to the decision to visit. The study concludes that an effective marketing public relations strategy enhances trust, builds brand reputation, and increases the potential for guest visits.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN MINAT PENGUNJUNG (STUDI DESKRIPTIF KUALITATIF PADA HOTEL JAVA HERITAGE PURWOKERTO) (Text)
STRATEGI MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN MINAT PENGUNJUNG (STUDI DESKRIPTIF KUALITATIF PADA HOTEL JAVA HERITAGE PURWOKERTO) (Other)
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